More high school students watch television regularly than read newspapers. Newspapers in Education coordinators should be involved in teaching their students critical viewing skills. The essential concepts that students need to learn are to: (1) understand what mass media and popular culture mean; (2) understand how the media shape attitudes and values; (3) understand the political and social implications of mass media in our society; (4) interpret persuasion techniques in print and electronic media; (5) examine and bring subliminal messages to the surface; (6) learn to "read" pictures and understand the power of visual images in society; (7) compare the various kinds of print media and contrast their intents and purposes; (8) analyze the various kinds of electronic media and contrast their intents and purposes; (9) understand that all media are constructions; and (10) understand how newspapers are made, how television programs are made, how film is made, and how recordings are made. Instructors should tackle an integrated, systematic approach for teaching mass media literacy--the United States is one of the few countries in the world where media literacy is not integrated into the school curriculum. (PRA)