Presentation on theme: "Mass Communication: A Critical Approach"— Presentation transcript:
1Mass Communication: A Critical Approach Chapter 1Mass Communication: A Critical Approach
2Online Image Library Go to www.bedfordstmartins.com/mediaculture to access the Media & Culture, 9th Edition Online Image Library.The library contains all your favorite images from Media & Culture, 9th edition!
32012 Presidential Election The rise of social media and political clout turned out to play a larger role than traditional television advertising in the most recent presidential election. It is worth asking whether TV will continue to play an outsized role in future federal elections.
4Culture and the Evolution of Mass Communication Mass media are the cultural industries that produce and distribute:SongsMoviesNovelsVideo gamesTV showsInternet ServicesNewspapers
5Eras in Communication Oral communication Written communication Printed communicationElectronic communicationDigital communication
6The Digital EraDigital communication redefined news and social interaction.Bloggers have become an important part of the news industry.has assumed some of the functions of the postal service.Social media like Twitter and Facebook connect people in a new way.
7The Linear Model of Mass Communication Senders (authors, producers)Messages (programs, ads)Mass media channel (TV, books)Receivers (viewers, consumers)Gatekeepers (editors, executive producers, media managers)Feedback (messages from receivers back to senders)
8Cultural Model for Mass Communication Recognizes that individuals bring diverse meanings to messagesAudiences actively affirm, interpret, refashion, or reject the messages and stories that flow through various media channels
9Modeling Communication The Competent Communication Model
10The Evolution of a New Mass Medium Emergence or novelty stageEntrepreneurial stageMass medium stageConvergence stage
11Media Convergence Dual roles Media businesses Technological merging of content across different media channelsCross platform, the consolidation of media holdings under one corporate umbrellaMedia businessesCompanies like Google make money by selling ads rather than by producing content
12Media Convergence and Cultural Change Changes in how we consume and engage with media cultureWatch TV shows on Hulu and Netflix or DVR/On-Demand optionsMake media choices based on social media recommendationsUpload our own mediaDiscuss programs as we watch them through “live-tweeting”
13Media Convergence… Your examples? Who owns the mass media Text pull-outImplications?What is Apple worth (2012)
14First AmendmentCongress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of people peaceably to assemble, and to petition the Government for a redress of grievances. (1791) Question: If we don’t have an open communication system, can we have a functioning society?
15Stories: The Foundation of Media Stories we seek and tell are changing in the digital era.Reality TV and social media dominate.Ordinary citizens are able to participate in, and have an effect on, stories told in the media.Media institutions and outlets are in the narrative business.
16The Power of Media Stories in Everyday Life EuripidesArt should imitate life.PlatoArt should aim to instruct and uplift.AristotleArt and stories should provide insight into the human condition, but should entertain as well.
17Contemporary Culture Cultural critics are concerned about: The quality of contemporary cultureThe overwhelming amount of information now availableHow much the media shape society is still unknown.
18Figure 1.1: Daily Media Consumption by Platform, 2010 (8- to 18-Year-Olds)
19Culture as a Skyscraper Top floors are associated with “good taste” or high culture.Ballet, symphony, art museumsLower floors are associated with popular culture or low culture.Soap operas, rock music, video gamesDifferent media for each, but many people consume both
21Culture as a Map Culture is an ongoing and complicated process. Forms of culture are judged on a combination of personal taste and the aesthetic judgments a society makes at particular historical times.
26Critiquing Media and Culture Media literacy is a critical process that takes us through the steps of:DescriptionAnalysisInterpretationEvaluationEngagement
27Benefits of a Critical Perspective Allows us to participate in a debate about media culture as a force for both democracy and social progressNew, blended, and merging cultural phenomena challenge us to reassess and rebuild the standards by which we judge our culture.