What is Earned Influence

This chapter defines terms of the digital age as they relate to digital media literacy. The changing landscape of society is demonstrated through the recalibration occurring in media processes and the cultural forms they generate. These conditions have fostered cultural paradigms unique to the digital age: paradigms aligned with either humanistic or capitalist perspectives, and marketing playing a role with respect to this tension. An analysis of two policies in the form of new curricula reveals that more must be done to prepare, protect, and empower a digitally literate citizenry. The chapter closes with an argument that the first step in this direction must involve both establishing digital media literacy as a discipline as well as deepening and extending current media literacy frameworks.