In preliterate cultures knowledge was passed on orally, often by storytellers. With the advent of writing, literacy became more highly valued than memory. After Gutenberg’s invention of the printing press, literacy spread to all levels of society and by the end of the 19^th century, a middle class with discretionary time and income had emerged, providing a mass audience of readers. Mass media helped to unify the diverse cultures of the United States. Television in particular was instrumental in transforming our country into a consumer economy.

Understanding the ways in which media impacts individuals and society is an important aspect of media literacy. Other elements include an understanding of the process of mass communication and an awareness of media content as a "text" that provides insight into contemporary culture.

In order to develop our media literacy, we must be able to understand the process by which media sends messages and learn to analyze those messages. This requires an ability and willingness to analyze media messages, a knowledge of genre conventions, and an ability to distinguish emotional from reasoned reactions. By increasing our critical awareness, we can make better choices from among media’s content.

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