Chapter 15 Communication Technologies

Communication Technologies : recording , transferring, working with information

• Written Communication: primary advantage - leaves a paper trail
• Telephonic Communication - facsimile machine, cell phone, telephone
• Computer- Mediated Communication - Internet(developed by US defence Department), email (speed of transmission and convenience), Wi-Fi(increase ability to connect internet, GPS, 3G, Bluetooth...)
• Electronic Conferencing: teleconferencing (face-to-face meetings) - 1.Audioconferencing (telephone) 2. Computer conferencing(send and receive email in sequential exchanges) 3. Videoconferencing (transmit visual images, can communicate verbally and nonverbally)
• Interconnected Communication Technology: "Interconnectivity" the connecting of various devices

- How do computer technologies affect thinking?

• They encourage multitasking - engage in multiple tasks simultaneously or in rapid sequence in overlapping and interactive ways.
• They encourage response to visual stimuli - will lack of analytic and reflective thinking
• They encourage reliance on external guides for thinking - undermining the development of imagination, independent thought, and sustained mental focus

- How do online communities affect social relations?

• Cyberspace - people have more freedom to express themselves on the Internet, it has potential to promote narrow-mindedness (never learn about other perspectives).

- How online identities foster deception?

• basic aspects of personal identity may be unclear or even deliberately misrepresented
• easier to stay within created selves than expose our real selves
• can mislead others in dangerous way (children molesters etc)

- Do newer Technologies increase productivity?

• Many industries have only reaped "small" gains from large investments in technology
• ATM make it easier for people
• Personal Efficiency

- Guidelines

• Consciously mange information flow :choose to control information rather than controlled by it
• Work to ensure democratic access: "Digital divide" - a gap between the people and communities with access to communication technologies and those without.
• Participate in deciding how to regulate communication technologies: 1. Privacy is a key issue. Many online advertisers collect "cookies", bits of data that websites collect and store in users' personal drawers. 2. "Spyware" - allows a third party to track individuals' online activity, gain personal information, and send pop-up ads tailored to users' profiles.

Chapter 14 Mass Communication

• 1. Mass Communication - major source of information and entertainment

2. Evolution of mass communication

• The tribal epoch (talking/hearing)
• The Literate Epoch (alphabet) - written communication, limited to minority of society
• The print epoch (book) - same message can be delivered to many people
• The electronic epoch - 1st :telegraph, the electronic media has created a global village, computer would change human beings and culture.

3. Theories of Mass Communication

• The Hypodermic Needle Model - how do mass communication affect us? media powerful? human powerless?
• Uses and Gratification Model - what are the reasons people use mass communication?
• Agenda Setting - The media's ability to select and call to the public's attention ideas, events, and people. Mass media not only direct attention, but also divert attention. (Gatekeepers: ppl tht decides which messages pass through the gates tht control flow to reach consumers)
• Cultivation Theory - distorted views of life. 1. Mainstreaming - stabilizing and homogenizing of views within a society. 2. Resonance - media representations = personal experience. (Eg. violence, beyond our control, filled with danger)
• Cultural Studies Theories - 1.Textual analysis: reading texts, attempt to influence audiences' perceptions. 2.Audience Studies: reader response, audience are active. 3. Political Economy Studies: Media's goal is to maximize profit - advertising - (Product placement: paid by sponsors, the products are associated with particular characters, storylines...)

4. Guidelines

- Develop Media Literacy

• Realistically Assess Media's Influence : how much you believe? many influences on individual attitudes and social perspectives
• Become Aware of Patterns in Media: to engage media in critical and sophisticated ways
• Actively Interrogate Media Messages: why so much attention? evidence? sources? hooks? viewpoints?
• Expose yourself to a range of Media Sources
• Focus on your motivations for engaging media

- Respond actively

• speaking out can make a difference