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Appendix B
Understanding
Mass and Mediated
Communication
• Define mass and mediated
communication
• Describe how the business of media
and the principle of free speech shape
the m...
• Articulate how media exert influence on
your attitudes or behaviors
• Describe how the convergence of
media technologies...
The Nature of the
Media
• Defining Mass and Mediated
Communication
– mediated: technology is used to deliver
messages betw...
The Nature of the
Media (cont.)
• Mass communication before the
Internet included:
– Extremely large audiences
– Professio...
The Nature of the
Media (cont.)
• Media convergence:
– Merger of traditional mass
communication with digital computing
and...
The Nature of the
Media (cont.)
• The Pervasiveness of Media
– Mass media is continuously available to
many people.
– medi...
Understanding Mass
Media Messages
• The Business of Media
– Sources of revenue from consumers
and advertising
• Exponentia...
Understanding Mass
Media Messages (cont.)
• Free Speech and Media Bias
– The First Amendment
• Even when speech is offensi...
Understanding Mass
Media Messages (cont.)
• Free Speech and Media Bias
– Electronic Media Regulation
• Broadcasters must s...
Understanding Mass
Media Messages (cont.)
• Free Speech and Media Bias (cont.)
– Media Bias
• Both news and entertainment ...
Effects of Mass Media
• Selectivity and the Active Audience
– The uses and gratifications
perspective considers what we do...
Effects of Mass Media
(cont.)
• Influences on Attitudes and
Behaviors
– social cognitive theory: behaviors
are learned by ...
Converging Media
Technologies
• Democratic and Social Participation
– Traditional media sources serve as the
gatekeepers t...
Converging Media
Technologies (cont.)
• Barriers to Participation
– Digital divide
– Ineffective participation
– Informati...
Becoming a More
Mindful Media
Consumer• Monitor your media use and
exposure.
• Consider the source of media
messages.
• Be...
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Real comm2e appb

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Transcript of "Real comm2e appb"

  1. 1. Appendix B Understanding Mass and Mediated Communication
  2. 2. • Define mass and mediated communication • Describe how the business of media and the principle of free speech shape the many kinds of media content you encounter • Define two explanations for the effects of mass media Chapter Outcomes
  3. 3. • Articulate how media exert influence on your attitudes or behaviors • Describe how the convergence of media technologies can enhance or hinder your participation in the social and political process • Practice five skills for becoming a more mindful and literate media consumer Chapter Outcomes (cont.)
  4. 4. The Nature of the Media • Defining Mass and Mediated Communication – mediated: technology is used to deliver messages between sources and receivers – mass: mediated communication on a very broad scale
  5. 5. The Nature of the Media (cont.) • Mass communication before the Internet included: – Extremely large audiences – Professional communicators – Little interactivity or opportunity for feedback • Still typical of publishing, broadcasting, and entertainment industries
  6. 6. The Nature of the Media (cont.) • Media convergence: – Merger of traditional mass communication with digital computing and telecommunication technologies – Affects shape and influence of mass media content
  7. 7. The Nature of the Media (cont.) • The Pervasiveness of Media – Mass media is continuously available to many people. – media multitasking: using more than one media type at the same time
  8. 8. Understanding Mass Media Messages • The Business of Media – Sources of revenue from consumers and advertising • Exponentiality – Broad versus narrow appeal • Low culture • Narrative complexity, narrowcasting – Minimizing risk through audience research, self-censorship
  9. 9. Understanding Mass Media Messages (cont.) • Free Speech and Media Bias – The First Amendment • Even when speech is offensive, the government cannot ban it, punish it, or restrict it, except under very rare circumstances.
  10. 10. Understanding Mass Media Messages (cont.) • Free Speech and Media Bias – Electronic Media Regulation • Broadcasters must serve the public interest. • Cable and satellite providers are less restricted. • Government can impose restrictions that serve a “compelling government interest.” – Indecency rules, mergers
  11. 11. Understanding Mass Media Messages (cont.) • Free Speech and Media Bias (cont.) – Media Bias • Both news and entertainment express some degree of bias. • Most people consider news to be biased against their own side. • Related to the economics and constraints of the news-gathering process
  12. 12. Effects of Mass Media • Selectivity and the Active Audience – The uses and gratifications perspective considers what we do with media. – We tend to select media that reinforces existing attitudes. – The third person effect assumes negative media messages have a greater influence on others than on ourselves.
  13. 13. Effects of Mass Media (cont.) • Influences on Attitudes and Behaviors – social cognitive theory: behaviors are learned by watching our models – cultivation theory: correlates attitudes and heavy media viewing – agenda setting: media affects which issues we think about in the first place
  14. 14. Converging Media Technologies • Democratic and Social Participation – Traditional media sources serve as the gatekeepers that control information. – Internet and social media have: • Connected marginalized voices • Built social capital • Empowered individuals (citizen journalists) • Created a marketplace of ideas
  15. 15. Converging Media Technologies (cont.) • Barriers to Participation – Digital divide – Ineffective participation – Information overload
  16. 16. Becoming a More Mindful Media Consumer• Monitor your media use and exposure. • Consider the source of media messages. • Be aware of media effects. • Understand the grammar of media. • Actively evaluate media messages.
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