ch10 mass comm note

ch10 mass comm note - Defining media and mass media Media:...

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Defining media and mass media Media: Channels or technoloigies that convey information Mass media: Those media that have the capacity to convey messages or informaiton to large numbers of people Baran's cultural history perspective of media: Labels the societies where there is no written language, and thus no media, preliterate societies, in which all communciation by necessity is face to face Literate cultures: Have developed the ability to efectively and efficiently use a written symbol system. E.g. Sumerian, Egyptian, Asian and Greek. .papyrus, parchment, and development of paper Gutenberg printing press in 1446 Developent and social diffusion of television beiginning in the mid twentieth century had a huge impact on the evolution of American society Properties of traditional mass media: Print media (particularly newspapers), radio, and broadcast television 1. The characteristics associated with the message source in a traditional mass media paradigm, sources in traditional mass media have been almost exclusively large, complex organizations, or some entity or part of such an organization, primarily because o the significant economic resources, infrastructure and equipment necessary to produce content using traditional mass media Media scarcity: The environment in which the economic resources traditionally required to produce mass media content also meant that in general, there were relatively fewer sources of mass media compared to other context of communication 2. Wilbur Schramm- inferential feedback: Significantly more delayed and indirect 3. Mass comm has traditionally been seen as directed towards large, diverse and anonymous audiences Utilization of media content by the mass audience was seen as dependent on ownership (or at least access) to the necessary techonologies and the ability to utilize them Factors underlying evolution and revolution in mass media: Current trends and future directions A. Economic imperative: The driving impact the economic factors can have on mass media systems - hypercommercialism: McChesney- media companies have produced content which has become increasingly commercial without fear of reprisal on the part of their audience B. Media conglomeration: The trend for large groups of media companies to be increasingly controlled by a relatively small number of large corporations 1 Media synergy: Essentially aims to maximize potential revenue from media content by utilizing the potential of as many distribution channels as possible in an intergrated corporate framework
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This note was uploaded on 01/16/2012 for the course COM 101 taught by Professor Reynolds during the Spring '08 term at SUNY Buffalo.

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ch10 mass comm note - Defining media and mass media Media:...

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