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- 1. Chapter 11
Mass Media
The aim of this tutorial is to help you learn to
identify and evaluate mass media strategies
and methods.
Copyright © 2021 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
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© McGraw-Hill.
Mass Media Survives through
Advertising
Jeffrey Lott/Swarthmore College
Swarthmore College students and an advisor preparing
stories for their War News Radio show
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© McGraw-Hill.
Mass Media in the United States
We live in an "information age" in which we are bombarded
by an overwhelming amount of data every day.
• The average American spends about nine hours a day using some
form of mass media—newspaper and magazines, television,
smartphones, or the Internet.
• Although most of us claim that we have a healthy skepticism about
what we hear or see, we are more taken in by what the media tells
us than we may think.
• Because of this, it is important that we learn how to think critically when
it comes to evaluating what we see, hear, or read in the media.
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© McGraw-Hill.
Mass Media's Rise
Mass media began with radio and magazines early in the
twentieth century.
• Since the 1950s, more and more of people's experiences have
been shaped by the corporations that control the media.
• Today, digital cable television, mobile media, and the Internet offer
us a dizzying array of media choices.
• While these media options have expanded, media ownership and
control has contracted.
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Hot or Not? 1
• Does the fact that only a
select number of
corporations control the
media affect the quality
and objectivity of the
media?
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© McGraw-Hill.
The News Media
The main source for news information, television news
broadcasts, and newspapers are steadily losing ground to
new media sources, such as the Internet.
• Also, they have shifted their programming away from reporting
government and foreign affairs to entertainment, lifestyle, and
celebrity-scandal news.
• As a result, Americans are no more informed than they were two
decades ago.
• Americans have also become more skeptical about the reliability of
news coverage.
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© McGraw-Hill.
Problems with News Media
In addition to the problems of coverage content, news
media are prone to other problematic practices.
• These include lack of credibility, sensationalism, political or
ideological bias, gender bias, cultural bias, lack of in-depth analysis,
"pay to sway," and confirmation bias.
• As critical thinkers, we cannot assume that the news media is
presenting unbiased and balanced coverage of an event.
• We should also keep in mind that the news being reported is to a
large extent determined by the need to attract and keep advertisers
and to hold the interest of the audience.
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© McGraw-Hill.
In What Ways Does the News Media
Promote Stereotypes and Racism?
Dave Martin/AP Images; Bottom: Chris Graythen/Getty Images
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© McGraw-Hill.
Science Reporting 1
Most of us tend to accept the truth behind "scientific" news
and information.
• However, as with other forms of mass media, we need to remain
skeptical and evaluate so-called "scientific" news just like other
forms of media information.
News reporters are rarely trained in science and
sometimes make mistakes in scientific reporting.
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© McGraw-Hill.
Science Reporting 2
• Scientific findings may also be sensationalized or
misrepresented, such as when they present hypotheses
as factual findings or interpret news in light of cultural
norms and the reporters' own biases.
• Science reporting may be biased in favor of government
policy and the interests of big corporations because of
the dependence on press releases by the reporters.
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© McGraw-Hill.
Evaluating Scientific Reports in the
Media
When evaluating scientific reports in the media, the
following questions are appropriate:
• Who is making the claim?
• What are the credentials and funding of the source?
• What is the background of the reporter?
• Where were the scientific findings first published?
• How are other authorities in the field responding to the report?
• Is the report biased?
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© McGraw-Hill.
Glenn Beck
Theo Wargo/Time Inc./Getty Images
Glenn Beck made several on-air commentary reports on global warming
on his talk show that were accepted by many as fact, although Beck has
no scientific degree or background and didn’t reference any specific
scientific findings
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© McGraw-Hill.
The Internet
The Internet’s impact on our daily lives and global
communication cannot be overestimated.
• According to the American Freshman Survey, most college
freshmen spend more time on social media sites than studying.
• Because of its growing pervasive power and influence, it is crucial
that we learn to think critically about what we see, hear, and post on
the Internet.
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Hot or Not? 2
What do you think is a
healthy or reasonable
amount of time to spend on
the Internet each day?
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© McGraw-Hill.
Social Networking
The Internet is affecting daily life by reshaping social
dynamics among young people.
While these sites are useful communication tools, as
critical thinkers we must learn to think about the
consequences of what we post and to whom.
• What attitudes and feelings are we communicating, both by our
written and graphic postings?
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© McGraw-Hill.
Social Networking Posts: Points to
Consider
Before you post on a social networking site, ask yourself
the following questions:
• What is the goal or intent of this post?
• Who is the intended recipient of the message? Include both
intentional and unintentional recipients in your answer.
• What information is being conveyed?
• What attitudes/feelings are being conveyed in both the verbal and
nonverbal messages?
• Does the message being posted enhance or move me closer to my
life goals?
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© McGraw-Hill.
The Internet as “The Great Equalizer”
The Internet has been hailed as "the great equalizer"
because of its accessibility.
• There is no centralized control of the Internet.
• Unlike television, which is one-way communication, the Internet is open
and accessible to everyone.
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© McGraw-Hill.
Misuse of the Internet: Pornography
and Plagiarism
Pornography is a multibillion-dollar enterprise and one of
the fastest-growing businesses on the Internet.
• The largest consumers of Internet pornography are teenage boys.
Plagiarism, and in particular Internet plagiarism, has raised
concerns about misuse of the Internet.
• Educators are using plagiarism-detection software and Web sites
such as TurnItIn.com to catch student plagiarists.
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© McGraw-Hill.
Media Literacy
• Media Literacy is the ability to understand and critically
analyze the influence of the mass media on our lives, as
well as the ability to use different media forms to access
information.
• Media literacy is important in a democracy, where we
are expected to participate in discussions of issues and
make informed political decisions.
• To foster media literacy skills, we need to employ the
three-tier model of thinking—experience, interpretation,
and analysis.
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© McGraw-Hill.
Evaluating Media Messages 1
When analyzing a media message, consider the following
questions:
• Who created the message?
• What is its purpose?
• What techniques are used to attract and hold your attention?
• What values and points of view are represented in the message?
• What was your reaction to the message?
• Is your interpretation reasonable and well-informed?
• How might others interpret the message differently?
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© McGraw-Hill.
Evaluating Media Messages 2
When analyzing a media message, consider the following
questions:
• Is the message biased?
• Is the message backed by good reasoning and facts?
• What are the possible effects of the message on individuals and
society?
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© McGraw-Hill.
Conclusions
Beginning with radio and magazines and now the Internet,
mass media have greatly increased our access to
information. However, all these forms of mass media must
be critically evaluated to ensure accuracy, balance, and
depth of analysis. Sound critical thinking skills, in
particular, the development of media literacy, are essential
in this process.
