Communication Studies: Chapter 14 Mass Communication

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

Communication Studies