Comm 2339.001 chapter 1 (mass media)
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Transcript of Comm 2339.001 chapter 1 (mass media)
![Page 1: Comm 2339.001 chapter 1 (mass media)](https://reader036.fdocuments.us/reader036/viewer/2022062503/58cf55751a28aba17e8b5f3f/html5/thumbnails/1.jpg)
THE MASS MEDIA
Chapter 1
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Before anything else, preparation is the keyto success.
Alexander Graham Bell
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I. Communication Theory* A. Originator B. Message C. Medium
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1. Communication vehicle 2. Communications vehicle a. non-broadcast media b. broadcast media
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D. Receiver 1. Detector 2. Target
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II. Broadcast Communication Theory* A. Originator 1. Source 2. Constructor
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B. Message 1. Script 2. A/V Rendering C. Medium 1. Distributor 2. Broadcasters 3. Non-broadcaster
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D. Receiver 1. Physiological filter 2. Experiential filter 3. Response mechanism
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III. Restrictions A. Governmental Constraints B. “Marketplace of Ideas”
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C. Journalistic Categories of Media* 1. Libertarian 2. Social responsibility 3. Authoritarian 4. Totalitarian 5. (Emerging)
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D. Responsibilities
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IV. Demographics A. Target Audience 1. Categories 2. Psychographics B. Gaining Attention of the Target Audience
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1. Radio/TV audience (non-captive) a. distractions b. emotional empathy required 2. Movie audience (captive)
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C. Demographical Problems 1. Formats 2. Narrowcasting 3. Ratings D. Demographical History
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V. Working With Broadcast Media A. Radio 1. Capabilities 2. Drama requires a narrator
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B. Television 1. Capabilities 2. The “closeup” 3. Television is a combination of media a. radio
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b. film c. theater 4. Time and space a. financial limitations i. screen ii. set
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5. Presenting material on television a. number of characters b. visual versus aural
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VI. Subject Matter A. Censorable Material 1. FCC regulations a. “Safe Harbor” b. “Miller Test” 2. Telecommunications Act of 1996
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B. Controversial Material 1. Generally greatest concern 2. Ratings role 3. Personal attitudes
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