Why is Media Literacy Important?
Television, video games, popular music and other media are not simply harmless forms of entertainment. The media helps to shape attitudes and behaviors. TV advertisers, for example, are well aware that media shape attitudes about products and services. They pay handsomely for advertising opportunities and skillfully manipulate words and images to draw attention to their products. They also “place” products within television shows, or pay producers to mention or use their products as part of the entertainment feature. Alarmingly, many advertisements are aimed at children, who are virtually defenseless in the face of techniques such as exaggerated, false comparisons, and misinformation. Collaborations among powerful fast-food chains, movie producers and toy manufacturers have made child-directed messages difficult, if not impossible, to avoid. Similarly, media help to shape attitudes about behaviors that are acceptable or desirable for young people. Media provide “scripts” for romance, p
