Introduction to Mass Communication: Media Literacy and Culture 8 th edition

Transcription

1 Introduction to Mass Communication: Media Literacy and Culture 8 th edition Stanley J. Baran 2014 by McGraw-Hill Education

2 Chapter 1 Mass Communication, Culture, and Media Literacy 2014 by McGraw-Hill Education

3 What Is Mass Communication? Communication: the transmission of a message from a source to a receiver. Ø Must be sharing (or correspondence) of meaning Ø Feedback Ø Interpersonal communication 2014 by McGraw-Hill Education 1-3

4 Communication Occurs When? 2014 by McGraw-Hill Education 1-4

5 What Is Mass Communication? Media plural of medium Messages are encoded Once received, messages are decoded Ø Noise Ø Medium 2014 by McGraw-Hill Education 1-5

6 What Is Mass Communication? Osgood and Schramm s Model of Communication Source: From The Process and Effects of Mass Communication by Wilbur Lang Schramm, Reprinted by permission of Wilbur Schramm s heirs by McGraw-Hill Education 1-6

7 What Is Mass Communication? Mass communication: the process of creating shared meaning between the mass media and their audience. Schramm s mass communication model represents feedback by inferential feedback indirect rather than direct by McGraw-Hill Education 1-7

8 What Is Mass Communication? Schramm s Model of Mass Communication Source: From The Process and Effects of Mass Communication by Wilbur Lang Schramm, Reprinted by permission of Wilbur Schramm s heirs by McGraw-Hill Education 1-8

9 What Is Mass Communication? 2014 by McGraw-Hill Education 1-9

10 What Is Mass Communication? Cultural definition of communication (1975) Ø James W. Carey: Communication is a symbolic process whereby reality is produced, maintained, repaired and transformed. Ø Carey s updated definition (1989) asserts that communication and reality are linked. It s truest purpose is to maintain ever-evolving, fragile cultures; communication is that sacred ceremony that draws persons together in fellowship and commonality by McGraw-Hill Education 1-10

11 What Is Culture? Culture: the learned, socially acquired traditions and lifestyles of the members of a society, including their patterned, repetitive ways of thinking, feeling, and acting. Culture lends significance to human experience by selecting from and organizing it. It refers broadly to the forms through which people make sense of their lives, rather than more narrowly to the opera or art of museums. Culture is the medium evolved by humans to survive. Nothing is free from cultural influences. It is the keystone in civilization s arch and is the medium through which all of life s events must flow. We are culture by McGraw-Hill Education 1-11

12 What Is Culture? Culture: is an historically transmitted pattern of meanings embodied in symbolic forms by means of which [people] communicate, perpetuate, and develop their knowledge about and attitudes toward life by McGraw-Hill Education 1-12

13 What Is Culture? Culture: the learned behavior of members of a given social group. Culture as Socially Constructed Shared Meaning Functions and Effects of Culture: Ø Limits our options and provides guidelines Ø Culture s limiting effects can be negative Ø Dominant culture 2014 by McGraw-Hill Education 1-13

14 What Is Culture? Cultural values can be contested Ø Bounded cultures Ø Divide and/or unite Ø Culture/communication Ø Differentiation can divide 2014 by McGraw-Hill Education 1-14

15 Mass Communication and Culture Our stories help define our culture The aim is to shape in a professional and ethical way 2014 by McGraw-Hill Education 1-15

16 Scope and Nature of Mass Media The role of technology Ø Technological determinism The role of money 2014 by McGraw-Hill Education 1-16

17 Scope and Nature of Mass Media Technology can be our best friend, and technology can also be the biggest party pooper in our lives. It interrupts our own story, interrupts our ability to have a thought or daydream, to imagine something wonderful because we re too busy bridging the walk from the cafeteria back to the office on the cell phone. Steven Spielberg 2014 by McGraw-Hill Education 1-17

18 Scope and Nature of Mass Media 2014 by McGraw-Hill Education 1-18

19 Mass Communication, Culture, and Media Literacy Media literacy Literate culture Oral or preliterate cultures 2014 by McGraw-Hill Education 1-19

20 The Gutenberg Revolution Printing Press The Impact of Print The Industrial Revolution 2014 by McGraw-Hill Education 1-20

21 Media Literacy Critical thinking that leads to independent judgments Understanding the process of mass communication Awareness of impact of media on the individual and society Strategies for analyzing and discussing media messages 2014 by McGraw-Hill Education 1-21

22 Media Literacy Understanding of media content as insight into our cultures/lives Ability to enjoy, understand, and appreciate media content Development of effective and responsible production skills Understanding of the ethical and moral obligations of media practitioners 2014 by McGraw-Hill Education 1-22

23 Media Literacy Skills Understand content Pay attention Filter out noise 2014 by McGraw-Hill Education 1-23

24 Media Literacy Skills Respect for power of messages Ø Third-person effect Emotion vs. reason Heightened expectations of content 2014 by McGraw-Hill Education 1-24

25 Media Literacy Skills Genre conventions Ø Genre Ø Conventions Ability to think critically Knowledge of internal language Ø Production values 2014 by McGraw-Hill Education 1-25