Transcript Mass Communication - Northwest ISD Moodle

What is Mass Communication?

Mass communication is defined as “one
or several senders using printed or
electronic media to communicate with a
large number of people who are not
necessarily present” (O’Conner 477).
What is Mass Communication?

Print Media

Electronic Media
 Books
 Radio
 Newspapers
 Television
 Magazines
 Internet
 Newsletters
 Social Networks
 Journals
Mass Communication Timeline
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1450-Moveable Type
Printing Press
1500-Book Printing
Increases
1690-1st American
Newspaper
1821-1st National
Magazine
1876-Telephone
1894-Radio
1927-Television
 1960-Radio
 1970-Email
 1980-Full Color TV
 1991-World Wide
Web
 2000-Cellular
Technology
 2002-Satellite Radio
 2004-Facebook/
Twitter/Youtube

How Did it All Start?

Printing Press
 1450; Johann Gutenberg
 “moveable type”
 4 million books printed between 1450-1460

Protestant Reformation
 Martin Luther “World’s first true mass
communicator”
 Ninety Five Theses printed in broadsides
and booklets
Newspapers
Early 1618- 1st newspaper prototype in
Holland “Corantos”
 1690-1st American newspaper “Publick
Occurrences”
 By early 1800’s the United States was
known as a “nation of newspaper
readers”

Functions of Newspapers

1. Tools for shaping thought
 Change or reinforce ideas

2. Forums for public discussion
 Society discusses and debates issues

3. The watchdog function
 Inform public of government actions

4. Consumer driven products
 Fuels consumption of goods
Sections Found in a Newspaper
Local/Domestic/National News
 International News
 Business or Finance
 Sports
 Weather
 Classified Ads
 Arts and Entertainment
 Travel and Leisure

Hard vs. Soft News

Hard news-up to the minute news and
events that are reported immediately
 Breaking or front page news

Soft news-background information or
human interest stories (Feature story)
 Reports of people or events told in a
narrative format
Advertising in Newspapers

Display Ads
 Print advertising that
utilizes size, color
illustrations,
photographs and
typography to attract
a readers attention
 Declined to due to TV
and Internet
Advertising in Newspapers

Classified Ads
 “Want Ads”
 Arranged according
to specific categories
or classifications.
 3 Main Categories:
1.
2.
3.
Employment
Real Estate
Automotive
 Significant source of
revenue- up to 40%
Teenagers and Newspapers
Teens
Read a Newspaper in Last 7
Days
Total
55%
Males
53%
Females
56%
Ages 12-14
46%
Ages 15-17
64%
Teenagers and Newspapers
Section
Total
Teens
Males
Females
Ages
12-14
Ages
15-17
Advertising
35%
25%
45%
33%
36%
Classified
27%
28%
27%
16%
39%
Comics
52%
53%
52%
56%
49%
Entertainment
46%
43%
48%
42%
49%
Grocery ads
11%
8%
14%
9%
13%
Horoscope
31%
16%
47%
28%
34%
Local News
29%
25%
33%
23%
36%
National News
22%
22%
21%
16%
28%
Sports
41%
52%
30%
40%
43%
TV Listings
21%
22%
21%
23%
20%
Teenage Research Unlimited