Concept Week 10

Media literacy from media consumers’ point of view:

By Jimmy Lavorato

In my mind, media literacy is the ability to decipher messages obtained from the many media sources out there. A certain method emerges for how the newspaper, news station, and all other platforms, relay messages to the consumer who then decodes that message. A successful media literate consumer knows how to access the information that is all around them. Sometimes it’s not easy to decipher the message, maybe an ad is playing that requires some knowledge to understand the product or topic that you don’t quite have, or maybe you are visiting a social network site and don’t understand how to use. A fun example of this is my facebook illiterate father, when he first started using it, he had no idea how to view pages or message people. The only thing he really could do is update his status. So when he would want to talk to somebody he would just make a new status with their name at the of it. Sometimes the consumer needs to know how to view information in a different format then just plain text or video, in my example there is a table that shows information on job growth based on President Obama’s entrance into office.

Discussion Week 10

Which of the five types of convergence media do you understand the least – and how does it affect you?

By Jimmy Lavorato

Most of the types of convergence media are pretty straightforward to me, although the one I feel would take me the longest time to define would be operational convergence. Jack Junker from my team had a great example that made a lot of sense to me. He said that it is basically a business or organization that tries to maximize on effectiveness and “continuously improve performance”. This competition basically means that the consumer will try to buy the best product available to them, one with all the “bells and whistles”. If a consumer finds out that a product maybe breaks down easily or has a lot of bugs that need to be fixed, the company that provides that item isn’t doing a good job. Whenever I decide to purchase an item such as a laptop, i’m looking for one that will provide all the long term benefits I need.

Discussion Week Ten (10)

Which of the five types of convergence media do you understand the least – and how does it affect you?

To be completely honest I am not one to say that I “understand” any of the five types more than another. So in turn it affects me quite a bit so I think I am just going to say what I believe/what I find about each of the convergence media.

  1. Corporate: The coming together of distinct and separate factors or phenomenon such as technologies. For example, convergence of computing and telecommunications in modern telephony.
  2. Operational: I see operational as a certain effectiveness. You see any kind of practice that allows a business or other organization to maximize the use of their inputs by developing products at a faster pace than competitors or reducing defects, for an example. Operational effectiveness is often divided into four components: Leading and controlling function performance, measuring and improving the process, leveraging and automating process and continuously improving performance.
  3. Device: A device can be seen as internal or external computer peripheral (such as a printer) or subsystem (such as a storage system) which requires a device driver for it to function.
  4. Multi-platform: Basically I see this as a device that can be used in multiple aspects, like a smart phone.
  5. Interactive: user-generated, mobile, social: Some type of device or game that presents choices (paths) depending on where in the program the user initiated the action. By fallowing different choices, the user can accordingly control or change the action of the device or out come of a game or program. In many ways the web is the most interactive ‘device’ in the world.

Concept Week Ten (10)

Media literacy from media consumers’ point of view:

Now it has been said that media literacy is a certain set of skills that anyone can learn. An easy way to break down the understanding of the idea of media literacy is that literacy is the ability to read and write, so if you look at media literacy which would refer to ones ability to analyze, access, evaluate, and create media messages of all kinds. Now through a consumers point of view one can look at it in this manner. Media literate youth and adults are better able to decipher the complex messages we receive from television  radio, newspapers, magazines, books, billboards, signs, packaging, marketing materials, video games, recorded music, the internet and other forms of media. It is essential to have these skills in today’s world. The reason being is that all the examples that I have listed above are a prime way as to how people of today’s generation gain information through the complex combinations of text, images and sounds provided in a situation.  On a final note it has also been noted that a media literacy education will help improve and develop critical thinking and active participation in the media culture today.

Now it is also a major idea on how the media literacy was being shown by the news stations. A prime example would be the idea on crime. Here is a little example on how people are told (headlines) of all the crime that is going on in the world vs the reality of what is being held on attention to. Just how I see things.

Concept Week Nine (9)

Convergence media technology influences vs. convergence media economic influences.

When the word “convergence” is heard my mind goes to a famous board game with a  funny looking man dressed in a suit and a top hat with a great big white mustache. Now why would I compare “convergence” with the board game Monopoly? Simple. I see convergence as a giant money-making company looking to gobble up others in order to make the most out of their product. It is almost as if they are trying to get “Boardwalk” and “Park Place” so that they can start building hotels (make more money, or in other words, killing two birds with one stone). It is through convergence media, companies are able to enhance their technical capabilities into not just serving one purpose but multiple. Now one may ask, “How does that affect technology?” It is quite simple really, just look at the commercial war going on between Apple and Samsung. Both major companies are looking to show their customers that through their features and their consumer friendly software that they are the better out of the two. All the Apps on both Droid and Apple allow you to do things that were thought unreachable a couple of years ago. It is like the companies wish to comply to every suggestion of an application that is thought of by the consumer. In today’s generation it seems as though it is a mandatory thing to hold the knowledge of current events or sport outcomes at our finger tips.

Concept Week 10

Media literacy from media consumers’ point of view

By Austin Merritt

Media literacy from the consumer’s point of view is almost like media literacy itself, in my eyes. Media literacy form the consumer’s point of view is how well does the consumer utilize different forms of media and how effectively do they utilize the media or medium they are using. For example, if some one is media literate in social media, they might now the ins and outs of Facebook. They may know how to send messages, write on walls, comment, like posts, upload photos, instant message and so forth. Just being able to do all that on Facebook may bring media literacy to social networking sites but how about as a whole? Think about all of the different media out there. If someone is strong in media literacy they may be really smart with technology, books, learning etc. Media literacy has the possibility of encompassing a lot of things. Someone who can encode and decode messages via Internet, paper, phone, radio, etc. may become very media literate. They have the possibility to send messages and receive messages in many different forms and utilize them to their satisfaction or benefit. One way to see how media literate you are, look at the medium that you use and see how efficient you are at encoding and decoding messages. Look to see how efficient you are when it comes to using the media. Anyone can talk over a microphone and be broadcast over the radio, but it takes someone to turn the soundboard on, turn the mikes on and make sure things work properly so you can execute your message. Media literacy from a consumer’s point of view can be described by how well the consumer uses a medium to effectively encode and decode messages. They may be able to utilize a wide rand of media or may be efficient in just one medium.

In my example, found on USA Today, voters used Twitter to take pictures, and tweet about the election. They were using the literacy they knew to post and talk about the election. They said before the election ended that the hash tag #election2012 was used 11 million times. People went with a form of media literacy they were common with to talk about a major event affecting many across the nation. I liked when they talked about what the users did on Twitter. I think that shows us the media literacy of Twitter that some people may have.

Discussion Question 10

Which of the five types of convergence media do you understand least – and how does it affect you?

By Austin M.

Out of the five types of media convergence I think the user-generated, mobile, social convergence is a convergence media I understand, but least understand in terms of convergence. I see what they are trying to say by how websites are linking together and user content is making up a website, but who is the convergence benefitting. I feel like the owners of the website or the company should benefit but it looks as if the user benefits. This type of convergence is relevant to me because it encompasses the makings of WordPress, Facebook, YouTube, etc. These are all websites that I use. I also share information from one site to Facebook on occasion. I have shared stories from Yahoo or passages from the bible on Facebook, due to the ability to share via a link. The convergence is there, but I guess the benefit to the company is the satisfaction of the customer. If the customer is happy with your service, they will return to you. If you get heavy traffic on your websites, than you can sell advertisements at a higher rate. User-generated, mobile, social convergence was said to transform the web. They say the web has gone from Web 1.0 to Web 2.0. What they are saying is that the web shifted from companies to communities. That is what I found in the book. I never thought of that before. Social media dominates our world today. Social media has brought new relationships, connected old friends, and allowed us to meet new friends and spread ideas, beliefs, and stories across the world at a much faster rate. I guess the reason I picked this media, and I am starting to understand it more now, is that I was confused as to why there was convergence when I did not see the companies benefiting directly. Why go through the extra work? After writing this blog, I start to understand this type of convergence a little more I believe.

Media Literacy from the consumer point of view


By: Shelby Schroeder

Media Literacy is just like reading literacy.  You can’t understand a book if you can’t read it. It’s the same when it comes to media literacy.  It’s the ability to understand media messages.  For example, if you see an advertisement, and can understand it you can begin to ask yourself different questions about it.  What is the message I’m supposed to be receiving? What are the values represented in it?  Who made it? What does this ad want me to do?  By answering these questions it shows that it is key for a CONSUMER to be well versed in media literacy.  It allows us to be better informed consumers, so we can make a wise choice when purchasing a product. 


This example from the Washington Post talks about an online game being an advertisement.  It discusses how children are unable to differentiate content from advertisements, so they can be greatly influenced by advertising.   This shows how important media literacy is.  Maybe kids even at a young age should be taught how to interpret an advertisement; I know my parents never sat me down to explain an advertisement to me, but maybe it would help.  Companies are considering kids as consumers, why aren’t we?

Which of the five types of convergence media do you understand least – and how does it affect you?

The type of convergance media that confuses me the most is corporate convergance.  I think it confuses me the most because we are seeing a decline in it rather than an incline.  It was started in the 1980 s to created synergy.  Our textbook says, “Companies that were content proviers, such as movie studios and record labels acquired distribution channels such as cable TV.”  This allowed one company to deliver what multiple companies could.   The book however lists only examples of where corporate convergence has failed, stating it is leading more towards divergance.  This is what greatly confuses me, because when saying how does it affect me, I feel like the answer is not very much because the book says that it might not reemerge until most Americans are connected to the internet.  Corporate convergance does remind me of a map I saw on the interent once:  This shows that when we are buying a product, it can most likely be traced back to a huge company like Pepsi or Coke.  This shows how controlled the American people are by large cooporations.  We don’t realize that they have converged all the smaller companies into one!

By:Shelby Schroeder

Concept Week #10

Media literacy from media consumers’ point of view

By: Marina Eggen

From our previous concept definitions media literacy was defined as the capability of being able to understand and utilize different forms of mediated communication.  If we take that definition and put it in the point of view of the consumer, it reads a little differently.  The consumer views media literacy as the more they know about a product, or service having to do with mediated communication the more information they will receive.  If a consumer knows the language and understands the media they will over all have a better experience with that media.

Example: Article from

This article is about consumer’s knowledge of the technology 4G.  This is not exactly the same as mediated communication but it can help you understand how consumers may think.  They want to have 4G desperately but most consumers don’t even know what it is, or what all the features are.  They have just heard it’s a “good feature” for their new smart phone to have.  Now if a consumer knew what this technology was, and what it could all do they could use 4G to its full potential.  This is the same with mediated communication.  If a consumer knows all about the communication and the functions of it they will be able to use that to its full potential.