MC 101 Notes1/9/2015Virgin America Safey Video #Xsafteydance – Video of the DayKnow for Exam:Is communication a process or static function? ProcessWhat was the first platform to inform the world of Osama bin Laden’s death? TwitterSender Message Channel Receiver also is called what? Transmission ModelWhat is mass media’s impact? Dominant cultureThe internet’s first functional infrastructure was built when? Late 60’sElon musk founded?  PaypalSeven Supposed Truths Pg 181. Media are essential components: Media are integrated components2. There is no mainstream media: Conglomerates are cynical but not “big brother”3. Everything from the margin moves to the center: Almost Everything4. New media are always scary: Probably5. Activism and analysis are not the same6. There is no “they”7. Nothing’s new: Everything that’s happened in the past will repeat: Higgs Bosono The Higgs boson or Higgs particle is an elementary particle in theStandard Model of particle physics. Its main relevance is that it is the smallest possible excitation of the Higgs field – a field that unlike the more familiar electromagnetic field cannot be "turned off", but instead takes a non-zero constant value almost everywhere. The presence of this field explains why some fundamental particles have mass while the symmetries controlling their interactions should require them to be massless, and why the weak force has a much shorter range than the electromagnetic force.Pg 5 Levels of CommunicationIntrapersonal Communication Within Yourself- The basic or first level of Communication. - How we think and how we assign meaning to all the messages and events that surround our lives. - How you assign meaning to the world around you. - Communication that you have with yourself.Interpersonal Communication One on One- The second level of Communication- “The intentional or accidental transmission of information though verbal or nonverbal message systems to another human being”- A conversation with a friend or a hug that tells your mother you love her.- Is continual when others are around even when only body language is being usedGroup Communication Within a Community- The third level of Communication- One person is communicating with an audience of two or more people- Often has a leader and is more public than interpersonal communication- The roles of communicator and audience can be changing constantlyMass Communication Across Society- The top and fourth level of Communication- Society-wide communication process - When an individual or institution uses technology to send messages to a large, mixed audience, most of whose members are not known to the sender.- National broadcasting, novels, and newspapers are all forms of mass communication- The sender is separated from space, and possibly time, from the receiver.SMCR – Transmission Model (Sender Message Channel Receiver) Sender- Includes bureaucratic organizations, corporations, and bloggers (People who post their thoughts, typically with the most recent posts at the top of the page, on a regularly updated website.) Message- The content being transmitted by the sender to the receiver.- Includes Encoding:o The process of turning the sender’s ideas into a message and preparingthe message for transmission Channel - The medium used to transmit the encoded message- Includes:o Technological toolso Print Mediao Interactive Mediao Audiovisual Media Receiver- The audience for the mass communication message- Includes:o Decoding: The process of translating a signal from a mass medium into a form that the receiver can understand and then interpreting the meaning of the message itself. The term Mass- Refers to the mix of ordinary people who receive the message- “The masses”- Refers to the size of the audienceo Heterogeneous Audience An audience made up of a mix of people who differ from age, sex, income, education, ethnicity, race, religion, and other characteristics.o Anonymous Audience An audience the sender does not personally know. These are not anonymous, isolated people who have no connection to anyone else; they simply ae anonymous in their audience status.o Noise Interference with the transmission of a message.  This can take the form of: - Sematic o The receiver does not understand the meaning of the message.- Mechanicalo When the channel has trouble transmitting the message. - Environmental noiseo When the action and sounds surrounding the receiver interfere with the reception of the message.Mass media- The technological tools or channels used to transmit the messages of mass communication.Ritual Model- A model of the mass communication process that treats media use as an interactive ritual engaged in their audience status.- How and why audience members (receivers) consume media- Puts audiences members at the center of the equation- Example: Alabama Football=Tailgating or Movies=PopcornMedia Literacy- Audience members’ understanding of the media industry’s operation, the messages delivered by the media, the roles media play in society, and how audiences members respond to these media and their messages.- Media Literacy Dimensions:o Cognitive Dimensions Ability to perceive, interpret, utilize media and navigate implications.- Interpreting the meaning of words on a printed page- Appreciating the implications of ominous music in a movie- Understanding that a well-dressed character in a TV show is wealthy- Skills necessary to access the media o Emotional Dimensions The feelings created by media messages People often spend time with media specifically to feel the emotions that they generate (ex. Titanic)o Aesthetic Dimensions Involves interpreting media content form an artistic or critical point of viewo Moral Dimensions Consists of examining the values of the medium or the message Example: Most advertisements moral message is that a purchase of their product will possibly solve a problem that has arose. Overt, covert and inadvertent morality- Immorality of Lyndon B Johnson 1964 Barry Goldwater campaign ad – YoutubeTouches all Media Literacy Dimensions- Apple - Ipad air- TV Ad- YourVerse – YoutubeMedia reality - Audience members’ understand of the media industry’s operation, the messages delivered by the media, the roles media play in society, and how audience members respond to these media and their messages.- James Potter says that people with high levels of