Mass Communication

Mass CommunicationMass Communication

Instructor: Jawad Gilani

www.jawadgilani.com

The nature of Mass The nature of Mass Communication Communication

How Human Beings Communicate Origins of language Use of verbal and nonverbal symbolsFormulating Intended Messages

How Human Beings How Human Beings CommunicateCommunicate

Sender intends certain meanings in a message that he or she puts together and transmits. The receiver constructs his or her own version of the meaning of that message. If the two are similar or close enough then the message is accurate, otherwise inaccurate.


Contribution of Memory

Storage Labeling Interpretation Storage


Perceiving and Understanding messages.

Message Complexity and Accuracy

Congruence between intended and interpreted meanings.

Feedback Role Taking

How Human Beings CommunicateHow Human Beings Communicate

Mass Media Mass Media as a Process Message is formulated by professional human

beings. Message is sent out in rapid and continuous way. The message reaches relatively large and diverse

audiences who attend the media in selective ways. Individual members of the audience construct

meanings. As a result of these meanings these members are

influenced.

Which Media are mass media?Which Media are mass media?



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Books The Oldest MediumBooks The Oldest Medium

Spoken language and the art of story telling.

Tribes and societies for more established political and economic system.

Books as the first portable media.

Transition to writingTransition to writing

Writing unlike speaking, requires a medium.

Medium: a device to move information through time and space.

First Writings- 15,000-20,000 years ago.

Transition to writingTransition to writing

Writing: as the first tool of information storage

Thought Writing Sound Writings or

Phonograms. It took 2000 years to

develop current English alphabets.

Development of BooksDevelopment of Books

Greeks the developers of Portable Media

Copying Books by Hand

Gutenbergs Remarkable Machine

Spread of Printing PressSpread of Printing Press

Printing originated in China about A.D. 175

The three necessary elements for printing are paper, ink, and surfaces bearing texts carved in relief (marble surface or seals used to transfer pictures and texts of prayers to paper)

http://www.uncp.edu/home/canada/work/markport/lit/introlit/print.htm

Book Publishing in North Book Publishing in North AmericaAmerica

First Printing Press in Harvard College in Cambridge.

First Book published 1640.

Revolution times stimulated the printing process.

The Publishing ProcessThe Publishing Process

Key Players Publishers Authors Editors Book manufacturers Bookstores Sales Personal



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Newspapers: First medium for Newspapers: First medium for mass societymass society

Development of NewspapersDevelopment of Newspapers

Mid 1500s Rulers of Venice regularly published printed news sheet about the war.

Development of NewspapersDevelopment of Newspapers

True Newspapers: Published at least weekly Produced by mechanical

printing process. Available at a price for people

of all walks of life. Prints news of general interest. Readable with ordinary

literacy. Timely Stable over time.

The Press in American The Press in American ColoniesColonies

The growth of newspapers in America was closely tied to cultural, economic and social circumstances.

Boston 1690 – Public Occurrences Both Foreign and Domestic by Benjamin Harris

Tradition of Speaking Out and Freedom of Press.

Limitations of the Colonial Limitations of the Colonial Press.Press.

Very few American newspapers were successful due to financial reasons.

News was seldom up to date. Published infrequently. Distribution problems. Not many advertisers. Restricted audiences.

Changing Functions and Changing Functions and ContentContent

Persuading, informing and entertaining In depth coverage and analysis Official Communicator Appealing to readers interest

How a Newspaper worksHow a Newspaper works

Central Assignment Desk

Editorial Staff Reporting Camera Circulation Advertising

Criticism on NewspapersCriticism on Newspapers



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Magazines: Voices of InterestMagazines: Voices of Interest

Development of Early Magazines, The Review. (1704, London).

Domestic affairs and National Policy.

Daniel Defoe, creator of Robinson Crusoe

Development of the 19Development of the 19thth centurycentury

Rapid Population Growth

Urbanization Literacy Rate Great Issues

Types of magazinesTypes of magazines

Consumer Trade Sports ……………….



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Movies : The magic show on Movies : The magic show on the Wallsthe Walls

Mid 1600’s A German priest conducted experiments passing light through a transparency.

In 1645, he put on his magic show by showing religious figures on the walls.

Mid 1800’s more development in reflecting mirrors and condensing lenses.

Development of technologyDevelopment of technology

As movies mainly focus on entertainment its easy to think of this medium as a less serious medium.

Advances in Chemistry in late 1700’s and early 1800’s led to capture of images.

1839 French Artist Daggurre showed first clear photographs in public.

Pictures were made on Copper plates coated with gleaming silver.

Mushroom growth of daggurretype studios.

Illusion of Motion PicturesIllusion of Motion Pictures

Still photographs turn through a projector at a correct speed.

Visual Lag- The brain persists on seeing the object, even its no more there.

When we are presented with one image after another, the visual lag creates the bridge.

Governor Leland Stanford’s bet.

Eadweard Muybridge sets up 24 cameras to capture first motion picture.

In 1890’s crude motion pictures of various forms emerged.

Movies: The MediumMovies: The Medium

By 1903, American and European producers were making one reelers of 10-12 minutes duration.

“ Life of an American Fireman” , “ The Great Train Robbery”

Two Reelers- 25 minutes.

The nickelodeons Movies for the Middle

class. The Talkies – 1920’s

Making a MovieMaking a Movie

Conceptualization Production Direction Performances Visualization Special Effects Editing



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Radio: The First Broadcast Radio: The First Broadcast MediumMedium

1700’s Greeks were producing gigantic static charges but were not able to understand how electricity works.

A German scientist Heinrich Hertz in 1887 demonstrated what we know as radio today.

Marconi’s Wireless Telegraph.

RadioRadio

The radiotelephone 1906. Titanic 1912 ( David Sarnoff) Period of Transition Scheduled Programs Began Establishing economic base for the new

medium

RadioRadio

Paying for the Broadcasts $ 3000 for setting up Radio station and $

2000 as running costs. Advertising as source of profit. Acquiring receivers for home use.



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Television The most popular Television The most popular mediummedium

Invention and controversy of television In 1884 German Inventor Paul Nipkow

developed a rotating disk with small holes arranged in spiral pattern, that when used with light source, produced a very rapid lighting effect.

Radio and TV experiments knit closely.

Development of TVDevelopment of TV

In early 1920’s corporations like RCA and GE allocated budgets to experiment with TV.

GE employed inventor Ernst Alexander, to work exclusively on the problem, who was able to develop a workable system based on Nipkow disc.

Early broadcastsEarly broadcasts

Early television screens used tiny screens based on Cathode rays about 4 inches in Diameter.

In 1927, Herbert Hoover, then sectary of Commerce appeared on an experimental broadcast.

By 1932, RCA built a TV station complete with studio and transmission facility.

Period of Rapid adaptationPeriod of Rapid adaptation

By 1946, FCA issued 24 new licenses. The Big Freeze Becoming a TV nation. Coming of Color By 1946 two colors had been perfected by

RCA

Alternatives to BroadcastsAlternatives to Broadcasts

The spread of Cable systems Video Cassette Recorders The Scope of Television



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Media In the Contemporary Media In the Contemporary Society Society

Mass Communication Responsible for Communication Revolution and Information Society.

Development of new technologies meant new ways of organizing work, supervising people and developing a “product” of communication that had consequences for individuals and society.

Development of New Development of New Technologies Technologies

How Media Are alikeHow Media Are alike

Gathering of Information

Processing Information Dissemination of

Information

The Human FactorThe Human Factor

Economics Government regulations People’s habits Investments ($) …….

People, Money and New People, Money and New technology technology

Manufacturers Software developers Marketing and Sales

Representatives Communication consultants Communication Companies Communication workers Regulators Consumers



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Economic Influences on the Economic Influences on the MediaMedia

Most media is privately owned operating within a capitalist system

Media as Economic entity Who owns them? How are they Financially supported? Who pays the bill? Sometimes they are provided special privileges

because they provide free information flow to the public.

Continuing Search for Continuing Search for AudiencesAudiences

Audiences are linked to profits through advertising

Shifting fortunes of media organizations leads to hiring and firing of personal, softening of advertising market and a generalized worry about some media trends.

Economic trends in the media can also have impact on the public.

The New Media GiantsThe New Media Giants

Time – Warner 1989 Cable & News Network NBC ABC BBC CBC Al-jazeera

Media As BusinessesMedia As Businesses

Newspapers Magazines Books Movies TV Radio



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Politics and MediaPolitics and Media

Media Must Do Two things to survive in our system

• They must provide a Communication System for the Nation

• Media is an Advocate, and a bridge to its citizens; connecting social, economic and political institutions.

Social Responsibility of MediaSocial Responsibility of Media

Moral Values and MediaMoral Values and Media

Do parents have the right to protect their children from seeing morally challenging advertisements?

Adult rated Advertisements.

Two ArgumentsTwo Arguments

Government should not intervene and let the society decide and regulate its own moral values. (Free Media)

Conservative argue government should be responsible for the regulation of Media to keep checks.

National Crisis and MediaNational Crisis and Media

During times of national reporting some kinds of information can give enemy and advantage.

1940 US-Germany Spy game.

Direct Censorship during Direct Censorship during WartimeWartime

Control of Information through deny of access to Media (TV, Print, Radio etc…)

Letting military scanners scan copies to protect information.

Protection of reporter’s sources Protection of reporter’s sources

Should the source be revealed under special circumstances?

Agents of Control over mediaAgents of Control over media

Courts and the freedom of Press vs Citizen’s Rights

Legislators Legislators

Lawmakers PEMRA

Executive BranchExecutive Branch

Includes host of Government departments and agencies.

Offices of Supreme Control (President’s House/ Prime Minister’s Secretariat

Outside Pressure GroupsOutside Pressure Groups



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Advertising and mediaAdvertising and media

Advertising and MediaAdvertising and Media

Advertising now compares with long standing institution like Schools and Church in the magnitude of its social influence.

Advertising and MediaAdvertising and Media

It has vast power in shaping popular standards.

It is one of very few institutions which can exercise social control.

What is advertising?What is advertising?

The action of attracting public attention to a product or business

Advertising is controlled; it is prepared in accordance with desires of the firm or group it represents.

Content of AdvertisementsContent of Advertisements

To accomplish their goals, the advertisements must make a persuasive appeal

Some advertisement content makes direct appeal mentioning characteristics of their products.

Advertising as an IndustryAdvertising as an Industry

Advertising Agencies Media Services

Organizations Suppliers of Supporting

Services Advertising Departments

in Retail Businesses Adver

Advertising AgenciesAdvertising Agencies

Functions of Advertising Agencies

Planning

Creation and Execution

Coordination

Inside Advertising AgenciesInside Advertising Agencies

Account Management The creative

Department Media Selection The research

department Internal Control

Studying the effectiveness of Studying the effectiveness of AdvertisingAdvertising

Audience Research Media Research Copy Research

Age market segmentation

Children and AdvertisingChildren and Advertising

To what extent children pay attention to commercials?

Can children distinguish between fact and fiction in an ad?

Do children buy as a result of commercial?



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Public Relations & Media Public Relations & Media

PR is a process and a communication activity which connects public with information and ideas.

Public attention and understanding are often vital to the success of any government policy, business practice as well as individual concerns.

Individuals and Public Individuals and Public RelationsRelations

Individuals who want to achieve a positive public image through mass media face at least two types of problems:

1) Media and the organizations that service them are independent identities with their own goals, which might be far different from the publicity seekers.

2) There is a great competition for time and space in the news media, thus even some worthy individuals may not get media attention.

Public Relations In Practice Public Relations In Practice

A group of professional communicators, who call themselves public relation practitioners, who have a code of ethics and a professional accrediting process.

According to Cutlip and Center any Public Relations Program must include four basic steps.

PR in PracticePR in Practice

Fact Finding and Feedback Planning and Programming Action and Communication Evaluation

What PR People DO?What PR People DO?

Writing Editing Media Relations and Placement Special Events Speaking Production Research Programming and Counseling Training and Management

Public Relations IndustryPublic Relations Industry

Independent PR counselor or Agency PR Department of Business or Industry PR departments of Non Profit institutions Public sector PR Political Consultants Communication Policy Consultants Communication specialists in technical areas.



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The Surveillance function of The Surveillance function of the Press the Press

Inter-personal transmission of the news in early days.

How news facts get distorted? Direct Observation Expert opinion News Release Published Documents Public Records

Strategies for Packaging the Strategies for Packaging the NewsNews

Impact Timeliness Prominence Proximity The bizarre Conflict Currency

Styles of JournalismStyles of Journalism

Sensationalism Journalism Objective Journalism

Separating fact from opinion

Presenting an emotionally detached news

Striving for fairness and balance

The New JournalismThe New Journalism

Scene setting Extended dialogue Point of view Interior Monologue ( thoughts of people who

were the news sources, might be included) Creation of composite characters

Types of journalism continuedTypes of journalism continued

Precision Journalism Advocacy Journalism



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Media Support ServicesMedia Support Services

Role of Auxiliaries AP , UPI The Wire Services Cost efficiency across the nation An impact on content and style Yet another competitor (INS) International

News Service

Wire services in PerspectiveWire services in Perspective

The importance of wire services exceeds the monetary worth.

About 95% of the newspapers subscribe to wire services.

Major newspapers and TV stations send their reporters and still subscribe to wire services.

The supplement servicesThe supplement services

Competition between AP and UNI increased in 1980’s.

This lead to emergence of other services providers e.g Dow Jones providing financial services, women news services providing women related news.

New York Times wire services, providing selected news stories.

The Syndicates The Syndicates

Usually provide entertainment and opinion related content for the newspapers. E.g comic scripts, editorial cartoons etc.

Acquiring Content Managing and Marketing content Influences of Syndicates

Measuring ServicesMeasuring Services

Measuring Circulation Measuring broadcast audience Types of Ratings Rating = Household tuned to station / total TV

households x 100 Share = household tuned to station / households

using tv x100 Households using Tv (HUT) = Sets turned on / total

tv households x 100

Continued …Continued …

Obtaining ratings People Meters Controversy The rating problems Rating and the news Measuring public opinion



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Role of media in our Society

Essential part of our society Symbol of strength in Society Knowledge function of Media (Awareness

function) Media Watchdog Commercialization of Media

Media and Public opinion

Sensational depiction of News Stories

Race for gaining Television Rating Points (TRP’s)

Following up stories Media Stories: A point

to wonder

Media in our lives

Weapons of Media Same Message different

ways At times money supersedes

news Influencing judgment Unessential activities

broadcasted again and again.

Music IndustryMusic Industry

History of Music Development of Instruments Development of Recording Machines Juke Box Recording technologies Music as an Industry

Method of Mass Method of Mass Communication ResearchCommunication Research

Sources of trust worthy knowledge Religion Interpretations by authorities (priests,

philosophers, kings) Tradition Common sense Research!

Reasons for Conducting Reasons for Conducting ResearchResearch

Public concern about media effects Developing theories to explain media

influences. Solving practical problems

Effects of Mass MediaEffects of Mass Media

Forces of Evil or saviors of democracy Early claims of great power The legacy of fear

Postulates of Science and goals Postulates of Science and goals of media researchof media research

The assumption of order : Scientists always assume that objects and events that they are trying to study are regular in their behavior and their activities will form some kind of discoverable pattern.

Who? Says what? In what channel? To whom? With what effect?


The assumption of cause and effect:

Scientist believe that it is possible to explain when, how and when events occur..

The assumption of tentative truth:

Scientists do not believe that their conclusions ever provide a final answer , but instead a best possible answer.

Basic Vs Applied ResearchBasic Vs Applied Research

Basic research is not undertaken to increase anyone’s profits , but to simply advance knowledge.

Applied or Proprietary is conducted for someone to benefit financially.

Steps in scientific methodSteps in scientific method

Specifying the problem Reviewing previous results Making necessary observations Data processing and analysis Researching conclusions and interpreting

findings Reporting results

Research designsResearch designs

Experiments Surveys Observational studies Content analysis



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Media Influences on Media Influences on IndividualsIndividuals

Early Researches: Large scale researches did not begin till late 1920’s.

A decade after world war I, researchers started working on studying changes in the society.

THE MAGIC Bullet TheoryTHE MAGIC Bullet Theory

Theory is based on some very basic scientific assumptions which seemed very true at that time; concerning the fundamentals of human nature.

This theory was very consistent with public’s general view that the media had great power.

Continued ..Continued ..

Before realizing the overwhelming power of leaning, psychological and social scientists were greatly influenced by the ideas of Charles Darwin.

Charles Darwin placed human beings in the same continuum as other animals.

Earlier , the religion was the most important influence.


Social scientists rejected religious beliefs and believed that human beings were guided by “instincts” over which people lacked rational control. OR by other unconscious processes which were NOT guided by intellect.

This was a frightening view which saw human beings as irrational creatures, who could be easily controlled by cleverly designed media.

THE PAYNE fund StudiesTHE PAYNE fund Studies

By 1920’s , the general public was already becoming uneasy about the influences of movies on children.

In 1929, an estimated 40 million minors, including more than 17 million children under 14 years, went to see movies at least weekly.

The Motion Picture Research Council


Influences on everyday behavior. Changes in Children attitudes.Attitudes towards: WAR/ Gambling/ The

Chinese/ Punishment of Criminals.Implications of ResultsFindings of Payne Fund Studies seemed to give

the Bullet theory a considerable support.

The Great PanicThe Great Panic

Radio Reports the invasion from Mars. On October 30th, 1938 people who were

listening to radio play on CBS, “Mercury Theatre of the Air” believed that United States was taken over by creatures from Mars.

Implication of Results: powerful effects , but not for all.

Changing Perspective on Media Changing Perspective on Media Influences Influences

An increased importance of Social Categories.

Racial and Ethnic Groups Social institutions, family, Government …

Media in Presidential Media in Presidential CampaignsCampaigns

How Media influences voters. Improved research Methods

Children influenced by MediaChildren influenced by Media

Patterns of Viewing Uses of Programs Implications of results Violent content Social Learning from role models

Media Influences on Society Media Influences on Society and Cultureand Culture

Two ways in which media can be instrumental in bringing change in the society.

A) Continuous presentation of information related to a particular event or issue, over an extended period of time ( Theory of accumulation of minimal effects)


A situation exists in which mass media begins to focus attention

Provide information consistently over a period of time.

People become increasingly aware Information provided by the media changes beliefs Those individual to individual changes accumulate

and become new form of shared orientation.


THE WATER GATE SCANDLE ( Exposing a President)

Extending democracy to all the citizens Redefining the WAR

Theory of AdaptationTheory of Adaptation

We are constantly confronted with with innovations.

Innovation can be something adopted from another society or it can be something completely new.

People do not adapt to an innovation instantly even if the adaptation is logical and beneficial.

Continued..Continued..

The key to understand the part played by the mass media in this form of social change is to look closely at the process of adaptation.

Five stages of adaptation theory.. Awareness stage Interest stage Evaluation stage Trial stage Adaptation stage

Modeling theoryModeling theory

Under certain circumstances , individuals who view particular actions that are performed by another person, may adopt that behavior as a part of their personal habits.

Individual sees a form of action carried out by a model The individual identifies with the model The individual remembers and reproduces Performing the reproduced activity results in some

reward.


The positive reinforcement increases the probability that the person will reproduce the activity again.`

Social Expectations TheorySocial Expectations Theory

What are the sources from which we acquire knowledge and social skills ?

From whom do we learn social expectations of others?

Social Organization Ranking Position

Meaning TheoryMeaning Theory

Theory sees the meanings people hold as strongly influenced by their exposure to Mass Communication.

1) Meaning is linked to a label 2)A member of audience undergoes some

changed. 3) Individuals Communicate 4)As a result, behavior changes.

Stereotype TheoryStereotype Theory

Clusters of negative meanings that are shared by many, concerning minority groups.

African-Americans Cold War /Russians Chinese/Immigrants