This chapter discusses the relationship between media and culture. It defines culture and mass communication/media. Marshall McLuhan's theory that "the medium is the message" is introduced, which argues that media themselves shape society more than any content they carry. The chapter explores how culture and media influence each other and the roles media play in society, such as to inform, entertain, and serve as a public forum. It also discusses concepts like convergence and popular culture and how media literacy is important.
Mass communication: A critical, social scientific and cultural approachDr. Aitza Haddad Nuñez
Chapter 1: Mass Communication: A Critical Approach Chapter 15: Social Scientific and Cultural Approaches to Media Research Campbell, R., et al. (2011). Media Essentials: A Brief Introduction. Bedford/St.Martin’s. p.3-29, p.420-443
A presentation that briefly entails the major theories of mass communication. Spiral of silence,Two step flow theory,Multi-step flow, cultivation theory,mean world syndrome and normative theories.
What is gatekeeping Theory and Who presented it? Who used this Gatekeeping Theory in Mass Communication? what is the process and what are the main Features of Gatekeeping Theory?
This presentation is a contribution to the definition of the New Media concept. Prepared by Ismail H. Polat. (Instructor in New Media Department @ Kadir Has University, Istanbul.
Knowledge Gap Hypothesis:
Introduction:
This theory is concerned mainly with “information” and “knowledge” and emphasizes that knowledge is not distributed equally throughout society.
There are haves and have-nots with regard to information just as material wealth Information is very important in our society because any developed country depends on well-informed citizens.
It appears certain that information will be even more important in the future as we move into an increasingly technological age.
Many contemporary issues will require information and an informed public for the solutions for such issues.
Role of mass communication:
* One of the great promises of mass communication is that it provides people with information they need.
* It has the potential of reaching people who have not been reached by other means (poor and undeveloped people).
One example of an effort to use mass communication to provide information to the disadvantaged is the “educational TV program” Sesame Street (which combined information with entertainment for preschool Children.).
Other mass communication efforts that have the advantage of getting information to people usually not reached
is the televised presidential debates that might take the presidential election campaigns to people who would not normally be exposed to the campaign.
The attempts to increase people’s quantities of information from mass media might have some unexpected or undesirable effects.
This undesirable possibility is that mass communication might actually have the effect of increasing the gap in knowledge between members of different social classes. This possibility is called: “ Knowledge gap Hypothesis”.
The authors of Knowledge Gap Hypothesis:
• § The Knowledge Gap Hypothesis was first proposed in 1970 by Tichenor, Donohue and OLien. Mostly, it is known as Tichenor et al or Tichenor and his colleagues’ hypothesis.
Tichenor et al . Stated the KG Hypothesis as follow:
“As the infusion of mass media information into a social system increases, segments of the population with higher socio-economic status tend to acquire this information at a faster rate than the lower status segments, so that the gap in knowledge between these two segments tend to increase rather than decrease”.
The hypothesis predicts that:
• § People of both high and low socioeconomic status will gain in knowledge because of the additional information, but that persons of higher socioeconomic status will gain more.
• § This would mean that the relative gap in knowledge between the well-to-do and less well-off would increase.
Tichenor and his colleagues suggest that:
The K. G. is particularly likely to occur in such areas of general interest as public affairs and science news. It is less likely to occur in more specific areas that are related to people’s particular interests-areas like sports or garden care.
Mass communication: A critical, social scientific and cultural approachDr. Aitza Haddad Nuñez
Chapter 1: Mass Communication: A Critical Approach Chapter 15: Social Scientific and Cultural Approaches to Media Research Campbell, R., et al. (2011). Media Essentials: A Brief Introduction. Bedford/St.Martin’s. p.3-29, p.420-443
A presentation that briefly entails the major theories of mass communication. Spiral of silence,Two step flow theory,Multi-step flow, cultivation theory,mean world syndrome and normative theories.
What is gatekeeping Theory and Who presented it? Who used this Gatekeeping Theory in Mass Communication? what is the process and what are the main Features of Gatekeeping Theory?
This presentation is a contribution to the definition of the New Media concept. Prepared by Ismail H. Polat. (Instructor in New Media Department @ Kadir Has University, Istanbul.
Knowledge Gap Hypothesis:
Introduction:
This theory is concerned mainly with “information” and “knowledge” and emphasizes that knowledge is not distributed equally throughout society.
There are haves and have-nots with regard to information just as material wealth Information is very important in our society because any developed country depends on well-informed citizens.
It appears certain that information will be even more important in the future as we move into an increasingly technological age.
Many contemporary issues will require information and an informed public for the solutions for such issues.
Role of mass communication:
* One of the great promises of mass communication is that it provides people with information they need.
* It has the potential of reaching people who have not been reached by other means (poor and undeveloped people).
One example of an effort to use mass communication to provide information to the disadvantaged is the “educational TV program” Sesame Street (which combined information with entertainment for preschool Children.).
Other mass communication efforts that have the advantage of getting information to people usually not reached
is the televised presidential debates that might take the presidential election campaigns to people who would not normally be exposed to the campaign.
The attempts to increase people’s quantities of information from mass media might have some unexpected or undesirable effects.
This undesirable possibility is that mass communication might actually have the effect of increasing the gap in knowledge between members of different social classes. This possibility is called: “ Knowledge gap Hypothesis”.
The authors of Knowledge Gap Hypothesis:
• § The Knowledge Gap Hypothesis was first proposed in 1970 by Tichenor, Donohue and OLien. Mostly, it is known as Tichenor et al or Tichenor and his colleagues’ hypothesis.
Tichenor et al . Stated the KG Hypothesis as follow:
“As the infusion of mass media information into a social system increases, segments of the population with higher socio-economic status tend to acquire this information at a faster rate than the lower status segments, so that the gap in knowledge between these two segments tend to increase rather than decrease”.
The hypothesis predicts that:
• § People of both high and low socioeconomic status will gain in knowledge because of the additional information, but that persons of higher socioeconomic status will gain more.
• § This would mean that the relative gap in knowledge between the well-to-do and less well-off would increase.
Tichenor and his colleagues suggest that:
The K. G. is particularly likely to occur in such areas of general interest as public affairs and science news. It is less likely to occur in more specific areas that are related to people’s particular interests-areas like sports or garden care.
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An introduction to gauging the impact of social-media on society in this media saturated, hyper-networked, über-techie, digitally innovative world.
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Dr. Julie B. Wiest, assistant professor of sociology at West Chester University, puts together this slideshow for her Intro to Sociology students on their first day.
In a May 9, 2024 paper, Juri Opitz from the University of Zurich, along with Shira Wein and Nathan Schneider form Georgetown University, discussed the importance of linguistic expertise in natural language processing (NLP) in an era dominated by large language models (LLMs).
The authors explained that while machine translation (MT) previously relied heavily on linguists, the landscape has shifted. “Linguistics is no longer front and center in the way we build NLP systems,” they said. With the emergence of LLMs, which can generate fluent text without the need for specialized modules to handle grammar or semantic coherence, the need for linguistic expertise in NLP is being questioned.
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Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
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Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
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Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
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Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
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Welcome to the new Mizzima Weekly !
Mizzima Media Group is pleased to announce the relaunch of Mizzima Weekly. Mizzima is dedicated to helping our readers and viewers keep up to date on the latest developments in Myanmar and related to Myanmar by offering analysis and insight into the subjects that matter. Our websites and our social media channels provide readers and viewers with up-to-the-minute and up-to-date news, which we don’t necessarily need to replicate in our Mizzima Weekly magazine. But where we see a gap is in providing more analysis, insight and in-depth coverage of Myanmar, that is of particular interest to a range of readers.
Mass Media and Society, Chapter 1: Media and Culture
1. Mass Media and Society
Chapter 1: Media and Culture
Jan. 17, 2014
2. Chapter 1:
Media and Culture
• Mass communication and
mass media
• How culture affects
media, and media affect
culture
• The roles played by
media in society
3. Chapter 1:
Media and Culture
•
•
•
•
Convergence
Free speech
Popular culture
Media literacy
4. Understanding
Media and Culture
• What is culture?
• “A particular way of life
and how that life is acted
out each day in works,
practices and activities”
5. Defining culture
• “The expressed and
shared values, attitudes,
beliefs, and practices of a
social group, organization
or institution”
• “Culture should not be
easy to define”
6. Marshall McLuhan
• “The medium is the
message”
• 1950s to 1980
• Media themselves are
more important than any
content they carry
7. Marshall McLuhan
• Media influence how the
brain works and
processes
information, creating new
patterns of thought and
behavior
• Dominant media shape
society
9. Media
• The word media is plural!
• A medium is simply an
instrument or means of
communication
• Mass media: means of
transmission designed to
reach a wide audience
10. Mass media
• Radio, film, newspapers,
magazines, books, video
games, websites, blogs, p
odcasts, video sharing
11. The evolution
of media
• Gutenberg’s 15th century
invention of the printing
press made the mass
production of print media
possible.
12. Newspapers
• As the United States
developed, print
newspapers helped give
expression to developing
American culture.
• Helped create an
“imagined community”
13. Radio and rise of
television
• 17,000 TVs in 1946;
within 7 years, in 1 of 3
U.S. households
• Cable television spreads
in 1980s and 1990s
14. What do media do
for us?
• Inform and entertain
• Serve as public forum
• Monitor government and
institutions
• Watergate
• N.J. bridge scandal:
Bergen Record
15.
16. Convergence
• Process by which
previously distinct
technologies come to
share content, tasks and
resources
• Smartphones; news
stories appearing on
multiple platforms
18. Media shape culture
and vice versa
• Free
speech, obscenity, copyri
ght law
• Persuasion and
propaganda
• Gatekeepers
19. Mass media and
popular culture
• Pop culture: The media
products and attitudes
that are part of the
mainstream of a culture
and the everyday life of
common people
• Tastemakers and
crowdsourcing
20. Media Literacy
• The ability to access,
analyze, and
communicate information.
• Skeptically examine the
media messages we
receive.
21. 5 core concepts of
media literacy
•
•
•
•
Messages constructed
Using own language
Different experiences
Embedded
values/viewpoint
• Organized to gain
profit/power
