MMC 2000 Lecture and Textbook Notes LECTURE Introducing mass media o Ultimately media communication o What is communication o Lasswell s questions SMCR source sends a message across a channel to receiver Who says what to whom over what channel and with what effect Definition that reflects an interactive and exchange ideal process of creating shared meaning process of creating shared meaning o How is mass communication different Book def process of shared meaning b t mass media and audience Osgood Schramm s model of communication o Demonstrates the ongoing and reciprocal nature of the communication process no source receiver or feedback ex Joey from Friends Media Communication continuum Mass Media and Culture o Less personal the more mass ified the message becomes o How does the communication process change across the continuum Messages More generalized less personalized Audience More remote less involved more heterogeneous Channel More technologically driven access more costly o Communication produces maintains repairs and transforms culture o What is culture Learned behavior of members of a social group Lens through which we make the world meaningful o How do media create culture Serve as a cultural forum Establish important topics and shape the way we discuss them Give us a place to debate them or to see them debated Serve as cultural storyteller o If a man or woman were permitted to make all the ballads i e narrative songs intended to entertain and inform s he need not care who should make the laws of a nation Andrew Fletcher 1708 o Forms the lens through which we see and expect to see the world Change the way we communicate and think o Development of written media Oral literate culture Decreased importance of memory Language from specific local to uniform mobile Communicate at a distance Differentiate history from myth o Development of print media Renaissance Protestant Reformation standardized laws the printing press allowed for standardized text modern science and medicine industrial revolution info as commodity ex textbooks transformed thinking Media in culture o Media are only one source of culture but o US media ownership in HH from US Census Bureau o US adult annual media use in hours o Typical US adult spends 60 of waking time using media More on entertainment media than clothes and healthcare combined Around 11hrs 33 mins using media each day if they have mobile device and use social media sites 1 hr 30 min increase each day with media since 2001 35 6 hours of TV week 2 11 year olds 25 8 hours week BUT Movie attendance has declined 7 of past 8 years less than 5 between 2009 and 2010 15 years ago broadcast networks held 61 of TV audience now less than that 30 Daily and Sunday newspaper sales have decline every year since 1998 same for minutes spent listening to commercial radio Since 1999 revenue from music sales has dropped by more than 50 adjusting for inflation o How media are shaping culture is changing Good news for media consumption at an all time high But key changes are occurring in the media industries and society as a whole Concentration of media ownership o CBS Time Warner Viacom Clear Channel Disney Comcast New Corp Sony Conglomeration http youtube com watch v z3JKLw0q4kY o The companies that own a lot do more than media things GE owned NBC but they also do defense contracts make refrigerators etc Media in Flux Convergence http vimeo com 3058977 o 1 When someone takes a video of a crime scene and then it shows up on the nightly news who is the reporter o 2 Live tweeting during a TV show you are both the sender receiver Audience Fragmentation o Taking image of google maps and sending them to the user it is not mass media anymore but rather personalized media Hypercommercialism Globalization o People saying that media has too much advertising Ability and willingness to make an effort to understand content to pay attention and to filter out noise Understanding of and respect for power of media messages Ability to distinguish emotional from reasoned reactions to media and to act accordingly Development of heighted expectations of media content Ability to think critically about media messages Media Literacy o These issues will come up many times this semester o Our response To be more media literate 1st Amendment 1st Amendment Protection o Congress shall make no law abridging the freedom of speech or of the press Aside who policies the 1st Amendment o What protected the 1st Amendmnet Print and news are assumed 1942 ads Valentine v Christensen 1952 films Burstyn v Wilson 1967 ent content in general as opposed to news Time Inc v Hill 1973 TV and radio CBS v Democratic National Committee 1997 Internet Reno v ACLU o What not protected by 1st Amendment Speech creating a clear and present danger Schenck v US 1919 Speech that might limit one s chance for a fair trial Speech that is libelous or slanderous Obscenity which indecency Offensive material that is sexual natured a violation of the 1st amendment Takes a lot to reach this level supreme court polices this Indecency may be offensive to people ex Janet Jackson Superbowl malfunction o Less severe than obscenity applied to radio television broadcast in the US ABC NBC CBS FOX CW o FCC polices this Speech the gov t wants to prevent Free Press Foundations o So the press is protected why does this matter Why is a press important o Not an issue before 17th century o Milton s self righting principle o Philosophical bases for 1st Amendment o Also Communication Act of 1934 requires broadcasters to act in public interest with the FCC as the police o Why free press crucial in democracy Press as 4th estate Public informed to participate in gov t Protect people from gov t o Social responsibility theory Not a law i e how things MUST be but a suggestion of how things ideally should be given the special protection afforded the press But the press is also a business Competing interests purposes http www thedailyshow com watch mon january 14 2013 investigating investigative Journalism Brief History of Newspapers o Acta Diurna 1st Century Rome o Corantos and diurnals 17th century Europe o Colonial Press Late 17th to mid 18th century Publick Occurrences Both Foreign and Domestick Boston News Letter and Boston Gazette New England Courant and Ben Franklin New York Weekly Journal and Zenger trial o Revolutionary press mid 18th to early 19th century o Penny Press early to mid 19th century Day Bennett Greely Shift in audience leads to
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