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FA16_Ch.1_MDIA 2000

Media Today 5: Mass Communication in a Converging World

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
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
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


* 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

Model of Communication (Mass Media)

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


Groups of 4/5

Pick a piece of media.

Analyze using media literacy tools.


Media companies have become part of much larger corporations, which own a collection of other companies that may operate in highly diverse business areas.
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