ABSTRACT
This chapter discusses how generations are influenced by the time period when they were born, including major historical events cohorts experienced together for the first time. The specific media available during their formative years can affect how they attend to, process and learn from messages. For example, media content, such as a candidate’s image presented in a message, and structure, such as static print only or dynamic audio and video, can affect whether and how audiences attend to, process and learn from messages. Selective exposure theory suggests that people choose to expose themselves to media and messages, tending to prefer messages that reinforce existing beliefs. To help audience members become informed citizens consuming a variety of viewpoints, media literacy skills are needed to encourage political and civic engagement.
