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Mass Communication 5.0.pptx - Mass Communication Media...

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Mass Communication Media Evolution, Theory, & Research
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Defining “Media” Medium/media (plural)—something which serves as a means of conveying info (i.e. messages) Used synonymously w/ channel Mass media — media/tech w/ the capacity to convey messages to large numbers of people. Mass media are linked to associated industries/infrastructure Traditional platforms—TV, radio, newspapers, etc. Emerging platforms—internet, social media, videogames, mobile, etc.
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Defining Mass Communication Mass communication study of comm involving mass media. The process of creating shared meaning between mass media & their audiences (Baran) Includes the process, associated industry, usage, & impact
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Importance of Mass Media Lasswell & Wright’s societal functions of mass media: 1. Surveillance : provides additional info about social environment 2. Correlation : influences selection & interpretation of info 3. Transmission of social heritage : communicates influences, and/or reinforces societal values & norms 4. Entertainment : Recreation & escape from everyday life
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Evolution: Traditional & Emerging Mass Media 1. Media Sources : . Traditionally— Media scarcity Relatively few sources, typically large, complex, organizations. Significant resources required . Emerging trend— Media abundance Increasing # of sources, less resources required, emergence of “produsers” (Bruns)
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Evolution: Traditional & Emerging Mass Media 2. Targeting: .. Traditionally— Broad appeal Content directed towards large, diverse, & anonymous audiences ..
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