The Definition of Media Literacy

Media literacy is the ability to "read" television and mass media. Media literacy education teaches people to ACCESS, ANALYZE, EVALUATE, and PRODUCE media. Many studies suggest that such education can produce less vulnerable children and adolescents. National PTA's, Teachers' professional organizations, substance abuse prevention programs and the President have all endorsed media literacy. Children who understand the motivations and production techniques of media are less likely to adopt the destructive attitudes and behaviors that are depicted in the media. Media education represents a new and exciting approach to protecting children and adolescents from the unhealthy effects of media-an approach which is not dependent on Hollywood's or Madison Avenue's willingness to accept responsibility for its programming and advertising.

See sample deconstructions of targeting children and selling tobacco and alcohol.