COM 160 1st Edition Lecture 1 Outline of Last Lecture I. No previous lectureOutline of Current Lecture I. Connect Questions from chapter 1II. Connect Assignment notes from chapter 1III. Chapter 1A. Mass CommunicationB. Large and Diverse Audiences C. Describing CommunicationD. Vocab wordsCurrent LectureConnect Questions:1. Media literacy requires an understanding not only of media messages and people’s responses to them, but an understanding of content creators as well. 2. Media literacy is not about disliking media; it stresses maximizing audience members’ choices when dealing with those media.3. If there is one overriding goal of media literacy, it is to increase media consumers’ critical thinking skills when accessing media. 4. Before Gutenberg’s printing press, literacy was limited to clergy and other elites.5. One reason why widespread literacy was rare before Gutenberg’s invention was that books, too, were rare.6. Gutenberg’s true advance was the use of moveable type for his printing press. Connect Assignment notes:I. 5 Core Questions of Media Literacy…a. Who sent this message?b. What techniques are used to attract my attention?c. How might other people understand this message?d. What values/lifestyles/points of view are represented in or omitted from this message?These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.e. Why was this message sent?i. All messages are created/organized to gain profit or power. (Influence over someone’s thinking.)II. Literacy: The condition/quality of being able to read, write, and understand messages. III. Advertising is about MONEY. IV. Theory: An educated hunchLecture NotesI. Mass Communicationa. Depends on electronic mediumb. Addresses a large and diverse audiencec. Feedback = one-way communicationII. Large and Diverse Audiencesa. Limited attention spansb. Prefer to be entertained than enlightenedc. Lose interest in any subject that makes intellectual demands.d. It’s more profitable to reach the larger numbers of intellectually undemanding receivers whose aggregate purchasing power is immense.III. A convenient way to describe communication is to answer these questions:a. Who?b. Says what?c. Through which channel?d. To whom?e. With what effect?IV. Communication requires a response from others. a. Must be sharing/correspondence of meaningb. Response = Feedbackc. Communication = The process of creating shared meaning.V. Interpersonal Communication: Communication between 2 or more peoplea. MessageDecoder/Interpreter/EncoderMessageDecoder/Interpreter/Encoderb. No clearly identifiable source or receiverc. Encoded = Transformed into an understandable sign and symbol system. (Ex: Speaking)d. Decoded = The signs and symbols are interpreted. i. Message has been received. (Ex: Listening)VI. Noise = Anything that interferes with successful communicationa. Not only sound, also: Biases, page torn out of a magazine story, etc. VII. Medium = Means of sending informationa. Encoded messages are carried by a medium.b. Ex: Sound waves, telephone, etc.c. Mass Medium = When the medium is a technology that carries messages to a large number of people. (The plural of medium is media.)VIII. Mass Communication = The process of creating shared meaning between the mass media and their audiences. (Constrained)IX. Inferential Feedback = Indirect feedbacka. Represented by a dotted line in Shramm’s Model [Picture in book]X. Communication and Reality are linked.XI. Culture = Learned behavior of members of a given social groupa. Culture is LEARNEDb. Socially constructed and maintained through communicationc. Limits and liberates usd. Differentiates and unites use. Defines our realitiesf. Shapes the ways we think, feel, and act.XII. Dominant Culture = Mainstream culturea. Holds sway with majority of peopleb. Openly challengedXIII. Bounded Cultures = Co-CulturesXIV. Communication in its simplest form is the transmission of a message from a source, through a medium to a receiver. XV. Lasswell’s Simple Model of Communication:a. Suggests that the receiver passively accepts the source’s message, which is not always the case. [Main argument]XVI. Osgood-Schram Model of Communication:a. No clearly defined source, receiver, or feedbackb. Impossible to identify who is giving feedback to whom.c. Every communication is a response to another communication.XVII. Interpersonal Communication:a. Can quickly adjust your communication to improve its effectivenessb. Feedback is immediate and directc. In mass communication, feedback is delayed and inferential.i. Inferential Feedback = refers to feedback that is indirect.XVIII. Communication Conservatism refers to the fact that mass communication…a. Tends to be more structured and less free than interpersonal communicationb. Does not allow for a great deal of personalization or specificityc. Is subject to the constraints imposed by the size of its audience and the fact that feedback is not immediateXIX. Technological Determinism = Machines and their development drive economic and cultural change.XX. Media Literacy = The ability to effectively and efficiently comprehend and use any form of mediated communication. XXI. Literacy = Ability to comprehend and use written symbols.a. Was reserved for the elitesXXII. Gutenberg’s Invention:a. Printing Pressb. Allowed for mass communicationc. Opened literacy to allXXIII. Printed materials were the first mass produced product. XXIV. Art Silverblatt:a. Media Scholarb. Identifies 7 fundamental elements of media literacyi. #7 = Development of effective and responsible production skillsXXV. Consuming media content is simple.XXVI. Genre = Refers to the categories of expression with-in different mediaXXVII. Conventions = Distinctive, standardized style elements that characterize a genreXXVIII. Production Values = Choices of lighting, editing, special effects, music, camera angle, locationon page, and size and placement of