They can identify those techniques and their intended and actual effects. They are aware that all media benefit some people and leave others out. They can pose and sometimes answer questions about who are the beneficiaries, who is left out and why. Media literate people seek alternative sources of information and entertainment. Media literate people use television for their own advantage and enjoyment.
Media literate people know how to act.
They are not acted upon. In that way, media literate people are better citizens. Media bring the world into our homes. From them, we learn about war and peace, the environment, new scientific discoveries, and so on. We are dependent upon mass communication for knowing what is going on in our physical, social, economic, and political environments.