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IUB TEL-T 205 - Media Literacy/ Industries

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A201 1st Edition Lecture 2 Outline of Previous Lecture I. Literacy Model: Potteri. Knowledge structuresii. Personal locusiii. Information processing competences & skillsiv. How we processII. Media literacy: Understand influencing factorsi. Maturationii. Natural abilitiesiii. Experienceiv. Active application of skillsOutline of Current LectureI. Media literacy: Understand Influencing factorsi. Natural abilitiesiii. Experienceiv. Active application of skillsII. Media Industries: Developmenti. Innovationii. Penetrationiii. Peakiv. Declinev. AdaptationIII. Media Industries: Radio, the survivorIV. Media Industries: Demographics (updated data)Current LectureI. Media literacy: Understand Influencing factorsii. Natural abilitiesConceptual differentiationo How do you classify things?o Do you have many or few categories?o Do you look for similarities or differences?o How do you categorize music? Country, or more specific? i.e. Luke BryanThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.o Do you see the similarities between shows or do you try to experiment with all different kinds?o i.e. Let’s go shoe shopping! Do you have that range of different kinds of shoes? Sandals, heels, flip flops, sneakerso Do mens shoes look all the same or can you notice a different? Some have buckles, some are different colorsNatural abilities: Emotional intelligenceo Do you understand the triggers of your emotions?o Can you be critical of what you feel?o Related abilities-Empathy, managing emotion, handle emotional demandso How about when you are in the media world?o Do you understand what moves you and what would get you to tears, or make you laugh or cryo Why does it make you have emotions?o If you see cute pictures like puppies do you smile and say awww?o Do we understand why we do this?o When you see a picture on social media, it makes you do certain things Natural abilities: Tolerance for ambiguityo Are you intrigued by difference?o Or do you avoid that which does not line up with your beliefs?o Low tolerance makes you avoid differenceo High tolerance makes you engage and analyze differenceo Are you intrigued meaning if something is unknown to you, are you curious to know about it, or do you feel uncomfortable by things you don’t know?o Could change your media use, you will listen to the same music, same type of tv show, same internet siteso Potter says that you must up your tolerance to see different things, embrace a little more and explore Natural abilities: Non-impulsivenesso Are you quick to judge?o Sign of impulsiveness governed by emotiono Take more time, examine more--even if it confirms your first impulseo How quick are you to dismiss people and ideas? – impulsivenesso Can’t self reflect on their emotional lifeo Clear and passionate opinions but very little tolerance for other opnions-impulsiveo Potter says that before you dismiss, examine things once more and give it extra consideration o If you meet people in the physical world, and judge them on appearance then give them another chance!!o How open-minded are you?iii. Experienceo Is not just how much media material you consumeo Rather…o Varietyo Not habitualo Dish out the same thing in x numbers of wayso Absolut vodka-many different flavors, but its all the same! No VARIETYo Fool yourself into thinking that you’re trying different thingso Snap out of habit and take a critical look at what you consumeiv. Active application of skillso On cognitive and emotional levelso Maturation stops at about pubertyo From there on you are in charge of your media literacy levelo Be in charge of what it is that you useo Understand clearly that you’re going to have to stay active as a media usero Need to take it up a little and take active charge of self examination and reflection develop higher levels of media literacyII. Media Industries: Development Stages in the life cycle of media:• Innovation• Penetration• Peak• Decline• Adaptationi. Media Industries: Development Stage 1Innovation• Technological innovation• Marketing innovations--recognizing needs of the population• “The Chasm”-little bridge that a product must cross in order to become the technology that will be widely dispersed and used• Innovators (technology enthusiasts), early adopters (visionaries), early majority (pragmatists), late majority (conservatives), laggards (skeptics)  technology adoption lifecycle• Geoffrey Moore’s addition to Diffusion of Innovation easy to adopt, meets a real consumer need• How to make it known to people that this cool new thing is out there-must have smart marketing to draw awareness• Need to know the fears and wishes of the populationii. Media Industries: Development Stage 2Penetration• Large heterogeneous audience• Satisfy needs:• better than existing media• create new needs• increase existing needs• Have very large audiences and the technology is satisfying needs of this large group of consumers• Changing existing needs• GPS-better than a map• Making existing technology absolete• Can’t watch netflix on your softwareiii. Media Industries: Development Stage 3Peak• Commands most attention• Generates most revenue• Maximum penetration• Television is right now “king”iv. Media Industries: Development Stage 4Decline• Loss of audience• Loss of revenue (from audience and advertisers)v. Media Industries: Development Stage 5Adaptation- Repositioning to survive- When there is the decline phase, it is ready for new technologies and applications to comeIII. Media Industries: Radio, the survivor• Lost audience to TV in 1950• Adapted: Soaps/comedy/drama to music General to specific audiences Portable transistorRadio• Lost it’s audience to TV in 1990’s• Adapted: Radio online: interactive Satellite radio: not dependent on frequencies Internet radio IV. Media Industries: Demographics (updated data)- Magazines and books: women 50%- Advertising: women 54%; 30% upper level jobs- TV (all but news): 25% (not actors, production)- Film: 17% (not actors, production)- Journalism: 30% women- Games: 10% women in


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