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3 Media Literacy and Academic Research

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The Promises, Challenges, and Futures of Media Literacy

100%

Kaňuková N.

nr 2

82-83

Nowadays initiatives in the fields of media literacy such as youth participation, teacher training and curricular resources, parental support, policy initiatives, and evidence base construction - are very successful in growing the level of the critical thinking of the participants. However, there are still a few areas which need to be guided. Authors Monica Bulger and Patrick Davison make five recommendations for the development of the future of media literacy programming for educators, legislators, technologists, and philanthropists. On the other hand the report also warns against the contemporary treatment of media literacy as a panacea - in the way of how to deal with fake news.

Social Media Use and Adolescents’ Levels of Advertising Literacy

72%

Čábyová Ľ. , Hudáková V.

nr 2

147-163

Advertising literacy is a set of knowledge, abilities and skills enabling one to identify and comprehend advertised messages. The theoretical part of the paper brings various points of view on advertising literacy (which we comprehend to be an element of media literacy), its classification and basic levels. The aim of the paper is to identify the level of advertising literacy among adolescents. The research has been conducted on a sample of 348 youngsters aged 13 to 17 years old. The authors of the paper investigated the influence of age on advertising literacy in the process of identifying intent of advertisement on the social network Instagram utilising new formats of digital communication such as reels, stories and memes. The authors of the paper tend to admit that the age of respondents may have an influence on adolescents’ advertising literacy but to finally claim so, further research with respondents from larger age groups would have to be conducted.

Pseudo-Authorities As A Manipulation Tool In The News Coverage Of “Sputnik V”

72%

Teneva E.

nr 2

148-165

The present article is devoted to the issues of public opinion manipulation in the post-Covid era. Within the framework of the study, the author introduces the concept of “pseudo-authority” which is defined as a rhetorical strategy used by journalists with the aim of the manipulation of the Internet news reports that contain either appeals to non-experts' opinions or no indication of the authoritative source of knowledge so that the information is perceived by the audience as the truth and does not require evidence. The study is also focused on the distinction between appeals to authority and pseudo-authority, which is vital for developing skills of media literacy. Through the discourse analysis of the news stories about the Russian vaccine “Sputnik V” extracted from highly circulated British and American online newspapers, it is revealed that there are three main types of appeals to pseudo-authorities in Internet news discourse: appeals to “nominal” and “implicit” pseudo-authorities as well as appeals to “pseudo-visibility”. The study found that these appeals are used with the aim of political decision-making, enhancing or discrediting the image of the country as well as polarizing social groups in digital information warfare. The results of the research can be applied in the fields of linguistics, political and media studies.