Mass Media Unit 4 Study Guide QUIZLET LINK http quizlet com 41276756 mmc unit 4 test flash cards Finishing Up Internet Internet www trends One company does not run Internet so the trends are a little bit different than the other industries we have studied New Technology Utopia vs Dystopia Utopia More positive and hopeful about how new technology will benefit ppl Marshall McLuhan s Global Village 1960 One of the most important public scholar his academic writing is a point of discussion for a lot of people Famous for his writing the Message He wrote about a Global Village where new technology might permit ppl to become increasingly involved with one another this point emerged again when internet came about Virtual Democracy Late 1990s when Internet was adopted at an increasingly higher rate many politicians thought people being involved in what goes on in government could increase and communication with government members could increase Access to Information New technology offers the ability to know what we could never know before If information power then its empowering reality in our lives Digital Divide Access is NOT universal divide between technological have s and have nots Technology gap who has what smartphones Computers Internet access in home US Statistics Hispanics are behind other groups Older are behind 1 Technology gap leads to knowledge gap Less education are behind Rural areas are behind Less money you make are behind Handicapped are behind Dystopia More negative and skeptical view about how technology will affect 1st Amendment Issues Citizen journalists as 4th estate but who do we turn to for truthfulness and credibility Freedom of expression but what about hate speech Or children s access to porn User generated content we become members of the media industry but happy slapping Happy slapping taking physical harm that is funny to another level when people are actually getting hurt and then posting it and trying to go viral Privacy Issues Privacy of communication what is public everyone can see and what is private protected Email Electronic Communication Privacy Act deems it is private unless you are using a service that is not private EX Florida State University email Social Media is as private as you make it Privacy of personal information Dataveillance massive collection and distillation of consumer data Gathering information about what we purchase what you search EX Car pictures video in class Information is being collected from you EVERYWHERE Why is all of that data being collected CVS card Traffic light cameras Post office TV Shopping Cell phone location To build a personality profile of people like you so people use algorithms to predict your buying habits Opt Out system you are in automatically and you are still going to get data collected on you UNLESS you say stop 2 Ex Do NOT call list Opt In system they do this in Europe and for Internet the US finally moved to an opt in you have to give permission to collect data on you Ex Software agreements the big long list that nobody reads is saying you opt in Net neutrality principle that Internet was created on no content data file is given priority on the Internet everything is equally accessible When scientists created it this was great but when it became available to consumers and available in our homes it was questioned Comcast and telecoms and other companies want to get RID of net neutrality in order to make more money in a recent case the Supreme Court said FCC does not have the ability to regulate so we might see a tiered aspect to Internet use in the future Last Mile connection of Internet to house Comcast say we should be able to dictate like a cable company that if you use more bandwidth we should be able to charge you more Do media affect individuals society This is a bad question It is not a question of opinion but a subject of social science research Common misperceptions about media s influence No Media does NOT impact society argument It is not really and people know its not real so therefore it is not a big deal It is just a reflection of society not a change agent in it It only reinforces existing beliefs People talk about it as an either or It doesn t affect us or it completely does In reality it is much more complicated than that What the question is REALLY about In what ways How much relative to other factors Under what conditions With what consequences How does the communication process change across the continuum Messages become more generalized and less personalized Audiences become more remote in location less involved and heterogeneous Channel become more technology driven and access is more costly How media create culture Serve as cultural storyteller Serve as a cultural forum Key changes are occurring in the media industries and society as a whole media has been changing over last 50 years with characteristics of 3 concentration of media ownership has led to a limitation in number of voices conglomeration has led to corporations that do not do media has their primary business are now central convergence audience fragmentation hyper commercialism globalization Scientific Study of media effects 3 Types of possible effects 1 Cognitive effects Ways media influence the way we think EX attitudes and opinions 2 Emotional Affective effects How media influences how we feel the physiological reaction to stimulus EX heart beat responses sweating smiling etc 3 Behavioral Social effects Media influence on how we act Gets talked about the most in day to day conversation and most complex to examine EX Does violent video games and movies effect behavior There s never one single source that causes behavior No single theory to answer the question of the effects of media but instead we have many smaller social scientific theories that look at specific content in specific situations Hard science VS Social science Social scientific pursuits involve people Social science makes it harder to make definite statements because people have minds moods and hormones Communication is heavily aligned with psychology History of Media Effects not specifically tested on this Just know this question dates back to the 1920s Dates back to the 1920s Earliest studies were done when motion pictures became more widespread looking at the question of behavior Does media effect juvenile delinquency Hypodermic Needle Scholars thought at the time that media is direct powerful uniform effects Attitudes changed a little bit through
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