Media Studies EMS3O1

What is Media? The plural of medium: means, vehicle, channel, mode, method, way, avenue Therefore, media is the means by which information is distributed or communicated. As a term, media usually describes individual forms such as radio, television, film, print, etc.

Mass Media Mass Media is any form of communication produced by a few, intended to be consumed by large audiences. People who study mass media often use the term "text" to talk about the different forms that the mass media take. A text is simply any piece of spoken, written, or visual communication that takes a particular form such as a speech, a poem, or a poster.

Characteristics of Mass Media People who study mass media recognize that there are common characteristics found in all media texts. When they deconstruct or take apart and analyze a media text, they notice the following five characteristics:

Form and Convention 1. Each medium has its own form and conventions. Language, design, sound, lighting, camera angles, etc. are used to construct meaning in a particular way

Carefully Crafted Message 2. Each medium has a carefully crafted message that presents a particular sense of what the world is and how it works. While all of us have our own view of the way the world is "constructed", based on our experiences, many of our notions are influenced by what the mass media show us.

Bias and Ideology 3. Each medium's message has its own biases and ideology. It is important to recognize these values and biases in order to respond critically.

Commercial Implications 4. Each medium's message often has commercial implications. Most media production is undertaken as a business with a goal of making a profit. This can influence what is presented in the mass media.

Interpretation 5. Each medium is responded to and interpreted in different ways. No individual or group is entirely alike any other. Each audience will react to and interpret media messages in a different way. The informed viewer, listener, and reader analyzes the media message and tries to understand and appreciate how and why a particular interpretation is made.

Key Roles of Mass Media 1. entertainment 2. information 3. critical messages, opinions 4. advertising 5. politics/news 6. social trends

Key Roles of Mass Media The media: 1. Supplies Information 2. Influences Knowledge and Thoughts 3. Expands Personal Experience 4. Normalizes Images 5. Persuades 6. Entertains

ROLETEXT CNN News Broadcast – 9/11 SuppliesInformation When the World Trade Center was hit, the entire world knew about the incident within minutes of the tragedy. We were shown pictures of the crumbling towers and the victims. We knew what happened, when, where and how. Explanations were given as to why it happened. Influences Knowledge andThoughts Although everyone, the world over, knew what had happened, who and why were not as clear. It was suggested that Osama Bin Laden was behind the plot. It was suggested that the American involvement in the Israel/Palestine conflict was the cause. Expands Personal Experience Personal experience would, in part, be affected by one’s previous personal experiences. There is no doubt that the tragedy affected people the world over in a very personal way. We could all relate to the fear, terror, and tears that were evidenced on the television screen. Coverage of the events cited the need for the care of air passengers. Canadians families generously welcomed stranded air travelers into their homes. Normalizes Images Many of the images seen on the television screen were shocking; however, as the broadcasts continued and the same scenes were aired over and over again, thy were imbedded in our minds. The images of Bin Laden enforced the idea that he was a tyrant and a terrorist. Persuades The attempts to persuade differed depending on which newscast you were watching. American stations were very adamant in depicting Bin Laden as a dangerous, sadistic villain. The president continually voiced this opinion and stirred the patriotic flames of the American citizens. It was crucial to the president to gain the support of his people in order to initiate the terrorist war in Afghanistan and then Iraq. Entertains Although news is not normally considered an entertainment business, the fact is that newscasts are designed to keep audience attention. When broadcasting the destruction of the World Trade Center and the subsequent war, every attempt was made to keep the audience entertained. Photographs, action video, interviews, debates, live footage and sound bites were used to maintain audience attention. Real TV, Different from other wars, the embedded reporters provided a new outlook on the war. This was Reality TV – a war in our living rooms. The war was broadcast 24/7, so a variety of formats were used.

The Media Triangle

PRODUCTION 1. Where does this text come from? Who created it? Who owns it? 2. How is this text distributed or sold to the public? Who profits? 3. How was the text made? What production techniques were used? 4. What rules and laws affect this text? Is there an expected running time for a film or song? Are there any copyright or trademarks used to protect certain words or products? 5. How could I produce a similar text?

AUDIENCE 1. How does this text appeal to me? What things do I like and dislike? 2. Who is the intended target audience? 3. How and why does this text appeal to its audience? 4. In what different ways do people use or consume this text? 5. How could I change the text to make it more enjoyable?

TEXT 1. In what ways does this text tell a story? Does it connect to a larger story? 2. What type or category of story is it? Does it follow a formula? 3. What codes and conventions are used? 4. What are the characters like? Are they realistic? Are they stereotypes? Is there an expected running time for a film or song? Are there any copyright or trademarks used to protect certain words or products? 5. How do the characters relate to each other in terms of power, age, gender, race and class? 6. What are the values and ideology of the characters? To what extent do I share these beliefs?

Five Factors Affecting Understanding of Media 1. Age 2. Gender 3. Socio-Economic Status 4. Family 5. Life Experience

Journal Entry Outline the factors that affect your understanding of media. Philosophy Spiritual Beliefs Married Male Mid 20’s Extensive Travel Middle Class Canadian If you don’t feel like writing a long explanation you might want to try using a diagram showing those factors that influence your understanding the most (top of the pyramid) to those that influence you the least (bottom of the pyramid. Think of each level as a separate lens which you see the world through. ME