Abstract:

Interest in the popular expands gradually and resembles each other in the new world order which indeed enhances its localness through globalization. Television is the leading of the most efficient mass communication tool. In our day, almost all the television broadcastings in the world are similar or adapted versions of each other. Changeable, fluid and temporary popular culture can be stated as “the reader’s interchanging and producing of the text”. Raising awareness of the individuals against the media messages by advertisements are intended to be delivered to them by media literacy. It is possible to say that media literacy is based upon the view that individuals should have some thinking skills for being more critical consumers. Emotional Intelligence which states the ability of recognizing, understanding and using the human emotions effectively is one of the crucial elements of media literacy. It is possible to express it as emotional intelligence literacy. The question of how is the media literacy of the young people rigged with advertisements is researched in this study within the context of emotional intelligence literacy. What sort of an emotional intelligence reading they are doing is revealed through the inquiry of three advertisements they remember at the first time. The study which is done with the senior students of Communication Faculty in 2008 and 2016 is expected to be a suggestive pre-study.

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