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32 Boom or Boomerang

A Critical Review of Evidence Documenting Media Literacy Efficacy

5. Media Effects/Media Psychology

3. The Young Audience

8. Mediating and Mitigating Effects

  1. Smita C. Banerjee,
  2. Robert kubey

Published Online: 3 JAN 2012

DOI: 10.1002/9781444361506.wbiems994

The International Encyclopedia of Media Studies

The International Encyclopedia of Media Studies

How to Cite

Banerjee, S. C. and kubey, R. 2012. Boom or Boomerang. The International Encyclopedia of Media Studies. 5:3:32.

Publication History

  1. Published Online: 3 JAN 2012


This chapter advances research on media literacy by reviewing studies that utilize media literacy in either short-term or long-term interventions. Media literacy interventions on a wide array of topics including violence, smoking, alcohol, and advertising are reviewed. Effectiveness of media literacy is discussed using various criteria: duration of intervention, intervention design, target group, intervention modality, causal process, and different strategies for media literacy interventions. Key questions addressed in this chapter ask how media literacy efficacy is defined, and what issues surround media literacy efficacy.


  • Analysis;
  • duration;
  • efficacy;
  • interventions;
  • media literacy;
  • modality, production;
  • target group