1. Mass Communication1 Focus Questions 1.How do media shape our thinking? 2.To what extent is news constructed, or created? 3.Does mass communication foster a global village? 4.What is the mean world syndrome? 5.How can you develop media literacy?

2. Mass Communication2 Two (three) questions to answer …Two (three) questions to answer … Understanding Mass CommunicationUnderstanding Mass Communication –Media and Information –Media and Entertainment –Media vs. Perception Media HistoryMedia History –Marshall McLuhan: “… the dominant media at any given time in a society strongly shape both individual and collective life. ” –Four distinct eras

3. Mass Communication3 Four Eras by Media The Tribal Epoch (Talking – Hearing)The Tribal Epoch (Talking – Hearing) –Face to face oral communication The Literate Epoch (Alphabet – Sight)The Literate Epoch (Alphabet – Sight) –Symbols in written form; requires less memory; sight supplants hearing –Linear communication; sequential logic The Print Epoch (Book – Sight)The Print Epoch (Book – Sight) –Inaugurating industrial revolution (McLuhan, 1962) –Mass-produced writing: Homogeneity vs. Fragmented communities The Electronic Epoch (Telegraph – Hearing & Sight)The Electronic Epoch (Telegraph – Hearing & Sight) –Increased contact via electronic media – “ Global Village ” –Isolated people vs. Personal interaction

4. Mass Communication4 Your Era?

5. Mass Communication5 Hearing / Hearing & Sight Audio only: mp3 Flash & audio: swf

6. Mass Communication6 Functions and Effects GratificationGratification –Uses and gratification theory –People control & select to gratify themselves (active agent) Agenda SettingAgenda Setting –Spotlighting (select and call to public attention) –Gatekeeper (Lewin, 1947) CultivationCultivation –Cultivation theory: Cumulative process –Violence, Stereotypes –Mainstreaming & Resonance Supporting Dominant Social SystemSupporting Dominant Social System –Prevailing power relations, perspectives, ideology

7. Mass Communication7 Challenges for Interacting with Mass Communication Develop Media LiteracyDevelop Media Literacy –Realistically assess media ’ s influence –Become aware of patterns in media –Actively interrogate media messages (pp. 343-344: 5 checking questions) –Expose yourself to a range of media sources –Focus on your motivations for engaging media Respond ActivelyRespond Actively –Assume an active role (resist and redefine the messages of mass media)

8. Mass Communication8 下週影片