1. Mass Communication and Media Literacy
Chapter Twelve:
Mass Communication and Media Literacy

3. Answer the Following

4. Answer the Following

5. Answer the Following

6. Answer the Following
The answer is D for all three.

7. The Nature and Scope of Mass Communication
Defining Mass Communication
Messages transmitted through mass medium to a large group who may not be in direct contact with the source.
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8. The Nature and Scope of Mass Communication
Mass Media
Channels of communication
Books
Television
Radio
Newspapers
Magazines
CDs
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9. Communication Highlight

10. The Scope of Mass Media 99% of U.S. Households have a Radio
98% of U.S. Households have a Television
80% of U.S. Households have VCRs
66% of U.S. Households have Cable
There are mil. Cell Phone Users in U.S.

11. The Scope of Mass Media Television Viewing
1st Grader Averages 3 Hours a Day
By age 6 average Child has Watched 3,000-5,000 Hrs. of TV
By age 8 average Child Watches 4 Hours of TV a Day
By age 18 Viewing time is ,000 Hours
Copyright Dan Cavanaugh

12. Discussion of Uses and Gratification Theory
The Functions and Effects of Mass Communication
Uses and Gratification
We Attend to Mass Communication to Gratify Selves
Bored and Looking for Excitement
Stressed and Want Diversion
Interested and Want Information
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Discussion of Uses and Gratification Theory

13. The Functions and Effects of Mass Communication
Agenda Setting
Spotlights Some Issues, Events, and People
Diverts Attention Towards or Away from Topics and Issues
Performs a Gatekeeping Function

14. The Functions and Effects of Mass Communication
Gatekeepers
Reporters Decide on Perspective
Editors Screen Placement of Stories
Owners, Executives, and Producers Filter Information
Government Agencies Pressure Press, TV, and Radio
Advertisers and Political Groups Influence Message the Get Through

15. The Functions and Effects of Mass Communication
Gatekeepers’ Purpose
Cannot Report All News
Screen Content and Sources
May Result in Biases
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16. The Functions and Effects of Mass Communication
Cultivating Worldviews
Television Promotes Inaccurate Worldview
Viewers Assume it Reflects Real Life
Cultivation is a Cumulative Process
Mainstream
Resonance

17. The Functions and Effects of Mass Communication
Ideological Control
Cultural Elites Use Media to Maintain Dominance in Society
Media Benefits the Wealthy
Media Represents Privileged Groups as Natural and Good
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18. Communication Highlight

19. Developing Media Literacy
Components of Media Literacy
Access
Analyze
Evaluate
Respond Actively
Understand

20. Developing Media Literacy
Components of Media Literacy
Understand the Influence of Mass Communication
Access Mass Communication
Democratic Access
Ethical Responsibilities
Access
Analyze
Evaluate
Respond Actively
Understand

21. Developing Media Literacy
Components of Media Literacy
Expose Yourself to a Range of Media Sources
Analyze Mass Communication
Selection of Stories
Choice of Hook
Choice of Story Telling
Access
Analyze
Evaluate
Respond Actively
Understand

22. Developing Media Literacy
Components of Media Literacy
Critically Evaluate Messages from Mass Communication
Why Story Receiving Attention?
What are the Sources and Evidence?
What is the Hook?
Are Stories Balanced?
How are Viewpoints Represented?
Access
Analyze
Evaluate
Respond Actively
Understand

23. Developing Media Literacy
Components of Media Literacy
Respond Actively
Use Mass Communication Consciously
Be Involved with Issues Surrounding Mass Media
Access
Analyze
Evaluate
Respond Actively
Understand