MMC2000 Proffitt Summer 2011 Exam 1 Study Guide Book Lecture Notes Page 1 of 7 Chapter 1 Mass Communication Culture and Media Literacy Media and Culture Media s role in democracy Inform citizens for purposes of self government Serve as a watchdog on gov t and business Provide diversity of viewpoints serve as a site of creativity Media Central force in shaping culture democracy help bring understanding to events that affect us all Relect and sustain values traditions Media gone too far Charlie Sheen Balloon Boy Reality TV started out of writer s strike and cheaper programming Note California video game ban age related violence What is Mass Communication Communication transmission of a message from a source to a receiver Communication is reciprocal and ongoing Mass Medium Technology that carries messages to a large number of people Mass Comm process of creating shared meaning btwn mass media and their audiences Gate Keepers decide what s produced messages SMCR Sender Message Receiver Model Lasswell Who Says What Through Which channel To Whom With What Effect A source sends a message through a medium to a receiver producing some effect Missing feedback Interpersonal Communication comm between two or a few people Encoding Transformation into an understandable sign and symbol system Ex Speaking printing filming Carried through a medium means of sending information Decoding Signs and symbols are interpreted Ex Listening reading watching Osgood Schramm Model Sources Encodes Signal Decodes Destination No source no receiver no feedback Missing Noise Inferential feedback indirect feedback e g tv ratings Goal of Communication Models Creating shared meaning What is Culture Culture Learned behavior of members of a given social group Symbols of expression ppl grps and societies use to make sense of daily life articulate values Communication as producing maintaining repairing transforming culture Two ways to understand our opportunities and responsibilities in the mass communication process To view the mass media as our cultural storytellers and conceptualize mass communication as a cultural forum Role of technology Shape economic and cultural change Page 2 of 7 Technological determinism idea that machines and their development that drives economic and cultural change Role of money Shifts the balance of power makes audiences products rather than consumers Oral PreLiterate Culture WOM generations knowledge passed down orally specific and local meaning Memory is crucial Myth and history intertwined Words are space bound and time bound Griots Talking chiefs that provide oral history Invention of Writing Ideogrammatic alphabet picture based alphabet Syllable alphabet alphabet with sequence of vowels and consonants Sumerians Post Alphabet 1st alphabet is the Greek Phonetic Elitism only certain could read created a divide Roman Catholic church scribes write out entire bibles to know what bible said you had to listen to the priest Low literacy rates Messages sent out to other places and creating cities and migration Changes writing brought Meaning and language became more uniform Communication occurred over long distances and long periods of time Print Communication Gutenberg s printing press moveable type Mass production replacement of scribes rapid production cheaper prices due to multiple copies Broke monopoly of knowledge for priests spread literacy and distribution of ideas Industrial Revolution machines and technological advance Rise of working class newspapers and scientific method individual over group factual information Electronic Digital Communication Telegraph separates communication and transportation wired Easier to coordinate military and commercial operations Precursor to fax machine and cell phone Film Radio changed way people were entertained informed TV and visual imagery encode and decode images sounds advertisers could SHOW Broadcast free channels like NBC FOX ABC are FCC regulated for indecency Cable paid channels not regulated for indecency Age of Convergence Appearance of older media forms on new media outlets Ex Kindle for reading laptops for TV shows Comm Era reinvented in age of Internet talk through computers Triple threat co wanting to provide phone cable and Internet in 1 1996 Cable and phone business began to merge Elements of media literacy Media Literacy ability to effectively and efficiently comprehend and use any form of mediated communication 1 Critical thinking skill 2 Understanding of the process of mass comm 3 Awareness of the impact of media 4 Strategies for analyzing and discussing media messages 5 Understanding of media content as a text providing insight 6 Ability to enjoy understand and appreciate media Chapter 2 The Evolving Mass Communication Process Page 3 of 7 Increased reliance on technology improved ways to get info tech makes us less productive and dumber Increased need for big must have money for access control power profit dictates production sequels books into movies remakes etc Ownership concentration fewer fewer hands Conglomerates ownership of media outlets by larger companies Dominating Conglomerates dominate what we see and hear 5 major co Disney NewsCorp Time Warner Viacom CBS Comcast GE Horizontal integration buying several of the same industry Could rise anti trust issues due to monopolization Ex Google advertising own ads Vertical integration production distribution exhibition dominated by 1 co Synergy using all of own outlets to promote own products Disney Economies of scale cost of output decreases as size of endeavor increases advantage due to expansion Oligopoly industry dominated by a small number of sellers Globalization transcending cultural boundaries through violence action Impacts diversity of expression values and cultured disrespected Audience Fragmentation segments more narrowly defined less of a mass audience As a result narrowcasting niche marketing or targeting for specific groups that have commonalities Hypercommercialism ads are everywhere we look Bugs Obnoxicons commercials that run across bottom 3rd of screen Product placement integration for a fee of specific branded products into media contents Branded Entertainment when brands are essential and part of the program Payola Radio stations accepting money from record promoters to play a song used to be illegal Media Convergence erosion of distinctions among media Fueled by digitation of all information high speed connectivity endless advance in technology Webisodes web
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