Advertising Literacy and Citizenship Practices: Using the Media Literacy Class of Shih Hsin University as an example

• Main Authors: Chieh-yu Lo, 羅介妤
• Other Authors: Yu-lin Lin
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/z2wjs9

碩士 === 世新大學 === 新聞學研究所(含碩專班) === 100 === Focusing on the changing meanings of citizenship, this research examined how college students develop their practices of citizenship in everyday life through critical literacy. With the critical ethnography, the researcher joined in the media literacy class at Shih Hsin University, which was taken as a research field, and examined how college students' critical consciousness was aroused during the class, and how they changed themselves and influence others in everyday life with the skills through intensifying their ability of de-structuring and restructuring advertising texts of the issues they are interested in. 　This research implemented the literacy project in the media literacy class. Besides original course units, such as sex, generation, race and class, there are additional issues in the literacy project, including topics of human rights, animal rights and environmental protection which college students are concerned. This research finds that the original course design arouse college students’ critical consciousness. With the literacy project, college students realized their experiences of oppression, also concerned about their responsibility of intimate citizenship and ecological citizenship in everyday life. 　This research finds that college students realize the identification and practices of citizenship are related with their life experiences and consumption, and everyday life of others. Different from traditional definitions, citizenship means citizens practice social consciousness and action as consumers. Their decision-making power of consumption shows the practices of consumer-citizenship in everyday life. These college students not only change their own values and behaviors, but try to make others rethinking their social responsibility as consumers.