Chapter 1 notes

Chapter 1 notes - Culture and the Evolution of Mass...

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1 Culture and the Evolution of Mass Communication ± One way to understand the role and impact of the media in our lives is to understand the cultural context in which the media operate. ± culture is always changing. It includes a society’s art, beliefs, customs, games, technologies, traditions, and institutions. ± It also encompasses a society’s modes of communication : the process of creating symbol systems that convey information and meaning (for example, language systems, dot-dash Morse code, motion pictures, or one-zero binary computer codes).
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2 ± culture may be defined as the symbols of expression that individuals, groups, and societies use to make sense of daily life and to articulate their values. ± In other words, we are assigning meaning to the songs, books, TV programs, or Internet sites. ± Culture, therefore, is a process that delivers the values of a society through products or other meaning-making forms. ± The mass media are the cultural industries— the channels of communication—that produce and distribute songs, novels, newspapers, movies, Internet services, and other cultural products to large numbers of people. Communication Eras ± Oral ± Written ± Print ± Electronic ± Digital
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3 ± These first two eras refer to the communication of tribal or feudal communities and agricultural economies. ± The last three phases feature the development of mass communication : ± The process of designing and delivering cultural messages and stories to large and diverse audiences through media channels as old as the book and as new as the Internet. ± Hastened by the growth of industry and modern technology, mass communication accompanied the gradual shift of rural populations to urban settings and the rise of a consumer culture. Printed Words Revolutionize Everyday Life
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4 ± The invention of the printing press and movable metallic type in the fifteenth century provided the industrial seed that spawned modern mass communication. ± The printing press, among its many
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This note was uploaded on 12/31/2011 for the course MMC 3303 taught by Professor Surisc during the Fall '10 term at FIU.

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Chapter 1 notes - Culture and the Evolution of Mass...

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