The Dynamics of Mass Communication, Joseph Dominick, “The Internet and the World Wide Web”, Chapter 12, pg. 291 5. Send IM 4. Pay Bills 3. Buy Things 2. Get the Latest News 1. Use E-mail

"[We are]in an era in which the consumer controls his or her media. From the Internet to the Apple iPod to digital radio to a dizzying array of mobile devices, technology has handed the public the power to choose the exact nature of their entertainment." Advertising Age

“ I’ve often thought it would be helpful if we could see “signal bars” over people’s heads…instead of cell phone reception, these bars would show the effect of every interaction.” Stephen M.R. Covey

What have you misunderstood lately? In conversations with your friends With your parents In using the Internet, television or radio In reading a paper, magazine or billboard When you misunderstand what do you do? What conditions would make it easier to understand a message?

What have you misunderstood lately?

In conversations with your friends

With your parents

In using the Internet, television or radio

In reading a paper, magazine or billboard

When you misunderstand what do you do?

What conditions would make it easier to understand a message?

Find ways to connect to your audience Directly relate topic to them Listen for feedback Adjust communication accordingly

Find ways to connect to your audience

Directly relate topic to them

Listen for feedback

Adjust communication accordingly

These are part of your discussion questionaire for the week, review and then complete it via the week's tasks as listed on Moodle

Communication Theories in Action, by Julia T. Wood & Michelle T. Violanti Verbal communication is more important than nonverbal communication Most communication involves telling stories It is impossible not to communicate Theories are used by academics and not lay people

Verbal communication is more important than nonverbal communication

Most communication involves telling stories

It is impossible not to communicate

Theories are used by academics and not lay people

Adapted from: The Dynamics of Mass Communication, Joseph Dominick Mass communication is only produced by complex and formal organizations Mass communication has multiple gatekeepers Mass communication needs a great deal of money to operate Mass communication organizations exist to make a profit and are highly competitive

Mass communication is only produced by complex and formal organizations

Mass communication has multiple gatekeepers

Mass communication needs a great deal of money to operate

Mass communication organizations exist to make a profit and are highly competitive

It is natural to want to communicate It affects our well being People without close friends have greater levels of anxiety & depression Heart disease is more common Lower self esteem

It is natural to want to communicate

It affects our well being

People without close friends have greater levels of anxiety & depression

Heart disease is more common

Lower self esteem

It has meaning It is an everyday affair- we create it. It is the lifeblood of relationships It helps us to clarify feelings & behaviors It gives us a sense of reality It gives us information

It has meaning

It is an everyday affair- we create it.

It is the lifeblood of relationships

It helps us to clarify feelings & behaviors

It gives us a sense of reality

It gives us information

It’s a process It is forever changing It’s systemic It involves many different parts It’s symbolic Verbal and nonverbal representations

It’s a process

It is forever changing

It’s systemic

It involves many different parts

It’s symbolic

Verbal and nonverbal representations

Communication Between People Is fragile especially when technology is involved

Communication Between People

1948 Who (speaker) --> What (message) --> Channel (or medium) --> Whom (audience or listener) = Effect What are the limitations of the theory?

Who (speaker) --> What (message) --> Channel (or medium) --> Whom (audience or listener) = Effect

What are the limitations of the theory?

Physical Psychological Physiological Semantic

Physical

Psychological

Physiological

Semantic

Shannon-Weaver Model of Communication

Shannon-Weaver Model of Communication

Feedback component of both the communication participants Ethical concerns of control Linear and limits human communication Feelings, motives & history

Feedback component of both the communication participants

Ethical concerns of control

Linear and limits human communication

Feelings, motives & history

Communication is irreversible Communication is inevitable Communication may not go as planned Mood can change meanings

Communication is irreversible

Communication is inevitable

Communication may not go as planned

Mood can change meanings

Effective Communication is the Sender’s Responsibility Listening is Passive Talking Has More Advantages than Listening

Effective Communication is the Sender’s Responsibility

Listening is Passive

Talking Has More Advantages than Listening

Events-Sources-message-COMMUNICATOR-message-audience Shows that the media does not originate the message, they rely on sources Sources choose the information/messages to give to reporters Gatekeepers: people in the mass media who control the flow of information. Editors, producers, music directors, news directors

Events-Sources-message-COMMUNICATOR-message-audience

Shows that the media does not originate the message, they rely on sources

Sources choose the information/messages to give to reporters

Gatekeepers: people in the mass media who control the flow of information. Editors, producers, music directors, news directors

Intrapersonal Interpersonal Group Communication Public Communication Mass Communication Organization Communication Intercultural Communication

Intrapersonal

Interpersonal

Group Communication

Public Communication

Mass Communication

Organization Communication

Intercultural Communication

Acknowledging others who enter our personal space Selective communication in personal ways I-It Communication I-You Communication I-Thou Communication Categorizing: Who is who in your communication environment?

Acknowledging others who enter our personal space

Selective communication in personal ways

I-It Communication

I-You Communication

I-Thou Communication

Categorizing: Who is who in your communication environment?

Face to Face Various contexts and number of people Computer Generated Teleconferencing User-Generated Telephone & Voice Mail Written (email, instant messaging/same timing, faxing, hard copies)

Face to Face

Various contexts and number of people

Computer Generated

Teleconferencing

User-Generated

Telephone & Voice Mail

Written (email, instant messaging/same timing, faxing, hard copies)

The growth of the Internet has blurred the boundaries of interpersonal and mass communication E-mail Blogging Permanence in this communication File storage File sharing Source and Receiver are separated By time By space

The growth of the Internet has blurred the boundaries of interpersonal and mass communication

E-mail

Blogging

Permanence in this communication

File storage

File sharing

Source and Receiver are separated

By time

By space

Communication via an electronic medium Using refers to a large organization communicating public messages to the scattered masses WWW redefines this with individuals becoming mass communicators No longer is the source the initiator of the mass communication

Communication via an electronic medium

Using refers to a large organization communicating public messages to the scattered masses

WWW redefines this with individuals becoming mass communicators

No longer is the source the initiator of the mass communication

Let’s Learn More About You… Take a look at the bios posted for those in this class Consider these features when posting on people's discussion forums Be open What did you learn? What surprised you?

Let’s Learn More About You…

Take a look at the bios posted for those in this class

Consider these features when posting on people's discussion forums

Be open

What did you learn?

What surprised you?

We will use technology We will use the participatory web! Let’s look at the course at a glance (please review the syllabus)

We will use technology

We will use the participatory web!

Let’s look at the course at a glance (please review the syllabus)

Audience segmentation Convergence Increased audience control Multiple platforms User-generated content

Audience segmentation

Convergence

Increased audience control

Multiple platforms

User-generated content

Audiences are more selective They have more programming choices Content is geared toward specific audiences Exceptions of mass audience-appeal programs Super Bowl – American Idol - Titanic – 9/11 Attacks

Audiences are more selective

They have more programming choices

Content is geared toward specific audiences

Exceptions of mass audience-appeal programs

Super Bowl – American Idol - Titanic – 9/11 Attacks

Corporate One company offers all the service needed Operational Combined media efforts Device Functions of two or three devices into one

Corporate

One company offers all the service needed

Operational

Combined media efforts

Device

Functions of two or three devices into one

Remotes Time-shifting Video on demand File sharing

Remotes

Time-shifting

Video on demand

File sharing

Everything-Everywhere Content is available on as many screens as possible

Everything-Everywhere

Content is available on as many screens as possible

2004 O’Reilly Media thrusts Web 2.0 into the limelight – a mystifying buzzword Today A virtual shorthand, letting us generate, publish and share information over the Internet “ Web 2.0 and Its Technologies For Collaborative Library Communication”, Multimedia & Internet@Schools, Robert Lackie, 2006

• Read-only web vs. read/write web • Yahoo mail vs. Gmail • E-mail vs. IM • Newsletters vs. blogs • Static vs. dynamic • Isolated vs. interactive

• Read-only web vs. read/write web

• Yahoo mail vs. Gmail

• E-mail vs. IM

• Newsletters vs. blogs

• Static vs. dynamic

• Isolated vs. interactive

"If you look through the years, the queen's always kept up to date with Changes in technology," a spokeswoman for Buckingham Palace said. In fact, the monarchy has had its own Web site for the past decade, and the queen made her Christmas message available as a podcast for the first time two years ago. International Herald Tribune, Dec. 24, 2007

Encourages participation Collaborative-limits roadblocks in communication and meeting times Efficient-shortens project times Easy Organized Free!

Encourages participation

Collaborative-limits roadblocks in communication and meeting times

Efficient-shortens project times

Easy

Organized

Free!

The small screen takes over the big screen We take it all with us Mobile access is anywhere Laptops, iPods, iPhone

The small screen takes over the big screen

We take it all with us

Mobile access is anywhere

Laptops, iPods, iPhone

Surveillance Serves to provide information fast and accurate to the public Interpretation Provide meaning and significance of events Linkage Connect members of society with similar interests Transmission of values Portray our society Diversion Entertainment and Escape

Surveillance

Serves to provide information fast and accurate to the public

Interpretation

Provide meaning and significance of events

Linkage

Connect members of society with similar interests

Transmission of values

Portray our society

Diversion

Entertainment and Escape

We have needs and the media or non-media satisfy them for us.

We have needs and the media or non-media satisfy them for us.

Cognition To obtain information Diversion Relief of boredom, relaxation and emotional release Social Utility Conversational currency Withdrawal Takes one away from society

Cognition

To obtain information

Diversion

Relief of boredom, relaxation and emotional release

Social Utility

Conversational currency

Withdrawal

Takes one away from society

1920’s & 1930’s Media reach audiences through politics Soon after we see the rise in advertising Then young audience’s became susceptible to the harmful influences of entertainment

1920’s & 1930’s Media reach audiences through politics

Soon after we see the rise in advertising

Then young audience’s became susceptible to the harmful influences of entertainment

Hypodermic Syringe Theory (1977) Events (television and gaming) act on audiences like a direct drug injection Audiences are passive and addictive Media-makers inject a kind of instant fix into the audience

Hypodermic Syringe Theory (1977)

Events (television and gaming) act on audiences like a direct drug injection

Audiences are passive and addictive

Media-makers inject a kind of instant fix into the audience

Audiences and Political Persuasion Audiences filter political messages to fit their ideological and political stances Audiences have pre-existing ideas and are not easily swayed People do things with the media

Audiences and Political Persuasion

Audiences filter political messages to fit their ideological and political stances

Audiences have pre-existing ideas and are not easily swayed

People do things with the media

Reception Theory or Audience Positioning Theory The relationship between media content and audience The viewer of a film is drawn in to the narrative flow via the camera The filmmaker imposes meanings on the audience via the camera angles used The viewer is “sutured” or sewn into the narrative and creates a relationship with the character(s). Point of View (POV)

Reception Theory or Audience Positioning Theory

The relationship between media content and audience

The viewer of a film is drawn in to the narrative flow via the camera

The filmmaker imposes meanings on the audience via the camera angles used

The viewer is “sutured” or sewn into the narrative and creates a relationship with the character(s).

Point of View (POV)

Let’s see what you think??? Is blogging a virtual form of Robin Hood or just bunch of words and opinions from someone? Then there’s what Kevin says “YouTube is an open mike night on the world’s largest stage.” Take a the link and find out! Blogging

Changing the way media are used and media uses us

A brief history of where they came from and how they have evolved into today’s new media Cable Television CATV- Community Antenna Television Direct Broadcast Satellites A direct competitor to cable The Internet Birthed by the US Department of Defense in the 1970s

Cable Television

CATV- Community Antenna Television

Direct Broadcast Satellites

A direct competitor to cable

The Internet

Birthed by the US Department of Defense in the 1970s

A brief history of where they came from and how they have evolved into today’s new media Cable Television- Features Today more than 66 million HH subscribe to cable Satellite supported First Satellite occurred in 1962- Telestar Superstations Pay Television Segmentation

Cable Television- Features

Today more than 66 million HH subscribe to cable

Satellite supported

First Satellite occurred in 1962- Telestar

Superstations

Pay Television

Segmentation

Deregulation Must-carry Retransmission Telecommunications Act of 1996 Phone companies enter the cable business Cable companies enter the phone business Bundling!!! Thanks to Voice-over-Internet protocol (VOIP)

Deregulation

Must-carry

Retransmission

Telecommunications Act of 1996

Phone companies enter the cable business

Cable companies enter the phone business

Bundling!!! Thanks to Voice-over-Internet protocol (VOIP)

Audience Fragmentation Direct Broadcast Satellite Internet TV and Streaming Podcast/Vodcast iPod

Audience Fragmentation

Direct Broadcast Satellite

Internet TV and Streaming

Podcast/Vodcast

iPod

Video On Demand HDTV DVRs Mobile Media PPV

Video On Demand

HDTV

DVRs

Mobile Media

PPV

Local Origination Local Broadcast Channels Superstations Pay Television Reduce Churn Pay Per View Besides local advertising, subscription fees support cable television

Local Origination

Local Broadcast Channels

Superstations

Pay Television

Reduce Churn

Pay Per View

Besides local advertising, subscription fees support cable television

Broadcasting to Narrowcasting to Microcasting http://vidbits.blogspot.com/2008/06/you-are-media.html

The birth of the WWW Hypertext Browsers Making it easier for consumers to search the web Search Engines Google Yahoo!

The birth of the WWW

Hypertext

Browsers

Making it easier for consumers to search the web

Search Engines

Google

Yahoo!

Broadband WiFi (Wireless Fidelity) WiMax (Extending the boundaries) Web Sites Web Pages Web 2.0

Broadband

WiFi (Wireless Fidelity)

WiMax (Extending the boundaries)

Web Sites

Web Pages

Web 2.0

“ Web 2.0 invites us to break the sacred rules, reinventing what we know with a sense of openness.” Source- Debbe Kennedy, president and CEO of the Global Dialogue Center, Communication World , Jan/Feb 2008

“ The technologies that define it have everything to do with what is important to all of us as communicators — connecting people, helping leaders share their messages in the most powerful ways, and using virtual technologies to bring people together across differences and distance.” Source- Debbe Kennedy, president and CEO of the Global Dialogue Center, Communication World , Jan/Feb 2008

“ The technologies that define it have everything to do with what is important to all of us as communicators — connecting people, helping leaders share their messages in the most powerful ways, and using virtual technologies to bring people together across differences and distance.”

The Internet continues to generate new applications that not only foster individual expression, but also cohesive development. Current research in computer-mediated communication (CMC) have revealed interesting trends in the way individual identity is presented, language is used and interactions have transpired (Calvert, 2003) Firstmonday.org Go On the Web & Leave Something Valuable Behind

The Internet continues to generate new applications that not only foster individual expression, but also cohesive development.

Current research in computer-mediated communication (CMC) have revealed interesting trends in the way individual identity is presented, language is used and interactions have transpired (Calvert, 2003)

Igniting tremendous interest in all areas “ In ten years, (CEOs) will communicate directly with customers, employees and the broader business community through blogs. ” Source: Jonathan Schwartz, CEO of Sun Microsystems

Igniting tremendous interest in all areas

“ In ten years, (CEOs) will communicate directly with customers, employees and the broader business community through blogs. ”

Source: Jonathan Schwartz, CEO of Sun Microsystems

File sharing Flickr Del.icio.us social bookmarking tool Blogging Wordpress Blogger Podcasting & Vodcasting Archive.org YouTube

File sharing

Flickr

Del.icio.us social bookmarking tool

Blogging

Wordpress

Blogger

Podcasting & Vodcasting

Archive.org

YouTube

Wikis Collaborative Authoring RSS Feeds (Really Simple Syndication) to websites you subscribe Google Reader- http://google.com/reader Virtual projects Google docs- http://docs.google.com Managing events Google calendar- http://google.com/calendar

Wikis

Collaborative Authoring

RSS Feeds (Really Simple Syndication)

to websites you subscribe

Google Reader- http://google.com/reader

Virtual projects

Google docs- http://docs.google.com

Managing events

Google calendar- http://google.com/calendar

Encourages participation Collaborative-limits roadblocks in communication and meeting times Efficient-shortens project times Easy Organized Free!

Encourages participation

Collaborative-limits roadblocks in communication and meeting times

Efficient-shortens project times

Easy

Organized

Free!

Fear Confusion Organizational Obstacles Rely on someone else to do it

Fear

Confusion

Organizational Obstacles

Rely on someone else to do it

“ Workgroups with technically savvy individuals will benefit, but workgroups or business units without a grasp of Web 2.0 will never know what they are missing, and will suffer against competitors who are able to leverage Web 2.0 tools to improve business processes, thus reducing costs and adding to the bottom line.” Irwin Lazar , Business Communications Review, August 2007

Create a Blog find out Use RSS to subscribe to other blogs and forms of web 2.0 Set up your own RSS reader Start formulating an RSS strategy Develop internal RSS guidelines Source- Michael Rudnick, Watson Wyatt as published in Business Communicator , 2006

Create a Blog find out

Use RSS to subscribe to other blogs and forms of web 2.0

Set up your own RSS reader

Start formulating an RSS strategy

Develop internal RSS guidelines

Source- Michael Rudnick, Watson Wyatt as published in

Business Communicator , 2006

Instant publishing of text or graphics without sophisticated technical knowledge Comments or feedback to each post blogs Archive past blog posts by date RSS Feeds for updates on blogs you want to revisit ***These features distinguish blogs from other forms of CMC. They provide new opportunities for people to present and express themselves online***

Instant publishing of text or graphics without sophisticated technical knowledge

Comments or feedback to each post blogs

Archive past blog posts by date

RSS Feeds for updates on blogs you want to revisit

***These features distinguish blogs from other forms of CMC. They provide new opportunities for people to present and express themselves online***

Google purchased in 2003 User-friendly Combines all forms of Web 2.0 www.del.icio.us.com/scarbonaro www.scarbonaro.blogspot.com

Google purchased in 2003

User-friendly

Combines all forms of Web 2.0

Too much of a good thing New Model for News More accountable to the public Lack of Gatekeepers Web 2.0 No guarantees Information Overload Too much information Too many emails 30 to 50 emails 2hrs to recover

New Model for News

More accountable to the public

Lack of Gatekeepers

Web 2.0

No guarantees

Information Overload

Too much information

Too many emails

30 to 50 emails 2hrs to recover

Too much of a good thing Privacy Concerns Mistakes Identity theft Misrepresentation Escapism Internet Addiction

Privacy Concerns

Mistakes

Identity theft

Misrepresentation

Escapism

Internet Addiction

Create a site to sell things Create a site that is sticky Sell advertising

For this week Complete all reading Answer the questionaire Complete forum post and make sure you comment on at least two other posts Please make sure you write professional- each post and comment should be as it was a published essay

Complete all reading

Answer the questionaire

Complete forum post and make sure you comment on at least two other posts

Please make sure you write professional- each post and comment should be as it was a published essay