Actively discussing consumer matters with children, even away from the TV, helping them become more critical consumers.

Audience members' personally meaningful interpretation of a piece of media content.

The ability to read, interpret, critically asses, and productively use media texts.

Explaining ad techniques and selling intent to children while they are in the process of witnessing a commercial advertisement.

The producer-intended meaning of a piece of media content.

Marketing that children are exposed to from the time they’re in utero to the end of their lives.

Idea that media may not always tell us what to think, but they certainly tell us what to think about.

Sensational news stories that have little real connection to people's everyday lives.

Media content that is legitimately open to different interpretations.

Efforts designed to build specific media-literacy skills.

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