Transcript Chapter 13
Introduction to Communication -- Panama 2012 Chapter 13 Mass Media and Communication . Introduction to Communication -- Panama 2012 • The Importance of Mass Media • What Are Mass Media? • The Individual and the Media • The Individual, Mass Media, and Society • Ethics and Mass Media • Becoming a More Effective Media Consumer Introduction to Communication -- Panama 2012 . Introduction to Communication -- Panama 2012 • Media messages serve several functions • People may bond over similar media interests • Media messages shape how people view the world and other people • Media provide both information and entertainment Introduction to Communication -- Panama 2012 Introduction to Communication -- Panama 2012 Media = plural of medium Mass media = mediated communication for large audiences Culture industries= businesses providing mass media Media Types ◦ ◦ ◦ ◦ ◦ ◦ Newspapers Mass-Market Paperbacks E-Books Television/Movies Radio Popular Music Cultural Heritage Cultural Heritage • Beginning of writing came 15,000 years ago • Cro-Magnon people painted on cave walls • Peoples in the Middle East scratched crude drawing on rock slabs between 5000 and 4500 B.C. • Idea was for people who saw the representations to interpret their intended meanings Cultural Heritage • Chinese and Maya developed systems of ideographic writing Cultural Heritage • About 1700 B.C. symbols were developed to represent sounds rather than whole ideas. This was the beginning of alphabetical writing. Cultural Heritage Portable surfaces on which to write were a critical factor in the development of media Papyrus Cultural Heritage • Libraries of rolled up scrolls of papyrus and parchment were developed Cultural Heritage • Romans developed books as we know them today. Cultural Heritage 13th century saw the rise of secular books Cultural Heritage • Gutenberg Press invented in 1455 Development of Contemporary Media • Books • Newspapers • Magazines • Motion Pictures • Radio and Television • The Internet and World Wide Web Books • A press in Mexico produced books almost a century before the Pilgrims arrived • First book printed in the colonies was the Whole Book of Psalms Books and the Colonies • Book industry delayed in American colonies • British authorities controlled the presses • Most of the population was illiterate • Transportation was limited What Changed the Situation? • 1840 – Statewide and free public education began in the 1830s • Steam presses advanced book production technology • Boston, New York, and Philadelphia became centers of book production • Books became a foundation for education Books Today • Still the most respected medium • Paperbacks emerged in the 1950s with cheap printing Book Power • Pass on cultural heritage • Entertain • Provide references for critical technologies • Pass along new ideas Newspapers • Began to appear in England in 1600s • 1665 – Oxford Gazette • Published regularly • Produced by mechanical printing press • Available to the public • Contained news of general interest • Was readable by people of ordinary literacy • Reports were timely and stable over time Newspapers in the Colonies • Factors that made it difficult to establish newspapers in the Colonies • Low literacy • Uncertain financing • Suppression by the Crown • Success was mixed • The first newspaper in South America was Diario de Pernambuco, in 1825 Newspapers before 1800 • Small • Expensive • Designed for well-educated readers • Highly partisan New York Sun • First published in 1833 • Aimed at ordinary people • Cost was one penny • Newsboys sold it on the street Newspapers Today • More than 80% owned by chains • Use is declining on a per capita basis • Present far more local news in greater detail than other media • Provide more in depth coverage of national and international events • 20% of paper is news • 80% is comics, stock market, classified, etc. Magazines • Storehouses of ideas, opinions, and other types of content • Started as instruments of politics in Europe • First magazine published in 1704 • Included subscriptions and advertisements • Readers were affluent and educated • Not a medium for the masses Magazines in the U.S. • Initially unsuccessful • Small cities • Illiterate population • Uncertain and expensive postal services • Once these barriers disappeared, magazines flourished in the U.S. Magazines Today • Early 20th century they were very popular • Magazines lost much revenue to television • Thus, they specialized • Many magazines today are published for very specific audiences • Still a major mass medium • Politics • Entertainment • Information Motion Pictures • Film, cable TV, VCR, DVD, and some Internet services are considered “motion picture media” • First part of 20th century movies came onto the scene Movies in America • 1920s theatres became elaborate • WWI shut down the movie industry in Europe and American films emerged • 1930s movies had a “golden age” when families made them popular • 1950s television brought a drop in movie attendance • Today movie audiences continue to change Movies in the 21st Century • Use of film has expanded the development of cable TV, VCRs, and DVDs • Movie industry appears to be alive and well Radio and Television • Television is a child of radio • Radio really began with the Telegraph • The Federal Communications Act of 1934 made big changes still in effect today Radio • Financing transmission was solved by selling advertising • FM (“frequency modulation”) was patented in 1933 • “Golden Age” between mid-1930s and 1950 • Free home entertainment Television • Extended radio • Philo Farnsworth first to successfully transmit and receive moving pictures • Broadcast began before WWII but really got going about 1948 • It is now the dominant medium in American society Television Growth • New ways of delivering content • Cable • Satellite • Computers • Specialized channels will continue to increase Internet and World Wide Web • Computers making their way into more homes • Combines features of mass and interpersonal media • Advertising, entertainment, and educational content much like other mass media Internet Forecast • Will not replace TV but will continue to mix with it • Continue to have an impact on business • Will become increasing more important in the lives of most Americans Introduction to Communication -- Panama 2012 Introduction to Communication -- Panama 2012 • Media consumers as active agents • Mass Media Effects • Measures influence of media on individuals’ everyday lives • Body Image • Violence • Linear Model • Message Audience Introduction to Communication -- Panama 2012 • Selective Exposure― seeking media that confirm one’s beliefs • Uses and Gratifications • Information • Personal Identity • Integration and Social Interaction • Entertainment • Consumers do not always accept messages, but may resist them as well Introduction to Communication -- Panama 2012 Introduction to Communication -- Panama 2012 . Introduction to Communication -- Panama 2012 • Mediated messages can create, shape, or enforce certain types of identities as normal or valued • Content analysis – a way of examining mass media texts for types of messages • Textual analyses - more detailed investigations of a few media texts, which can provide insight into values or ideas being emphasized Introduction to Communication -- Panama 2012 • Most images of the world are mediated • Can distort our images • This process is studied through agenda setting research • Cultivation Theory • Media immersion enculturates us to shared beliefs about the world • Media hegemony – how people consent to social constructions Introduction to Communication -- Panama 2012 • Events that interrupt regular programming • Shapes understanding • Can create powerful responses • Some media events are staged • Often focus on important rituals and promote subtexts Introduction to Communication -- Panama 2012 • Variable responses to violent programming • Effects on children • Increased aggressiveness and anti-social behavior • Increased fear of becoming a victim • Less sensitivity to violence and victims of violence • Increased appetite for violence in entertainment and every day life • Industry response • V-chip Introduction to Communication -- Panama 2012 • Media and Corporate Ownership • Political Economy Research • Cultural Industries Introduction to Communication -- Panama 2012 Introduction to Communication -- Panama 2012 • Not a recent phenomenon • • • • Hays Code MPAA TV Parental Guidelines Activist Groups Introduction to Communication -- Panama 2012 Introduction to Communication -- Panama 2012 • Be an active agent • Broaden your media horizons • Talk back