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” – BaronHow Does Media Create Culture?1) Media can change the way we communicate and thinkDevelopment of written mediaOral literature cultureDecreased importance of memoryLanguage from specific/ local to uniform/mobileCommunicate at distanceDifferentiate history from mythNotions 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 mediaRenaissance, Protestant Reformation, standardized laws, modern science and medicine, industrial revolution, info as commodity, transformed thinking.Notes from Printing Press videoMultiple locations, allowed for more communicationFashion, DIY Book, Science observation,AdvertisingDecline of Latin, Fixed languages, More prose and the creation of poetryGenerally 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,1803Forms the lens through which we see (and expect to see) the worldMedia 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 forumEstablish “important” topics and shape way we discuss themGive us a place to debate them ( or to see them debate)Media in cultureMedia are only one source of culture,United Media OwnershipAverage house hold has 8 radios and 2.5 TvsUnited State Adult Annual Media UseFacts media culture (Baran)60% of waking time using mediaMore money on entertainment media than clothes and healthcare combined11 hours, 17 mins using media each day, if they have mobile device and use social media sitesIn general 1 hour and 21 mins more each day with media than in 200135.6 hours of TV/week (2-11 year olds: 25.8 hours/week)However…Movie attendance has declined 7 of past 8 years15 years ago, broadcast networks held 61% of TV audience, now less then ½ thatDaily and Sunday newspaper sales have declined every year since 1998,; same for minute spent listening to commercial radioSince 1999, revenue from music sales has dropped by more than 50%,Media in FluxHow media shapes culture is changingGood news for media: consumption at all time highKeys are occurring in the media industries and society as a whole (its effects on culture)Concentration of media ownershipTelevision station – local areaTelevision network – National or Corp associationBecause 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.ConglomerationHaving 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 videoEx: The GE lack of coverage about how they avoided paying taxes on news networks.ConvergenceReceiving the same information through different platformsHas the ability to change the way we interact with media…….class dismissed notes continue in next lecture.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 Differenta. Media communication continuumIV. Why does it matter that Mass Communication is different?Outline of Current Lecture V. Cont. addressing how media defines/ creates culturea. Media changes the way we think can communicatei. The development of written mediaii. The development of print mediab. How media serves as a cultural storytellerc. 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 memoryo Language from specific/ local to uniform/mobileo Communicate at distanceo 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 andmedicine, 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
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