mass media lecture

7/25/2019 Mass Media Lecture

1/14

MassMass MediaMediaCOMM 1010COMM 1010

Summer 5 Week 2 2006Summer 5 Week 2 2006


2/14

Mass Communication -- What isMass Communication -- What is

it?it?The process of designing and dei!eringThe process of designing and dei!eringcutura messages and stories to di!ersecutura messages and stories to di!erseaudiences through media channes as odaudiences through media channes as od

as a "ook and as ne# as the internet$as a "ook and as ne# as the internet$%Camp"e& 1''()%Camp"e& 1''()MediaMediais the pura ofis the pura of MediumMedium%aso kno#n as%aso kno#n as

a channe)a channe)MassMassdesignates the t*pe of audiencedesignates the t*pe of audience+i!erse in Spatia& Tempora& and ,perientia+i!erse in Spatia& Tempora& and ,perientia

.roimit*.roimit*


3/14

/o# Man*/o# Man* MediumsMediumsare inare in

Media?Media? .rint %e#spaper&.rint %e#spaper&

Magaines& ournas&Magaines& ournas&.amphets& 3ooks&.amphets& 3ooks&4*ers& ou get the4*ers& ou get the

idea)$idea)$ Sound %7adio& C+8s&Sound %7adio& C+8s&

Tapes& ( Tracks& 7ee-toTapes& ( Tracks& 7ee-to7ee)$7ee)$

,ectronic 9 :isua %T:&,ectronic 9 :isua %T:&+:+& :C7& C+-7om&+:+& :C7& C+-7om&Computer ;ames&Computer ;ames&We"sites& Ti:o& etc$)We"sites& Ti:o& etc$)


4/14

Media Minutes to compete

O!er 6@ of aduts read the dai* paper& (0@ if on* once aO!er 6@ of aduts read the dai* paper& (0@ if on* once a#eek#eek

Aduts read 10 magaines a monthAduts read 10 magaines a month Aduts isten to the radio > hrsBda*Aduts isten to the radio > hrsBda* The T: is on in each househod = hrsBda*& #ith adutsThe T: is on in each househod = hrsBda*& #ith aduts

#atching hrsBda*#atching hrsBda*


5/14

Wh* do #e treat MassWh* do #e treat Mass

Communication different*?Communication different*? +ifference "et#een a+ifference "et#een agroup of peope and agroup of peope and a

massmass

;roup Communication;roup Communicationis defined "* the a"iit*is defined "* the a"iit*

for each groupfor each group

mem"er to interactmem"er to interact

#ith one another#ith one another

Mass communicationMass communicationoccurs #henoccurs #hendifferences indifferences in

responses at theresponses at theindi!idua e!e noindi!idua e!e noonger reuire muchonger reuire muchattentionattention

Dess opportunit* forDess opportunit* forfeed"ack& if an* at afeed"ack& if an* at a


6/14

Shannon-Wea!er ModeShannon-Wea!er Mode

TETransmitter %Source& Sender)TETransmitter %Source& Sender)

7E7ecei!er %Audience)7E7ecei!er %Audience)


7/14

4unctions of Mass Media4unctions of Mass Media

,ntertain,ntertain

FnformFnform

SociaieSociaie

Sur!eianceSur!eiance


8/14

Fmportant ThemesFmportant Themes

American Media are profit-centered "usinessesAmerican Media are profit-centered "usinesses

Technoogica changes affect the mediaTechnoogica changes affect the media

Mass Media are cutura* "ound& the* "othMass Media are cutura* "ound& the* "oth

refect and affect the societ* in #hich the*refect and affect the societ* in #hich the*

operateoperate The* aso can transmit across societies %,G


9/14

Con!ergenceCon!ergence

/omogenies producers/omogenies producers

of mediaof media

+i!ersifies the reach of+i!ersifies the reach of

each indi!idua messageeach indi!idua message

.eope practice.eope practice

con!ergence %thin of *ourcon!ergence %thin of *our

sef-diagnosis)sef-diagnosis)

4reuent* increases the4reuent* increases the

range of options to therange of options to the

consumer?consumer?


10/14

Cuti!ation Theor*Cuti!ation Theor*

/ea!* !ie#ing of tee!ision eads indi!iduas to percei!e/ea!* !ie#ing of tee!ision eads indi!iduas to percei!ereait* in #a*s that are consistent #ith the portra*as the*reait* in #a*s that are consistent #ith the portra*as the*see on tee!ision$see on tee!ision$

- ;eorge ;er"ner- ;eorge ;er"ner

,G Watching I/annit* and ComesJ reguar* eads he,G Watching I/annit* and ComesJ reguar* eads he!ie#er to "eie!e that a democrats are "uffoons$!ie#er to "eie!e that a democrats are "uffoons$ Ca!eatG The infuence of Media is not a"soute$ The circuation of certainCa!eatG The infuence of Media is not a"soute$ The circuation of certain

representations or portra*as makes them seem more accurate andrepresentations or portra*as makes them seem more accurate andnaturanatura

Certain portra*as can "e uestioned& if one is confronted #ith otherCertain portra*as can "e uestioned& if one is confronted #ith otherrepresentations of the same group or e!ent& or other contradictor*representations of the same group or e!ent& or other contradictor*persona eperiencespersona eperiences

,G Ff *ou kno# a ot of smart democrats %or at east smarter than Aan,G Ff *ou kno# a ot of smart democrats %or at east smarter than AanComes) *ou are ess ike* to see I/annit* and ComesJ as an accurateComes) *ou are ess ike* to see I/annit* and ComesJ as an accurate"arometer for "oth i"eras and conser!ati!es$"arometer for "oth i"eras and conser!ati!es$


11/14

4actors Fnfuencing Cuti!ation4actors Fnfuencing Cuti!ation

Orientation of


12/14

;atekeeping;atekeeping

7eguating or determining #hat7eguating or determining #hatinformation #i "e carried o!er mediainformation #i "e carried o!er mediachannes$channes$Can "e "oth good and "adCan "e "oth good and "ad;oodG e#spapers #i on* print those facts;oodG e#spapers #i on* print those facts

#hich can "e#hich can "e independent* !erifiedindependent* !erified

3adG Some issues ne!er make the ne#s& the*3adG Some issues ne!er make the ne#s& the*are deemed to "e too contro!ersia orare deemed to "e too contro!ersia orun#orth* %no maLor ne#s outets co!er theun#orth* %no maLor ne#s outets co!er theI4ree MumiaJ campaign)I4ree MumiaJ campaign)


13/14

Agenda SettingAgenda Setting

The media determine #hat issues are importantThe media determine #hat issues are important

to the popuationto the popuation

An ine!ita"e conseuence of gatekeepingAn ine!ita"e conseuence of gatekeeping

,G 10 ne#s reports on the nationa de"t usua*,G 10 ne#s reports on the nationa de"t usua*prompts a poitica responseprompts a poitica responseAgenda Setting is usua* concerned #ith issues& notAgenda Setting is usua* concerned #ith issues& not

outcomesoutcomes

,G The response ma* Lust entai the White /ouse,G The response ma* Lust entai the White /ouse

epaining its position on the nationa de"t& rather thanepaining its position on the nationa de"t& rather than

a de"t reduction poic* passing the housea de"t reduction poic* passing the house


14/14

3e A Critica Consumer3e A Critica Consumer

Who is Speaking?Who is Speaking? The mass media are ownedThe mass media are ownedby six corporate conglomerates with agendas -- Timeby six corporate conglomerates with agendas -- TimeWarner, Viacom, General Electric, Disney,Warner, Viacom, General Electric, Disney,Bertelsmann, and Rpert Mrdoch!s "ews #orp$Bertelsmann, and Rpert Mrdoch!s "ews #orp$

What is said?What is said?On #hich Channe?On #hich Channe?To WhomB What audience?To WhomB What audience?With What ,ffect?With What ,ffect?

mass media lecture

Documents