Who Wants to be a Media Literate? Locating Media Research Methods and Applying them to the “Media Literacy” Concept
نویسنده
چکیده
The field of media studies deals with issues involving the complex process of consumption of mass media and its relation to audiences' meaning-making practices. One of the enduring concerns in media studies is the ongoing question regarding the power of mass media, their effects, and their roles as vehicles of culture. For example, in some media approaches, mass media are analyzed simply as propaganda machines that have direct media effects. In more sophisticated versions they are seen as forces that shape public knowledge through defining what counts as news and framing the stories that are presented, as well as by providing audiences with specific ways of interpreting the world. The present paper describes the major methodological approaches that have shaped the way that media scholars analyze audiences and the role of the media in their everyday lives. In the second part, the paper describes the qualitative research project designed to assess the need for audience studies and media literacy. The study offers a comparative international view on the need to teach media literacy to students, and tries to apply one of the described qualitative methods to a particular case-study. The paper explores the meaning that media literacy has for the informants, young students. Through detailed in-depth interviews with 12 students from four different countries (United States, Norway, Canada and Ja-
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