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Theories of Communication
MMC110
Instructed by Hillarie Zimmermann
Today’s Class
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Lab Details
Course Description
Course Blog
Activity - Introductions
Chapter 1 - Review
Activity – Post a comment on the blog
Review homework
A bit about me ….
Lab Details
•Power button is on the back of the computer –
left hand side
•Dual boot screen – “Boot-camp”
•Choose your preference (PC or Mac)
•Single click
•Turn on your instructor screen by pushing
directly up
•Choose: “Student” - Password: create
Course Description
• Introductory course to the theory behind mass media
communication
• Exploration of successful communication strategies
• Development of a theoretical foundation needed to understand
mass media communication
• Topics covered will include
• analysis and brief history of Canadian print, radio, sound
recording, internet, film, television, and news media
• knowing and targeting an audience
• Advertising
• public relations
• media responsibility
• the effects of mass media communication
Course Requirements
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Attendance
Assignments
Essay and Presentation
Demonstrated Student Leadership
Evaluation
Deliverables
% of Final
Mark
Assignments
50%
Essay and Presentation
30%
Demonstrated Leadership
20%
Required Materials for the Course
1. Vivian, John and Peter Maurin. The Media of Mass
Communication
2. A set of headphones that connect to the computers
in class.
3. A functioning email account that you can access at
the college and/or a USB flash drive for storage.
Course Blog
mmc110.wordpress.com
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Weekly Comments
Homework
Class presentation
Hot Com Links
Assignments
Grades
Activity - Introductions
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Theory Matching Activity
Name
Where you are from
What you’ve been doing
Why you are taking this course
Something we can’t guess by
looking at you
Chapter 1 - Review
Key Point
The mass media convey
mass messages to mass
audiences through the
process of
communication.
Definitions
mass audiences: recipients of mass messages
mass media: vehicles that carry messages
mass message: what is communicated
mass communication: many recipients; not face to
face; a process
Media Theory
• Models/Theory can help our understanding of
communication processes
• Toronto or Canadian School
• Marshall McLuhan: The Medium is the Message
• Harold Innis: Time and Space
Marshall McLuhan
The Medium is the Message
What do you think this means?
Harold Innis
• Time and Space
• Communication model based on a bias in
communication
• Main hypothesis: the type of social organization in a
society was signified by the types of media that each
used to communicate information
Other Media Models
• Entertainment and Information
• Elitist versus Populist
Importance of Mass Media
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Pervasiveness
Information Source
Entertainment Source
Persuasion Forum
Primary Mass Media
• Print Technology
Books, magazines, newspapers
• Chemical Technology
Movies, video
• Electronic Technology
Television, radio, web
Media Conglomeration
Media ownership consolidation
• Concentration of ownership
• Convergence
Convergence in Canada
• CTVglobemedia - CTVglobemedia Inc. is Canada's premier multimedia company with
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ownership of CTV, Canada’s No. 1 television network, and The Globe and Mail,
Canada’s No. 1 national newspaper. CTV Inc. owns and operates 27 conventional
stations across the country, with interests in 30 specialty channels, including
Canada’s No. 1 specialty channel, TSN. CTVglobemedia also owns the CHUM Radio
Division, which operates 34 radio stations throughout Canada, including CHUM FM,
Canada’s No. 1 FM station.
CanWest Global
Quebecor
Rogers Media
Corus Entertainment
Final Points
• Models/Theory are a useful way to understand mass
media.
• There are various types of mass media.
• Mass media are vehicles of information,
entertainment, persuasion and social cohesion.
Activity – Blog comment
• Take some time to leave a comment on “Week 1” on
the Blog.
• Under Week 1 watch the grand prize winner for television
advertisements – 2010 Clio Awards
• Leave a comment
• Ask me if you have any problems/questions.
Homework
• Read Chapter 1 if you have not already done so
• Pre-read Chapter 13 for next class
• Comment on weeks 1 & 2 on blog (comment on
Week 1 in class before you leave)
• Remember you will always be commenting on the upcoming week