Mass Communication Instructor: Jawad Gilani

The nature of Mass Communication How Human Beings Communicate  Origins of language  Use of verbal and nonverbal symbols  Formulating Intended Messages

How Human Beings Communicate Sender intends certain meanings in a message that he or she puts together and transmits. The receiver constructs his or her own version of the meaning of that message. If the two are similar or close enough then the message is accurate, otherwise inaccurate.

How Human Beings Communicate Contribution of Memory Storage Labeling Interpretation Storage

How Human Beings Communicate Perceiving and Understanding messages. Message Complexity and Accuracy Congruence between intended and interpreted meanings. Feedback Role Taking

How Human Beings Communicate Mass Media Mass Media as a Process  Message is formulated by professional human beings.  Message is sent out in rapid and continuous way.  The message reaches relatively large and diverse audiences who attend the media in selective ways.  Individual members of the audience construct meanings.  As a result of these meanings these members are influenced.

Which Media are mass media?

Mass Communication Instructor: Jawad Gilani

Books The Oldest Medium Spoken language and the art of story telling. Tribes and societies for more established political and economic system. Books as the first portable media.

Transition to writing Writing unlike speaking, requires a medium. Medium: a device to move information through time and space. First Writings- 15,000-20,000 years ago.

Transition to writing Writing: as the first tool of information storage Thought Writing Sound Writings or Phonograms. It took 2000 years to develop current English alphabets.

Development of Books Greeks the developers of Portable Media Copying Books by Hand Gutenbergs Remarkable Machine

Spread of Printing Press Printing originated in China about A.D. 175 The three necessary elements for printing are paper, ink, and surfaces bearing texts carved in relief (marble surface or seals used to transfer pictures and texts of prayers to paper) ada/work/markport/lit/introlit/pr int.htm

Book Publishing in North America First Printing Press in Harvard College in Cambridge. First Book published Revolution times stimulated the printing process.

The Publishing Process Key Players  Publishers  Authors  Editors  Book manufacturers  Bookstores  Sales Personal

Mass Communication Instructor: Jawad Gilani

Newspapers: First medium for mass society

Development of Newspapers Mid 1500s Rulers of Venice regularly published printed news sheet about the war.

Development of Newspapers True Newspapers:  Published at least weekly  Produced by mechanical printing process.  Available at a price for people of all walks of life.  Prints news of general interest.  Readable with ordinary literacy.  Timely  Stable over time.

The Press in American Colonies The growth of newspapers in America was closely tied to cultural, economic and social circumstances. Boston 1690 – Public Occurrences Both Foreign and Domestic by Benjamin Harris Tradition of Speaking Out and Freedom of Press.

Limitations of the Colonial Press. Very few American newspapers were successful due to financial reasons. News was seldom up to date. Published infrequently. Distribution problems. Not many advertisers. Restricted audiences.

Changing Functions and Content Persuading, informing and entertaining In depth coverage and analysis Official Communicator Appealing to readers interest

How a Newspaper works Central Assignment Desk Editorial Staff Reporting Camera Circulation Advertising

Criticism on Newspapers

Mass Communication Instructor: Jawad Gilani

Magazines: Voices of Interest Development of Early Magazines, The Review. (1704, London). Domestic affairs and National Policy. Daniel Defoe, creator of Robinson Crusoe

Development of the 19 th century Rapid Population Growth Urbanization Literacy Rate Great Issues

Types of magazines Consumer Trade Sports ……………….

Mass Communication Instructor: Jawad Gilani

Movies : The magic show on the Walls Mid 1600’s A German priest conducted experiments passing light through a transparency. In 1645, he put on his magic show by showing religious figures on the walls. Mid 1800’s more development in reflecting mirrors and condensing lenses.

Development of technology As movies mainly focus on entertainment its easy to think of this medium as a less serious medium. Advances in Chemistry in late 1700’s and early 1800’s led to capture of images French Artist Daggurre showed first clear photographs in public. Pictures were made on Copper plates coated with gleaming silver. Mushroom growth of daggurretype studios.

Illusion of Motion Pictures Still photographs turn through a projector at a correct speed. Visual Lag- The brain persists on seeing the object, even its no more there. When we are presented with one image after another, the visual lag creates the bridge. Governor Leland Stanford’s bet. Eadweard Muybridge sets up 24 cameras to capture first motion picture. In 1890’s crude motion pictures of various forms emerged.

Movies: The Medium By 1903, American and European producers were making one reelers of minutes duration. “ Life of an American Fireman”, “ The Great Train Robbery” Two Reelers- 25 minutes. The nickelodeons Movies for the Middle class. The Talkies – 1920’s

Making a Movie Conceptualization Production Direction Performances Visualization Special Effects Editing

Mass Communication Instructor: Jawad Gilani

Radio: The First Broadcast Medium 1700’s Greeks were producing gigantic static charges but were not able to understand how electricity works. A German scientist Heinrich Hertz in 1887 demonstrated what we know as radio today. Marconi’s Wireless Telegraph.

Radio The radiotelephone Titanic 1912 ( David Sarnoff) Period of Transition Scheduled Programs Began Establishing economic base for the new medium

Radio Paying for the Broadcasts $ 3000 for setting up Radio station and $ 2000 as running costs. Advertising as source of profit. Acquiring receivers for home use.

Mass Communication Instructor: Jawad Gilani

Television The most popular medium Invention and controversy of television In 1884 German Inventor Paul Nipkow developed a rotating disk with small holes arranged in spiral pattern, that when used with light source, produced a very rapid lighting effect. Radio and TV experiments knit closely.

Development of TV In early 1920’s corporations like RCA and GE allocated budgets to experiment with TV. GE employed inventor Ernst Alexander, to work exclusively on the problem, who was able to develop a workable system based on Nipkow disc.

Early broadcasts Early television screens used tiny screens based on Cathode rays about 4 inches in Diameter. In 1927, Herbert Hoover, then sectary of Commerce appeared on an experimental broadcast. By 1932, RCA built a TV station complete with studio and transmission facility.

Period of Rapid adaptation By 1946, FCA issued 24 new licenses. The Big Freeze Becoming a TV nation. Coming of Color By 1946 two colors had been perfected by RCA

Alternatives to Broadcasts The spread of Cable systems Video Cassette Recorders The Scope of Television

Mass Communication Instructor: Jawad Gilani

Media In the Contemporary Society Mass Communication Responsible for Communication Revolution and Information Society. Development of new technologies meant new ways of organizing work, supervising people and developing a “product” of communication that had consequences for individuals and society.

Development of New Technologies

How Media Are alike Gathering of Information Processing Information Dissemination of Information

The Human Factor Economics Government regulations People’s habits Investments ($) …….

People, Money and New technology Manufacturers Software developers Marketing and Sales Representatives Communication consultants Communication Companies Communication workers Regulators Consumers

Mass Communication Instructor: Jawad Gilani

Economic Influences on the Media Most media is privately owned operating within a capitalist system Media as Economic entity Who owns them? How are they Financially supported? Who pays the bill? Sometimes they are provided special privileges because they provide free information flow to the public.

Continuing Search for Audiences Audiences are linked to profits through advertising Shifting fortunes of media organizations leads to hiring and firing of personal, softening of advertising market and a generalized worry about some media trends. Economic trends in the media can also have impact on the public.

The New Media Giants Time – Warner 1989 Cable & News Network NBC ABC BBC CBC Al-jazeera

Media As Businesses Newspapers Magazines Books Movies TV Radio

Mass Communication Instructor: Jawad Gilani

Politics and Media Media Must Do Two things to survive in our system They must provide a Communication System for the Nation Media is an Advocate, and a bridge to its citizens; connecting social, economic and political institutions.

Social Responsibility of Media

Moral Values and Media Do parents have the right to protect their children from seeing morally challenging advertisements? Adult rated Advertisements.

Two Arguments Government should not intervene and let the society decide and regulate its own moral values. (Free Media) Conservative argue government should be responsible for the regulation of Media to keep checks.

National Crisis and Media During times of national reporting some kinds of information can give enemy and advantage US-Germany Spy game.

Direct Censorship during Wartime Control of Information through deny of access to Media (TV, Print, Radio etc…) Letting military scanners scan copies to protect information.

Protection of reporter’s sources Should the source be revealed under special circumstances?

Agents of Control over media Courts and the freedom of Press vs Citizen’s Rights

Legislators Lawmakers PEMRA

Executive Branch Includes host of Government departments and agencies. Offices of Supreme Control (President’s House/ Prime Minister’s Secretariat

Outside Pressure Groups

Mass Communication Instructor: Jawad Gilani

Advertising and media

Advertising and Media Advertising now compares with long standing institution like Schools and Church in the magnitude of its social influence.

Advertising and Media It has vast power in shaping popular standards. It is one of very few institutions which can exercise social control.

What is advertising? The action of attracting public attention to a product or business Advertising is controlled; it is prepared in accordance with desires of the firm or group it represents.

Content of Advertisements To accomplish their goals, the advertisements must make a persuasive appeal Some advertisement content makes direct appeal mentioning characteristics of their products.

Advertising as an Industry Advertising Agencies Media Services Organizations Suppliers of Supporting Services Advertising Departments in Retail Businesses Adver

Advertising Agencies Functions of Advertising Agencies Planning Creation and Execution Coordination

Inside Advertising Agencies Account Management The creative Department Media Selection The research department Internal Control

Studying the effectiveness of Advertising Audience Research Media Research Copy Research Age market segmentation

Children and Advertising To what extent children pay attention to commercials? Can children distinguish between fact and fiction in an ad? Do children buy as a result of commercial?

Mass Communication Instructor: Jawad Gilani

Public Relations & Media PR is a process and a communication activity which connects public with information and ideas. Public attention and understanding are often vital to the success of any government policy, business practice as well as individual concerns.

Individuals and Public Relations Individuals who want to achieve a positive public image through mass media face at least two types of problems: 1) Media and the organizations that service them are independent identities with their own goals, which might be far different from the publicity seekers. 2) There is a great competition for time and space in the news media, thus even some worthy individuals may not get media attention.

Public Relations In Practice A group of professional communicators, who call themselves public relation practitioners, who have a code of ethics and a professional accrediting process. According to Cutlip and Center any Public Relations Program must include four basic steps.

PR in Practice Fact Finding and Feedback Planning and Programming Action and Communication Evaluation

What PR People DO? Writing Editing Media Relations and Placement Special Events Speaking Production Research Programming and Counseling Training and Management

Public Relations Industry Independent PR counselor or Agency PR Department of Business or Industry PR departments of Non Profit institutions Public sector PR Political Consultants Communication Policy Consultants Communication specialists in technical areas.

Mass Communication Instructor: Jawad Gilani

The Surveillance function of the Press Inter-personal transmission of the news in early days. How news facts get distorted?  Direct Observation  Expert opinion  News Release  Published Documents  Public Records

Strategies for Packaging the News Impact Timeliness Prominence Proximity The bizarre Conflict Currency

Styles of Journalism Sensationalism Journalism Objective Journalism Separating fact from opinion Presenting an emotionally detached news Striving for fairness and balance

The New Journalism Scene setting Extended dialogue Point of view Interior Monologue ( thoughts of people who were the news sources, might be included) Creation of composite characters

Types of journalism continued Precision Journalism Advocacy Journalism

Mass Communication Instructor: Jawad Gilani

Media Support Services Role of Auxiliaries AP, UPI The Wire Services Cost efficiency across the nation An impact on content and style Yet another competitor (INS) International News Service

Wire services in Perspective The importance of wire services exceeds the monetary worth. About 95% of the newspapers subscribe to wire services. Major newspapers and TV stations send their reporters and still subscribe to wire services.

The supplement services Competition between AP and UNI increased in 1980’s. This lead to emergence of other services providers e.g Dow Jones providing financial services, women news services providing women related news. New York Times wire services, providing selected news stories.

The Syndicates Usually provide entertainment and opinion related content for the newspapers. E.g comic scripts, editorial cartoons etc. Acquiring Content Managing and Marketing content Influences of Syndicates

Measuring Services Measuring Circulation Measuring broadcast audience Types of Ratings Rating = Household tuned to station / total TV households x 100 Share = household tuned to station / households using tv x100 Households using Tv (HUT) = Sets turned on / total tv households x 100

Continued … Obtaining ratings People Meters Controversy The rating problems Rating and the news Measuring public opinion

Mass Communication Instructor: Jawad Gilani

Music Industry History of Music Development of Instruments Development of Recording Machines Juke Box Recording technologies Music as an Industry

Method of Mass Communication Research Sources of trust worthy knowledge Religion Interpretations by authorities (priests, philosophers, kings) Tradition Common sense Research!

Reasons for Conducting Research Public concern about media effects Developing theories to explain media influences. Solving practical problems

Effects of Mass Media Forces of Evil or saviors of democracy Early claims of great power The legacy of fear

Postulates of Science and goals of media research The assumption of order : Scientists always assume that objects and events that they are trying to study are regular in their behavior and their activities will form some kind of discoverable pattern. Who? Says what? In what channel? To whom? With what effect?

Continued … The assumption of cause and effect: Scientist believe that it is possible to explain when, how and when events occur.. The assumption of tentative truth: Scientists do not believe that their conclusions ever provide a final answer, but instead a best possible answer.

Basic Vs Applied Research Basic research is not undertaken to increase anyone’s profits, but to simply advance knowledge. Applied or Proprietary is conducted for someone to benefit financially.

Steps in scientific method Specifying the problem Reviewing previous results Making necessary observations Data processing and analysis Researching conclusions and interpreting findings Reporting results

Research designs Experiments Surveys Observational studies Content analysis

Mass Communication Instructor: Jawad Gilani

Media Influences on Individuals Early Researches: Large scale researches did not begin till late 1920’s. A decade after world war I, researchers started working on studying changes in the society.

THE MAGIC Bullet Theory Theory is based on some very basic scientific assumptions which seemed very true at that time; concerning the fundamentals of human nature. This theory was very consistent with public’s general view that the media had great power.

Continued.. Before realizing the overwhelming power of leaning, psychological and social scientists were greatly influenced by the ideas of Charles Darwin. Charles Darwin placed human beings in the same continuum as other animals. Earlier, the religion was the most important influence.

Continued … Social scientists rejected religious beliefs and believed that human beings were guided by “instincts” over which people lacked rational control. OR by other unconscious processes which were NOT guided by intellect. This was a frightening view which saw human beings as irrational creatures, who could be easily controlled by cleverly designed media.

THE PAYNE fund Studies By 1920’s, the general public was already becoming uneasy about the influences of movies on children. In 1929, an estimated 40 million minors, including more than 17 million children under 14 years, went to see movies at least weekly. The Motion Picture Research Council

Continued.. Influences on everyday behavior. Changes in Children attitudes. Attitudes towards: WAR/ Gambling/ The Chinese/ Punishment of Criminals. Implications of Results Findings of Payne Fund Studies seemed to give the Bullet theory a considerable support.

The Great Panic Radio Reports the invasion from Mars. On October 30 th, 1938 people who were listening to radio play on CBS, “Mercury Theatre of the Air” believed that United States was taken over by creatures from Mars. Implication of Results: powerful effects, but not for all.

Changing Perspective on Media Influences An increased importance of Social Categories. Racial and Ethnic Groups Social institutions, family, Government …

Media in Presidential Campaigns How Media influences voters. Improved research Methods

Children influenced by Media Patterns of Viewing Uses of Programs Implications of results Violent content Social Learning from role models

Media Influences on Society and Culture Two ways in which media can be instrumental in bringing change in the society. A) Continuous presentation of information related to a particular event or issue, over an extended period of time ( Theory of accumulation of minimal effects)

Continued … A situation exists in which mass media begins to focus attention Provide information consistently over a period of time. People become increasingly aware Information provided by the media changes beliefs Those individual to individual changes accumulate and become new form of shared orientation.

Continued.. THE WATER GATE SCANDLE ( Exposing a President) Extending democracy to all the citizens Redefining the WAR

Theory of Adaptation We are constantly confronted with with innovations. Innovation can be something adopted from another society or it can be something completely new. People do not adapt to an innovation instantly even if the adaptation is logical and beneficial.

The key to understand the part played by the mass media in this form of social change is to look closely at the process of adaptation. Five stages of adaptation theory.. Awareness stage Interest stage Evaluation stage Trial stage Adaptation stage

Modeling theory Under certain circumstances, individuals who view particular actions that are performed by another person, may adopt that behavior as a part of their personal habits. Individual sees a form of action carried out by a model The individual identifies with the model The individual remembers and reproduces Performing the reproduced activity results in some reward.

The positive reinforcement increases the probability that the person will reproduce the activity again