MEDIA AND SOCIETY

What is the relationship between media and society?

MEDIA AND SOCIETY

RadioRadio

FilmFilm

WeWebb

AND

Society

Media AgeAge

StatusStatus

GenderGender

EthnicEthnic GroupGroup

TVTV

PaperPaper

StrataStrata

Changing

Changing

LocationLocation

MusicMusic

BookBookss

Relationship

Relationship

Positive

Positive

EducationEducation

TelephonTelephonee

Negative

NegativeEffects

Effects

Changing Mass MediaChanging Mass Media

CharacteristicsCharacteristics FasterFaster CheaperCheaper Easier (user friendly)Easier (user friendly) Smaller (miniaturization)Smaller (miniaturization) Better (quality)Better (quality) More powerfulMore powerful SimilarSimilar

Changing Mass MediaChanging Mass Media

TelevisionTelevision Less LogicalLess Logical Image dominantImage dominant Less verbalLess verbal Faster cutting and paceFaster cutting and pace SurrealisticSurrealistic Dependent on special effectsDependent on special effects Structured montage Structured montage

Changing Mass Media

• Newspapers• Meaner and leaner• Profit driven• On line• Paperless?• Electronically composed/edited More graphic• Competitive• Entertainment oriented

MEDIA EFFECTS MEDIA EFFECTS • How much do the media How much do the media affectaffect our lives? our lives?

• Strongly (over estimation)

• Gradually (subconsciously)

• Indirectly (over time)

• Selectively, (over time)

• It depends on what the source is…….

• It depends on the audience’s background….

• It depends on the consumers beliefs & values

• Not at all? (under estimation)

MEDIA AND SOCIETY

RadioRadio

FilmFilm

WeWebb ANDAND

SocietySociety

MediMediaa AgeAge

StatusStatus

GenderGender

EthnicEthnic GroupGroup

TVTV

PaperPaper

StrataStrata

ChangingChanging

ChangingChanging

LocationLocation

MusicMusic

BookBookss

RelationshRelationshipip

RelationshRelationshipip

PositivPositivee

PositivPositivee

EducationEducation

TelephonTelephonee

NegativNegativee

NegativNegativeeEffectsEffects

EffectsEffects

Changes in Society

• Population growth?• Influx of population?• Changing markets?• Minority and majority?• Immigration?• Language? • Aging?• Glass ceiling broken?• Income• Gay movement• Terrorism?

Mass Media Defined by Paul Traudt

Mass Media is “the range of print, electronic, filmic [and digital?] opportunities supported by multiple platforms for presentation and consumption [of information and entertainment] by a mass audience[?]”

Types of research

Two approaches• A. Deductive thinking: applies a theoretical construct to

a situation with an eye to identifying variables and predicting outcomes

• B. Inductive thinking: assess situations, conditions, phenomena and data with an eye to establishing theory, models or rules

Two approaches• A. Quantitative: Use of statistics to explain or

demonstrate predicted or assumed outcomes• B. Qualitative: After systematic observation, describing,

or analyzing how people behave or act in situations or environments

What is a theory?

• An attempt to explain reality• Never a totally perfect or satisfying explanation• Always room for improvement or adaptation• An attempt to explain a relationship• An assumption about how people behave• An attempt to explain the relationship between

media and society• A mental construct, model, illustration• A form of deductive thinking

BULLET THEORY

Direct influence (S-R)Pavlov and dog experiments

Stimulus

Response

PROPAGANDA AND BRAIN WASHING?

Association

INDIRECT MESSAGE PROCESSING

message

Sr

sender

receivermessage

FILTERING AND SELECTIVE PERCEPTION

LASWELL’S THEORYLASWELL’S THEORY

WHO (source)WHO (source) SAYS (message)SAYS (message) WHAT (content)WHAT (content) IN WHAT CHANNEL (medium)IN WHAT CHANNEL (medium) TO WHOM (receiver)TO WHOM (receiver) WITH WHAT EFFECT?WITH WHAT EFFECT? WHEN? WHY? WHY? HOW?WHEN? WHY? WHY? HOW? HOW OFTEN? (repetition)HOW OFTEN? (repetition)

TWO-STEP-FLOW -Lazarsfeld

Opinion LeadersOpinion Leaders

DecisionsDecisionsPersonsPersons

MediaMedia1 Step1 Step

2 Step2 Step

ConsumptioConsumptionn

VotingVoting

ActingActingBuyinBuyingg

Pay attention to

Seek out

CLASSICAL THEORY Shannon & Weaver

Often considered a one way process

Sender Encoding Medium Decoding Receiver

Feed forward

transmitter

channel

N N N NN

receiver

N=Noise

Who Says what

To whom

With what effect

meaning

how

Shannon and Weaver cont.

Feedback essential to understanding

Receiver Decoding Medium Encoding Sender

Feedback mode

channelMeaning Meaning

N N NN N N

N = Noise

EXCHANGE THEORY - EXCHANGE THEORY - HomansHomans

Linkage becomes networking over timeLinkage becomes networking over time

Exchange based on Exchange based on benefit or perceived benefit or perceived advantageadvantageEquity = equitable Equity = equitable

exchangeexchange

NetworkNetwork

NetworkNetwork

USES AND GRATIFICATION Palmgreen

• Beliefs and values lead to consumption of particular media which reinforce beliefs and values over time

Beliefs and Beliefs and ValuesValues

ConsumptionConsumption

mediamedia

MediaMedia

MediaMedia

MediaMedia

Reinforcement over timeReinforcement over time

Particular Particular programsprograms

GratificatiGratificationon

GENRE THEORY

• We are able to recognize and classify forms and structures, and as a result develop conventions and expectations

CrimeCrime

ComedyComedy

DocumentaryDocumentary

WesternsWesternsMysteryMystery

Science FictionScience FictionWarWar

LoveLove

FRAMING AND SELECTIVE PERCEPTION THEORY –Atheide & Gitlin

• The frame includes or excludes what you are looking at thus concentrating your attention on a part of the whole

FrameFrame

FrameFrame

Fra

mFra

mee Fra

me

Fra

me

ADOPTION & DIFFUSION OF INNOVATIONS - Rogers

InnovatorsInnovators

Early Early majoritmajorityy

Late Late MajorityMajority

LaggardsLaggards

Adoption of innovation over time (sometimes several Adoption of innovation over time (sometimes several years)years)

Perc

en

tag

e o

f p

op

ula

tion

Perc

en

tag

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f p

op

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SaturationSaturation

COVERGENCE THEORY Rogers and Kincaid

MediumMediumMedium BMedium B

Medium Medium Medium CMedium C

AA

DD

Movement over time enables communication and Movement over time enables communication and sharingsharing

Mu

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nd

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tan

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g a

nd

coop

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tion

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Sharing and cooperationpossible thoughdigitization

ECONOMIC DETERMINISM – Shiller & Bagdikian

Profit is the motivation throughout the system

FactoryWarehouse

Wholesalerr

Retailer

Consumer

Media

Mass production

1

2

3

45

6

7

AdAgency

SPIRAL OF SILENCE- SPIRAL OF SILENCE- Neumann Neumann

TimeTime

UndergrounUndergroundd

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sors

hip

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pre

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News mediaNews media

Criticism of Criticism of GovernmentGovernment

ResistancResistance

SilenceSilence

ly

Free pressFree press

Spiral of Spiral of silencesilence

REALITYREALITY

What we judge to be real or believable What we judge to be real or believable depends to a large extent on our experience depends to a large extent on our experience of life. How things are depicted contributes of life. How things are depicted contributes to our sense of reality, but it needs to be to our sense of reality, but it needs to be checked out.checked out.

Our imagination can carry us to all sorts of Our imagination can carry us to all sorts of environments and situations, but there environments and situations, but there needs to be a degree of familiarity for us to needs to be a degree of familiarity for us to relate to.relate to.

In a commercial this must be done in 30- 60 In a commercial this must be done in 30- 60 secondsseconds! !

REALITYREALITY

What slice of life is shown?What slice of life is shown? Does it portray life as it really is?Does it portray life as it really is? Do actors play roles in a believable Do actors play roles in a believable

manner?manner? How well is character developed?How well is character developed? How is the environment portrayed?How is the environment portrayed? Is the time period reflected accurately?Is the time period reflected accurately? Are complex problems oversimplified?Are complex problems oversimplified? Does it reflect society as it is? Ideally?Does it reflect society as it is? Ideally?

Reality, ContinuedReality, Continued

Are actions and their consequences clearly Are actions and their consequences clearly related?related?

Is action natural, humane, in the given Is action natural, humane, in the given circumstances or predicament?circumstances or predicament?

Are the goals or ideals portrayed attainable Are the goals or ideals portrayed attainable bybyordinary people?ordinary people?

Can you identify with the above actions, Can you identify with the above actions, behavior, goals?behavior, goals?

Are you left with the impression that the Are you left with the impression that the situation is so unrealistic that it is situation is so unrealistic that it is irrelevant?irrelevant?

ADVERTSING PROBLEMSADVERTSING PROBLEMS

Inescapable because of Inescapable because of ubiquity (everywhere)ubiquity (everywhere)

Depends on media for Depends on media for existenceexistence

Encourages Encourages consumerismconsumerism

Encourages materialismEncourages materialism Cultivates expectations Cultivates expectations

of instant gratificationof instant gratification Cultivates expectations Cultivates expectations

of instant solutionof instant solution

Creates feelings of Creates feelings of dissatisfactiondissatisfaction

Emphasizes superficialEmphasizes superficial Often contains Often contains

deceptive half-truthsdeceptive half-truths Promises more than it Promises more than it

can delivercan deliver Creates feelings of Creates feelings of

frustrationfrustration Creates feelings of Creates feelings of

inferiorityinferiority Creates feelings of guiltCreates feelings of guilt

Advertising ProblemsAdvertising Problems

Cultivates dream Cultivates dream worldworld

Shaping valuesShaping values Shaping imagesShaping images Shaping fashionShaping fashion Quick solutions Quick solutions Easy solutionsEasy solutions DissatisfactionDissatisfaction Guilt (persuasive Guilt (persuasive

strategy?)strategy?) Obsolescence (wears Obsolescence (wears

out or gets old) out or gets old)

Programs = vehicles Programs = vehicles of advertisingof advertising

News = vehicle of News = vehicle of advertisingadvertising

Increases cost of Increases cost of productsproducts

Promotes permissive-Promotes permissive-ness and greedness and greed

Consumerism (wants, Consumerism (wants, not needs?)not needs?)

Constant interruptionConstant interruption ClutterClutter

Children and Children and AdvertisingAdvertising

Children watch more hours of TV than they spend Children watch more hours of TV than they spend in school Children cannot distinguish between in school Children cannot distinguish between fact and fiction before age of 6fact and fiction before age of 6

Children cannot distinguish between programs Children cannot distinguish between programs and commercials before age 7and commercials before age 7

Advertisers get to parents through childrenAdvertisers get to parents through children Animated toys perform impossible stuntsAnimated toys perform impossible stunts High percentage of TV ads promote inappropriate High percentage of TV ads promote inappropriate

food productsfood products Commercials convey perceptions of roles and Commercials convey perceptions of roles and

values values

GATE KEEPING GATE KEEPING Information is closely associated with Information is closely associated with

paternalism and power sharingpaternalism and power sharing The Gate Keeper is very powerful, can be The Gate Keeper is very powerful, can be

Government, Pentagon, President, Government, Pentagon, President, Newspaper Editor Newspaper Editor

Gate Keeping is control over the flow of Gate Keeping is control over the flow of informationinformation

Refusal to supply information may be more Refusal to supply information may be more powerful than supply of informationpowerful than supply of information

Release of information is timed to give Release of information is timed to give political advantagepolitical advantage

Censorship can be a form of Gate KeepingCensorship can be a form of Gate Keeping

AGENDA SETTINGAGENDA SETTING

Laying out what is important to be Laying out what is important to be discussed or thought aboutdiscussed or thought about

Providing relevant points of view in aProviding relevant points of view in a careful and balanced waycareful and balanced way Helping people to prioritize the Helping people to prioritize the

alternativesalternatives Encouraging people to consider Encouraging people to consider

alternatives and make up their mindsalternatives and make up their minds Opposite of Gate Keeping, considering not Opposite of Gate Keeping, considering not

one but many optionsone but many options

PUBLIC RELATIONS

StaffStaff AdministrationAdministration

ManagementManagement

Internal publicsInternal publics

CommunityCommunityEnvironmentalistsEnvironmentalists

GovernmentGovernment InvestorsInvestorsExternal PublicsExternal Publics

External PublicsExternal Publics

External External PublicsPublics

External PublicsExternal Publics

Censorship & Governments• Variety of Governmental styles• Authoritarian* (Russia?)• Paternalistic* (India?)• Democratic# (USA?)• Dualistic (UK?)• Permissive# (France?)* More inclined to exercise censorship

# Less inclined to exercise censorship

CensorshiCensorshipp

No No censorshipcensorship

Violence and “Reality”

• Gradual trend or development toward explicitness• From clean killing to dirty killing• From falling down dead to bullet penetration and

splatter • From adult games to revolting acts of murder• From sexual acts to rape and sodomy• From fun and laughter to horror and sadism• From occasional acts of violence to killing orgies • Why is this necessary? Desensitization? • Threat to imagination and mental activity

Human Sexuality and “Reality”• Gradual trend or development toward explicitness• More close-up/detailed shots, cut-always and cut-ins

Portrayal of human sexuality more graphic• From marriage to permissive adultery• From contraception to abortion• From sacred love to sexual gratification• From subtle suggestion to detailed depiction• From tasteful portrayal to pornography• From hugging/kissing to penetration of sexual

organs • From tenderness to violent abuse (sadism)• Why is this necessary? Desensitization?

VIOLENCEVIOLENCE

Violence may be defined as…..Violence may be defined as…..

- Physical or moral force….- Physical or moral force….- Unjust strength or power applied to any Unjust strength or power applied to any

purpose…..purpose…..- Destruction of human life and personal Destruction of human life and personal

belongings……belongings……- Bodily harm caused by the use of a weaponBodily harm caused by the use of a weapon- Sexual intercourse without permission…. Sexual intercourse without permission…. - Invasion of a sovereign nation or land…..Invasion of a sovereign nation or land…..

VIOLENCE IN MEDIAVIOLENCE IN MEDIA

Violence in media may be used to…..Violence in media may be used to….. Establish a social relationship Establish a social relationship Teach a lessonTeach a lesson Entertain gratuitouslyEntertain gratuitously Provide a solution or resolutionProvide a solution or resolution Provide shock value Provide shock value Elicit humorous reactionElicit humorous reaction Create synergistic effect (sex & violence)Create synergistic effect (sex & violence) Overcome insensitivity or acceptance Overcome insensitivity or acceptance Attract certain audiences (marketing tool)Attract certain audiences (marketing tool)

RESULTS OF VIOLENCERESULTS OF VIOLENCE Insensitivity to real violenceInsensitivity to real violence Aggressive behaviorAggressive behavior Fear of people and worldFear of people and world Fear or acceptance of law Fear or acceptance of law

enforcementenforcement Acceptance of violent solutionsAcceptance of violent solutions Equating of weapons with power Equating of weapons with power Acceptance of revenge as justifiableAcceptance of revenge as justifiable Acceptance of rape as justifiableAcceptance of rape as justifiable Abuse of women and childrenAbuse of women and children Catharsis? Catharsis?

TREATMENT OF ENEMYTREATMENT OF ENEMY

Propaganda tends to …..Propaganda tends to …..• Demonize (make evil or demonic)Demonize (make evil or demonic)• Dehumanize (describe as animals)Dehumanize (describe as animals)• Polarize (black and white issues)Polarize (black and white issues)• Symbolize (colors, animals and objects)Symbolize (colors, animals and objects)• Generalize (“Germans perfectionists”)Generalize (“Germans perfectionists”)• Stereotype (“slanti-eyed” gentlemen”) Stereotype (“slanti-eyed” gentlemen”) • Caricature (poke fun at) Caricature (poke fun at) • Demean (“Useless,” “greedy”)Demean (“Useless,” “greedy”)

Military Control of Media of Media

Complete exclusion (front line) Controlled access Censorship of reports Edited reports Hidden body counts, coffins, stats. Cover-ups Faked pictures Scapegoats

VIETNAM WAR (1954-1975)VIETNAM WAR (1954-1975)

First real encounter with guerilla warFirst real encounter with guerilla war Difficulty identifying enemy (civilian)?Difficulty identifying enemy (civilian)? Difficulty seeing enemy in Difficulty seeing enemy in

forests/jungleforests/jungle Ambushes and booby-trapsAmbushes and booby-traps Secret tunnels and bunkersSecret tunnels and bunkers Communist weapon supply evidentCommunist weapon supply evident Few clear victories, many casualtiesFew clear victories, many casualties Bad military morale and drug use Bad military morale and drug use

VIETNAM WARVIETNAM WAR environment environment Turbulent 60s (Hippie Culture and Civil Turbulent 60s (Hippie Culture and Civil

Disobedience)Disobedience) Vietnam was first television war (development Vietnam was first television war (development

of color film and color TV)of color film and color TV) Carried into living rooms of peopleCarried into living rooms of people Witnessed uncivilized acts against civiliansWitnessed uncivilized acts against civilians Revolted by what our soldiers were doingRevolted by what our soldiers were doing Recognized war could not be wonRecognized war could not be won Disillusioned with failure of modern weaponsDisillusioned with failure of modern weapons War dragged on too long (high casualties)War dragged on too long (high casualties) Soldiers received hostile reaction when Soldiers received hostile reaction when

returned returned Post traumatic stress syndromePost traumatic stress syndrome Bad treatment in Vet HospitalsBad treatment in Vet Hospitals

ETHNOGRAPHIC CRITICISM

What ethnic culture/race/gender is being portrayed?

Is this culture unique? Is their treatment …. Stereotypical? Exploitative? Demeaning? Complimentary? Affirming? Accurate?

Can you identify with it from your viewpoint?

Does it seem natural and authentic?

Who has the power? Are there victims? Is there justice or

equity in treatment? Perpetrators? Is there conflict? How

is it resolved?

REALITY ANALYSIS

What is your experience relating to the person/situation subject/environment?

Are the roles played believably?

How well is the character developed?

Do persons behave responsibly?

Are problems over simplified?

Are moral dilemmas handled sincerely?

Is the view of the world distorted?

Is there balance in the issue or controversy presented?

Does the film/video reflect society as it is?

How can distortions be corrected?

Guess Who’s Coming to Dinner

How convincing is the role playing in the film? How are African Americans portrayed? Is Dr. Prentice typical of an African American? Why? Why is the maid angry with Dr. Prentice? How are liberal whites portrayed? Is the situation over simplified? By whom? Why are the parents so uptight with their daughter? Why are the parents suspicious of Dr. Prentice? What did they find out? Reaction?

Guess who’s coming to dinner

What does this film teach us about ethnicity, education, religion and culture? What are the problems the couple will face?

Of the two young people who is the more realistic. Why?

What are the problems the couple will face? How is society changing for the parents? What is the difference between the fathers’ and

mothers’ reactions to the marriage? What is the difference between the couples

friends’ reaction to the marriage?

INFRASTRUCTURE

• Nationally available• Relatively inexpensive for consumers• Provides transport system and more (profit?)• Compatibility with other systems• Maintained or policed regularly• Managed responsibly (traffic/capacity) • Protected form predators (privacy)• Fast or efficient as possible

INFRASTRUCTURES

• A communication system is only as good as the infrastructure that carries it

• Usually the infrastructure is in place when the innovation is developed

• The cost of establishing the infrastructure is dependent on governmental or corporate funding (distributed over time)

• Infrastructure must be upgraded regularly • Infrastructure must be efficient• Competition among infrastructures occurs

Infrastructure

• Where non exists, it needs to be established• Where people are poor, government or private

corporation must fund it• What technology will “leapfrog” absent

infrastructures?• Satellite provide unique answer• Limitations exist where TVs are few• What needs are more important? • Water? Health? Electricity, Schools?

News at 11: Questions

• Does society have a right to know everything? • Do people have a right to privacy?• Do people have a right to a fair trial?• Should the rights of a minor be protected?• Should the privacy of a victim be protected?• Are media free to publish any news stories?• Do journalists have a right to refuse cover

certain stories?• How important are ratings to a TV station?• What is balanced coverage?

NEWS AT 11

• Right to free press (all media?)• Right of public to know (what government is

doing)• Right of minor children to be protected• Right of rape victim not to be identified• Right to privacy• Right to confidentiality (doctor, lawyer, priest)• Right to fair trial (innocent before judged guilty)• Right to fair or balanced treatment in media

(revealing all sides of the issue, situation, case)

FREEDOM OF THE PRESS OR FREEDOM OF THE PRESS OR LIMITED FREEDOM?LIMITED FREEDOM?

First Amendment Rights First Amendment Rights Freedom of political & religious speechFreedom of political & religious speech Not free to defame or slanderNot free to defame or slander Not free to libel anyoneNot free to libel anyone Not free to show or promote obscenityNot free to show or promote obscenity Not free to carry out unlawful acts (riots, Not free to carry out unlawful acts (riots,

sabotage)sabotage) Not free to make deceptive claims in Not free to make deceptive claims in

advertisementsadvertisements Not free to invade privacy of individualsNot free to invade privacy of individuals Not free to use “bad words” in broadcastingNot free to use “bad words” in broadcasting Not free to reveal military secrets Not free to reveal military secrets

ETHICSTwo Kinds

• (1) SACRED (DIVINE OR RELIGIOUS)

• (10 Commandments, Jewish, Christian, Muslim) • Moses “ You shall not kill….You shall not lie, etc.”• Jesus “Love God with all your faculties and your neighbor as

yourself” “ Do not apply standards to others you would not accept for yourself”

• (2) SECULAR (CONSTITUTIONAL AND SOCIETAL)• (Aristotle, Kant, Mills, Dewey)• Aristotle’s golden mean “Virtue is between two extremes”• Kant categorical imperative “Act in such a way that you wish was

universal law”• Mills “Seek the greatest happiness for the greatest number”• Dewey “Actions should be judged by results”

APPLICATION OF ETHICS

• Pragmatic ethics• The means justify the ends• Situational ethics• The situation determines what is ethical• Relative ethics or cultural relativism• Cultural values determine what is ethical • Ethics of expediency • What can we do to get the most out of it • Hedonistic ethics• What I want and what I feel is good

Journalists’ Code of EthicsSelf-restraint is better than Censorship

• Seek truth and report it• Be honest, fair and courageous

• Minimize Harm• Treat sources, subjects and colleagues as human beings and

deserving of respect

• Act independently• Be fee of any obligation to interest groups other than the public’s

right to know

• Be accountable• Be Accountable to readers, listeners, viewers and each other• (See chapter 14, page 438 , Media Now, Straubhaar & LaRose)

PUBLIC RELATION ETHICS(PRSA Membership Code)

• AdvocacyResponsible Advocates for clients

• HonestyStandards of accuracy and Truth

• Expertise Specialized knowledge and experience

• IndependenceObjective counsel and accountability

• FairnessFaithful to employers, clients, competitors, peers

Internet AdvertisingCode of ethics

• Rules • Legal, decent, honest and truthful

• Disclosure of identity• Contact with advertiser and marketer

• Cost of access• If access is higher than telecommunications rate

• Respect for public groups• Electronic news groups, forums or bulletin boards

• Users rights• Privacy of data , opportunity of refusal, correction, blocking

• Advertising to children• Respect for global audience sensitivity

THE WATERGATE AFFAIRTHE WATERGATE AFFAIR FilmFilm- “- “All the President’s Men”All the President’s Men”

Why did the men break into Watergate?Why did the men break into Watergate? Was this only the tip of the iceberg?Was this only the tip of the iceberg? Who paid for the men’s defense?Who paid for the men’s defense? Where did the money come from?Where did the money come from? Who authorized the payments?Who authorized the payments? Of the Nixon Administration who was involved? Of the Nixon Administration who was involved? Why was the newspaper so hesitant to print the Why was the newspaper so hesitant to print the

story?story? What was the problem with “Deep Throat”What was the problem with “Deep Throat” What ultimately did the newspaper accomplish?What ultimately did the newspaper accomplish? Where does the power of the newspaper reside?Where does the power of the newspaper reside?

Television and Politics Television and Politics QuestionsQuestions

Why is TV interested in political campaigns? Who takes advantage of media coverage? Which medium does best communicating presidential

politics? Other politicians? Why? How much does TV inform people’s voting decisions? Does TV provide balanced or unbiased coverage? Equal

time? How well does TV cover presidential debates? Others? Does TV emphasize image over substance? Do negative TV ads. work? Why? Why not? What influences the way people vote? What does Lazarsfeld’s Two-Step-Flow Theory seems to

suggest?

Television and Presidential Television and Presidential PoliticsPolitics

Television coverage tends to ……Television coverage tends to ……

Emphasize opinion polls over campaign issuesEmphasize opinion polls over campaign issues Cover Democrats more than Republicans (according Cover Democrats more than Republicans (according

to meta-analysis)to meta-analysis) Focus on conflict between candidatesFocus on conflict between candidates

(rather than stand on issues)(rather than stand on issues) Emphasize image over issues or stands on issuesEmphasize image over issues or stands on issues Feature negative messages in presidential campaignsFeature negative messages in presidential campaigns Influence “talkative voters” more than any other Influence “talkative voters” more than any other

mediummedium Positively influence the way people vote in electionsPositively influence the way people vote in elections

Problems with News Problems with News

Shift towards entertainment Shift towards entertainment rather than informationrather than information

More superficial or More superficial or simplifiedsimplified

Focus on dramatic eventsFocus on dramatic events

Focus on crime, particularly Focus on crime, particularly murdermurder

Concerned with ratings and Concerned with ratings and profitprofit

Less respectful of human Less respectful of human rights, particularly privacyrights, particularly privacy

Less concern with Less concern with jeopardizing legal processjeopardizing legal process

Watchdog role is inclined to Watchdog role is inclined to be negativebe negative

Journalists Influenced by Journalists Influenced by “pack journalism”“pack journalism”

News less controversial or News less controversial or confrontationalconfrontational

Fear of lawsuits prevents Fear of lawsuits prevents tackling controversial tackling controversial subjectssubjects

Tendency to have patriotic Tendency to have patriotic bias bias

Convergence with other Convergence with other media undermining media undermining uniquenessuniqueness

MEDIA MANIPULATION

• Suppression by omission• Attack and destroy (the target)• Labeling as discrimination• Face-value transmission• False balancing• Framing• Image manipulation• Publish first recant afterwards

FINANCING MEDIAAlternatives

• Federal Government subsidy• State subsidy• Licensing• Foundations/sponsors• Subscriptions• Pay per view• Advertising space and time• Problem of dependency

Profit vs. Information/Entertainment

• Freedom of expression• Market place if ideas/products• Competition among peers is good• Something important to say• Convergence and Conglomerates• Primary pressure to make a profit• Concentration of ownership • Monopolies of power• Dismantling of Democracy??!!

How to remedy the situation

• Encourage public rather than private ownership of media

• Accept smaller profit margins• Exploit improvements in technology• Cultivate trust with reliable/good content• Demonstrate “good will”• Balance service with profitability

Profit vs. QualityProfit vs. Quality

Profit only?Profit only? Newspapers are profitable businesses Newspapers are profitable businesses Quality only?Quality only? Public service is the primary objectivePublic service is the primary objective Both quality and profit?Both quality and profit? Make a profit as well as serve the peopleMake a profit as well as serve the people How does this apply to other media?How does this apply to other media? Broadcast Television the exception? Why?Broadcast Television the exception? Why?

MANIPULATION OF MEDIA?Public Relations

Creation of good images and relationships Repairing damaged images and relationships Publics are within and without organizations Use of all media to communicate messages Manipulation occurs if…… Media do not have enough personnel Media do not have enough knowledge Media are lazy News Media are used to advertise for them

PROBLEMS WITH PRPROBLEMS WITH PR

• Clients usually in troubleClients usually in trouble

• Image transformation (deception?)Image transformation (deception?)

• Positive spin (ignoring the negative)Positive spin (ignoring the negative)

• Undermine credibility of oppositionUndermine credibility of opposition

• Use wealth to manipulate media (bias)Use wealth to manipulate media (bias)

• Use prominent people to voice positionUse prominent people to voice position

• Superficial currying of favor with Superficial currying of favor with workersworkers

PUBLICSPUBLICS

ShareholdersShareholders CustomersCustomers EmployeesEmployees SuppliersSuppliers Financial InstitutionsFinancial Institutions LegislatorsLegislators Community ActivistsCommunity Activists Print/Broadcasting Print/Broadcasting

MediaMedia

DonorsDonors ClientsClients VolunteersVolunteers MembersMembers TaxpayersTaxpayers GovernmentGovernment AgenciesAgencies VotersVoters

PROMOTION OF HARMFUL PROMOTION OF HARMFUL PRODUCTS?PRODUCTS?

Cigarette commercialsCigarette commercials Hard liquor commercialsHard liquor commercials Pharmaceutical commercialsPharmaceutical commercials Dietary commercialsDietary commercials Environmental commercialsEnvironmental commercials Children’s toy/game commercialsChildren’s toy/game commercials Attention Deficit SyndromeAttention Deficit Syndrome Superficial value systemsSuperficial value systems False priorities, values, goalsFalse priorities, values, goals

Maslow’s Hierarchy of needsMaslow’s Hierarchy of needs

Self ActualizationSelf Actualization

Esteem NeedsEsteem Needs

Relationship, Relationship, acceptanceacceptance

Safety NeedsSafety Needs

Physiological Physiological NeedsNeeds

Self fulfillmentSelf fulfillment

Self esteem Self esteem

Love, affectionLove, affection

friends, approvalfriends, approval

Security, stabilitySecurity, stability

Food, drink, sleepFood, drink, sleep

sex sex

Most Important

Least Important

CREATION OF NEEDSCREATION OF NEEDS

FatFat

SmellySmelly

DirtyDirty

SlowSlow

UnattractiveUnattractive

VulnerableVulnerable

UnprotectedUnprotected

Isolated Isolated

Diet pillsDiet pills

DeodorantDeodorant

Soap, toothpasteSoap, toothpaste

Computer, faxComputer, fax

Beauty productsBeauty products

InsuranceInsurance

Burglar alarmsBurglar alarms

TelephoneTelephone

PSYCHOANALYTIC APPROACH TO ADVERTISING

• CONSCIOUS

Appeal to rational selfNormal senses

• SUBCONSCIOUSAppeal to secret desiresRepressed

• UNCONSCIOUSNo appeal possible

• Rational awarenessAbility to make decisions If, necessary resist suggestion

• Repressed desiresHypnotic statedream world, open tosuggestion

• Sleep, unresponsivetotal unawareness, no recall

RHETORICAL ANALYSIS

• Rhetorical criticism includes three approaches to persuasion:

• A rational or logical argument

• An emotional appeal

• The credibility of the persuader

Aristotle’s tri-fold approach to persuasion

PERSUASION SEQUENCEPERSUASION SEQUENCESTRUCTURE STRUCTURE

Grab attentionGrab attention

Identify needIdentify need

Provide solutionProvide solution

Imagine satisfactionImagine satisfaction

Provide contactProvide contact

Listen, sound, movement, Listen, sound, movement, dramatic event, noveltydramatic event, novelty

Show lack of something, tap Show lack of something, tap dissatisfaction, frustrationdissatisfaction, frustration

Show how product worksShow how product workssolves problemssolves problems

Show joy, satisfaction Show joy, satisfaction fulfillment, accomplishmentfulfillment, accomplishment

Provide contact, easy access, Provide contact, easy access, number, address, etc. number, address, etc.

ETHNOGRAPHIC CRITICISM

• What ethnic culture/race/gender is being portrayed?

• Is this culture unique?• Is their treatment ….• Stereotypical?• Exploitative?• Demeaning?• Complimentary?• Affirming?• Accurate?

• Can you identify with it from your viewpoint?

• Does it seem natural and authentic?

• Who has the power?• Are there victims?• Is there justice or equity

in treatment?• Perpetrators?• Is there conflict? How is

it resolved?

REALITY ANALYSIS

• What is your experience relating to the person/situation subject/environment?

• Are the roles played believably?

• How well is the character developed?

• Do persons behave responsibly?

• Are problems over simplified?

• Are moral dilemmas handled sincerely?

• Is the view of the world distorted?

• Is there balance in the issue or controversy presented?

• Does the film/video reflect society as it is?

• How can distortions be corrected?

Minorities and MediaMinorities and MediaMinorities (women?)Minorities (women?)

Ethnic GroupsEthnic Groups

Speak English?Speak English?

Speak ethnic languagesSpeak ethnic languages

Adopted American Adopted American culture?culture?

Retain ethic culture and Retain ethic culture and rootsroots

Concentrated in Concentrated in specific areasspecific areas

Diffused among peopleDiffused among people

AnglosAnglosHispanic 39 mHispanic 39 mAfrican Americans 37 mAfrican Americans 37 mNative Americans 3 mNative Americans 3 mAsian 10 m Asian 10 m JapaneseJapaneseChineseChineseOthersOthers

DIVERSITY ISSUESDIVERSITY ISSUES BroadcastingBroadcasting NarrowcastingNarrowcasting Designated Designated

ChannelsChannels SegmentationSegmentation TargetingTargeting Diversity in NewsDiversity in News Diversity in Diversity in

EntertainmentEntertainment Integration?Integration? Equal OpportunityEqual Opportunity

Ownership of mediaOwnership of media English mediaEnglish media Ethnic mediaEthnic media Marketing strategiesMarketing strategies Different localitiesDifferent localities Choice of mediaChoice of media Fairness/Balancing? Fairness/Balancing? Stereotyping?Stereotyping? Melting Pot?Melting Pot? Salad Bowl?Salad Bowl?

Stereotyping Stereotyping Generalizations about ethnic group, race class or Generalizations about ethnic group, race class or

gendergender Purpose: literary device or convention to identify Purpose: literary device or convention to identify

people quickly and easily without much thoughtpeople quickly and easily without much thought Does injustice to all of the above classes of people: Does injustice to all of the above classes of people:

often interpreted as insulting or demeaningoften interpreted as insulting or demeaning Knowledge of motivation critical to interpretation: Knowledge of motivation critical to interpretation:

careless or insulting or simple misrepresentation?careless or insulting or simple misrepresentation? Need for accurate and detailed description: Need for accurate and detailed description:

character development to correctcharacter development to correct Question: are the portrayals of persons realistic? Question: are the portrayals of persons realistic?

Believable? Authentic? Believable? Authentic? Danger is superficial belief or acceptance: Danger is superficial belief or acceptance:

development of negative attitudes and behaviorsdevelopment of negative attitudes and behaviors

PROBLEMS FOR ETHNIC PROBLEMS FOR ETHNIC GROUPSGROUPS

(Hispanics)(Hispanics) Crime and conflict coverage Crime and conflict coverage

disproportionate and overly dramaticdisproportionate and overly dramatic Quality of program low with many errorsQuality of program low with many errors Stereotypes and clichés aboundStereotypes and clichés abound Polarization of issues into black and whitePolarization of issues into black and white Need for fair and balanced coverageNeed for fair and balanced coverage Need to reach out to various communitiesNeed to reach out to various communities Mainstream media need to be multicolored Mainstream media need to be multicolored

TRENDS IN TV VIEWINGTRENDS IN TV VIEWING Color line being crossedColor line being crossed Children much more openChildren much more open Less racial consciousnessLess racial consciousness Recognizing diversity within ethnic Recognizing diversity within ethnic

groupsgroups New emphasis on multiracial societyNew emphasis on multiracial society African American sitcoms fadingAfrican American sitcoms fading Long way to go before fair and balancedLong way to go before fair and balanced Competition from cable and satellite Competition from cable and satellite

channelschannels

Prophets of DoomProphets of Doom

Telephone ….end of TelegraphTelephone ….end of Telegraph Radio…. end of NewspaperRadio…. end of Newspaper FM Radio…. end of AM RadioFM Radio…. end of AM Radio Television….end of Radio Television….end of Radio Television….end of FilmTelevision….end of Film Tape recording….end of recordsTape recording….end of records CD end of Tape CD end of Tape Videocassette….end of Movie housesVideocassette….end of Movie houses High definition TV….end of NTSCHigh definition TV….end of NTSC Digital technology…. end of everything!! Digital technology…. end of everything!!

New Innovations - New Innovations - The Third The Third WaveWave

Innovations sometimes occur with frightening Innovations sometimes occur with frightening rapidity, one innovation overwhelming another rapidity, one innovation overwhelming another like waves crashing on a sea shore. Those who like waves crashing on a sea shore. Those who are swamped by them flounder for a while until are swamped by them flounder for a while until they can find sure footing. Some do not adapt to they can find sure footing. Some do not adapt to innovations without a period of transition and innovations without a period of transition and adjustment. Others are so threatened by them adjustment. Others are so threatened by them that they retreat to safety until they are brave that they retreat to safety until they are brave enough to embrace the next. Part of the angst of enough to embrace the next. Part of the angst of the present generation may lie in constant need the present generation may lie in constant need to adapt to the never ending flow of innovationsto adapt to the never ending flow of innovations

Old and New Innovations Old and New Innovations

When a new innovation overtakes an old When a new innovation overtakes an old one, the old innovation is threatened, but one, the old innovation is threatened, but not destroyed. Rather, the old innovation not destroyed. Rather, the old innovation adapts to the new environment, exploiting adapts to the new environment, exploiting both its unique characteristics and the new both its unique characteristics and the new innovation, and prolongs its life. innovation, and prolongs its life. Modified Modified old and new innovations co-exist long after old and new innovations co-exist long after their predicted demisetheir predicted demise. Sometimes the old . Sometimes the old innovation finds renewed support and innovation finds renewed support and interest and rises up to challenge the new interest and rises up to challenge the new innovation innovation

Future Trends in MediaFuture Trends in Media

Digital based media (convergence)Digital based media (convergence) High definition screens (quality/plasma) High definition screens (quality/plasma) Portable (wireless) palm sized Portable (wireless) palm sized

computers computers Direct broadcasting (satellite)Direct broadcasting (satellite) Miniature appliances (weight and size)Miniature appliances (weight and size) Memory (greater/faster/storage)Memory (greater/faster/storage) Fiber optics/laser Fiber optics/laser

Future TrendsFuture Trends

Paperless society? (erasable paper)Paperless society? (erasable paper) Projection of holographic images (3D)Projection of holographic images (3D) Video and sound computer editingVideo and sound computer editing Memory sticks (no movable parts)Memory sticks (no movable parts) Fully automatic low light camerasFully automatic low light cameras Voice recognition computersVoice recognition computers Electronic shopping/banking/transactionsElectronic shopping/banking/transactions Encryption, protection Encryption, protection

Future issues in Media

• Advertising clutter/spam?• Copyright and royalties (ethical)• Pornography? (ethical) • Privacy (data/habitual access)• Legal ramifications of innovations• Portrayal of violence?• Reality shows?• Increase of digital effects?• Tabloid journalism?

Media LiteracyLiterature Film/Video

• Advantage of reading• Disadvantage of illiteracy• Not only informed by

content but by the medium• Literary criticism• Author's experience and

background• Purpose in writing • Structure of work /

organization• Plot development• Beginning-causal

connection-ending

• Advantage of Viewing • Media illiteracy• Technical achievements• Special effects• Media criticism• Auteur Theory• Experience & Background• Purpose behind production• Structure of film/TV show • Organization• Plot development• Continuity and transitions

Media Literacy continued…

– Conflict resolution– Character development – Grand metaphors/symbols– Figures/images/illusions– Genre/s– Conformity– Divergence – Conventions– Expectations– Hybrid genres– Synergism– Timing