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.

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.

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?

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.