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TODAY’S AGENDA:*Real World Media Example*Review Chapter One and
discuss its main concepts*Chapter One Study Focus
Questions
Introduction to Mass Communication: Media Literacy and Culture 9th edition Stanley J. Baran
Chapter 1:Mass Communication, Culture, and Media Literacy
FUNDAMENTAL COURSE THEME: Media does nothing alone. It does it with us as well as to us through mass communication, and it does it as a central – many would say THE central – cultural force in our society.
Communication Definition
COMMUNICATION = The process of creating shared
meaning
What Is Mass Communication?
Communication: the transmission of a message from a source to a receiver.• All messages are encoded
(transferred into an understandable sign and symbol system)•Once received, all messages are
intended to be decoded (the signs and symbols are interpreted)
What Is Mass Communication?
LASSWELL EARLY MODEL OF COMMUNICATION:
Who? Says what? Through which channel? To whom? With what effect?
Basic Elements of Communication
1-7
Interpersonal Communication
Osgood and Schramm’s Model of Communication
Source: From The Process and Effects of Mass Communication by Wilbur Lang Schramm, 1954. Reprinted by permission of Wilbur Schramm’s heirs.
What Is Mass Communication?
Schramm’s Model of Mass Communication
Source: From The Process and Effects of Mass Communication by Wilbur Lang Schramm, 1954. Reprinted by permission of Wilbur Schramm’s heirs.
Appendix: Schramm’s Model of Mass Communication
Input from news sources, art sources, etc. goes to the organization to decode and interpret. The organization then encodes many identical messages to send to the mass audience. Many receivers decode, interpret, and encode. Each is connected with a group in which the message is reinterpreted and often acted upon. Delayed inferential feedback goes back to the organization.
What Is Mass Communication?
•Media plural of medium (the means of sending mass communication/many identical messages to a mass audience)•Mass Media communication ALWAYS involves technology of some kind
Mass Communication Definition
1-12
MASS COMMUNICATION = The process of creating
shared meaning between the mass media and their
audience
What Is Mass Communication? (Interpersonal vs. Mass)Interpersonal Communication Message: Highly flexible Between one person and
another (or a few people) in direct contact
Feedback: Immediate and direct
Result: Flexible, personally relevant
Mass Communication Message: Inflexible,
mechanically produced Between an organization
and a large audience Feedback: Delayed and
inferential Result: Constrained by
almost all aspects of the communication situation
Communication Definition
1-14
“Communication is a symbolic process whereby reality is
produced, maintained, repaired and transformed.” – James W. Carey,
Media Theorist (1975)
Communication Definition
1-15
Carey’s updated definition (1989) continues to assert that communication and reality are linked. It’s truest purpose
is to maintain ever-evolving, “fragile” cultures; communication is that “sacred
ceremony that draws persons together in fellowship and commonality.”
– James W. Carey
STUDY FOCUS QUESTION #1
1-16
Describe a situation in which you find that reality is
“produced, maintained, repaired and/or transformed” by mass
media communication
What Is Culture?
Culture: the learned behavior of members of a given social group.
Culture as Socially Constructed Shared Meaning = CULTURE IS LEARNED AND MAINTAINED VIA COMMUNICATION
Functions and Effects of Culture: Limits our options and provides
guidelines Culture’s limiting effects can be negative Creates a Dominant/Mainstream
Culture and, in turn, Counter-Cultures
Mass Communication and Culture
Our stories help define our culture – a culture’s values and beliefs reside in the stories it tells – these stories help shape the ways we think, feel, and act. We use them to learn about the world around us, to understand the values, the way things work, and how the pieces fit together.
Therefore, “storytellers” may have a responsibility to tell their stories in as professional and ethical way as possible…
Mass Communication and Culture
ETHICS = The rules of conduct recognized in respect to a particular class of human actions or a particular group or culture. “Because society says it is the right thing to do.”
MORALS = Principles or habits with respect to right or wrong conduct. While morals also prescribe dos and don'ts, morality is ultimately a personal compass of right and wrong. “Because we believe in something being right or wrong.”
Mass Communication and Culture
At the same time, we, the audience for these stories, also have opportunities and responsibilities. We use these stories not only to be entertained but to learn about the world around us, to understand the values, the way things work, and how the pieces fit together. We have a responsibility to question the tellers and their stories, to interpret the stories in ways with larger or more important cultural values and truths, to be thoughtful, to reflect on the stories’ meanings and what they say about us and our culture. To do less is to miss an opportunity to construct our own meaning and, thereby, culture.
Mass Communication and Culture
Imagine a giant courtroom in which we discuss and debate our culture—what it is, and what we want it to be. What do we think about welfare? Single motherhood? Labor unions? Nursing homes? What is the meaning of “successful,” “good,” “loyal,” “moral,” “honest,” “beautiful,” “patriotic”? We have cultural definitions or understandings of all these things and more. Where do they come from? How do they develop, take shape, and mature?
Mass Communication and Culture
Mass communication has become a primary forum for the debate about our culture. Logically, then, the most powerful voices in the forum have the most power to shape our definitions and understandings. Where should that power reside—with the media industries or with their audiences? If you answer “media industries,” you will want members of these industries to act professionally and ethically. If you answer “audiences,” you will want individual audience members to be thoughtful and critical of the media messages they consume. The forum is only as good, fair, and honest as those who participate in it.
Scope and Nature of Mass Media
Mass Consumption of Media at all-time highs;TV viewing accounts for more than half of all the
leisure-time activity for Americans 15 years and older
Americans spend 159 hours a month watch video of some kind (including traditional TV, online, and mobile viewing)
97% of all U.S. homes own at least one TV set42 million have their TV directly connect to the
Internet70% of viewers say they “binge watch” and watch
three or more episodes of a series in one sitting
Scope and Nature of Mass Media
Mass Consumption of Media at all-time highs;On Facebook alone people watch more than 3
BILLION videos a dayIf Facebook were its own country, its 1.4 BILLION
users would make it the largest country in the worldFacebook alone accounts for 6% of all the time the
world’s Internet users spend online59% of Americans play video games, with over half
of all U.S. homes own a video game console, averaging two per home
Scope and Nature of Mass Media
Mass Consumption of Media at all-time highs;On average, we listen to more than four hours of music
a dayWe spend more than $10 BILLION at the movies
annuallyThree BILLION people in the world are connected to the
Internet, 35% of the global population and a 566% increase since 2000
88% of North Americans use the InternetBy 2018 nearly a MILLION minutes of video content will
cross the Internet every second and it would take you more than 5 million years to watch all the videos that cross the Net each month
Scope and Nature of Mass Media (Average Daily Minutes with media)
© Digital Vision/Getty Images
Scope and Nature of Mass Media
The role of technology Technological determinism = machines
and their development drive economic and cultural change
The role of moneyIt shifts the balance of power; it tends to
make audiences into products rather than consumers by adding Advertisers into the communication mix and changing the primary goal of the process from “shared meaning” to making money
Mass Communication, Culture, and Media Literacy
Media Literacy = the ability to effectively and efficiently comprehend and use any form of mediated communication
Media Literacy ElementsCritical thinking that leads to
independent judgmentsUnderstanding the process of mass
communicationAwareness of impact of media on the
individual and societyStrategies for analyzing and
discussing media messagesUnderstanding of media content as
insight into our cultures/lives
Media Literacy Elements
Understanding of media content as insight into our cultures/lives
Ability to enjoy, understand, and appreciate media content Multiple points of access
Development of effective and responsible production skills
Understanding of the ethical and moral obligations of media practitioners
Media Literacy Skills
Understand contentPay attention & Filter out noiseRespect for power of messages
Third-person effectEmotion vs. reasonHeightened expectations of contentAbility to think critically
Being Media-Literate
Media-literate people develop an understanding of media content as a text that provides insight into our culture and lives and they have an awareness of the impact of media on the individual and society.
STUDY FOCUS QUESTION #2
1-33
Who were your childhood heroes and heroines and/or
favorite characters derived from MASS MEDIA? Why did you choose them? What cultural lessons did you learn from
them?