Literacy for Media Consumers

Study Preview Basic components of media literacy are writing and reading skills. But as visuals have become more important in mass communication, visual literacy is needed too. This involves “reading” still and moving images.

Learning Objectives By the end of this module you will be able to:

  1. 1.4.1 Relate linguistic literacy to economic prosperity
  2. 1.4.2 Assess how visual literacy impacts communication
  3. 1.4.3 List the competencies that comprise film literacy

1.4.1 Linguistic Literacy 1. Objective: Relate linguistic literacy to economic prosperity

Mass media once were almost entirely word-centric. The act of creating media messages and deriving meaning from them—media literacy, it’s called—required vocabulary, grammar, and other writing and reading skills. These were acquired skills, both teachable and learnable—not anything innate from birth.

Linguistic literacy today is as much a measure of modern civilization as economic production and prosperity, all of which are interconnected. Although there are exceptions, like Cuba, with a national policy that emphasizes education but which is economically troubled, strong literacy rates correlate roughly to capita income (see Table 1.1).

Table 1.1 Literacy Rates v. Income Country Literacy Rates Annual Income per Capita

United States

Total Population: 99.0%

Male: 99%

Women: 99%



Total Population: 74.04%

Male: 82.14%

Female: 65.46%



Total Population: 34.0%

Male: 52%

Female: 24.2%



Total Population: 19.1%

Male: 27.3%

Female: 11%


1.4.2 Visual Literacy 1. Objective: Assess how visual literacy impacts communication

Symbols of communication predate structured and complex human languages. There were messages in animal drawings in ancient caves, such as the one in Lascaux in southwestern France. More than 17,000 years ago, before structured languages,

Paleolithic cave-dwellers communicated meaning among themselves through images. Probably the messages were augmented by simple uttered indicators. Whether intended or not, the images also conveyed meaning to future generations. Just ask anthropologists who are “translating” the cave paintings today. The images are recognizable through visual literacy. A modern-day version of cave paintings could be considered street art, which is often used as a form of social and political commentary. Consider the work of famous British street artist, Banksy, who used street art to draw attention to various political and social crises. For example, in one of his more recent works in support of Syrian refugees, Banksy painted a mural of the late Apple CEO Steve Jobs carrying an older model Apple computer and a black bag slung over his shoulder on a public wall in a refugee camp in Calais, the temporary home to refugees fleeing war-torn countries in Africa and the Middle-East. Banksy released a statement to the British press about his work, noting that Steve Jobs was the son of a Syrian migrant worker.

Place your order
(550 words)

Approximate price: $22

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
The price is based on these factors:
Academic level
Number of pages
Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our Guarantees

Money-back Guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism Guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

Read more

Free-revision Policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

Read more

Privacy Policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

Read more

Fair-cooperation Guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

Read more