Chapter 1 - Chapter 1 Mass Communication in Society:...

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Chapter 1 – Mass Communication in Society: Swimming in the Media Sea Every week residents of the US spend 15 of 39 hours of free time watching TV ½ the time we turn on TV we know what we are going to watch, the other ½ we turn it on to find something Baywatch: most popular TV export of mid 90s Main theme of book: o our experience with media is a major way that we acquire knowledge about the world o knowledge has consequences in terms of attitudes and behavior ( cognitive approach because it emphasizes the way our minds create knowledge) media has become more real than reality; what people compare reality to Gutenberg 1456; invention of movable type and printing press electronic media huge impact; TV changed the way people view the world Box 1.1: A Primer on Electronic and Print Media o Mass media divided into 2 basic types: Print: provide information through the production and distribution of paper copies; more permanent; depends on literacy of audience; no channel limits Electronic: more recent, technologically; less permanent; less dependent on formal literacy or accessibility to urban infrastructure What is Mass Communication? What makes mass communication mass? o Individuals can only be targeted with limited precision o
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Chapter 1 - Chapter 1 Mass Communication in Society:...

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