Mass Comm Exam #1 Review

Mass Comm Exam #1 Review - Mass Communication Basics...

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Mass Communication Basics Cognition o Major theme- media is a tool we use to acquire knowledge about the world o We create reality based on what we see and hear Skewed perception because all news is bad Celebrities are not examples of real people o Constructed reality vs. what is really out there We want to believe it Television= babysitter We don’t talk about things with each other, we learn from TV Basic Linear Model o Sender : central, organized force creates and sends out message o Encoding : developing a means to transmit message from sender to receiver o Transmission o Receiver : gets message o Decoding : physical decoding (signal into television= picture) or things we know help us to better understand what is going on (flashbacks) o Influence Big opportunity to distort/misinterpret message Don’t get a second chance to interpret electronic media- one shot Age of Signs and Signals o 90,000-35,000 years ago: early hominids with no real language are unable to speak to each other (one direction, one thought). Thinking limited (we think in language that we speak). o 35,000-5,000 years ago: Cro-Magnon (very similar to us) evolved modern tongue and larynx (speaking) and is able to culturally develop. End of Ice Age, Cro-Magnon survives because they can communicate and divide up labor but Neanderthal does not. Everything changes physically The dawn of early civilization Age of Writing o 5,000-500 years ago: cave drawings/pictographs (one symbol= 1 idea) o 1700 BC: phonetic writing (Middle East) leads to increase in literacy and portable media Age of Print o 1455- early 1800s: Gutenberg Press led to increase in literacy and social movement due to availability of books. Begin to see early news and pamphlets. Age of Mass Communication o 1830s- Present: Fast cheap production. Expressive, permanent, swiftness, diffusion. o Served to erode social barriers Consequences of Mass Media
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o Basic linear model altered One direction (no immediate feedback) o No role taking o Loss of accuracy o Noise (things that get in the way of the message) o More Misunderstanding o Limited influence Mass Audiences o Lowest common denominator o Low attention spans o Prefer entertainment o Don’t like intellectually demanding things o Fads and Trends: uniform Mass Comm Basics/ Media Literacy Birth of a Field o 1920s: mass society comes into being o 3 Master trends Industrialization: machines to produce things Urbanization: people move to cities Modernization: emphasis on technology and products o Leisure time- less working on farms, more time for entertainment o Disposable income: to buy new products o Possession of material goods becomes more important o Surplus for 1 st time- more things produced that we don’t need
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Mass Comm Exam #1 Review - Mass Communication Basics...

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