Ch01 3rd ed


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Ch01 3rd ed

  1. 1. Chapter 1 Living in a Media World
  2. 2. What is Communication? <ul><li>Communication is how we socially interact at a number of levels through messages. </li></ul>
  3. 3. Types of Communication <ul><li>Intrapersonal Communication: Communication you have with yourself </li></ul><ul><li>Interpersonal Communication: Communication between two people </li></ul><ul><li>Group Communication: Communication where one person is communicating with an audience of two or more people </li></ul><ul><li>Mass Communication </li></ul>
  4. 4. What is Mass Communication? <ul><li>When an individual or institution uses technology: </li></ul><ul><ul><li>To send messages </li></ul></ul><ul><ul><li>To a large, mixed audience, most of whose members are not known to the sender. </li></ul></ul>
  5. 5. Players in the Mass Communication Process <ul><li>Sender The corporation or individual responsible for the message being sent. </li></ul><ul><li>Message The content being transmitted by the sender to the receiver. </li></ul><ul><li>Channel The medium used to transmit the message. </li></ul><ul><li>Receiver The audience for the mass communication message. </li></ul>
  6. 6. Mass Communication Models <ul><ul><li>Transmission Model (SMCR) A dated model useful for identifying players in the mass communication process. </li></ul></ul><ul><ul><li>Ritual Model Media use is an interactive ritual by audience members. Looks at how and why audiences consume messages. </li></ul></ul>
  7. 7. Mass Communication Models <ul><ul><li>Publicity Model Looks at how media attention makes a person, concept, or thing important. </li></ul></ul><ul><ul><li>Reception Model Looks at how audience members derive and create meaning out of media content. </li></ul></ul>
  8. 8. Evolution of the Media World <ul><li>1100-1400 AD: Pre-mass media communication networks </li></ul><ul><li>1450s: Development of movable type, printing </li></ul><ul><li>1814: Steam-powered printing press </li></ul><ul><li>1844: First U.S. telegraph line </li></ul><ul><li>1866: First trans-Atlantic telegraph line </li></ul>
  9. 9. Evolution of the Media World <ul><li>1880s: Invention of the gramophone </li></ul><ul><li>Late 1800s: Development of radio </li></ul><ul><li>1890s: Development of motion pictures </li></ul><ul><li>1939: First television broadcasts </li></ul><ul><li>1990s: Internet becomes a channel of mass communication </li></ul>
  10. 10. Media Literacy <ul><li>Audience members’ understanding of: </li></ul><ul><li>The media industry’s operation </li></ul><ul><li>The messages delivered by the media </li></ul><ul><li>The roles media play in society </li></ul><ul><li>How audience members respond to these media and their messages </li></ul>
  11. 11. Basic Dimensions of Media Literacy <ul><li>Cognitive Dimension Ability to intellectually process information communicated by the media. </li></ul><ul><li>Emotional Dimension Understanding the feelings created by media messages. </li></ul>
  12. 12. Basic Dimensions of Media Literacy <ul><li>Aesthetic Dimension Interpreting media content from an artistic or critical point of view. </li></ul><ul><li>Moral Dimension Understanding the values of the medium or the message. </li></ul>
  13. 13. Seven Truths “They” Don’t Want You To Know About the Media <ul><li>Truth One: The media are essential components of our lives. </li></ul><ul><li>Truth Two: There are no mainstream media (MSM). </li></ul><ul><li>Truth Three: Everything from the margin moves to the center. </li></ul><ul><li>Truth Four: Nothing’s new: Everything that happened in the past will happen again. </li></ul>
  14. 14. Seven Truths “They” Don’t Want You To Know About the Media <ul><li>Truth Five: New media are always scary. </li></ul><ul><li>Truth Six: Activism and analysis are not the same thing. </li></ul><ul><li>Truth Seven: There is no “they.” </li></ul>