Introduction to Mass Media
MEDIA IN A CHANGING WORLD
Ability to understand & make productive
use of the media in one’s life.
▪ Understanding the effect media can have on you
& the society around you.
▪ The difference between being victimized &
being in control of media’s influence.
Time to Think
▪ How can media victimize some one who is not
▪ Learn how to use media.
▪ Study careers in the media
▪ Research behind-the-scenes employment
▪ Film production, book editing,
▪ Advertising, web site creation, etc
Non-media careers may have a media component.
Communication has many meanings,
▪ Used mainly to refer to interaction between animals &
machines as well as people.
Messages might be
▪ Entertainment, information, or persuasion
▪ They might be verbal or visual, intentional or unintentional.
▪ Includes the study of intrapersonal communication
▪ What are examples of each of these
▪ Messages sent through a medium rather than face-to-face.
▪ Mediated messages transmitted to large, usually widespread
▪ Potential for far greater impact than interpersonal communication.
▪ Which form of mass media do you think can reach the most
people the fastest? How/Why?
▪ Determine what messages will be delivered,
▪ How they will be constructed
▪ When they will be delivered
Sponsors, editors, producers, reporters, and media
executives are gatekeepers
▪ Give me a specific example of a gatekeeper
Converging Communication Media
▪ Convergence technologies
▪ Convergence of industries
▪ Mergers that allow companies to combine their media technologies
Such as a cable TV company acquiring Internet and telephone divisions.
▪ Media mergers that was HUGE?
Converging Communication Media
How many different things can you do with this device?
Technology and Change: The Telegraph
New media technology has changed society at many
points in history.
▪ Introduced in 1844 by Samuel Morse
▪ Why was this significant, What did it do?
Where is the sign up sheet for current events?
I need that back now
If you haven’t signed it you can do so after class
American Media Products Dominate the Global
Freedom of expression in the U.S.
American notion of freedom is embraced internationally.
Many critics consider U.S. media freedom a mixed blessing
▪ Freedom of speech
▪ Ex. Children are exposed to violence and pornography
▪ Western culture & influences imposed on local culture
▪ Impact on dress, behavior, tradition, beliefs, etc
U.S. ideas and customs
▪ Often disliked by other countries & seen as propaganda
Foreign Media in the U.S.
Foreign companies have own a lot of U.S. media.
French, Italian and Chinese films,
▪ Often of exceptional quality and inspire American directors.
▪ Pop groups & television have been influential in the U.S.
What are some well known foreign owned media
Cross merchandizing or cross promotion
▪ Another form of synergy.
Movie studios buy publishing houses
▪ To sell their stories in both movie and print form.
Name as many products as you can for these brands
Media companies/industries often go together
▪ Television networks
▪ Purchase programming from movie studios.
▪ Radio stations
▪ Dependent upon recorded music.
Global competition favors larger companies
Most movies, books, records, etc lose money.
Most new magazines fail within a year or two.
New products have to be developed constantly.
When a product make money
▪ Corporations exploit it in as many markets as possible.
Media and governments around the world
Media is owned & operated by some governments
▪ Have a government owned or controlled media system.
The U.S. has a mixed model
▪ Where most media is privately owned
▪ But regulated by the government.
What are pros/cons of
▪ Govt. owned vs Private owned?
Media and the audience
▪ Content developers might have a particular message in mind but
audience decides what the final meaning is.
All media products survive by audience preference
▪ Do you believe this? Why/Why Not
Audience acceptance establishes new technology.
Audiences wield power as consumer groups.
▪ How do they wield power?
▪ How the media affect society & individuals within society.
▪ Media practices that are governed by law
▪ Such as libel, invasion of privacy, and antitrust actions
▪ Ideas of whether certain media practices
▪ Are right or wrong from a moral point of view.