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Chapter 1 - The Changing Media Landscape

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Dave Harris

on 19 June 2012

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Transcript of Chapter 1 - The Changing Media Landscape

The Changing Media Landscape Convergence Technological Economic Cultural Specific media (Print, Video, and Audio)
converging into one digital form. The new form is (in many cases) better than
the sum of its parts. Computers, communication
and content joining together
in a digital environment. It's not only about convenience.
convergence changes fundamentally
how we interact with media. But, it's not only
about media.
Convergence is
affecting all aspects
of all businesses. Google The merging of Internet
or telecommunications
companies with traditional
media companies. aka - Concentration Is there a problem when
a telecomm favors their
sister companies' content
over their competitors'
content? + + = Culture - a group of people
with shared practices, beliefs,
and values. Cultural Convergence - the bringing together
of various cultures by means of equal ability
in media production and distribution. Also, the changing of media culture itself.
Media consumers are no longer passive,
unknown participants. They have become
active, empowered media "produsers." 5 Implications of Convergence on Communications Content Audience Communications
Organizations Communications
Professionals Global Media Converged content is non-linear. Converged content is on-demand. Converged content is digital. Mass comm audiences used to be:
large
heterogeneous
anonymous They were unknown. Today, audiences are:
Known
Remembered
Powerful "The Daily Me" People view content
that interests them. People do not view content
that does not agree with their
values and beliefs. The audience becomes increasingly frag ment ed. Audience Fragmentation:
When an audience consumes
only media that interest them.
Members may stop discussing
social and political issues. Centralized Media Organizations:
content production, distribution,
marketing, and other functions
are controlled by a central unit. The web allows
"Decentralization." However, as companies
get larger and more successful,
they are consolidated into larger
conglomerates. Oligopoly: when a few
large companies control
an industry. In the newsroom, professionals
are expected to know audio, video,
and "how to write good." Public relations practitioners
now need to know about
advertising on converged media
forms, including social media. Libel:
written and published
defamation which damages
a person's reputation. U.S. criminal defamation law:
No law at the Federal level. Philippino criminal defamation law:
…every defamatory imputation is presumed
to be malicious, even if it be true; if no good
intention and justifiable motive for making
it is shown. Examples of journalists convicted of criminal defamation: Incorrect news stories can
hurt global companies. Mass Communication in Today's World Interpersonal Communication Mass Communication Where do we draw the line? Communication between two or
more people, usually in a small group. What about:
Chat?
E-mail?
Skype?
Telephones? Friends talking in the park.
Husband and wife discussing their day.
Boyfriend and girlfriend fighting.
Professor teaching college class.
Other live public speaking events. Are these examples of
interpersonal communication? These are examples of interpersonal
communication through a medium Medium:
A communication channel Mediated Communication:
Communication that takes
place with a technological
channel between the source and
receiver. Examples of channels used in
mediated interpersonal communication:
Chat
E-Mail
Skype
Telephone Channels are
also used in. . . Communication between large
groups of people who are separated
by space and/or time using some
type of technology (a medium). Main Characteristics of Mass Communication: 4 1 2 3 4 Flow is generally one way --
from sender to receiver. One-to-Many:
A few people to large,
heterogeneous groups. Anonymity:
Message senders do not
know their audience and vice-versa. Audiences are passive
recipients with very little
control over feedback. Content creators have a
high level of control over
public opinion and perception. Synchronous Media:
Media that takes
place in real-time. Live Asynchronous Media:
Media that does not take
place in real-time. Time-Shifting:
Converting synchronous
media to asynchronous
media using a recorder. 1. Examine the following forms of communication
2. Decide whether each form is:
a. Interpersonal Communication
b. Mass Communication Take the following quiz: 1. Speaking on the telephone. 2. Watching TV. 3. Reading the newspaper. 4. Sending an e-mail. 5. Posting on Facebook. 6. Placing a video on YouTube. Did you answer, "That Depends"
or "I Don't know" to any of the questions? Convergence has blurred the
line between interpersonal and
mass communication. blurred blurred Do you recognize these people? Have you ever commented
on a newspaper/TV news story? Functions of Mass Communication Surveillance Correlation Transmission Entertainment Journalism:
provides information about
the processes, issues, events,
and other developments in society. Two weaknesses of surveillance: 1. "Negative" news stories may
skew our perception of what is
normal in a society. 2. Information overload may
make the audience apathetic
toward news coverage. Do you remember
what is important
about these images? The way media interpret events
and issues and ascribe meanings
that help consumers understand
their role in the society and culture. Correlation is the
shaping of public opinion. Media can help keep
social stability, but. . . can also squash
minority viewpoints. Historical Transmission:
the transference of the
dominant culture across
generations. Cultural Transmission:
the transference of the
dominant culture amongst
the members of the culture
and to other cultures. Socialization:
learning society's
rules or how to
fit into a society. Does Cultural Transmission
create a homogenized culture
that promotes mindless consumerism? includes the other three activities. But, also includes content
specifically designed for
entertaining people. |-----|-----|-----|-----|-----|-----|-----|-----| The Entertainment Continuum Low Brow High Brow Does entertainment reinforce stereotypes? Does entertainment raise the
cultural value of society? Does entertainment promote
mindless escapism? Theories of Communication Aristotle Transmission Models Critical Theory Cultural Studies Rhetoric:
The study of communication. 300 BC Three processes involved in communication: 1. The Speaker 3. The Person
Addressed 2. The Subject Based on the Lasswell Model of 1948: Who says What to Whom With What Effect. The Shannon and Weaver
Transmission Model Problems with this model: Does not explain how humans fit into the process Feedback is not a part of the model.
Therefore, it can't be used for interactive,
converged media. The Schramm-Osgood Model Problem with this model: Neglects showing how messages affect the humans involved. Take, for example, the following classified ad: Baby Shoes for Sale.
Never Used. approach characterized by the Marxist
notions of ideology, exploitation,
capitalism, and the economy in
understanding and eventually
transforming society. Simply put, it helps us see
that communication is not
something robotic. It is
complex and heavily influenced
by many important factors. Human Behavior Scientific Laws. = / Facts are socially created. "Communication is a symbolic process
whereby reality is produced, maintained,
repaired, and transformed." - James Carey, Communications Scholar We read the paper, not only to
get information, but to participate
in a cultural experience we are
helping to substantiate. We post on Facebook, check our e-mail, and
watch YouTube videos because others in the
society do so, and we want to be a part of it. a framework for studying
communication and culture
that examines the symbolic
environment created by mass
media. It takes Critical Theory
and applies it to Mass
Communication. Currently, convergence is the hot topic in cultural studies. The End.
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