Communication

1
Communication Media From Theory to
Application Theoretical Basis
Part 1 of 3

• Catholic Distance Learning
• Network August 2007

2
Why teach communication media in the seminary?

• Media is our culture.
• Communication is changing due to media influence.
• If communication is changing and media is the
  strongest influence, we must change the way we
  communicate faith.
• The Church calls for knowledge of media to reach
  and meet the needs of the changing parishioner.

3
Media is our culture

• Epistemology
• Media truth
• Salience
• News media reports public agenda
• Framing
• Emphasizing certain attributes to the
• neglect of others public opinion
• Activity Ask students for examples of the
  epistemological impact of media and how it shapes
  our thoughts. What are the pros and cons of
  salience and framing by the news media?
• In Depth Resources
• Framing as a theory of media effects, Journal
  of Communication, Volume 49 Issue 1 Page 103-122,
  March 1999
• http//www.workingpsychology.com/mediafr.html
  
• A first look at communication theory, Em
  Griffen, McGraw-Hill, 2006.

4
Communication is changing

• Our relationships
• Computer-mediated communication
• On-demand media
• Voyeuristic media
• Obsessive communication
• Activity Discuss how current trends in media
  change the way we communicate with one another.
  What long-term effects might these changes have?

Paris Hilton Pope
Benedict XVI Me

5
Media effects on faith The good, the bad and
the ugly

• We have let others define us
• Spirituality replaces religion
• Marginalization of our message
• Church seems irrelevant when not present in the
  media
• Soundbite mentality is the norm
• Nature of communication is changing
• Used to on-demand communication
• Parishioners do not tolerate poor communication
  even from their church

Activity Discuss each of these topics with
students. What evidence is there for each of
these effects? What does it mean for the Church?
6
Basic relevant media theories

• Media Effects Model
• A broad-based belief covering multiple
  theories that media is not neutral. It has a
  strong and long-lasting effect on those who
  consume it.
• Agenda Setting Theory
• The media tell us what to think about and
  how to think about it through transfer of
  salience and framing.
• Resource http//www.afirstlook.com/manual5/ed5ma
  n28.pdf
• Activity Discuss these basic media theories and
  their possible
• long-term effects on
  communication and practice of our faith.

7
The Church calls for knowledge of media

• Seminarians should be trained at three specific
  levels
• 1. Focused on the receivers understanding the
  media culture its influence
• 2. Training the faithful in the right use of
  media how to best use it yourself
• 3. Specialist training level using media as an
  integral component of your priesthood training
  others on the first two levels
• - Congregation for Catholic Education,
  
• Guide to the Training of Future
  Priests Concerning the Instruments of
• Social Communication, 19 March 1986.

8
Preparing clergy in the classroom

• Incorporate communication through media into
  existing courses.
• Plan workshops and seminars
• that give seminarians hands-on
• opportunities to communicate
• through media.
• Discuss ways to communicate
• theological teachings through media. For
  example, ask students, How would you communicate
  this theological principle through media? How is
  this different from the way you would communicate
  it from the pulpit?

9
Relevant communication documents of the Church

• Inter Mirifica
• Communio et Progressio
• Aetatis Novae
• The Rapid Development
• Ethics in Communication
• Evangelii Nuntiandi
• Toward a Pastoral Approach to Culture
• These documents are readily available at
  www.vatican.va or
• http//www.daughtersofstpaul.com/mediastudies/chur
  chdocs/index.html
• Activity Discuss the relevant points of these
  documents as they
• relate to students individual
  ministry.

10
How pervasive is media usage?

• For more than 40 of that time, media was the
  only activity pursued.
• We use two or more forms of media 30
• of the time.
• 96 use two or more forms of media at once.
• TV is still king - four hours per day per
  person.
• We spend two hours per day on the computer.
• On average, Americans spend nine hours per day
• with some kind of media.
• 57 of our media usage occurs in the home, 43 of
  it occurs elsewhere.Ball State Universitys
  Center for Media Design Middletown Media Studies
  Report, October 2005

11
Just youth are heavy media consumersright?

• AGE OF INTERNET USERS
• Age      of Americans In Age Group Online
• 12-17   8718-24  
  8225-29  
  8530-34  
  8340-44   7645-49  
  7350-54  
  6855-59  
  6860-64   5565-69  
  5770-75  
  2676     
  17
• (Source Wash Post 2/6/06 quoting Pew Internet
  AmericanLife Project surveys conducted Oct.-Nov.
  2004 (teens) andJan.-June 2005 (adults)

Activity Ask the students to keep a log of
their own media activity. It is always more than
we think it is!
12
Heavy on-demand users
Heavy on-demand consumer doubles in one
year Arbitron Inc./Edison Media Research, 2006
13
Electronic media vs. print

• Newspapers decline in popularity while electronic
  media gains.

Which media are you likely to use less? Arbitron
Inc./Edison Media Research, 2006
14
The BIG questions

• How does media affect the way Catholics approach
  their faith how must we change our
  communication to reach them?
• How can we best use the media to communicate our
  faith?