MC 101 1st EditionExam # 1 Chapter 1Types of Communication - Intrapersonal communication – communication you have with yourself - Interpersonal Communication – communication between two people - Group Communication – communication where one person is communicating with an audience of two or more people - Mass Communication Players in the Mass Communication Process- Sender – the organization or individual responsible for the message being sent- Message – the content being transmitted by the sender to the receiver - Channel – the medium used to transmit the messageReceiver – the audience for the mass communication Mass Communication Models - Transmission Model (SMCR)o A dated model useful for identifying players in the mass communication process- Ritual Model o Media use is an interactive ritual by audience members. Looks at how and why audiences consumer messages - Publicity Model o How media attention makes a person, concept or thing important - Reception Modelo How audience members derive and create meaning out of media content The Telegraph: Technological Determinism - Introduced by Samuel Morse in 1844- Fast, long-distance communication - Inverted Pyramid: 5W, H in first paragraph; then work down to least important - Associated Press: 1848 Six papers agreed to share correspondent in Boston, sending out things with telegraph, they didn’t have to staff a person in Washington- AP became nationwide association of hundreds of papers- Develop Objectivity: Writing style that separates fact from opinionAmerican Media Appeal: Big Business, Popular Entertainment - Issue: Cultural Imperialism: The displacement of a nation’s custom with those of another countryReasons for Corporate Media Growth - Economies of Scale: savings that accrue with mass production; volume up, price down o Ex: calculator  It used to be super rare to have a calculator and they would cost hundreds of dollars With the advancement of technology more and more people got calculators andnow you can buy one of comparable value for a couple dollars o Ex: TV- Synergy: a combination in which the whole is more than the sum of its parts o Ex. Comcast purchase NBC: Cable and Internet with TV and movie programming o Comcast produces nothing, NBC has product and distribution, these companies convergebecause they want to control all elements of product - Cross-Merchandizing: promoting a product in one form to sell it in some other form - Global competition favors larger companies Patterns of Ownership - Group of chain ownership: The acquisition of the same type of business in more than one market area by one company - Conglomerates: Large companies that own many different types of businesses Types of Conglomerates - Vertical Integration: A business model in which a company owns different parts of the same industry; Ex. Hearst Corp,’ NBC purchased Universal- Issue: Anti-Trust Laws: Laws that prohibit monopolistic practices in restraint of trade - Horizontal integration: corporate growth through the acquisition of different types of businesses;GE owned NBC + other types of companies; sold majority of NBC to Comcast Table 1.2- Combined integration: combine horizontal and vertical integration Media and Governments- Government Ownership: Good example is North Korea- Private Ownership, Government Control: Example is Kenya and Venezuela- Libertarian: Privately owned, free of government control: Ideal- Mixed Model: Varying degrees of government control and ownership Chapter 2The Payne Fund Study - In 1929, the Payne Fund conducted 12 separate investigations into the influence movies had on the behavior of children; industry driven - Concern about modeling, imitation of behavior from media: sex, violence - Content analysis: observers systematically analyze media subject matter; movies dealt with crime, sex, and love - Laboratory experiment studies: isolating and observing variables in a controlled environment; romantic and erotic scenes did not have much effect on young children or adults but had noticeable effect on teenagers - Survey methods: research methods that rely on questionnaires to collect research data- Included administering questionnaires to young movie viewers, and their parents and teachers, as well as asking teenagers to recall the effects that early movie viewing had on them - Results suggested that movie viewing was harmful to SOME children’s health, moral standards and negative conduct; low education, weak home o If you sit there and explain what’s going on in TV and the child knows what’s right and wrong it won’t effect them o Only small group of people are effected - 1930 Motion Picture Production code that limited the amount of sex and violence that could be shown in movies War of the Worlds - The “Invasion From Mars” study by a team of researchers at Princeton University looked at why the October 30, 1938 broadcast of War of the Worlds had the effect it did - They found that dramatic techniques such as stimulated “on the spot” reporting and interviews with “experts” had fooled SOME listeners who had accepted radio as their primary and most credible source of breaking news - The economic insecurity of the Great depression and looming threat of WWII had created an audience that felt on the edge of disaster and believed anything could happen at anytime - Serious effects were minimal; low education, high religion - Many people who were really effected weren’t very educated, effects are conditional The People’s Choice Study - The People’s Choice Study (Paul Lazarsfeld: sociologist; social categories) examined how media affected voter behavior in the 1940 presidential election between FDR and Wendell Wilkie - A random sample of subjects were chosen from Erie County, Ohio, which had deviated very littlefrom national voting patters in early elections. Random Sampling: equal chance of selection- Selective exposure caused Republicans to avoid messages that seemed to support Roosevelt, while democrats would seek out these messages. Social Category Theory IMPORTANT - Selective Perception caused Republicans to hear FDR’s “fireside chats” as evidence of incompetence and duplicity while Democrats would hear it as evidence of his great abilities and integrity - Selective retention caused people with different views to remember the same event differently IMPORTANT - Media strengthened attitudes already held by voters – the residential campaigns persuaded only9 percent