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Moulding the minds

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TABLE OF CONTENTS

PREFACE

INTRODUCTION.

Chapter I

EDUCATION AND LITERACY IN A MEDIA AGE

The Concept of Media Literacy

A Media Literate Person.

Why Teach Media Literacy?

Chapter II

KEY PRINCIPLES OF MEDIA LITERACY

Media Construct Reality

All Media are Businesses with Commercial Interests

Media Present Ideologies and Value Messages

Media Use Identifiable Techniques

Chapter III

A BRIEF HISTORY OF MEDIA LITERACY

The Beginnings

The Present Status – An Overview

Chapter IV

THE INTERNATIONAL SCENARIO

Australian Media Education

British Theory and Practice

Media Education in France

Germany: Much Theory and Limited Practice

Experiments in Spain

The Canadian Experience

Latin American Malaise

Media Education in Developing Countries

Media Education: A Crisis of Neglect

Chapter V

THEORETICAL FOUNDATIONS FOR MEDIA

LITERACY EDUCATION

Social Learning Theory

Mass Media and Social Learning

Media and Observational Learning

Chapter VI

MEDIA VIOLENCE AND OBSERVATIONAL LEARNING

The Disinhibition Hypothesis

The Theory of Aggressive Scripts

Cognitive Priming Theory

Copycat Aggression

Chapter VII

MEDIA SEX AND OBSERVATIONAL LEARNING

Effects of Viewing Media Sex.

Theoretical Explanations on Media Sex Effects

General Arousal Theory

Arousal and Distraction Theory

Hedonic Model

Attitude and Values Change Theory

Chapter VIII

MEDIA AND CULTURE

Cultivation Theory: Growing up with Media

Growing up with Media Advertisements: The Effects

Chapter IX

COM MODIFICATION OF CULTURE

Mainstreaming

Consumerism and Alienation

Media Stereotypes: Effects of Gender, Logos

and Symbols

Media and Culture: Medium Theories

Chapter X

MODELS OF MEDIA LITERACY EDUCATION

Early Models of Media Education

The Moral Panic and Innoculative Approach

Study of Popular Arts and Culture Paradigm.

The Psychological Model

The Semiotics and Ideology Paradigm

The Reader Response Paradigm

Chapter XI

TOWARDS AN INTEGRATED THEORY OF MEDIA

LITERACY

The Challenge: Need for Theoretical Foundations.

Cultivation Analysis

Chapter XII

EDUCATIONAL IMPLICATIONS OF AN INTEGRATED

THEORY

The Role of Mediation

Media Literacy as Cultural Analysis

Media Literacy as Study of Grammar and Syntax of

Media

Analysis of Values and Ideologies

Speciic Educational Goals of Media Literacy Training

CONCLUSION

REFERENCES

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Description

MOULDING THE MINDS

MEDIA LITERACY IN A MEDIA AGE

‘MOULDING THE MINDS’ is the result of hundreds of seminars and workshops the author has conducted in India and abroad in his quest for a radical transformation in the way people use and consume media today. The main theme of the book is media literacy.

Based on his in-depth study and research on communication and media theories the author argues that the modern media in fact moulds the minds of people.

In a systematic way the author elucidates that media literacy education is the only way to defend against the glamour and glitter of modern media of communication. Instead of teaching ‘against’ media the author proposes that teaching and learning to ‘read’ any media text objectively is a more positive and creative response to the powerful and persuasive influence of modern media culture in our life today.

The book is a must read for students, media teachers and parents.

George Sebastian SJ

^Hl Indian Jesuit from the province of Kerala, Director of Thanmaya Media Education and Research Centre at Kottayam, Kerala. He has an MA in Sociology from Kerala University, and an MA in Journalism and a PhD in Media Studies from Marquette University, Milwaukee, USA. He is a Visiting Faculty at Marquette University and a Guest Faculty in a number of colleges and Universities in India.He has conducted hundreds of media and film seminars, workshops, value education and spiritual renewal programs and retreats for various groups of people in India and abroad. He has produced and directed a number of short films for education and animation purposes. He is also involved in writing and publishing on media, culture and values. He has been the director and editor of’Snehasena’, a children’s magazine and ‘Yatra Publications’for several years.

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