What’s Media?

Medium = mediator of communication; a channel; e.g., a cell phone transmitting a message from the sender to the receiver, then reversed with the response

Media = multiple ‘channels’ of communication sending out messages to various audiences: e.g., cell phones, billboards, T.V., internet, radio, movies

What’s Mass Media?

Mass Media = media sending messages directed to diverse and very large receiver audiences; the receiver is not in the same place as all the other receivers of the same message, or receiving the same message at the same time (e.g., movie audiences, magazine readers). Audiences are public & receiving message in an impersonal manner.

PROCESS of Communication

1. Who = Communicator (Sender)

INTERPERSONAL COMMUNICATION

2. What = Message

3. Through which = Channel

4. To whom = Audience (Receiver)

5. What effect? = Shared meaning?

PROCESS of Communication

1. Through which = Channel (medium) MASS COMMUNICATION (23,Silverblatt)

2. Who = Communicator (sender)

3. What = Message

4. To whom = Audience (receiver)

5. What effect? = Feedback (impact)

Thus, Marshall McLuhan’s famous

quote:

“The medium is the message.”

Media are our culture

According to McLuhan, “a mass communication medium doesn’t merely transmit a message or content: “The medium itself also, and more importantly, has a direct impact on how society and individuals think and act.” (Galician 26)

3 Reasons / Functions for Mass Communication (G. 31)

To inform or educate

To entertain

To persuade

3 Reasons/Functions (G. 31)

All 3 functions transmit messages in order to share meaning, which is what communication is all about

Media are also

“agents of social change.”

Mass Communication Channels

The channels of mass communication have now assumed a primary role in determining

content,

choice of communicator

audience(Silverblatt

16)

e.g., television journalism

“News anchors must be likable, convincing, attractive. To that end, the Fox News Network keeps stylists on staff to make their anchors and reporters more appealing to a young audience… and journalistic ability has become subordinate to performance skills” (Silverblatt 16).

Characteristics of the medium affect the message

e.g. television news often emphasized events rather than issues (which are necessary

to learn about by an informed citizenry)

and because American media is market-driven…

the audience has emerged as a primary consideration in the communication process… now determines the choice or the media communicator (e.g., young scriptwriters who can ‘relate’ to the young audiences they wish to attract)… (Silverblatt 17).

on the other hand

older actors are often chosen to be represented in “teen” shows are considerably older

e.g., average age of actors at the beginning of airing of One Tree Hill was 22, playing 16 year olds.

Why does it matter?

“Media was first used to signify all the means or conveyors of mass communication by Marshall McLuhan, who conceptualized them as extensions of our senses…“The dominant medium of a society in a society in any given time is the main agent of social change.” (Galician 32)

What is Reality?

“Reality has no universal definition…”(G.32)

“Today, critics claim that our reality has been shaped… by the mass media.”

Dyads: Do you agree/ disagree with this statement?

What’s MEDIA LITERACY?

It is a critical thinking skill that is applied to the source of much of our information: the channels of

mass communication

What’s MEDIA LITERACY?

The ability to access, analyze and interpret the symbols, techniques and meanings of the multitude of messages sent out daily through mass media.

Why MEDIA LITERACY?

It serves as a survival skill that empowers individuals to decipher media messages.

It offers us the means and methods of media analysis, to assist us in “reading” our media-culture.

Five Core Concepts

1. All media messages are

‘constructed.’

2. Media messages are

constructed using a

creative language (techniques)

with its own rules.

3. Different people experience the

same media message differently.

4. Media have embedded values and points of view.

5. Most media messages are

organized to gain profit and/or

power.

5 Key Questions (103)

1. Who created this message? Why sent?2. What techniques are used to get

my attention?3. What lifestyles, values, viewpoints

are represented? (targeted audience)4. How might different people understand

this message differently from me?5. What was omitted from it?

1. Who created this message?• Who sponsored/ paid for it?

(hint: it’s a company!)

• Why do they want to own it?

magazines.com/magcom/covers/

Cosmopolitan Magazine

Owner:

The Hearst Media Corporation

2. What techniques are used to attract my attention?

(and to inform, entertain

and persuade me?)

magazines.com/magcom/covers/

http://1.bp.blogspot.com/_p3feBYwNs2I/SG0xjUCM7uI/AAAAAAAAHW4/G3InRj_2CFc/s400/scarlett-cosmo.jpg

http://fashaddix.com/wp-content/uploads/2009/01/jessica_alba_cosmopolitan_magazine.jpg

3. What values, lifestyles and points of view are represented in this message? (“worldview” of which targeted audience)

(And which/ whose are left out?)

http://images.amazon.com/images/P/B0006MT314.01._SCLZZZZZZZ_.jpg

http://www.onetreehillonline.com/

4. How might some people understand this message differently from me?

(How are they different from the targeted audience? How is the message tailored to the intended audience? )

http://www.cwtv.com/photos/gossip-

5. What is omitted from this message?

1. Who created this message?• Who sponsored/ paid for it?

(What company owns it.)

• Why was it sent? Who is targeted? • Who profits?

http://www.thehollywoodgossip.com/gallery/jersey-shore-cast-picture/

Who owns Jersey Shore?

Aired on the MTV network, owned by Viacom, Inc. (generated $14.91 billion in 2011)

– that’s a big corporation!

Who owns One Tree Hill?

Aired on the CW network, it is owned jointly by CBS + Time/Warner (merger in 1990)

CW merger in 2006 (worth $20 billion, 2014)

– that’s a mega-corporation!

The Big Six

While most magazines, newspapers still get the majority of revenue from advertisers, in the digital world it’s changing.e.g., NYT’s is now 50/50: Advertising / Audience Revenue

The percentage of revenue coming from advertising vs. subscriptions is changing:

“Buoyed” during years when political ads are running (e.g., 2012).

And cable networks are growing, along with subscription/ “audience” revenue.

But commercial T.V. revenue is still generated primarily by advertising:

“The CW network once set its sights on women ages 18 to 34, but has now broadened its focus, and appeal.” USA Today, 718/14

Who is the targeted audience?

What about the Super Bowl?

“The most watched TV program in history.” NFL.com

“Brands would do better than to spit back the all-to-common sexist Superbowl ad formula ... According to Adweek, women with smart phones and social media accounts will be a target audience. The logic follows: a near equal number of women and men watch the Superbowl…”

http://www.thedailybeast.com/witw/articles/2014/01/28/d.html

Seventeen magazine reaches over 14.5 million 12+ year olds Seventeen magazine reaches over 1.9 million 17-18 yr. olds

“her Bible is your bonanza…” *-Advertising Age

*Advertorial Monthly 1/3 column

in Seventeen magazine can be used to promote your message.

http://www.seventeen.com/about/pop/

—from Seventeen Magazine media kit

—from Seventeen Magazine media kit

6. What is left out of this message that might be important to know?

Real consequences? Based on morality & justice?

Who produced these sites and for what purpose?Who is the target audience for each?

Is the information accurate? Is it biased?

Empowerment Process of MEDIA LITERACY

Based on the work of Brazilian educator, Paulo Friere, author of Pedagogy of the Oppressed

4 Steps of MEDIA LITERACY (p. 104, G)

1. AWARENESS

2. ANALYSIS

3. REFLECTION

4. ACTION

1. Raising AWARENESS:

• What am I seeing? hearing?

reading? understanding?

• What are the concepts, techniques,

strategies, media shapers and

owners?

(What we’re doing right now)

2. ANALYSIS: Deconstructing Media

• Who paid for it? Who profits?

• Who is being targetted?

• What techniques are used to attract my attention?

• What is the message and why is it being sent?

(asking the 6 Questions - including)

Deconstructing Media

• What is the message?

1. What is the text? = Manifest Message

2. What is the subtext? = Latent Message

Deconstructing Media

• Who paid for it?

• Who profits?

Deconstructing Media

• Who is being targetted?

(What text/images lead you to this conclusion?)

Deconstructing Media

• What techniques are use to attract attention?

www.magazines.com/magcom/covers

3. REFLECTION: Diagnosis

Evaluating, criticizing, asking questions like,• “So what?” • “How does this media influence teens, women, persons of color, etc.?”• “What values does this media support or ignore?”

• What “story” is implied? (i.e. What values, lifestyles & points of view are represented?)

• What “story” is not being told? (i.e. What is omitted from this message? Why was it left out?)

http://www.amazon.com/One-Tree-Hill-Complete-Season/dp

http://www.amazon.com/gp/product/images/

4. ACTION: Design, dissemination

• What should I do, in response to what I learn?

• What response seems appropriate in light of my own beliefs?

• How should I act constructively as a media consumer or creator?

Interpersonal Communication-dyads

What are your forms of? (make a list)

When is interpersonal communication (utilizing media) effective? (shared mng.)

When does interpersonal communication breakdown?

Does it matter?

How might interpersonal media effect teens in a positive or negative way?