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Part 1 media, culture and society
 

Part 1 media, culture and society

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Part 1 media, culture and society Part 1 media, culture and society Presentation Transcript

  • Monday 11.00-13.00 Wednesday 11.00-12.00 Dasan Bldg., Room 217 Professor: Michael Prieler, Ph.D. Mainly based on: Baran, Stanley (2008). Introduction to Mass Communication: Media literacy and culture. 5 th edition. Boston: McGraw Hill.
  • Results of Questions
    • What do you expect from this course?
    • Basic knowledge about communication;
    • I expect my English to increase;
    • high points;
    • no expectations;
    • easy and funny lesson;
    • I want to know all about communication in order to decide for a major;
  • Results of Questions
    • What do you want to learn in this course?
    • What role TV and radio play;
    • basics to communication;
    • about mass communication and English conversation;
    • want to learn about advertising;
    • especially about film;
    • Why did you decide to study communication?
    • This class looked interesting;
    • because I like this study;
  • Results of Questions
    • Future plans?
    • Broadcasting producer; drama producer; graphic designer; director; art director; continue university; work in Korea public advertising company.
    • In what forms of media are you especially interested?
    • TV; TV advertising; Films; internet;
    • Other comments?
    • Nice to meet you!
    • I am not good in English – understand me please!
    • I want more easy explanation and speak slowly – I cannot understand fast English.
  • Facebook
    • Create an account in Facebook
    • Go to: http://halc.tistory.com
    • Choose the course “Introduction to Communication”
    • Click on the “Like-Button” in Facebook
    • Useful page for uploading documents to Facebook: www. slideshare.net
  • Homework
    • 20% of the grade is based on homework/facebook assignments
    • 3 Powerpoint Presentations (12 Points)
    • Topics which are discussed in class
    • Submission: one week before topic is discussed in class – e.g. newspaper or magazines (end of next week) – for example, the history of newspapers in Korea.
    • At least 5 Slides (with text and photos)
    • Best presentation of the week, gets bonus point
    • Smaller written homeworks (8 points)
  • What is a good homework?
    • Choose a topic that might be interesting/new to your professor
    • Choose a topic that might be interesting/new to other students
    • Do some search on the topic
    • Write the most important facts on the topic
    • Add some interesting photos to make the presentation more visually attractive
  • Sut Jhally on Media Education Sut Jhally, Ph.D. Professor of Communication University of Massachusetts Source: Media Education Foundation
  • Summary of Jhally’s Talk
    • Why does media education matter?
    • BECAUSE:
    • We should be aware of things that influence daily life
    • Media is everywhere / Media is our environment
    • We are influenced by media in a way, we even do not realize (if something is in the environment all the time, you stop paying attention to it)
    • Media is produced by an industry – by people we do not even know
    • Makes people active agents and helps them to see the world more clearly.
  • Summary of Jhally’s Talk
    • Media education does not show how you should act in the world – BUT gives an understanding what effect media have – people are free to make choices themselves.
  • Media Everywhere
    • “ Does a fish know its wet?”
    • “ No”
    • Marshall McLuhan
    • Media surround and influence us, but we are not aware of it.
  • Discussion
    • What media did you use today?
  • Important Abilities
    • A critical thinking skill enabling students to develop independent judgments about media content.
    • An understanding of the process of mass communication.
    • An awareness of the impact of media on the individual and society.
    • Strategies for analyzing and discussing media messages.
    • An understanding of media content as a text that provides insight into our culture and our lives.
  • Important Abilities
    • An understanding of the ethical and moral obligations of media practitioners.
    • The ability to distinguish emotional from reasoned reactions when responding to content and to act accordingly.
    • Development of heightened expectations of media content.
    • The ability to think critically about media messages, no matter how credible their sources (selection).
  • Important Questions
    • Who sent this message?
    • What techniques are used to attract my attention?
    • How might other people understand this message?
    • What values are represented or omitted in this message?
    • Why was this message sent?
  • Communication defined
    • Harold Lasswell (1948):
    • Who ?
    • Says what ?
    • Through which channel?
    • To whom ?
    • With what effect ?
    • Harold Lasswell (1948):
    • Who ? (source)
    • Says what ? (message)
    • Through which channel? (medium)
    • To whom ? (receiver)
    • With what effect ?
  • Osgood and Schramm’s Model (1954)
      • Encoding : Transferring a message into understandable signs or symbols (speaking, writing, etc.)
    • Decoding : Signs or symbols are interpreted (listening, reading, watching, etc.)
    Model of Interpersonal Communication (No Source!)
  • Result of Minute Paper
    • Most interesting?
    • Hallym Newspaper; encoding;
    • Least interesting?
    • Video – it is so fast and hard to understand;
    • Most unclear?
    • Encoding-decoding;
    • Most important?
    • Encoding-decoding;
    • Others?
    • I have no confidence to speak English; I already learned about
  • Osgood and Schramm’s Model (1954)
      • Encoding : Transferring a message into understandable signs or symbols (speaking, writing, etc.)
    • Decoding : Signs or symbols are interpreted (listening, reading, watching, etc.)
    Model of Interpersonal Communication (No Source!)
  • Mass Medium defined
    • The telephone is the medium that carries my voice to my friend across town.
    • When the medium is a technology that carries messages to a large number of people (e.g. newspaper, radio, television) – we call it mass medium (plural: media).
  • Mass Communication defined Mass Communication is the process of creating shared meaning between the mass media and their audiences.
  • Types of Communication
  • Interpersonal vs. Mass Communication
  • Interpersonal vs. Mass Communication
  • What is Culture?
    • “ Culture is learned , socially acquired traditions and lifestyles of the members of a society, including their patterned, repetitive ways of thinking, feeling and acting.” (Harris 1983)
  • What is Culture?
    • Shared Meanings are an important part of culture – you see a photo and have associations.
    • Creation and maintenance of a more or less common culture and shared meanings occur through communication, including mass communication.
    • Friends, parents, religion, teachers, politicians, and media.
    • Culture defines our realities and thereby shapes the ways we think, feel, and act. (e.g., how you think about food, about the color of your skin, etc.)
  • Culture’s Positive/Negatives Sides
    • Positive and helpful:
    • Provides guidelines for behavior
    • Should I use chopsticks or a spoon to eat a soup?
    • How far should I stand away when speaking with somebody?
    • Negative:
    • Are thin or fat people beautiful? (different beauty ideals)
      • 81% of all 10-year-old girls in the US are afraid of being fat.
    • Are foreigners good or bad people? (which one?)
    • Where did we learn this??
  • Culture’s Positive/Negative Sides
    • Culture unites people, however also divides them:
    • What learned perceptions do people in another country have e.g. about Koreans?
    • Culture also divides people – people from another culture are not a part and excluded – sometimes also discriminated, etc.
  • Discussion
    • Can you give any examples for culture’s positive or negative side?
  • Mass Media as Cultural Storytellers
    • A culture’s values and beliefs reside in the stories it tells.
    • Who are the good guys?
    • Who are the bad guys?
    • How many of our childhood heroines were fat?
    • How many good guys dressed in black?
    • How many heroines lived happily ever after without marrying Prince Charming?
    • Storytellers have a remarkable opportunity to shape culture.
  • Mass Media as Cultural Storytellers
    • The storytellers also have responsibility to do their job in a responsible and ethical way!
    • BUT also the audience has responsibility.
    • The audience should not just be entertained but learn about the world around, understand the values, the way things work.
  • Mass Media as Cultural Storytellers
    • The audience – YOU - have responsibility to question the storytellers and their stories!
    • To ask what such stories tell about your culture and what it says about cultural values within your culture.
    • If you do not do – you cannot construct your own meaning!
  • Mass Media as Storytellers
    • Mass media has become a primary forum for the debate about our culture:
    • Who is good and bad?
    • Who is patriotic?
    • What is the meaning of “beautiful”, “honest”, “moral”, “successful”, etc.
    • What food is healthy?
    • Who should have the power over these media:
    • Media industries or audiences?
  • Mass Media as Storytellers
  • Mass Media as Storytellers Source: Media Education Foundation
  • Mass Media as Storytellers
    • Summary Video “The Electronic Storyteller”:
    • Most that we know we have never personally experienced, but heard in stories.
    • When viewers see the same images over and over on TV, viewers tend to confuse the fictional world with the real world (cultivation) – especially heavy viewers.
    • No much violence imitation, but heavy viewers cultivate a fear of a dangerous world.
  • Mass Media as Storytellers
    • Summary Video “The Electronic Storyteller”:
    • Casting and fate:
    • What is appropriate for a woman/man?
    • Young women are reduced to bodies and sexuality
    • Males are often shown as controlling and aggressive
    • Females are shown as more dependent and victims
    • Who is shown in the media and how are they shown is important!!
  • Arabs on Television
  • Mass Media as Storytellers
    • Oh, I come from a land from a faraway place,
    • Where the caravan camels roam,
    • Where they cut off your ears if they don’t like your face .
    • It’s barbaric, but hey, it’s home.
    • Oh, I come from a land from a faraway place,
    • Where the caravan camels roam.
    • Where it’s flat and immense and the heat is intense .
    • It’s barbaric, but hey, it’s home.
  • Discussion
    • What do you know of Muslims?
    • How have the events of September 11, 2001, changed that?
    • How were your images before, how are they now?
  • Media as Storytellers
  • Mass Media as Storytellers Source: Prieler et al. 2008 Note: Percentage of commercials featuring male/female within all commercials featuring people (male and female and different age groups together possible)
  • Discussion
    • Who were your childhood heroes and heroines?
    • Why did you choose them?
    • What cultural lessons did you learn from them?
  • My childhood heroe: Pumuckl
  • Minute Paper
    • Most interesting?
    • Least interesting?
    • Most unclear?
    • Most important?
    • Others?
  • See you next time!