Introduction -- Why increase media literacy? -- Media literacy approach -- Audience -- Audience : individual perspective -- Industry perspective on audience -- Children as a special audience -- Industry -- Development of the mass media industries -- Economic perspective -- Current status -- Content -- Mass media content and reality -- News -- Entertainment content -- Advertising -- Interactive media -- Effects -- Proactive perspective on media effects -- Broadening our perspective on media effects -- Confronting the issues -- Who controls the mass media? -- Privacy with the media -- Piracy with the media -- Media violence -- Media influence on sports -- The springboard -- Personal strategy for increasing media literacy -- Helping others increase media literacy.