Who says what, through what channel, to whom, with what effect?
Setting the Academic Agenda
Terms
Gatekeepers
Messages
- source, message, receiver
Encoder-Channel-Decoders
Receivers
- large, sometimes world wide, anonymous, heterogeneous.
Channel noise
Semantic noise
Feedback
Nielsen ratings
(now rating video games)
Box office income
Arbitron
- radio listeners
Letters to editor
Web site “hits”
MySpace friends
Facebook for college students (now for all)
Narrowing the Audience
Demographics
- readily measurable characteristics like: age, sex, race, income, level of education, other???
Psychographics
- Internal characteristics like; values, needs, beliefs, interests and attitudes.
Media Segmentation
- there is a proliferation of means to distribute information and entertainment.
Media Convergence
- large corporations that are content providers buy up more of the means to distribute information.
More Terms
Reed's Media Models
$$$$ = Power (education, knowledge)
CC students earn 20-30 % more than high school grads!!!!
Words-Images-Thought-Action
High Tech/High Touch
PQ&CQ
greater than IQ
The World Is Flat (2.0) by Thomas L. Friedman. Must read for today’s serious college students!!!
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Setting the Academic Agenda
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