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Understanding Mass Communication
Introduction
Fall 2000 COMM 360
Course Introduction
4000 B.C. writing 1450 print 1865 photography 1910 film 1920 radio 1950 TV 1984 Mac 1991 World Wide Web
About...
Fall 2000 COMM 360
3 Social Epochs
Agricultural Society– specialization– handwriting
Industrial Society– mass production– printing press
Information Society– communication– computer
Fall 2000 COMM 360
Theorizing Communication
Where do messages come from? Where are they aimed? How do they get there? What is the impact of the message? What happens next?
Fall 2000 COMM 360
“Mass” Idea
One to many Audience is passive Intended message = received message
Fall 2000 COMM 360
Contemporary View
One to one; many to many Interactivity Audience is powerful Messages interpreted through cultural
screen
Fall 2000 COMM 360
Information Age Quiz
Fall 2000 COMM 360
Information Age Quiz
What percentage of people on Earth are still waiting to make their first phone call?
A) 10 %
B) 20%
C) 45%
D) 60%
Fall 2000 COMM 360
True or False: In most cases, computers increase the productivity of those firms or organizations that use them.– True– False
Fall 2000 COMM 360
Why can it cost you 10 cents a minute to call across the country and 25 cents a minute to call the next town?
A) Local calls use more expensive lines.
B) Local phone companies are greedy.
C) Long distance is sold below cost.
D) Wacky regulations.
Fall 2000 COMM 360
How many corporations worldwide produce about 90% of all commercial music?
A) 4
B) 6
C) 10
D) 14
Fall 2000 COMM 360
Chances that an ear of corn grown in the U.S. is genetically engineered?
a) 1 in 10
b) 3 in 10
c) 5 in 10
d) 9 in 10
Fall 2000 COMM 360
Which of the following groups watches the fewest hours of television each week?
A) pre-school children
B) high school students
C) young adults (18-35)
D) elderly adults
Fall 2000 COMM 360
When was the Internet “born?”
A) 1964
B) 1969
C) 1991
D) 1998
Fall 2000 COMM 360
Which region leads the world in wireless phone use?
A) North America
B) Southeast Asia
C) Northern Europe
D) Africa
Fall 2000 COMM 360
Which of the following is least likely to be restricted by a government?
A) newspapers
B) radio
C) television
D) Internet
Fall 2000 COMM 360
What percentage of people on Earth are connected to the Internet?
A) 2 %
B) 5%
C) 20%
D) 50%
Fall 2000 COMM 360
SMCR Model
Source Message Channel Receiver
Encoder Decoder
Feedback
Fall 2000 COMM 360
SMCR
Fox TV’s “Child Geniuses” quiz show Greenpeace webpage about WTO protests Phone call from your mother “Battlestar T101” videogame, from Hasbro Independent classified ad seeking “possible
LTR”
Fall 2000 COMM 360
Convergence
Integration of mass media, computers and telecommunications into a common technological and institutional base.
Digitization Industrial Convergence Globalization Identity
Fall 2000 COMM 360
Conceptual Frameworks
Mass Media Theory– strong effects
direct and immediate impact
– weak effects not much impact, everything is negotiable
– mitigated effects can have a strong impact when mediated through
other people or institutions
Fall 2000 COMM 360
Media & Society
New challenges for culturenew ideas, new icons
New ways of communicatingrapid, rich, but reliable?
Accelerationcan humans keep up?
Fall 2000 COMM 360
Media & Individuals
New & multiple identities Privacy Mobility Access and ability
Fall 2000 COMM 360
Law & Policy
Telecommunications law and policy Copyright Intellectual property International issues
Fall 2000 COMM 360
Globalization
Trade in media products Multinational corporations in new arenas Pop culture & English as lingua franca
E-commerce as pop culture? New problems for cultures & governments
Fall 2000 COMM 360
Work & Career
Information Work Shrinking corporations Dispersed and Virtual corporations The end of work?
Fall 2000 COMM 360
Media & Institutions
Education Government Religion Community Groups International Organizations
