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5 - Copyright © 2008 by Nelson a division of Thomson...

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Unformatted text preview: Copyright © 2008 by Nelson, a division of Thomson Canada Limited. 5-1 Chapter 5 Chapter 5 The Mass Media The Mass Media by Graham Knight by Graham Knight and Josh Greenberg and Josh Greenberg Copyright © 2008 by Nelson, a division of Thomson Canada Limited. 5-2 INTRODUCTION INTRODUCTION • Will examine: Theoretical perspectives on the media Political economy of the media Identity, ideology and the media Research on media effects Computer-mediated communication* Copyright © 2008 by Nelson, a division of Thomson Canada Limited. 5-3 THE MASS MEDIA THE MASS MEDIA • Mass media : Technologically mediated means of communication in which flow of messages is largely unidirectional from a single point of transmission to a large, anonymous, dispersed audience of receivers (e.g., television) • Communication : To bring together or unify by establishing shared meanings and understandings between groups and individuals* Copyright © 2008 by Nelson, a division of Thomson Canada Limited. 5-4 THEORETICAL PERSPECTIVES THEORETICAL PERSPECTIVES IN MEDIA STUDIES IN MEDIA STUDIES 1. Technological theories : Emphasize that different media technologies (e.g., print vs. audiovisual media) determine social perceptions, interactions, and institutional arrangements 2. Critical theories : Argue for importance of social values, interests, and conflicts in shaping technological development, use, and impact of media* Copyright © 2008 by Nelson, a division of Thomson Canada Limited. 5-5 THE TECHNOLOGICAL THE TECHNOLOGICAL PERSPECTIVE PERSPECTIVE • Derives primarily from work of Innis and McLuhan • Innis Made distinction between two types of media: 1. Time-based media 1. Space-based media Each type fosters different arrangements of institutions and cultural values…* Copyright © 2008 by Nelson, a division of Thomson Canada Limited. 5-6 INNIS: TWO TYPES OF MEDIA INNIS: TWO TYPES OF MEDIA 1. Time-based media : • Modes of communication that endure over time but are not very mobile across space (e.g. writing on stone or clay tablets) • Are conducive to strong sense of tradition and custom • Promote religious forms of power and belief* Copyright © 2008 by Nelson, a division of Thomson Canada Limited. 5-7 INNIS: TWO TYPES OF MEDIA INNIS: TWO TYPES OF MEDIA 1. Space-based media : Modes of communication that can cover greater areas of space but are much less durable over time (e.g., writing on paper, sounds transmitted over airwaves) • Lead to territorial expansion, empire building, and more secular forms of power and culture • Different forms of power create different types of social division and conflict: Struggle against elite control by those excluded from power has resulted in Copyright © 2008 by Nelson, a division of Thomson Canada Limited....
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