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Chapter 1

Mass Communication:
A Critical Approach
News Media and Our Political
            Process

 “But as news-media outlets—often
   subsidiary companies of large
  entertainment conglomerates—
chase ratings and ads, how well are
  democracy and journalism being
              served?”
Restore Sanity
The Media Storytellers
• At their worst, the media’s appetite for telling
 and selling stories leads them to exploit or
 misrepresent tragedy.
 • Hurtle from one event to another
 • Lose their critical distance


• If we can examine and critique the powerful
 dynamics of the media, we will be better able to
 monitor the rapid changes going on around us.
Culture and the Evolution of
    Mass Communication

• Mass media consists of cultural
 institutions/cultural industries:
  • Media
  • Schools
  • Art
  • Beliefs
Eras in Communication
• Oral communication
• Written communication
• Printed communication
• Electronic communication
• Digital communication
NewhouseSU COM 107 Communications and Society #NH1074Ward - Ch. 1 Slideshow
The Digital Era
• Digital communication redefined news
and social interaction.

 • Bloggers have become an important part
   of the news industry.
 • Social media like Facebook connect
   people in a new way.
Media Convergence in the Digital
             Era
  • Media convergence:


   1.The merging of content across different
    media channels


   2.Also refers to cross platform, the
    consolidation of media holdings under one
    corporation
The Evolution of a
       New Mass Medium

• Novelty, or development, stage


• Entrepreneurial stage


• Mass medium stage
Models of Mass Communication

• Linear model
 • Sender—message—mass media
     channel—(gatekeepers)—receivers
   • How does feedback fit into the model?
• The cultural model recognizes that
  individuals bring diverse meaning to
  messages.
Figure 1.1

Daily Media Consumption by Platform, 2010
            (8- to 18-year-olds)




How much media do you consume per
              day?
Culture as a Skyscraper

• High culture


• Low culture


• Different media for each, but many
people consume both
Culture as a Map

• Culture is an ongoing, changing
process.

• Accounts for diverse and individual
tastes
Figure 1.3
 Culture as a Map
Cultural Values of the
      Modern Period

• Four key values:
 • Working efficiently
 • Celebrating the individual
 • Believing in a rational order
 • Rejecting tradition/embracing progress
Shifting Values in Postmodern
            Culture

• Four features of the postmodern:
 • Celebrating populism
 • Diversifying and recycling culture
 • Questioning science and revering
   nostalgia
 • Acknowledging paradox
Critiquing Media and Culture

  • Media literacy is a critical, not cynical,
    approach.
  • Involves an analysis and
    interpretation of facts
  • Encourages YOU to take action to
    help shape the cultural environment
Media Literacy and the
      Critical Process

• Description
• Analysis
• Interpretation
• Evaluation
• Engagement
Benefits of a Critical
       Perspective
• Evaluate the standards by which we
 judge our culture

• Recognize the links between cultural
 expression and daily life

• Monitor how well the media serve
 democratic practices

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NewhouseSU COM 107 Communications and Society #NH1074Ward - Ch. 1 Slideshow

  • 2. News Media and Our Political Process “But as news-media outlets—often subsidiary companies of large entertainment conglomerates— chase ratings and ads, how well are democracy and journalism being served?”
  • 4. The Media Storytellers • At their worst, the media’s appetite for telling and selling stories leads them to exploit or misrepresent tragedy. • Hurtle from one event to another • Lose their critical distance • If we can examine and critique the powerful dynamics of the media, we will be better able to monitor the rapid changes going on around us.
  • 5. Culture and the Evolution of Mass Communication • Mass media consists of cultural institutions/cultural industries: • Media • Schools • Art • Beliefs
  • 6. Eras in Communication • Oral communication • Written communication • Printed communication • Electronic communication • Digital communication
  • 8. The Digital Era • Digital communication redefined news and social interaction. • Bloggers have become an important part of the news industry. • Social media like Facebook connect people in a new way.
  • 9. Media Convergence in the Digital Era • Media convergence: 1.The merging of content across different media channels 2.Also refers to cross platform, the consolidation of media holdings under one corporation
  • 10. The Evolution of a New Mass Medium • Novelty, or development, stage • Entrepreneurial stage • Mass medium stage
  • 11. Models of Mass Communication • Linear model • Sender—message—mass media channel—(gatekeepers)—receivers • How does feedback fit into the model? • The cultural model recognizes that individuals bring diverse meaning to messages.
  • 12. Figure 1.1 Daily Media Consumption by Platform, 2010 (8- to 18-year-olds) How much media do you consume per day?
  • 13. Culture as a Skyscraper • High culture • Low culture • Different media for each, but many people consume both
  • 14. Culture as a Map • Culture is an ongoing, changing process. • Accounts for diverse and individual tastes
  • 15. Figure 1.3 Culture as a Map
  • 16. Cultural Values of the Modern Period • Four key values: • Working efficiently • Celebrating the individual • Believing in a rational order • Rejecting tradition/embracing progress
  • 17. Shifting Values in Postmodern Culture • Four features of the postmodern: • Celebrating populism • Diversifying and recycling culture • Questioning science and revering nostalgia • Acknowledging paradox
  • 18. Critiquing Media and Culture • Media literacy is a critical, not cynical, approach. • Involves an analysis and interpretation of facts • Encourages YOU to take action to help shape the cultural environment
  • 19. Media Literacy and the Critical Process • Description • Analysis • Interpretation • Evaluation • Engagement
  • 20. Benefits of a Critical Perspective • Evaluate the standards by which we judge our culture • Recognize the links between cultural expression and daily life • Monitor how well the media serve democratic practices