comm_10_weeks_6-10 - Communication Studies Week 6-10 Mass...

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Communication Studies Week 6-10 Mass Media Age of Mass Media (20 th Century) -electronic media (radio, television) -recording and film industry created at end of 19 th century, but came of age and developed in the 20 th century -continues into 21 st century -becomes increasingly important in our lives -ex: begin day by being awaked by clock radio, dress while watching news on TV, eat breakfast while readi newspaper, listen to radio while driving, etc…ng -consumption of mass media is filling up larger portions of our lies (1/3 of day of average American) -use media while doing other activities (radio = secondary activity) -more people have TVs in home than have cars, washing machines, phones -98.5% of American households have TVs -among the poorest Americans, television ownership is 99.6% -people who don’t have TVs are the more educated who see that you don’t need one -TV is on about 7 hrs/day -college students watch less TV than everyone else -average household has about 3 TVs -about 3x as many radios as TVs -mass media is pervasive Functions of Mass Media -What do we do with the mass media? How do we use it? What means of ours do they serve for us as individuals and for society as a whole? - Contents vs. Medium Function - medium can be independent of content - Medium Function : mating function of seeing movies in a theatre - movie theatre = medium function (place to take a date) -becomes basis of conversation after movie -setting to become friendly -setting to ward off friendliness too -content of movies is irrelevant (serves same role) -general nature of movie going experience that is key - radio = medium that allowed people (family) to get together and have shared experience at end of day -provided function of bringing family together -didn’t make difference what the content was, still brought people
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together -Sometimes, specific Content is most relevant - Vote Guiding Function of Newspapers -newspapers provide info about candidates -specific content about the issues/candidates = key - Weather News = specific content about temperature - Latent vs. Manifest Function - Manifest = obvious, surface, intended function - Latent = unintended, hidden, subconscious function -ex: couple listening to news on radio and they are asked why they listen to it each morning = manifest (to learn what happened in the world); latent (excuse not to have to talk to each other or to prevent from arguing) -ex: TV used as a safety valve to reduce tension between family members -manifest function = entertainment -latent function = to avoid dealing w/each other ex: manifest function of car ad = sell car; latent function = ad used for people who already bought the car to help them feel good about the expensive purchase they just made - to confirm the wisdom of their choice - Societal Function 1. Status Conferral – mass media can legitimize or give and confer status to something, person, idea, issue, organization, social movement, etc… -mass media focus on global warning, wars – says this is important
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comm_10_weeks_6-10 - Communication Studies Week 6-10 Mass...

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