Unlike our Canadian neighbors, whose curriculum includes media literacy as a strand throughout the 14 grade levels it covers, US schools often do not offer any sort of formal curriculum in media literacy. For example, I've observed highschool English teachers who address media literacy through a study of advertising as they teach persuasive composition techniques. But, for the most part, our concept of literacy has not included literacy about the media other than print.
Media literacy is a provocative subject.
To understand why, one need only think about the tremendous power of television to influence behavior, set styles, elect public officials, impact culture. Yet, in our daily lives, we usually place television in the same catagory as many of our household appliances, like the vacuum cleaner or the dishwasher. We would hardly think of operating something as simple as a hairdryer without knowing how not to electrocute ourselves during its use. Certainly a medium this powerful needs our attention regarding its use. Obviously, the business world figured out during the early days of radio that the electronic media offer incredible opportunities for advertising product.