Mass Communication Instructor: Jawad Gilani .
Transcript of Mass Communication Instructor: Jawad Gilani .
Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
The nature of Mass The nature of Mass Communication Communication
How Human Beings Communicate Origins of language Use of verbal and nonverbal symbols Formulating Intended Messages
How Human Beings How Human Beings CommunicateCommunicate
Sender intends certain meanings in a message that he or she puts together and transmits. The receiver constructs his or her own version of the meaning of that message. If the two are similar or close enough then the message is accurate, otherwise inaccurate.
How Human Beings How Human Beings CommunicateCommunicate
Contribution of Memory
Storage Labeling Interpretation Storage
How Human Beings How Human Beings CommunicateCommunicate
Perceiving and Understanding messages.
Message Complexity and Accuracy
Congruence between intended and interpreted meanings.
Feedback Role Taking
How Human Beings CommunicateHow Human Beings Communicate
Mass Media Mass Media as a Process Message is formulated by professional human
beings. Message is sent out in rapid and continuous way. The message reaches relatively large and diverse
audiences who attend the media in selective ways. Individual members of the audience construct
meanings. As a result of these meanings these members are
influenced.
Which Media are mass media?Which Media are mass media?
Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
Books The Oldest MediumBooks The Oldest Medium
Spoken language and the art of story telling.
Tribes and societies for more established political and economic system.
Books as the first portable media.
Transition to writingTransition to writing
Writing unlike speaking, requires a medium.
Medium: a device to move information through time and space.
First Writings- 15,000-20,000 years ago.
Transition to writingTransition to writing
Writing: as the first tool of information storage
Thought Writing Sound Writings or
Phonograms. It took 2000 years to
develop current English alphabets.
Development of BooksDevelopment of Books
Greeks the developers of Portable Media
Copying Books by Hand
Gutenbergs Remarkable Machine
Spread of Printing PressSpread of Printing Press
Printing originated in China about A.D. 175
The three necessary elements for printing are paper, ink, and surfaces bearing texts carved in relief (marble surface or seals used to transfer pictures and texts of prayers to paper)
http://www.uncp.edu/home/canada/work/markport/lit/introlit/print.htm
Book Publishing in North Book Publishing in North AmericaAmerica
First Printing Press in Harvard College in Cambridge.
First Book published 1640.
Revolution times stimulated the printing process.
The Publishing ProcessThe Publishing Process
Key Players Publishers Authors Editors Book manufacturers Bookstores Sales Personal
Mass CommunicationMass Communication
Instructor: Jawad Gilani
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Newspapers: First medium for Newspapers: First medium for mass societymass society
Development of NewspapersDevelopment of Newspapers
Mid 1500s Rulers of Venice regularly published printed news sheet about the war.
Development of NewspapersDevelopment of Newspapers
True Newspapers: Published at least weekly Produced by mechanical
printing process. Available at a price for
people of all walks of life. Prints news of general
interest. Readable with ordinary
literacy. Timely Stable over time.
The Press in American The Press in American ColoniesColonies
The growth of newspapers in America was closely tied to cultural, economic and social circumstances.
Boston 1690 – Public Occurrences Both Foreign and Domestic by Benjamin Harris
Tradition of Speaking Out and Freedom of Press.
Limitations of the Colonial Limitations of the Colonial Press.Press.
Very few American newspapers were successful due to financial reasons.
News was seldom up to date.Published infrequently.Distribution problems.Not many advertisers.Restricted audiences.
Changing Functions and Changing Functions and ContentContent
Persuading, informing and entertainingIn depth coverage and analysisOfficial CommunicatorAppealing to readers interest
How a Newspaper worksHow a Newspaper works
Central Assignment Desk
Editorial Staff Reporting Camera Circulation Advertising
Criticism on NewspapersCriticism on Newspapers
Mass CommunicationMass Communication
Instructor: Jawad Gilani
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Magazines: Voices of InterestMagazines: Voices of Interest
Development of Early Magazines, The Review. (1704, London).
Domestic affairs and National Policy.
Daniel Defoe, creator of Robinson Crusoe
Development of the 19Development of the 19thth centurycentury
Rapid Population Growth
Urbanization Literacy Rate Great Issues
Types of magazinesTypes of magazines
Consumer Trade Sports ……………….
Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
Movies : The magic show on Movies : The magic show on the Wallsthe Walls
Mid 1600’s A German priest conducted experiments passing light through a transparency.
In 1645, he put on his magic show by showing religious figures on the walls.
Mid 1800’s more development in reflecting mirrors and condensing lenses.
Development of technologyDevelopment of technology
As movies mainly focus on entertainment its easy to think of this medium as a less serious medium.
Advances in Chemistry in late 1700’s and early 1800’s led to capture of images.
1839 French Artist Daggurre showed first clear photographs in public.
Pictures were made on Copper plates coated with gleaming silver.
Mushroom growth of daggurretype studios.
Illusion of Motion PicturesIllusion of Motion Pictures
Still photographs turn through a projector at a correct speed.
Visual Lag- The brain persists on seeing the object, even its no more there.
When we are presented with one image after another, the visual lag creates the bridge.
Governor Leland Stanford’s bet.
Eadweard Muybridge sets up 24 cameras to capture first motion picture.
In 1890’s crude motion pictures of various forms emerged.
Movies: The MediumMovies: The Medium
By 1903, American and European producers were making one reelers of 10-12 minutes duration.
“ Life of an American Fireman” , “ The Great Train Robbery”
Two Reelers- 25 minutes.
The nickelodeons Movies for the Middle
class. The Talkies – 1920’s
Making a MovieMaking a Movie
Conceptualization Production Direction Performances Visualization Special Effects Editing
Mass CommunicationMass Communication
Instructor: Jawad Gilani
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Radio: The First Broadcast Radio: The First Broadcast MediumMedium
1700’s Greeks were producing gigantic static charges but were not able to understand how electricity works.
A German scientist Heinrich Hertz in 1887 demonstrated what we know as radio today.
Marconi’s Wireless Telegraph.
RadioRadio
The radiotelephone 1906.Titanic 1912 ( David Sarnoff)Period of Transition Scheduled Programs BeganEstablishing economic base for the new
medium
RadioRadio
Paying for the Broadcasts$ 3000 for setting up Radio station and $
2000 as running costs.Advertising as source of profit.Acquiring receivers for home use.
Mass CommunicationMass Communication
Instructor: Jawad Gilani
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Television The most popular Television The most popular mediummedium
Invention and controversy of televisionIn 1884 German Inventor Paul Nipkow
developed a rotating disk with small holes arranged in spiral pattern, that when used with light source, produced a very rapid lighting effect.
Radio and TV experiments knit closely.
Development of TVDevelopment of TV
In early 1920’s corporations like RCA and GE allocated budgets to experiment with TV.
GE employed inventor Ernst Alexander, to work exclusively on the problem, who was able to develop a workable system based on Nipkow disc.
Early broadcastsEarly broadcasts
Early television screens used tiny screens based on Cathode rays about 4 inches in Diameter.
In 1927, Herbert Hoover, then sectary of Commerce appeared on an experimental broadcast.
By 1932, RCA built a TV station complete with studio and transmission facility.
Period of Rapid adaptationPeriod of Rapid adaptation
By 1946, FCA issued 24 new licenses.The Big FreezeBecoming a TV nation.Coming of Color By 1946 two colors had been perfected by
RCA
Alternatives to BroadcastsAlternatives to Broadcasts
The spread of Cable systemsVideo Cassette RecordersThe Scope of Television
Mass CommunicationMass Communication
Instructor: Jawad Gilani
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Media In the Contemporary Media In the Contemporary Society Society
Mass Communication Responsible for Communication Revolution and Information Society.
Development of new technologies meant new ways of organizing work, supervising people and developing a “product” of communication that had consequences for individuals and society.
Development of New Development of New Technologies Technologies
How Media Are alikeHow Media Are alike
Gathering of Information
Processing Information
Dissemination of Information
The Human FactorThe Human Factor
EconomicsGovernment regulationsPeople’s habitsInvestments ($)…….
People, Money and New People, Money and New technology technology
Manufacturers Software developers Marketing and Sales
Representatives Communication
consultants Communication
Companies Communication workers Regulators Consumers
Mass CommunicationMass Communication
Instructor: Jawad Gilani
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Economic Influences on the Economic Influences on the MediaMedia
Most media is privately owned operating within a capitalist system
Media as Economic entity Who owns them? How are they Financially supported? Who pays the bill? Sometimes they are provided special privileges
because they provide free information flow to the public.
Continuing Search for Continuing Search for AudiencesAudiences
Audiences are linked to profits through advertising
Shifting fortunes of media organizations leads to hiring and firing of personal, softening of advertising market and a generalized worry about some media trends.
Economic trends in the media can also have impact on the public.
The New Media GiantsThe New Media Giants
Time – Warner 1989Cable & News NetworkNBCABCBBCCBCAl-jazeera
Media As BusinessesMedia As Businesses
NewspapersMagazinesBooksMoviesTVRadio
Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
Politics and MediaPolitics and Media
Media Must Do Two things to survive in our system
• They must provide a Communication System for the Nation
• Media is an Advocate, and a bridge to its citizens; connecting social, economic and political institutions.
Social Responsibility of MediaSocial Responsibility of Media
Moral Values and MediaMoral Values and Media
Do parents have the right to protect their children from seeing morally challenging advertisements?
Adult rated Advertisements.
Two ArgumentsTwo Arguments
Government should not intervene and let the society decide and regulate its own moral values. (Free Media)
Conservative argue government should be responsible for the regulation of Media to keep checks.
National Crisis and MediaNational Crisis and Media
During times of national reporting some kinds of information can give enemy and advantage.
1940 US-Germany Spy game.
Direct Censorship during Direct Censorship during WartimeWartime
Control of Information through deny of access to Media (TV, Print, Radio etc…)
Letting military scanners scan copies to protect information.
Protection of reporter’s Protection of reporter’s sources sources
Should the source be revealed under special circumstances?
Agents of Control over mediaAgents of Control over media
Courts and the freedom of Press vs Citizen’s Rights
Legislators Legislators
Lawmakers PEMRA
Executive BranchExecutive Branch
Includes host of Government departments and agencies.
Offices of Supreme Control (President’s House/ Prime Minister’s Secretariat
Outside Pressure GroupsOutside Pressure Groups
Mass CommunicationMass Communication
Instructor: Jawad Gilani
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Advertising and mediaAdvertising and media
Advertising and MediaAdvertising and Media
Advertising now compares with long standing institution like Schools and Church in the magnitude of its social influence.
Advertising and MediaAdvertising and Media
It has vast power in shaping popular standards.
It is one of very few institutions which can exercise social control.
What is advertising?What is advertising?
The action of attracting public attention to a product or business
Advertising is controlled; it is prepared in accordance with desires of the firm or group it represents.
Content of AdvertisementsContent of Advertisements
To accomplish their goals, the advertisements must make a persuasive appeal
Some advertisement content makes direct appeal mentioning characteristics of their products.
Advertising as an IndustryAdvertising as an Industry
Advertising Agencies Media Services
Organizations Suppliers of
Supporting Services Advertising
Departments in Retail Businesses
Adver
Advertising AgenciesAdvertising Agencies
Functions of Advertising Agencies
Planning
Creation and Execution
Coordination
Inside Advertising AgenciesInside Advertising Agencies
Account Management The creative
Department Media Selection The research
department Internal Control
Studying the effectiveness of Studying the effectiveness of AdvertisingAdvertising
Audience Research Media Research Copy Research
Age market segmentation
Children and AdvertisingChildren and Advertising
To what extent children pay attention to commercials?
Can children distinguish between fact and fiction in an ad?
Do children buy as a result of commercial?
Mass CommunicationMass Communication
Instructor: Jawad Gilani
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Public Relations & Media Public Relations & Media
PR is a process and a communication activity which connects public with information and ideas.
Public attention and understanding are often vital to the success of any government policy, business practice as well as individual concerns.
Individuals and Public Individuals and Public RelationsRelations
Individuals who want to achieve a positive public image through mass media face at least two types of problems:
1) Media and the organizations that service them are independent identities with their own goals, which might be far different from the publicity seekers.
2) There is a great competition for time and space in the news media, thus even some worthy individuals may not get media attention.
Public Relations In Practice Public Relations In Practice
A group of professional communicators, who call themselves public relation practitioners, who have a code of ethics and a professional accrediting process.
According to Cutlip and Center any Public Relations Program must include four basic steps.
PR in PracticePR in Practice
Fact Finding and FeedbackPlanning and ProgrammingAction and CommunicationEvaluation
What PR People DO?What PR People DO?
Writing Editing Media Relations and Placement Special Events Speaking Production Research Programming and Counseling Training and Management
Public Relations IndustryPublic Relations Industry
Independent PR counselor or Agency PR Department of Business or Industry PR departments of Non Profit institutions Public sector PR Political Consultants Communication Policy Consultants Communication specialists in technical areas.
Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
The Surveillance function of The Surveillance function of the Press the Press
Inter-personal transmission of the news in early days.
How news facts get distorted? Direct Observation Expert opinion News Release Published Documents Public Records
Strategies for Packaging the Strategies for Packaging the NewsNews
ImpactTimelinessProminence ProximityThe bizarreConflictCurrency
Styles of JournalismStyles of Journalism
Sensationalism JournalismObjective Journalism
Separating fact from opinion
Presenting an emotionally detached news
Striving for fairness and balance
The New JournalismThe New Journalism
Scene settingExtended dialoguePoint of viewInterior Monologue ( thoughts of people
who were the news sources, might be included)
Creation of composite characters
Types of journalism continuedTypes of journalism continued
Precision JournalismAdvocacy Journalism
Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
Media Support ServicesMedia Support Services
Role of Auxiliaries AP , UPIThe Wire ServicesCost efficiency across the nationAn impact on content and styleYet another competitor (INS) International
News Service
Wire services in PerspectiveWire services in Perspective
The importance of wire services exceeds the monetary worth.
About 95% of the newspapers subscribe to wire services.
Major newspapers and TV stations send their reporters and still subscribe to wire services.
The supplement servicesThe supplement services
Competition between AP and UNI increased in 1980’s.
This lead to emergence of other services providers e.g Dow Jones providing financial services, women news services providing women related news.
New York Times wire services, providing selected news stories.
The Syndicates The Syndicates
Usually provide entertainment and opinion related content for the newspapers. E.g comic scripts, editorial cartoons etc.
Acquiring Content Managing and Marketing contentInfluences of Syndicates
Measuring ServicesMeasuring Services
Measuring Circulation Measuring broadcast audience Types of Ratings Rating = Household tuned to station / total TV
households x 100 Share = household tuned to station / households
using tv x100 Households using Tv (HUT) = Sets turned on /
total tv households x 100
Continued …Continued …
Obtaining ratingsPeople Meters ControversyThe rating problemsRating and the newsMeasuring public opinion
Mass CommunicationMass Communication
Instructor: Jawad Gilani
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Music IndustryMusic Industry
History of Music Development of InstrumentsDevelopment of Recording MachinesJuke BoxRecording technologies Music as an Industry
Method of Mass Method of Mass Communication ResearchCommunication Research
Sources of trust worthy knowledgeReligionInterpretations by authorities (priests,
philosophers, kings)TraditionCommon senseResearch!
Reasons for Conducting Reasons for Conducting ResearchResearch
Public concern about media effectsDeveloping theories to explain media
influences.Solving practical problems
Effects of Mass MediaEffects of Mass Media
Forces of Evil or saviors of democracyEarly claims of great powerThe legacy of fear
Postulates of Science and Postulates of Science and goals of media researchgoals of media research
The assumption of order : Scientists always assume that objects and events that they are trying to study are regular in their behavior and their activities will form some kind of discoverable pattern.
Who? Says what? In what channel? To whom? With what effect?
Continued …Continued …
The assumption of cause and effect:
Scientist believe that it is possible to explain when, how and when events occur..
The assumption of tentative truth:
Scientists do not believe that their conclusions ever provide a final answer , but instead a best possible answer.
Basic Vs Applied ResearchBasic Vs Applied Research
Basic research is not undertaken to increase anyone’s profits , but to simply advance knowledge.
Applied or Proprietary is conducted for someone to benefit financially.
Steps in scientific methodSteps in scientific method
Specifying the problemReviewing previous resultsMaking necessary observationsData processing and analysisResearching conclusions and interpreting
findingsReporting results
Research designsResearch designs
ExperimentsSurveysObservational studiesContent analysis
Mass CommunicationMass Communication
Instructor: Jawad Gilani
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Media Influences on Media Influences on IndividualsIndividuals
Early Researches: Large scale researches did not begin till late 1920’s.
A decade after world war I, researchers started working on studying changes in the society.
THE MAGIC Bullet TheoryTHE MAGIC Bullet Theory
Theory is based on some very basic scientific assumptions which seemed very true at that time; concerning the fundamentals of human nature.
This theory was very consistent with public’s general view that the media had great power.
Continued ..Continued ..
Before realizing the overwhelming power of leaning, psychological and social scientists were greatly influenced by the ideas of Charles Darwin.
Charles Darwin placed human beings in the same continuum as other animals.
Earlier , the religion was the most important influence.
Continued …Continued …
Social scientists rejected religious beliefs and believed that human beings were guided by “instincts” over which people lacked rational control. OR by other unconscious processes which were NOT guided by intellect.
This was a frightening view which saw human beings as irrational creatures, who could be easily controlled by cleverly designed media.
THE PAYNE fund StudiesTHE PAYNE fund Studies
By 1920’s , the general public was already becoming uneasy about the influences of movies on children.
In 1929, an estimated 40 million minors, including more than 17 million children under 14 years, went to see movies at least weekly.
The Motion Picture Research Council
Continued ..Continued ..
Influences on everyday behavior.Changes in Children attitudes.Attitudes towards: WAR/ Gambling/ The
Chinese/ Punishment of Criminals.Implications of ResultsFindings of Payne Fund Studies seemed to
give the Bullet theory a considerable support.
The Great PanicThe Great Panic
Radio Reports the invasion from Mars.On October 30th, 1938 people who were
listening to radio play on CBS, “Mercury Theatre of the Air” believed that United States was taken over by creatures from Mars.
Implication of Results: powerful effects , but not for all.
Changing Perspective on Changing Perspective on Media Influences Media Influences
An increased importance of Social Categories.
Racial and Ethnic GroupsSocial institutions, family, Government …
Media in Presidential Media in Presidential CampaignsCampaigns
How Media influences voters.Improved research Methods
Children influenced by MediaChildren influenced by Media
Patterns of ViewingUses of ProgramsImplications of resultsViolent contentSocial Learning from role models
Media Influences on Society Media Influences on Society and Cultureand Culture
Two ways in which media can be instrumental in bringing change in the society.
A) Continuous presentation of information related to a particular event or issue, over an extended period of time ( Theory of accumulation of minimal effects)
Continued …Continued …
A situation exists in which mass media begins to focus attention
Provide information consistently over a period of time.
People become increasingly aware Information provided by the media changes beliefs Those individual to individual changes accumulate
and become new form of shared orientation.
Continued ..Continued ..
THE WATER GATE SCANDLE ( Exposing a President)
Extending democracy to all the citizens Redefining the WAR
Theory of AdaptationTheory of Adaptation
We are constantly confronted with with innovations.
Innovation can be something adopted from another society or it can be something completely new.
People do not adapt to an innovation instantly even if the adaptation is logical and beneficial.
The key to understand the part played by the mass media in this form of social change is to look closely at the process of adaptation.
Five stages of adaptation theory.. Awareness stage Interest stage Evaluation stage Trial stage Adaptation stage
Modeling theoryModeling theory
Under certain circumstances , individuals who view particular actions that are performed by another person, may adopt that behavior as a part of their personal habits.
Individual sees a form of action carried out by a model
The individual identifies with the model The individual remembers and reproduces Performing the reproduced activity results in some
reward.
The positive reinforcement increases the probability that the person will reproduce the activity again