Introduction to media studies. Early foci Mass communication – Journalism – Print –...
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Transcript of Introduction to media studies. Early foci Mass communication – Journalism – Print –...
Introduction to media studies
Early foci
• Mass communication– Journalism– Print– Radio/TV/Film– Propaganda/political communication– Information campaigns
More recent foci
• Ideology/Framing• Popular culture/cultural change• Advertising/consumerism• Identity/Disadvantaged groups• Meaning making
McQuail’s list of themes and issues
• Time• Place• Power• Social reality• Meaning• Causation and determinism• Mediation• Identity• Cultural difference
Let’s apply them to a few concerns of media studies
• Political communication– The Healthcare debate– The death of Ted Kennedy
• Gender communication– Pornography/Erotica– Treatment of female athletes on
television• Online video– Hulu– YouTube
McQuail’s ‘kinds of theory’
• Social scientific theory• Cultural theory• Normative theory• Operational theory• Everyday or common-sense theory
Alternative traditions
• Structural• Behavioural• Cultural
“Elements that produce distinctive configurations of application and significance in
the wider life of society”
• Certain communicative purposes, needs, or uses;• Technologies for communicating to many at a
distance;• Forms of social organization that provide the
skills and frameworks for production and distribution;
• Organized forms of governance in the ‘public interest’
Media features
• Senses engaged• Industry structure• Audience characteristics• Uses and gratifications• Economics• Regulation
Terms of media debate
• Power of the new media• Social integration or disintegration
they might cause• Public enlightenment
Mass society
• Disintegration of social bonds as a result of industrialization– Working conditions• Factory structure
– Urbanization– Immigration
• Move from bonds of personal affiliation to bonds of legal responsibility
Mass society
• Alienation– End of ties to work, production of entire
article– Rootlessness– Anomie (normlessness)
‘Mass communication’Mass communication process Mass audience
Large-scale distribution and reception
Large numbers
One-directional flow Widely dispersed
Asymmetrical relation Non-interactive and anonymous
Impersonal and autonomous Heterogeneous
Calculative or market relationship
Not organized or self-acting
Standardized content An object of management or manipulation
Lasswell’s outline
Schramm’s basic communication model
Schramm’s conversation
Schramm’s model of mass communication
Schramm’s conditions of success
What position is privileged in Schramm’s analysis?
Hall’s Encoding/decoding model