What is communication?Encoding and decoding informationLasswell had a liner one way model of communication that was called the SMRC (Source Message Reciever Channel)Who says what to Whom over What channel with What effect?Who – The sourceWhat – The messageWhom- The receiverWhat – ChanelHowever, 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 Model1) Take the information2) Decode the message, what you think the message means3) Takes that information and develop a response to send back out to be interpreted4) 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.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.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” – Baron1) 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)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 mediaThe wide spread of information and preserving ideas came about from the invention of the printing press.2) Serve as cultural storytellerMedia 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)Concentration of media ownershipThis 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 areaTelevision network – National or Corp associationTop Companies:ConglomerationThe increase of ownership of media outlet by larger non media componetsOligopoly – concentration of media into an even smaller of peopleHaving 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 because they owned the news network also.ConvergenceReceiving the same information through different platformsHas the ability to change the way we interact with mediaPlatform agnostic- having no preference for where we access media content.Audience fragmentationIt’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 Publics – Groups bound by little interestFor example the only thing we could have in common is that we like the same song. Therefore surrounding ourselves with shallow meaningless relationships.Hyper-commercialismCombing content and CommercialsBugs – ads that scroll across the bottom of the screenProduct placement – integration of products in showings for advertisementBrand entertainment – Adding brands into tv programs as a regular part of the show.Payola – the money received from record promoters for radios to play their songs.With programs like Tivo and Netflix eliminating commercials, hyper –commercialism is something we experience every day. We are constantly bombarded by tons of advertising.GlobalizationWe now have the ability to move messages across countries and create media influences in those countries also.However, that also allows for media control and censorship in those countries as well which can easily be an invasion of their privacy. What if a country does not want to be invaded with media technology or American media? Their voices are silent they rarely can voice their opinions about it.. 1st Amendment (Bill of Right 1780’s ratified 1791)“ Congress shall make no law…. abridging the freedom of speech, or of the press.”The judicial court polices the 1st amendment. They are in charge of making sure the freedom of speech is upheld throughout the country.FCC – Federal Communication Commission is in charge of regulating communication by radio, television, satellite and cable, basically most forms of media we experience today.1st amendment protectionWhat protected by 1st amendment?Print and news are assumed.1942: Ads (Valentine v. Christensen)1952: Films ( Burstyn v. Wilson)1967: Ent content in general (as opposed to news)1973: Tv and radio (CBS v Democratic National Committee)1997: Internet (Reno v. ACLU)What is not protected by 1st amendment?Speech creating a “ clear and
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