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ERIC Number: EJ994671
Record Type: Journal
Publication Date: 2012
Pages: 15
Abstractor: As Provided
Reference Count: 37
ISSN: ISSN-2167-8715
Exploring Message Meaning: A Qualitative Media Literacy Study of College Freshmen
Ashley, Seth; Lyden, Grace; Fasbinder, Devon
Journal of Media Literacy Education, v4 n3 p229-243 2012
Critical media literacy demands understanding of the deeper meanings of media messages. Using a grounded theory approach, this study analyzed responses by first-year college students with no formal media literacy education to three types of video messages: an advertisement, a public relations message and a news report. Students did not exhibit nuanced understandings of message purpose or sender in any of three types of messages, and had particular difficulty distinguishing public relations and news messages. These results suggest a media literacy curriculum addressing distinctions between media formats, with emphasis on analysis of message intent and point of view, is needed. (Contains 3 tables.)
National Association for Media Literacy Education. 10 Laurel Hill Drive, Cherry Hill, NJ 08003. Tel: 888-775-2652; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Assessments and Surveys: California Critical Thinking Skills Test (College)