MMC 2000 Exam 1 Study Guide Chapter 1 Introduction to Mass Communication What is communication Encoding and decoding information Lasswell had a liner one way model of communication that was called the SMRC Source Message Reciever Channel o Who says what to Whom over What channel with What effect Who The source What The message Whom The receiver What Chanel o However Lasswell liner model had limits which included that you can t interact with a one way channel and you can easily lose the original message Osgood Schramm s Model 1 Take the information 2 Decode the message what you think the message means 3 Takes that information and develop a response to send back out to be interpreted 4 Information goes back into the cycle again Communication is a process it never stops The most important idea of this model is that communication is a process its not a single interact in which one person sends information and it is over Communication requires interacts from both parties to receive the message and decode it and send back a signal How is Mass Communication different The process of shared meaning between mass media and audience Rather then two private individuals involved in communication How does the communication process change across the continuum Messages become more generalized and less personalized as we move from left to right Audience is more remote physical culture understanding and less involved in the message The audience also becomes more heterogeneous vary more as we move from left to right o As we start to focus less on the individual the message starts to become more detached from local communities and try to encompass the ideologies of the mass public The channel is more technologically driven and access more costly as we move from left to right o The cost of produce research advertising air time Why does it matter that Mass communication is different Because mass 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 Through media we are able to define our culture based on the things the media chooses to display and present to us therefore giving media a huge decision in defining culture This is the reason why it matters that Mass communication is different because it holds large social power 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 Summarized With the development of written media our access to information drastically changed 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 The wide spread of information and preserving ideas came about from the invention of the printing press 2 Serve as cultural storyteller 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 Vocabulary inferential feedback in the mass communication process feedback is typically indirect rather than direct that is it is inferential culture cultural definition of communication the world made meaningful socially constructed and maintained through communication it limits as well as liberates us differentiates as well as unites us defines our realities and thereby shapes the ways we think feel and act communication is a symbolic process whereby reality is produced maintained repaired and transformed from James Carey third person effect the common attitude that others are influenced by media messages but we are not dominant culture the culture that seems to hold sway with the large majority of people mainstream culture that which is normative bounded culture co groups with specific but not dominant cultures culture Chapter 2 Convergence The Reshaping of Mass Communication Media in Flux How media shapes culture is changing With new advancements in technology the way we originally viewed media has changed significantly we no longer attend movies DVD sales are dropping printed newspapers are disappearing and radio usage has decreased You would think this was a bad thing for media companies but in reality media consumption is at an all time high However the way we view media is just different I E Internet Netflixs Satellite Radios Ipod Ipads Cellular Phones and Kindles The changes are also changing how the media companies are taking control over the media below are the following way this is happening o Concentration of media ownership This includes companies buying up smaller companies and therefore creating a monopoly 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 Television station local area Television network National or Corp association Top Companies Comcast Fox Viacom GE Time Warner o Conglomeration The increase of ownership of media outlet by larger non media componets Oligopoly concentration of media into an even smaller of people 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 because they owned the news network also o Convergence Receiving the same information through different platforms Has the ability to change the way we interact with media Platform agnostic having no preference for where we access media content o Audience fragmentation It s the division of the audience because of the wide variety of media outlets I E reaching people via newspaper tablets email social networks and network television Narrowcasting niche marketing or target the idea of providing tailor made information and media to each individual person Taste
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