MMC 2000 Lecture 2 Outline of Last Lecture II What is communication a Lasswell s Answer The Source Message Receiver Channel b Osgood Schramm s Model III How Is Mass Communication Different a Media communication continuum IV Why does it matter that Mass Communication is different Outline of Current Lecture V Cont addressing how media defines creates culture a Media changes the way we think can communicate i The development of written media ii The development of print media b How media serves as a cultural storyteller c How media serves as a cultural forum VI How the way media shapes culture is changing Current Lecture Why does it matter that Mass communication is different Communication produces maintains repairs and transforms culture What is culture Learned behavior of members of a social group Baron The lens through which we see the world Baron How Does Media Create Culture 1 Media can change the way we communicate and think Development of written media o Oral literature culture o Decreased importance of memory o Language from specific local to uniform mobile o Communicate at distance o Differentiate history from myth o Notions of power History is defined by the winners With the development of written media our access to information drastically changed We no longer had to rely on the minds of the elder to provide us with information we now had written documents to help preserve information This changed a lot of things and was theoretically speaking the birth of media As noted above it took the importance from written words and minds and gave it to the most influential storyteller thus helping sort through myth and defining history through the eyes of the most popular documenter Development of print media o Renaissance Protestant Reformation standardized laws modern science and medicine industrial revolution info as commodity transformed thinking Notes from Printing Press video Multiple locations allowed for more communication Fashion DIY Book Science observation Advertising Decline of Latin Fixed languages More prose and the creation of poetry Generally the wide spread of information and preserving ideas came about from the invention of the printing press The video link best communicates the VERY IMPORTANT impact the printing press had on the development of media Above is a general summary but the most vital information can be found here http www youtube com watch v GGHIS8ErZhE Min mark 21 00 2 Serve as cultural storyteller If a man or woman were permitted to all the ballads s he need not care who should make the laws of a nation Andrew Fletcher 1803 Forms the lens through which we see and expect to see the world Media defines our culture what we choose to read write learn pay attention to and even ignore gives an image to our society 3 Serve as a cultural forum Establish important topics and shape way we discuss them Give us a place to debate them or to see them debate Media in culture Media are only one source of culture United Media Ownership Average house hold has 8 radios and 2 5 Tvs United State Adult Annual Media Use Facts media culture Baran 60 of waking time using media More money on entertainment media than clothes and healthcare combined 11 hours 17 mins using media each day if they have mobile device and use social media sites In general 1 hour and 21 mins more each day with media than in 2001 35 6 hours of TV week 2 11 year olds 25 8 hours week However Movie attendance has declined 7 of past 8 years 15 years ago broadcast networks held 61 of TV audience now less then that Daily and Sunday newspaper sales have declined every year since 1998 same for minute spent listening to commercial radio Since 1999 revenue from music sales has dropped by more than 50 Media in Flux How media shapes culture is changing o Good news for media consumption at all time high o Keys are occurring in the media industries and society as a whole its effects on culture o Concentration of media ownership Television station local area Television network National or Corp association Because the power of media is held in the hands of few they have significant power of over the messages we watch therefore having power over our culture o Conglomeration Having influence over multiple companies Many companies have multiple influences because they own more then one big name media industry They have the power to censor information in order to prevent society from finding out about it Ex The schoolhouse rock video Ex The GE lack of coverage about how they avoided paying taxes on news networks o Convergence Receiving the same information through different platforms Has the ability to change the way we interact with media class dismissed notes continue in next lecture
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