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FA16_Ch.1_MDIA 2000

Media Today 5: Mass Communication in a Converging World
by

Nicole Cox

on 29 August 2016

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Transcript of FA16_Ch.1_MDIA 2000

Understanding Mass Media, Convergence, and the Importance of Media Literacy
Special Considerations for Mass Communication
* Audience Fragmentation
* Mass Production Process
* Industrial Nature


The Communication Process
Mass media= technological instruments through which mass communication take place


Mass Media is important to both culture and society....


Media Literacy
A media literate person is:

Knowledgeable about the influences that guide media organizations
up-to-date on political issues related to the media
sensitive to ways of seeing media content as a means of learning about culture
sensitive to the ethocal dimensions of media activities
knowledgeable about scholarship regarding media effects, anf able to enjoy media material in a sophisticated manner.
Why study mass media?
Need for media literacy
Media literacy is helpful because:

* it empowers you as a responsible media citizen

* knowing the forces and motivations behind media messages allows you to be a better judge of media content
Convergence=
When content traditionally confined to one medium appears on multiple channels
Convergence greatly affects the way that we interact with media today...
Convergence is...
* reshaping media boundaries
* changing our use of the media
Source
Encoding
Channel
Decoding
Receiver
Feedback
Noise
Noise
Noise
Noise
Noise
Noise
Noise
Noise
Noise
Noise
Noise
Culture= Ways of life that keep society together...culture is passed on to members of society through time.
Social Functions of Mass Media:
* Enjoyment

* Social currency

* Parasocial interaction

*Companionship

* Surveillance

* Interpretation
Tools of media literacy:


Consider Authorship
- Who created this message?

Evaluate the Audience
-
Who are the intended targets?
- How might different people understand these materials differently?

Determine the Institutional Purpose
- Why is this content being sent?

Analyze the Content
-
What values, lifestyles, and points of view are represented (or omitted from) the message?

Identify the Creative Techniques
-
What techniques are being used to attract my attention?

Mass Media and Communication

- Intrapersonal Communication
-Interpersonal Communication
-Mediated Interpersonal Communication
-Group Communication
-Mass Communication
What is Mass Communication?

* When an individual or institution uses technology to send messages
* Messages sent to large, mixed audience not known to the sender
* Traditional methods of mass communication being replaced by social media and online reading and viewing

* It's ubiquitous
* Rates of media consumption
* Media as pedagogical tool
* Media effects

Conglomeration
Model of Communication (Mass Media)
ACTIVITY:

5 groups of 5

Create a media example including each of the elements of communication.

Media literacy=Ability to access, analyze, evaluate and communicate messages in a variety of forms.

Media literacy strengthens audience members’ understanding of:

- Who/what the media are, and how they operate
- The messages delivered by the media
- The roles media play in society
- How audience members respond to media messages

Basic Dimensions of Media Literacy:
Cognitive dimension
- Ability to intellectually process information communicated by the media
Emotional dimension
- Understanding the feelings created by media messages
Aesthetic dimension
- Interpreting media content from an artistic or critical point of view
Moral dimension
- Understanding the values of the medium or the message

ACTIVITY

Groups of 4/5

Pick a piece of media.

Analyze using media literacy tools.

Conglomeration
=

Media companies have become part of much larger corporations, which own a collection of other companies that may operate in highly diverse business areas.
http://www.cc.com/video-clips/9eashj/the-daily-show-with-jon-stewart-family-matters
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