THE MASS MEDIA

Chapter 1

Before anything else, preparation is the keyto success.

Alexander Graham Bell

I. Communication Theory* A. Originator B. Message C. Medium

1. Communication vehicle 2. Communications vehicle a. non-broadcast media b. broadcast media

D. Receiver 1. Detector 2. Target

II. Broadcast Communication Theory* A. Originator 1. Source 2. Constructor

B. Message 1. Script 2. A/V Rendering C. Medium 1. Distributor 2. Broadcasters 3. Non-broadcaster

D. Receiver 1. Physiological filter 2. Experiential filter 3. Response mechanism

III. Restrictions A. Governmental Constraints B. “Marketplace of Ideas”

C. Journalistic Categories of Media* 1. Libertarian 2. Social responsibility 3. Authoritarian 4. Totalitarian 5. (Emerging)

D. Responsibilities

IV. Demographics A. Target Audience 1. Categories 2. Psychographics B. Gaining Attention of the Target Audience

1. Radio/TV audience (non-captive) a. distractions b. emotional empathy required 2. Movie audience (captive)

C. Demographical Problems 1. Formats 2. Narrowcasting 3. Ratings D. Demographical History

V. Working With Broadcast Media A. Radio 1. Capabilities 2. Drama requires a narrator

B. Television 1. Capabilities 2. The “closeup” 3. Television is a combination of media a. radio

b. film c. theater 4. Time and space a. financial limitations i. screen ii. set

5. Presenting material on television a. number of characters b. visual versus aural

VI. Subject Matter A. Censorable Material 1. FCC regulations a. “Safe Harbor” b. “Miller Test” 2. Telecommunications Act of 1996

B. Controversial Material 1. Generally greatest concern 2. Ratings role 3. Personal attitudes