AMU1278 - Communication technologies and practices - OCTWeek 1 - Notes Culture training is necessary for effective thinking making.Cultural literacy is the key to unlocking communication processes everywhere.Text is anything that communicates a message.Knowing the context creates meaning.The context makes the text.Communication creates, carries, circulates and changes information. Communication is fluid.Reading 1.1 Communication CultureCommunication can be understood as the practice of producing meanings, and the ways in which systems of meaning are negotiated by participants in a culture.Culture can be understood as the totality of communication practices and systems of meaning.Cultural literacy can be defined as both a knowledge of meaning system and an ability to negotiate those systems within different cultural contexts.Two ways to talk about stable contexts:1.Point out in some contexts communication genres and interpersonal relations are very clearly delineated and regulated.2.To note that even in reasonably flexible cultural fields we often act as ifcontexts were stable. Ideology is certain ideas, stories and meanings come to be naturalised,and accepted without question.Communication practices are always informed by and produced within cultural contextsThe cultural practices, and the contexts that produce and constrain them are closely connected to the notion of cultural literacy, which canbe understood As:1.A familiarity with the rules and conventions of a culture2.A feel for negotiating those rules and conventions.WEEK 2. Reading 2.1, McQuail (Hiba)Audiences
· Audience refers to viewers, readers or listeners of one or other media channels.· It is a term recognized by media users as an unambiguous description of themselves.· A problem with this term is that a single simple word is applied to increasingly diverse and complex reality open to alternative and competing theoretical formulations.· A researcher claimed that we keep the familiar word but the thing itself keeps disappearing.· Audience of mass media is not directly observable.· The term audience has a strong underlying concept thus can be applied to viewers from any time period.· Audiences are a product of social context and a response to a particular pattern of media provision.· Thus, audience can be defined by place, people, medium, content and time.History of audiences.· Earliest notion of audience is a physical gatherings in a certain place. In other words, it was a set of spectators.· Audience had its own set of norms, cultures and expectations. For instance, more, educated class would watch musical works while others would watch comedy, games, circuses, etc.· Audience in the past was localized by place and time.· Emergence of mass media began with a printed book. This allowed effective communication at a distance and time.