Book Notes MMC2200 Introduction to Mass Media Ultimately media is communication Communication encoding and decoding information and messages difficult to agree on one definition of the word o Harold Lasswell s Questions who says what to whom over what channel and to what effect SMRC Souce delivers message over some channel Message Receiver receives message Channel Model does not reflect notion of interaction o Process of creating shared meaning communication is not just about conveying ideas to a receiver but making sure they understand through shared process o Osgood and Shramm s Model of Communication Message decoder interpreter encoder message encoder interpreter decoder repeat Encode idea into message send through channel decoded and interpreted by the receiver who responds by encoding a message o Process of communication similar to the process of mass media Mass communication process of shared meaning between mass media and audiences o Media communication continuum ranges from personal communication such as intra and inter personal communication small group large audience to less personal communication such as general book and music national radio and national global television As you move across this continuum the communication process changes by becoming Messages become more generalized and less personal Audience becomes more remote physically and mentally and less involved more heterogeneous The channel is more technological driven making access more costly Mass Media and Culture Communication produces maintains repairs and transforms culture Culture learned behavior of members of social group norms moral and not we are taught as we grow up through communication verbal and nonverbal also responsible for reasons that control our actions and what we do lens through which we make the world meaningful a lens that is shaped by communication How do media create culture o Culture has an influence on how we see and think about something o Changes the way we communicate and think Development of written media Written media changed culture from one that was oral to one that was literate can write which allows one to convey their message to a broader radius of people Decreased the importance of memory Language changed from specific local to uniform mobile because it reaches more people Allows one to communicate at a distance Differentiate history from myth Notion of power through making laws democracy rhetoric persuasion etc Development of print media Ex Renaissance Protestant Reformation standardized laws modern science and medicine industrial revolution information as a commodity something to make money from transformed thinking o Serves as a cultural storyteller Forms a lens through which we see and expect to see the Ex What we think of as a happy couple has been shaped through media stories o Serves as cultural forum Media serves as a place for us to discuss critique transform etc our culture way we discuss them Media identifies important topics in our culture and shape the Gives us a place to debate them or to see them debated Establishes important topics and shapes the way we discuss world them How Do Media Create Culture Short film about the printing press notes Transformation of Knowledge o Printing press enabled standardization of religion o Printing press brought together people from various classes and trades giving numerous opinions about what should be printed o Printing made information a commodity o Books allowed people to make direct observations because one could take the books around and compare information to the real thing o Latin began to decline has books increased in popularity o Memory declined as something that was necessary due to the accessibility of information o Dissemination of information to the mass quicker o Language became defined Media in Culture Media are only ONE source of culture o If media is a product of communication culture is developed where communication takes place such as demographics religion school dinner table etc Media ownership of TVs radio is in high demand The typical US adult spends the majority of his media using time watching TV then radio while Internet trends are beginning to rise Although a lot of time is spent with media what areas of media being used are changing TV station local affiliate of larger broadcast network Media in Flux How media are shaping culture is changing o Good news for media consumption at an all time high o But key changes are occurring in the media industry and society as a whole 6 primary changes of media in society Concentration of media ownership which limits the number of voices heard in media dialogue particularly minorities left out Conglomeration large corporations that aren t in the media have driven out most large networks ex GM owns NBC they have influence over what we get Convergence multiple platforms are owned by the same corporation giving us the same information from various sources erosion of distinction of media radio shows are making video clips online Audience fragmentation masses don t necessarily get all the same information this changes the relationship we have with media and media with culture no longer are the masses watching one source because so many are available Hypercommercialism everyone is trying to sell you something deals with issue of paying for media advertising Globalization exportation of media across the glove The only way to deal with these issues is to become more media literate o The ability and willingness to make an effort to understand content to pay attention and to filter out noise o Understanding of and respect for power of media messages o Ability to distinguish emotional from reasoned reactions to media and to act accordingly o Development of heightened expectations of media content o Ability to think critically about media messages First Amendment Congress shall make no law abridging freedom of speech or of the press o As well as freedom of religion and the right to peacefully assemble o Judicial branch polices these rights along with all laws What s under First Amendment protection o Print and news are assumed o 1942 ads Valentine v Christensen o 1952 films Butsy v Wilson o 1967 entertainment content in general as opposed to news Time o 1973 TV and radio CBS v Democratic National Committee o 1997 Internet Reno v ACLU What is not protected by the First Amendment o Speech creating clear and present danger Schenck v United States Inc v Hill 1919 o Speech
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