Transcript Mass Communication a critical approach

Mass Communication
a critical approach
Campbell
Chapter 1
Definitions
Communication (linear v. cultural)
Creating symbols systems
Culture
Common symbols
Mass Communication
Communication to large audiences
Mass Media
Culture industries based on technology
Campbell
Chapter 1
Development of Media
Print (Books, Newspapers, Magazines)
Electronic by wire (telegraph, telephone)
Physical/Chemical ( phonograph, film)
Electronic by electromagnetism (radio, television, satellite)
Convergence:
Cable Television
Analog to Digital
Specific Industries to Conglomeration
Campbell
Chapter 1
Digital and Converged
 Digital converts information (letters,
images, sounds) into binary code…0’s and
1’s…the language of computers.
 Once digital, information can be shared
among different media much more easily.
 Convergence refers, in part, to the digital
marriage of different media via computers.
 Convergence also refers to newspaper,
broadcast, and internet outlets under one
corporate roof.
Campbell
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Campbell
Chapter 1
Campbell
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Cultural Contexts
 Cultural institutions/cultural industries:
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Media (news/entertainment)
Schools
Art
Law
Politics?
 News-delivery technologies
 the new overlaps the old
 the old struggles to retain vitality
Campbell
Chapter 1
Culture as Skyscraper
--Jackson Lears p. 12
“Culture..was becoming
increasingly organized
during the twentieth
century. And the model
for that organization was
the hierarchical,
bureaucratic corporation.
Campbell
Chapter 1
Media Ethics
 Herbert Gans:
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High culture
Low culture
Different media for each
But many people consume both
 Is Jerry Springer “ethical”?
 Is the New York Times ethical?
 Corporate truth: ethics and law differ
Campbell
Chapter 1
Shifting values
 Among the four values of the modern
period:
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Individuality
Confidence in reason and science
Working efficiently
Rejecting tradition
 Postmodern culture (present)
changes modern values
Campbell
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Postmodern values
 Four features of the Postmodern:
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Opposing hierarchy
Diversifying and recycling culture
Doubts about scientific reasoning
Embracing paradox
…but loves technology
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The Media Storytellers
 Events must be transformed into stories.
 Stories play by rules:
 beginning
 conflict
 ending
 In crisis lies chaos, and facts are hard to
get.
 But reporters must tell a story…
 Now!
Campbell
Chapter 1
Media Literacy
 Critical approach, not cynical pose
 Pay close attention
 Analysis of facts, not mere counting
of facts
 Interpretation and meaning
 Ethical/moral evaluation of meaning
 What does Lara Croft mean?
 Do you support what it means?
Campbell
Chapter 1