Living in a Media World
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Transcript of Living in a Media World
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Mass Media Communication
Montana TechTC 2146
Living in a Media World
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Resource Manual:Ralph E. Hanson’sMass Communication: Living in a Media World
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Michael Jackson Case Study• Reinforces the fact that we do not need to
rely entirely on conventional media to engage in various levels of media communication.
• News of Jackson’s death was first reported by TMZ.com. (see page 3-4)
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What is Communication?Communication is “social interaction
through messages.” (George Gerber)Communication is how we socially interact
at a number of levels through messages.Importantly, communication is a PROCESS
not a static thing.
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Types of Communication• Intrapersonal Communication:
Communication you have with yourself• Interpersonal Communication:
Communication between two people• Group Communication:
Communication where one person is communicating with an audience of two or more people
• Mass Communication
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What is Mass Communication?• When an individual or institution uses
technology:– To send messages– To a large, mixed audience, separated by
space and possibly time -- most of whose members are not known to the sender.
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Feedback• Traditionally mass communication has
allowed only limited feedback but opportunity is growing rapidly. Examples?
• Mix of Levels. Can you think of where levels can cross over?
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Players in Mass Communication
• Sender The corporation or individual responsible for the message being sent.
• Message The content being transmitted by the sender to the receiver.
• Channel The medium used to transmit the message.
• Receiver The audience for the mass communication message.
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Mass Communication Models– Transmission Model (SMCR)
A dated model useful for identifying players in the mass communication process.
– Ritual ModelMedia use is an interactive ritual by audience members. Looks at how and why audiences consume messages.
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Mass Communication Models– Publicity Model
Looks at how media attention makes a person, concept, or thing important.
– Reception ModelLooks at how audience members derive and create meaning out of media content.
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Evolution of the Media World• 1100-1400 AD: Pre-mass media
communication networks• 1450s: Development of movable type,
printing• 1814: Steam-powered printing press• 1844: First U.S. telegraph line• 1866: First trans-Atlantic telegraph line
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Evolution of the Media World• 1880s: Invention of the gramophone• Late 1800s: Development of radio • 1890s: Development of motion pictures• 1939: First television broadcasts• 1990s: Internet becomes a channel of
mass communication
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Media LiteracyAudience members’ understanding of:• The media industry’s operation• The messages delivered by the media• The roles media play in society• How audience members respond to
these media and their messages
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Basic Dimensions of Media Literacy• Cognitive Dimension
Ability to intellectually process information communicated by the media.
• Emotional DimensionUnderstanding the feelings created by media messages.
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Basic Dimensions of Media Literacy
• Aesthetic DimensionInterpreting media content from an artistic or critical point of view.
• Moral DimensionUnderstanding the values of the medium or the message.
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Seven Truths “They” Don’t Want You To Know About the Media
• Truth One: The media are essential components of our lives.
• Truth Two: There are no mainstream media (MSM).
• Truth Three: Everything from the margin moves to the center.
• Truth Four: Nothing’s new: Everything that happened in the past will happen again.
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Seven Truths “They” Don’t Want You To Know About the Media
• Truth Five: New media are always scary.• Truth Six: Activism and analysis are not
the same thing.• Truth Seven: There is no “they.”