mass comm lec

mass comm lec - Mass communication Media evolution theory...

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Mass communication Defining media Medium/ media (plural)- something which serves as a means of conveying info (i.e. messages) Used synonymously w/ channel Mass media- media/ tech w/ the capacity to convey messages to large numbers of people Mass media are linked to associated industries infrastructure Traditional ex.- tv, radio, newspapers, etc. Mass communication- study of comm involving mass media Importance of mass media Surveillance: provides info about social environment Transmission of social heritage: communicates influences, and/or reinforces societal values& norms 1. Media sources: Traditionally- media scarcity Relatively few sources, typically large, cpmplex, organizations. Significant resources required Emerging trend- media abundance Increasing # of sources, less resources required, emergence of “produsers” (Bruns) 2. Targeting: Traditionally- broad appeal Emerging trend- media de-massification (segmentation) Content increasingly directed to specific audience segments 3. Interactivity:
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mass comm lec - Mass communication Media evolution theory...

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