INFLUENCE OF THE MEDIA ON MEDIA LITERACY IN CONSIDERATION OF “BABY BOOMERS” GENERATION
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
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.
Authors and Affiliations
Alena Daňková, Michaela Rudašová
Keywords
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