Communication and Media Studies: An Introduction to the U.S. Discipline The University of Social Sciences and Humanities Vietnam National University HCMC 17 March 2008 Carol Wilder, Ph.D Fulbright Scholar - Hanoi University Professor of Media Studies and Film The New School, New York

Established in 1946, the Fulbright Program aims to increase mutual understanding between the people of the United States and other countries through the exchange of people, knowledge, and skills.

Hanoi University (formerly Hanoi University of Foreign Studies) The first university in Vietnam (2002) to offer courses in English in Business, Tourism, Finance, Banking, Accounting, International Studies, & Computer Science

Origins in Humanities, Arts and Social Science Humanities: Philosophy, Literature, History, Languages Arts: Poetry, Theatre, Visual Arts Social Sciences: Political Science, Psychology, Sociology

Facts About the Field Communication industry is the 4th fast growing sector of US economy ($700 billion annually) 3 of the 6 “Most Popular Undergraduate Majors” are in Communication-related Areas There are more than 1300 Communication/Media Departments in US enrolling more than 500,000 undergraduate majors 90,000 B.A. degrees in Communication/Media are awarded each year Media/Communication programs are offered in many other countries, especially Australia and U.K.

Roots in Ancient Greece & Rome BCE “The Golden Age of Pericles” - Birth of Democracy BCE -- Socrates BCE -- Plato -“Phaedrus” BCE -- Aristotle -“Rhetoric” Cicero -“OnOratory” Quintilian “The good man speaking well.”

Concerns of “Classical Rhetoric” Elements: Speaker, Speech, Audience, Occasion Purpose: To Persuade (primary) Also “To Teach” and “To Please” Types of Speeches: Political, Legal, Ceremonial

Forms of “Artistic” Proof: Ethos (Ethical),Pathos (Emotional), Logos (Logical) “Inartistic” Proof: contracts, witnesses, testimony, etc Teaching Methods: Theory, Imitation, Practice

Roots of Rhetoric in Ancient China 8th C. BCE -- Shi Jing (“Book of Odes”) and Shang Shu (“Book of History”) 5th C. BCE -- Confucius “Lun Yu” (Analects) 5th C. BCE -- Laozi -- “Dae de Jing”

Some Concerns of Ancient Chinese Rhetoric Moral/Ethical Emphasis “Tian Ming” -- Mandate of Heaven “Junzi” -- Well Cultivated and Morally Refined Gentleman “Zheng Ming” -- Reification of Names

Communication Technology Timeline BCE -- Sumerians and Egyptians develop writing Tsai Lun invents paper Gutenberg introduces printing press Samuel Morse = Morse Code A.G. Bell exhibits telephone T. Edison patents phonograph Lumiere brothers screen first public film

1920 Marconi creates first transatlantic short wave radio connection 1922 BBC radio goes on the air 1923 Kodak introduces home movie equipment 1923 Process for sound motion pictures developed ,500,000 radios sold in U.S First 16mm movie shot in U.S.

1932 8mm cameras and film introduced for home movies 1933 Philo Farnsworth displays electronic television 1934 Associated Press starts wirephoto service 1935 First telephone call made around the world 1936 Alan Turing describes a general purpose computer 1939 NBC starts first daily television broadcasts in the U.S Push button telephone introduced

1942 Warring nations use radio for propaganda 1944 NBC broadcasts first network newscast 1947 Transistor invented at Bell Labs 1948 Edward Land introduces one-minute Polaroid camera 1948 Long-playing record introduced

1950 Xerox photocopiers begin production 1951 Color television sets go on sale 1957 USSR launch of Sputnik satellite 1958 Stereo LPs go on sale 1959 Ampex produces mobile videotape recorder 1959 Microchip that enables the computer revolution introduced

1971 is introduced 1971 Cellphone is invented 1971 Wang 1200 is first word processor 1972 Pong, the first home video game 1972 Sony introduces the "Port-a- Pak" portable video recorder 1974 The word "internet" enters the lexicon

hour news channel CNN goes on air 1980 Sony introduces consumer camcorder 1980 Voyager 1 sends back images of Saturn 1981 Laptop computer introduced 1981 IBM PC introduced 1983 CDs go on sale

1993 First Hollywood film edited on non-linear computer system 1995 Digital wireless phones introduced 1996 Flat-panel computer displays are introduced 1997 DVDs go on sale million World Wide Web pages, adding 1.5 million daily 1998 Internet traffic doubles every 100 days

1998 Google introduced /- Major consolidation of media industries 2001 Apple introduces iPod 2005 YouTube 2006 Google buys YouTube for 1.65 billion dollars The future? Unlimited.

Typical Major Areas of Undergraduate Study in Communication & Media Film and Video Studies and Production “New” and Digital Media Media Education Journalism Intercultural Communication Media Law Media and Popular Culture Media Management Health Communication Interpersonal and Group Communication Organizational Communication Political Communication Human Communication Technology History of Communication and Rhetoric

Some Related Professions Media Education Journalism, Reporting and Publishing Producing Public Affairs/Corporate Communication Writing and Editing Independent Video and Filmmaking Media Programming Broadcasting and Cable Industries Telecommunications New Media Companies Health Communication Information Technologies/Game Design Media Sales Media Policy Analyst

Large U.S. Programs Communication: Annenberg Schools at USC and University of Pennsylvania, Northwestern University, Boston UniversityCommunication: Annenberg Schools at USC and University of Pennsylvania, Northwestern University, Boston University University of Wisconsin, University of California (San Diego and Santa Barbara)University of Wisconsin, University of California (San Diego and Santa Barbara) Journalism: Columbia, Missouri, U.S. BerkeleyJournalism: Columbia, Missouri, U.S. Berkeley Media Studies: The New School, New York University, Emerson CollegeMedia Studies: The New School, New York University, Emerson College Film: New York University, Columbia, University of Southern California, American Film InstituteFilm: New York University, Columbia, University of Southern California, American Film Institute

Major Professional Organizations National Communication Association (8,000 members; founded 1915) International Communication Association (3,000 members; founded 1954) Society for Cinema and Media Studies Association for Education in Journalism and Mass Communication

One growing part of the field is “Media Studies” While there are many differences between programs, one can summarize that the goal of Media Studies is to advance the understanding, making, and managing of media across all formats in the service of professional training, creative expression, and civic engagement.

The Values of Media Studies 1. Understanding Media: including critical analysis of media systems and effects

Making Media 2. Making Media: turning theory into practice in audio, video, film, and digital media

Managing Media 3. Managing Media: acquiring strategic knowledge and skills for media industry leadership

Across Media Formats 4. Across Media Formats: radio, television, film, internet, wireless, audio, video, digital media, etc

Professional Training 5. Professional Training: acquiring skills in producing, designing, directing, shooting, and editing in one or more mediums using cross- platform training

Creative Expression 6. Creative Expression: learning to create quality original content in documentary, narrative, and experimental genres

Civic Engagement 7. Civic Engagement: honoring the ethical imperatives for media specialists by actively contributing to a more peaceful and humane world

Dimensions of Media Studies Understanding Media Making Media Managing Media Across Formats Professional Training Creative Expression Civic Engagement

Summary The discipline of Communication and Media Studies is a vibrant, contemporary, diverse field that prepares students for the challenging global media environment they will face in their personal and professional lives.  Carol Wilder 2008