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Media literacy is the ability to access, analyze, evaluate, and communicate
in both print and electronic formats. It also is understanding that most
media have commercial implications and that the companies that produce
and control the media are becoming concentrated, that is, owned by fewer
and fewer companies.
Advertisers
aggressively market to teens, spending an estimated $23.4 billion per
year on them. Even in schools, advertisers reach teens with vehicles like
Channel One, a news program littered with ads. Youth are bombarded with
media images, spending about 5 hours a day with various forms, including
television, magazines, and the Internet.
To become
"active," rather than "passive," consumers of the
media, teens need to arm themselves with the skills to become media literate.
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