Mass Communication 1

Focus Questions

1. How do media shape our thinking?2. To what extent is news constructed, or

created?3. Does mass communication foster a global

village?4. What is the mean world syndrome?5. How can you develop media literacy?

Mass Communication 2

Mass Communication Two (three) questions to answer… Understanding Mass Communication

Media and Information Media and Entertainment Media vs. Perception

Media History Marshall McLuhan: “… the dominant media at any given

time in a society strongly shape both individual and collective life.”

Four distinct eras

Mass Communication 3

Four Eras by Media The Tribal Epoch (Talking – Hearing)

Face to face oral communication The Literate Epoch (Alphabet – Sight)

Symbols in written form; requires less memory; sight supplants hearing

Linear communication; sequential logic The Print Epoch (Book – Sight)

Inaugurating industrial revolution (McLuhan, 1962) Mass-produced writing: Homogeneity vs. Fragmented communities

The Electronic Epoch (Telegraph – Hearing & Sight) Increased contact via electronic media – “Global Village” Isolated people vs. Personal interaction

Mass Communication 4

Functions and Effects Gratification

Uses and gratification theory People control & select to gratify themselves (active agent)

Agenda Setting Spotlighting (select and call to public attention) Gatekeeper (Lewin, 1947)

Cultivation Cultivation theory: Cumulative process Violence, Stereotypes Mainstreaming & Resonance

Supporting Dominant Social System Prevailing power relations, perspectives, ideology

Mass Communication 5

Challenges for Interacting withMass Communication

Develop Media Literacy Realistically assess media’s influence Become aware of patterns in media Actively interrogate media messages (pp. 343-344: 5

checking questions) Expose yourself to a range of media sources Focus on your motivations for engaging media

Respond Actively Assume an active role (resist and redefine the

messages of mass media)