Dimensions of News Media Literacy Among U.S. Advertising Students

Abstract

In a national survey, advertising students rated themselves overall as above average on media literacy knowledge and attitudes, though 43% said they often are confused about the quality of news and information. Students exhibited higher degrees of understanding of and interest in the media literacy dimensions of “Messages and Meanings” and “Authors and Audiences” than they did in the “Value of Media Literacy”. Those with higher grade point averages and experience with internships placed a higher value on media literacy than other groups. The concept of students’ “media maturity” and implications for educators and society at large are discussed.