INFLUENCE OF THE MEDIA ON MEDIA LITERACY IN
CONSIDERATION OF “BABY BOOMERS” GENERATION
INFLUENCE OF THE MEDIA ON MEDIA LITERACY IN
CONSIDERATION OF “BABY BOOMERS” GENERATION
Author(s): Alena Daňková, Michaela RudašováSubject(s): Media studies, Theory of Communication, School education, Behaviorism, Social Theory, ICT Information and Communications Technologies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: baby boomers generation; information and communication technologies; media competencies; media education; media influence; media literacy; the media;
Summary/Abstract: Media literacy is an actual problem not only of an individual but the whole society since the media present a part of our everyday life and influence us from all sides. In the first part of the paper we focus on the basis and importance of media education, media literacy, media competencies and on degree of the media influence on media literacy itself. In the second pat we concentrate on older generation, so called Baby boomers generation which in contrast to young generation did not grow up in media environment and receives the media content from a different point of view. The third part of the paper presents the results of the research by which a degree of the media influence on media literacy of Baby boomers generation was found out and its main goal was to find out behaviour of this generation towards the media and this specific generation perceive the media.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 295-306
- Page Count: 12
- Language: English
