ENG 6328 Week 1

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Understanding Media in the
Digital Age, 1/e
Everette E. Dennis
Melvin L. DeFleur
Prepared by Todd
Chambers, Ph.D.
Texas Tech
University
Copyright © 2010 Pearson Education. All rights reserved.

UNDERSTANDING
COMMUNICATION
CONCEPTS IN THE
INTERNET AGE
Chapter 1

Studying Media Strategically
 Leadership
 Management

Historical Perspective
 How were our present media shaped by the
events, trends, policies, and characteristics
of society?
 How do our media select, process, and
disseminate various categories of content?
 What assumptions and forecasts can we make
about the media we will have in the future and
what they will offer to their audiences in the
years ahead?

Voices of Experience
 Technology
 Institutions
 The actual voices of
communication

The Interpersonal Communication
Process
Sharing Meaning with Verbal and
Non-Verbal Symbols
 Mediated communication
 Language

A Basic Model of Human
Communication
 Claude Shannon & Warren Weaver
 Bell Laboratories
 Improving signals with less chance for
error
 Linear model of communication
 Advantage: simple
 Disadvantage: lacks interactive,
transactional process of communication

The Shannon & Weaver Model

Source-Channel-Receiver
 Source
 Encoding
 Decoding
 Noise

Communicating Accurately
 The Accuracy Principle
 The Feedback Principle
 The Role-Taking Principle

The Mass Communication Process
Developing a concise definition of mass
communication
 senders are professional communicators
 intended meanings are encoded by specialists
 message is transmitted by specialized media
 large and diverse audiences decode the information
 individual receivers in the audience interpret
meaning from the information
 receivers are influenced in some way by the
information

Developing a Concise Definition
 Mass communication is a process in which
professional communicators design and use media to
disseminate messages widely, rapidly, and continually
in order to arouse intended meanings in large,
diverse, and selectively attending audiences, in
attempts to influence them in a variety of ways.

Question to think about
 Do social media fit into that
definition of mass communication?

Which Media are the Mass Media?
 Publishing
 Film
 Electronic Media

Comparing Face-to-Face and Mass
Communication
Consequences of
Using Any Medium
 Lack of immediate
feedback
 Loss of accuracy
 Limitation on
effective role-taking

The Consequences of Large, Diverse
Audiences
 aggregated audiences
 limited attention span
 entertained, rather than enlightened
 loses interest in any subject that makes
intellectual demands

NAVIGATING CHANGE: THE
RISE OF DIGITAL AND
GLOBAL MEDIA
Chapter 2

The Dawn of the Digital Age
 Agrarian Age
 Industrial Revolution
 Information Age
 Information Society
Copyright © 2010 Person Education. All rights reserved.

History of the Digital Revolution
 Marshall McLuhan, the global village
 The Early Days, 1970s-1980s
 Boom and Bust, 1994-1999
 Reemergence, 2002-

History of the Digital Revolution
 Economic
 Technological
Innovation
 Government and
Legal
Forces influencing the revolution

The Speed of Change in a Digital
Age
Adopting Technological Innovations
Diffusion of Innovation (Rogers & Shoemaker,
1971)
 innovation
 adoption
 adoption curve

Question to think about
 How would you describe yourself
in terms of the adoption curve for –
-DVD
-DVR
-Facebook

Defining Communication in a
Digital Society
 Mass Communication
 Addressable Communication
 Personal Media
 Intermediate Communication

Defining Communication in a
Digital Society
Intermediate communication uses technology to
create communities for like-minded people with
similar interests or the same political or social
views.

Concerns about the digital
revolution
 T.S. Eliot
-Where is the wisdom we have lost in
knowledge?
-Where is the knowledge we have lost in
information?

Challenges of Media Study in a
Digital Age
 Laswell’s Functions of the Media
-Surveillance
-Correlation
-Transmission
-Entertainment

Challenges of Media Study in a
Digital Age
A media practitioner’s view
 Informing
 Influencing
 Entertaining
 Providing a marketplace for goods and
services

The Spread of Global Media
Cultural Imperialism
-The West is the Best
-Transform culture
-Dominate culture
-News Flow

US and European media
 widespread global distribution
 limited choices of media in home
countries
 attractive alternative to locally produced
content
 desire to adopt or want to adopt Western
values
 the West deliberately engages in cultural
imperialism

“Relative Exportability”

ENG 6328 Week 1

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