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cst190_ch13_media.d2l

Course: CST 190, Spring 2008
School: Wisc La Crosse
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Word Count: 1406

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Communication Chapter Mass Thirteen Mass Communication Agenda In this chapter you will learn: I. II. III. IV. Mass Communication Defined/History Theories of Mass Communication Some Effects of Mass Communication Extended Topic: Media literacy Slide2 I. Mass Communication Defined/History Mass communication is all media that address mass audiences. Mass communication does not include oneon-one computer-mediated...

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Communication Chapter Mass Thirteen Mass Communication Agenda In this chapter you will learn: I. II. III. IV. Mass Communication Defined/History Theories of Mass Communication Some Effects of Mass Communication Extended Topic: Media literacy Slide2 I. Mass Communication Defined/History Mass communication is all media that address mass audiences. Mass communication does not include oneon-one computer-mediated communication. Slide3 I. Mass Communication Defined/History Mediated Realities (&) Mediated (filtered) encounters are different from personal encounters. Avery and McCain (1982) Three differences: 1. 2. The sensory input potential for receivers is more limited. Receivers of a mediated message have little or no control over its sources. The sources of mediated messages are known either in a limited way or not known at all, only imagined. 3. Avery, R.K. & McCain, T. A. (1982).Interpersonal and mediated encounters. In Gumpert, G. & Cathcart, R. eds. Inter/Media: Interpersonal communication in a media world. New York: Oxford University Press. Slide4 I. Mass Communication Defined/History Mediated Realities (&) Woody Allen's Purple Rose of Cairo (1985) The mediated experience (of the film) becomes more real than the interpersonal. Slide5 I. Mass Communication Defined/History Marshall McLuhan "The medium is the message" The dominant medium of any period radically alter the way people think, feel, and act. Slide6 I. Mass Communication Defined/History McLuhan - Four Epochs Slide7 I. Mass Communication Defined/History History of Media - Epochs Distinct media have emerged and dominated different eras of Western society. Tribal Epoch - oral communication Literate epoch introduction of phonetic alphabet Marshall McLuhan Slide8 I. Mass Communication Defined/History History of Media Epochs Distinct media have emerged and dominated different eras of Western society. Print epoch introduction of printing press Electronic epoch intro of telegraph, radio & TV Slide9 Communication the Agent of Change In each of these four periods the dominant communication medium was the central agent of change and progress. I. Mass Communication Defined/History A Fifth Epoch? Hypermedia - Interactive (2000-Current) (&) Greater interaction Even greater control on the part of the receiver Global Instantaneous Further extends time and space Form distant detached relationships Convergence Slide11 II. Theories of Mass Communication Earliest Theory of Mass Communication (&): Hypodermic Needle (metaphor) Model Magic Bullet / One-Shot Model Media as something forced upon the audience. Media users had little control. Slide12 II. Theories of Mass Communication Evidence of selective influence. October 1938 - H.G. Wells's War of the Worlds Slide13 II. Theories of Mass Communication Evidence of selective influence. WWII propaganda Frank Capra's - Why We Fight Slide14 II. Theories of Mass Communication Two-Step Flow Theory of Selective and Minimal Influences, three factors: 1. Individual differences 2. Social category memberships 3. Social relationships Slide15 II. Theories of Mass Communication Two-Step Flow Individuals are more influenced by people around them (opinion leaders) than they are influenced by the mass media. Slide16 II. Theories of Mass Communication Multiple, or n-Step Flow Model Communication process begins with receiving message, rather then sending them. Many POTENTIAL messages exist around us. Slide17 II. Theories of Mass Communication Uses and Gratification Theory Slide18 II. Theories of Mass Communication Gatekeeping / Filtering Slide19 II. Theories of Mass Communication Cass Sunstein (2002) Uses and Gratification republic.com "See only what you want to see, hear only what you want to hear, read only what you want to read" Our power to filter increases exponentially. Enclave Deliberation The "Daily Me" Sunstein, C. (2002). republic.com. Princeton, NJ: Princeton University Press. Slide20 II. Theories of Mass Communication Agenda Setting Maxwell McCombs and Donald L. Shaw (1972 & 1973) Media sets agenda by spotlighting some (and not other) events, issues, people, perspectives. Slide21 II. Theories of Mass Communication Agenda-Setting Theory Slide22 II. Theories of Mass Communication Agenda-Setting Theory "Here may lie the most important effect of mass communication, its ability to mentally order and organize our world for us. In short, the mass media may not be successful in telling us what to think, but they are stunningly successful in telling us what to think about." ~~Shaw & McCombs, 1977 Slide23 II. Theories of Mass Communication Agenda-Setting Theory Some argue that the media can tell us what to think? What is the media agenda in recent days? Slide24 II. Theories of Mass Communication Media Conglomerates Gatekeepers Telecommunications Act of 1996 Slide25 II. Theories of Communication Media Mass Conglomerates Gatekeepers / The Big Seven Viacom - CBS (Paramount - Blockbuster - UPN - MTV, etc.) General Electric - NBC (alliance with Microsoft) Disney - ABC (ESPN) News Corp - Murdoch - Fox Time-Warner - CNN/AOL (Turner Broadcasting) Vivendi - Universal (Europe) Bertelsmann - (Germany) Media conglomerate chart Who Owns What Slide26 II. Theories of Mass Communication Cultivation theory or the Mean World Syndrome Television cultivates inaccurate worldview that viewers assume reflects real life. George Gerbner (1986, 1990) Slide27 II. Theories of Mass Communication Mass Media Effects Violence in the media Television is a common source of socialization Heavy viewers reflect worldview of TV 57% of all programs include violence 77% of all characters committing crimes perpetrate violence. Average 18-year-old has viewed 200,000 acts of violence on television Slide28 II. Theories of Mass Communication Cultivation Theory The Culture of Fear (1999) Barry Glassner. Bowling for Columbine (2002) Michael Moore. Clip from the film Glassner, B. (2000). The culture of fear: Why Americans are afraid of the wrong things. New York: Basic Books. Slide29 III. Some Effect and Outcomes of Mass Communication The Diffusion of Information - how quickly news of information travels and the communication channels through which it spreads to a community of receivers. 90% of those who are aware of a given news events first learn about it through the mass media. Person-to-person communication will have a major role in disseminating information about the lesser-known. Slide30 III. Some Effect and Outcomes of Mass Communication Socialization Theories: Modeling (&) or imitation - actions are observed in media portrayals and can be adopted by people to become of their personal habit patterns. Third-Person Effect Slide31 III. Some Effect and Outcomes of Mass Communication Power inequities and privileged classes: The dominant social system is supported by media portrayals or reality Only those with money and power benefit from media. Ideology of privileged groups represented as normal, right, natural. Inequities between social groups and co-cultures is reinforced. Slide32 Television News Media Some Important Considerations IV. Media Literacy Neil Postman (1992) 3 Important Points (&) TV News = $$$ Business-Oriented management often make news decisions based on business decisions. Viewers shape the news because they watch the commercials. Postman, N. & Powers, S. (1992). How to watch TV news. New York: Penguin Books. Slide34 IV. Media Literacy Consumer Friendly News -- Bennett (1998) Four Characteristics (&) Bennett, W.L. (1998). News: The politics of illusion. (2nd ed.). New York: Longman. Slide35 IV. Media Literacy Consumer Friendly News 1. Personalized Focuses on individuals rather than institutional factors Who is this girl? Slide36 IV. Media Literacy Consumer Friendly News 2. Fragmented News is a "jigsaw puzzle." Focus on the current rather than the entire context. History of Iraq? Image, illusion and stereotype dominate news. Slide37 IV. Media Literacy Consumer Friendly News 3. Normalized "The tendency to filter new information through traditional values, beliefs, and images of society." Those outside the norms = deviant. Change difficult = not normal. Slide38 IV. Media Literacy Consumer Friendly News 4. Dramatized News presented in a dramatic entertainment frame. Weather!! Made-for-TV Movies. FOX News - Geraldo Rivera. Slide39 IV. Media Literacy Infotainment What constitutes news today? Slide40 IV. Media Literacy Infotainment Postman - "The problem is not that television presents us with entertaining subject matter but that all subject matter is presented as entertaining." Slide41 IV. Media Literacy Postman - What Can You Do? 1) 2) 3) 4) In encountering a news show, you must come with a firm idea of what is important. In preparing to watch a TV news show, keep in mind that it is called a "show". Never underestimate the power of commercials. Learn something about the economic and political interests of those who run TV stations. Slide42 IV. Media Literacy Postman - What Can You Do? 5) Pay special attention to the language of the newscasts. 6) Reduce by at least one-third the amount of TV news you watch. 7) Reduce by one-third the number of opinions you feel obligated to have. 8) Do whatever you can to get schools interested in teaching children how to watch a TV news show. 9) Take a media literacy class (CST 170) Slide43 IV. Media Literacy Developing Media Literacy Exercising critical thought is important. Slide44 IV. Media Literacy Respond to Media Environment Watch and listen critically. Assume agency (control) in your media environment. Resist and redefine inaccurate and harmful media messages. Individuals and groups have challenged and changed some representations in mass communication. Slide45
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