- Media literacy and the challenges of contemporary media culture: on savvy viewers and critical apathy
- European Journal of Cultural Studies
- Volume | Issue number
- 13 | 3
- Pages (from-to)
- Document type
- Faculty of Humanities (FGw)
- Amsterdam School for Cultural Analysis (ASCA)
This article aims to make a contribution to the media literacy movement by focusing on the debate between liberal and more radical approaches. It argues that the media literacy movement is fighting a battle that is already partly won, but that contemporary popular culture has moved into a terrain that anticipates and undermines the supposedly liberating effects of increased knowledge on behalf of the television viewers. Drawing on Andrejevic’s work on reality TV and the author’s own work on dating shows, the article argues that the dominant viewing position can be described as a savvy one. The savvy viewer is not ‘duped’ into a naive belief in the media but literally sees through the text. However, the article concludes that the savvy attitude is essentially a conservative one in which the media are understood but not challenged, leaving the capitalist media industries beyond criticism — a phenomenon described as critical apathy.
- go to publisher's site
If you believe that digital publication of certain material infringes any of your rights or (privacy) interests, please let the Library know, stating your reasons. In case of a legitimate complaint, the Library will make the material inaccessible and/or remove it from the website. Please Ask the Library, or send a letter to: Library of the University of Amsterdam, Secretariat, Singel 425, 1012 WP Amsterdam, The Netherlands. You will be contacted as soon as possible.