Knowledge Structure of Media Effects

Year 2013, Volume: 6 Issue: 3, 404 - 418, 03.06.2013

Emel Okur-berberoglu

Abstract

Media messages affect the person anyway. Time, style of message, direction of message ve aim of message may be effective in order to evaluate the messages. The person also uses two kinds of perspective, as reactive and preventative, in order to evaluate the messages. In terms of the person age, cognitive ability, knowledge structure, social factors, life style, personal statue, and media habits of the person might be effective on individual evaluation. Messages is effective on person, in this way social foundation such as family, politics, and religion. Hence media literacy is pointed out and educational programs of the media literacy should focus on two subjects: Critical thinking and creativity. Media messages affect the person anyway. Time, style of message, direction of message ve aim of message may be effective in order to evaluate the messages. The person also uses two kinds of perspective, as reactive and preventative, in order to evaluate the messages. In terms of the person age, cognitive ability, knowledge structure, social factors, life style, personal statue, and media habits of the person might be effective on individual evaluation. Messages is effective on person, in this way social foundation such as family, politics, and religion. Hence media literacy is pointed out and educational programs of the media literacy should focus on two subjects: Critical thinking and creativity.

Keywords

Media literacy, media effect, media message, reactive perpective, preventative perspective

Medya Etkisinin Bilgi Yapısı

Abstract

Medyadan alınan mesajlar, az ya da çok bir şekilde bireyi etkilemektedir. Mesajların değerlendirilmesinde zaman, mesajın biçimi, mesajın yönlendirilmesi ve mesajın kullanılma amacı etkili olmaktadır. Ayrıca bu değerlendirme esnasında birey, tepkisel ya da önleyici olmak üzere iki farklı bakış açısını kullanmaktadır. Birey açısından bakıldığında, bireyin gelişimsel olgunluğu, bilişsel yeteneği, bilgi yapısı, sosyolojik etmenler, yaşam biçimi, kişisel konumu ve medya alışkanlıkları, aldığı mesajı yorumlamasında etkili olmaktadır. Mesajlar, bireyleri ve dolayısıyla toplumdaki kurumları- aile, politika, din- da etkilemektedir. Bu nedenle, medya okur-yazarlığı üzerinde durulması gereken bir konudur ve medya okur-yazarlığı eğitim programlarının, özellikle iki konuya odaklanması gerektiği düşünülmektedir: Eleştirel düşünme ve yaratıcılık.

Keywords

Medya okur-yazarlığı, medya etkisi, medya mesajı, tepkisel bakış açısı, önleyici bakış açısı

References

• Alvarado, M. and Boyd- Barrett, O. (1992). Media Education. London: British Film Institute.
• Alvarado, M., Buscombe, E. and Collins, R. (1993). The Screen Education Reader. New York: Columbia University Press.
• Croteau, D. ve Hoynes, W. (2003). Media Society. London: Sage Publication.
• Deutsche Welle (2009, 03 Kasim). http://www.dwworld.de/dw/article/0,,4722671,00.html , Erişim Tarihi: 2009, 03 Kasim). Foster, M. H. (1981). Electronic Media: Teaching Television Literacy. The English Journal, 70 (8), 70-72.
• Giddens, A. (2005). Sosyoloji (Hazırlayan: Cemal Güzel). Ankara: Ayraç Yayınevi.
• Hendrix, M. (1998). Media Literacy. The English Journal, 87 (4), 9.
• Hill, M. E. (2013). Marketing Strategy: The Thinking Involved. California: Sage Publications.
• Karan, K., Kuo, E. and Lee, S. H. (2003) "Where is the Opposition? Media coverage, political interest and voting behaviour in Singapore's 2001 election" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 Online. <http://www.allacademic.com/meta/p112088_index.html, 200911-02 >
• Kline, S., Stewart, K. and Murphy, D. (2006). Media Literacy in the Risk Society: Toward a Risk Reduction Strategy. Canadian Journal of Education, 29 (1), 131-153.
• Kubey, R. (2001). Media Literacy in the Information Age: Current Prespective. New Jersey: Transaction Publishers.
• Marketing (2008, 03 Kasim). http://www.marketingmag.com.au/blogs/view/how-social-mediawon-obama-the-us-election-865 ( Erişim Tarihi: 2009, 03 Kasim)
• Meyer, B. ve Moors, A. (2006). Religion, Media, and the Public Sphere. Bloomington: Indiana University Press.
• Morrow, J. (1980). Media Literacy in the 80s. The English Journal, 69 (1), 48-51. Obama Election Spend (2009, 03 Kasim). http://www.chacha.com/question/how-much-money-did-obamaspend-on-his-campaign-for-presidency , ( Erişim Tarihi: 2009, 03 Kasim).
• Orlowski, P. (2006). Educating in an Era of Orwellian Spin: Critical Media Literacy in the Classroom. Canadian Journal of Education, 29 (1), 176-198. Potter, W. J. (2005). Media Literacy (3rd Edition). London: Sage Publication.
• Ross, K. (2013). The Handbook of Gender, Sex, and Media. West Sussex, UK: Wiley- Blackwell Publishers.
• Schramm, W. (1964). Mass Media and National Development. California: Stanford University Press.
• Sheridan, M. P. and Rowsell, J. (2010). Design Literacy. London: Routledge.
• Shoemaker, P. J. and Reese, S. D. (1996). Mediating the Message. New York: Longman Publishers.
• Singer, D. G. and Singer, L. J. (1998). Developing Critical Viewing Skills and Media Literacy in Children. Annals of the American Academy of Political and Social Science, 557, Children and Television (May, 1998), 164-179.
• Strasburger, V. C. and Wilson, B. J. (2002). Children, Adolescentsve The Media. London: Sage Publication.
• Thoman, E. (1998). Media Literacy: A Guided Tour of Selected Resources for Teaching. The English Journal, 7 (1), 34-37.