MMC 2000 Lecture and Textbook Notes LECTURE Introducing mass media o Ultimately media communication o Media is plural media are o What is communication Transmitting expression perceiving understanding interacting sharing 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 o How is mass communication different Book def process of shared meaning between mass media and audience Osgood Schramm s model of communication ex Joey from Friends o Demonstrates the ongoing and reciprocal nature of the communication process no source receiver or feedback encoder transforms ideas into signs and symbols Converts ideas into some form of language spoke written still doesn t always create the same meaning Media Communication continuum o Less personal the more mass ified the message becomes o Ex personal texting your mom o Ex mass more generalized reach is diff who gets it more fictional less reality Individual interpretation perception could be biased stereotyping no relationship between sender and receiver o How does the communication process change across the continuum Messages More generalized less personalized Audience More remote less involved more heterogeneous background diff in ppl Channel More technologically driven access more costly Mass Media and Culture o Communication produces maintains repairs and transforms culture o Mass media is a part of what creates our culture o What is culture Learned behavior of members of a social group what we see what we do behavior motivation for doing what we do Lens through which we make the world meaningful Communication is the way we learn things o How do media create culture Serve as a cultural forum Establish important topics and shape the way we discuss them o Ex abortion healthcare homosexual debt economy immigration education Give us a place to debate them or to see them debated Serve as cultural storyteller o 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 means someone who writes songs may be equally or more influential than the laws stories ex rags to riches story become who you want 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 preliterate literate culture written language 1 Decreased importance of memory 2 Language from specific local to uniform mobile 3 Communicate at a distance 4 Differentiate history from myth o the way communication started was locally Elders are highly appreciated We can mark what we say recorded history Dead Sea Scroll found ancient writings cases of scrolls o Development of print media Johannas Gutenberg writing printing press 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 1917 martin luther printing press 95 thesis taken to printer 4 weeks all over Europe everyone was reading Gutenberg o Letters were all the same size block of text identical o Metal movable o He created the bible 1456 o Standardize laws religious txt something that we shared turned into something that was sold Media in culture o Media are only one source of culture but family religion formal education increasingly mediated Media isn t the only influence with culture o US media ownership in HH from US Census Bureau Trend houses have a lot of radios phones and tv Not a lot of cable and broadband 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 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 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 commercial radio Since 1999 revenue from music sales has dropped by more than 50 adjusting for inflation Media in Flux 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 1 Concentration of media ownership o CBS Time Warner Viacom Clear Channel Disney Comcast New Corp Sony o Small select corporations REDUCES THE NUMBER OF VOICES 2 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 Sometimes they use their media for themselves Ex 2011 GE 14 billion in profit o A step beyond concentration those companies doing other things than owning the media 3 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 2 Live tweeting during a TV show you are both the sender receiver o o when media industries become combined Traditional boundaries of media are eroding bc of technology companies own a variety of media outlets ex ps3 to watch Netflix use phone for newspaper o media of sender and receiver are blurring watching and tweeting 4 Audience Fragmentation o Taking image of google maps and sending them to the user it is not mass media anymore but rather personalized media o Niche audience personalized impact on way messages are created 5 Hypercommercialism People saying that media has too much advertising Study on poll of journalists 41 soften their news bc they don t want to offend o o o o o 6 Globalization exploration of media around the world bring in a ton of money Media Literacy o These issues will come up many times this semester o Our response To be more media literate 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
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