Mass Media: Communication, Technology, and Impact - Prof. Felicia W. Song, Study notes of Communication

Download Mass Media: Communication, Technology, and Impact - Prof. Felicia W. Song and more Study notes Communication in PDF only on Docsity! Chapter 1 MC 2000
Three key dimensions  Mass Media as Communications  Mass Media as Technology

Types of Communication:  Interpersonal Communication o “inter” means between o one on one communication o face to face normally o lots of direct feedback  verbal or nonverbal from audience o NOT one way communication; rather a dialogue o Can also have mediated interpersonal communication  i.e. twitter, facebook, email or anything mediated  starting to become more famous but still is interpersonal  Intrapersonal Communication o “intra” means within o internal (within your own head) communication o also a lot of feedback – especially if you have conversations with yourself (or you have multiple personalities)  Group Communication o One on more than one communication o Closer to one way communication but sender can still get lots of feedback from audience (smiling, sleeping).  Teacher talking to a class for example  Organizations, families, sports teams are all examples (leaders)  Mass Communication o Few to many communication o Allows the least amount of feedback from the audience o Putting a video on youtube has a lot of audience you can potentially reach o The communication with the least amount of feedback o Process involving creators, channels, and society.  Big team creating a commercial or movie or video. It has to go through tv and be received by society.  Direct mail and billboards are all examples of mass media

AN EXAMPLE OF MEDIATED INTERPERSONAL COMMUNIVATION IS TEXT MESSAGING YOUR FRIEND OVER SEADS? TRUE OR FALSE?  TRUE

Linear Model of Communication  Sender sends message Mass Media Channel  Receivers (audience)  Effect  PROBLEMS 1. It doesn’t distinguish between different types of media/channels. The content of what’s being said and the forms of which it comes. CONTENT VS. MEDIUM.  Ex. Breaking up with somebody. Facebook vs. in person. Everyone prefers the face to face even though it’s the same message just in different forms. Chapter 4 01/25/2013
Approaches and Perspectives  Empirical research o Direct cause and effect relationship o Observable effects of mass media. o Mainstream approaches; majority of mass communication research  Conceptual research o Indirect cultural influences relationship o Symbolic; cultural effects of mass media. o Critical approaches.

Mass communication and research evolved and continues to be dynamic  Era of mass society  Late 19th century – early 20th century o Time when radio and movies are merging o Trend of urbanization, moving into cities and moving north. o Search for community o Chicago school of sociologists o Newspapers/magazines bring people together. o Gives people a common sense of what’s going on  Propaganda studies o Political scientist Laswell’s “agenda settings” o Journalists Walter Lipmann’s “pictures in our head”

UNDERLYING BOTH!!  Hypodermic needle model (or magic bullet model) o Immediately impacts you. instantly impacts what you think with no way of challenging it. The media(needle/bullet) is just shot into you.

Theory of agenda Setting  Not necessarily telling us what to think, but what is to be considered important.  News categorizes what is important to us by choosing to cover more stories then others.


Era of scientific perspectives (1930 – 1960)  Payne fund studies o First use of experiments and surveys o Early social learning theory.  EXAMPLE: kid sees superman flying so he wants to go learn how to fly.  Superman beat up people so now kids want to beat up people.
EVOLUATION OF SCAIL LEARNING THEORY: READ IN TEXT.  Kids see violence they become violent.

What do we believe about social learning today?  Look at all the ratings from tv and music and video games. Proof in the social learning. Ratings show us what to expect from the media.

ERA OF SCIENTFICIC PERSPECTIVES  War of the worlds: Princeton radio research project.  They missed the reenactment part on the radio so they thought it was the real thing and some people really left town while others didn’t  Limited effects model o Lazarsfeld’s two-step flow model  Was interested in how people developed political views  Would look at presidential election and look at how different people would commit to one candidate or another.  Uses and gratification approach o Audiences are not passive o More of why audiences use media o Audiences use media for certain purposes  Relationship (keeps us company), diversion(distracts us from a hard day), surveillance (we use media to help us know whats going on in the world), and identity (to figure out where we fit in the world).

SUMMARY OF MEDIA EFFECTS:  Powerful effects  limited (or minimal) effects  Mixed effects is the current model  Effects and their strengths can depends on environments and personal factors.
Study Guide #1 01/25/2013
CHAPTER 1
What is mass media?  The technological vehicles through which mass communication takes place What is the difference between mass media as communication, industry and technology?  Industry is a grouping of companies that use technology to work together in a regularized way to produce and distribute goods and services. Technology is using technology to get it across.
What are the different types of communication? Provide an example of each.  READ CHAPTER ONE NOTES.
What are the three different types of noise that may interrupt communication? Provide an example of each.  An environmental (people talking in the back ground), mechanical (phone static), or semantic (person not understanding whats being said) sound in the communication situation that interferes with the delivery of the message.
What are two different types of filters that may influence interpretation of communication? Provide an example of each.

How is the linear view of communication different from the cultural view of communication?

What is culture and how do media both create and convey culture?

How does mass media function as a significant cultural storyteller and socializing agent? Provide an example.

What are the social functions of media?

What is a parasocial interaction?

How does media use bind people together?

What are key criticisms of mass media?

What is convergence and how does it mean for technologies, industry and content?

What are the elements of communication in the linear model of communication?

What are the weaknesses of the linear model of communication?

What 6 principles should a media literate person understand about media, society and individuals?

For the following terms, (1) know the definition, (2) understand the significance, and/or (3) be familiar with example:
Audience fragmentation
Channels Convergence Content vs. Medium
Culture
Decoding
Encoding
Gatekeeper
Feedback
Filters
Industrial nature
Interference (noise)
Interpersonal communication
Intrapersonal communication
Mass communication
Mass media
Media literacy
Mediated interpersonal communication
Organizational communication
Parasocial interaction
Receiver
Small-group communication
Social currency
Source Surveillance

CHAPTER 4
What is the difference between empirical and conceptual research?

Mainstream and critical approaches to media research?

Define the following theories and come up with an original example of each. Be sure to be able to define the related terms (in parentheses) and know their significance:  Three types o Mechanical o Environmental o Semantic  Two types of filters o Informational o Psychological  Selective attention  Iudfgag
Cultural view of communication  Define how media relates to culture  Know examples of o How media creates and conveys cultures o How media is a story tellers and socializing agent o Compare HOW IS ALL THIS DIFFERETN FROM LINEAR MODEL OF COMMUNICATION Soail functions of mass media  Be able to list and explain the different functions o Know parasocial interaction; social currency o Be able to list the criticisms of media

Media literacy  Know the six principles and 6 skills  Know the genres of mass media
Be sure to read and understand convergence and audience fragmentation CHAPTER FOUR Be sure to categorize research and theories as  Empirical  Direct  Mainstream  Conceptual  Indirect  Critical

Era of mass society  Hypodermic needle model  Media as source for community o Chicago schools as a source of community  Propaganda studies  Media is all-powerful  Audiences have low agency

Era od scientific perspectives  Payne fund studies o Social learning theory  War of the worlds o Princeton radio research project
First empirical research.. how audiences different

lAZARSFELDS two step flow model  opinion leaders  media had limited effects  some audiences have some agency

era of scientific perspectives  uses and gratification approach  media is used by audiences with high agency

conceptual research critical approaches  cultivation studies and critical theory o media influences society’s balance of power