Title: Mass Communication
1Mass Communication
- Overview, History, Theories, Future, Economics
2Mass Media Projects
- Gatekeeper Assignment
- Symbol Assignment
- Theory Cartoon
- Test
- Study Notes
3Definition of Mass Communication
Delivering information , ideas, and attitudes to
a sizeable and diversified audience through use
of media developed for that purpose.
4Requirements to be a Mass Media
1. Must reach many people
2. Requires the use of some technological device
to send the message between source and destination
Talking to your neighbor? Watching television?
5Television fits the requirements for a mass
media--
-through use of media developed for that
purpose. What is the special technological
equipment used for television?
TVs, transmitters, cable ..
What kind of audience does television have?
sizeable and diversified audience
What does television do, what is its purpose?
purpose of delivering information , ideas,
attitudes
6Mass Media Ways of Communicating
- Books
- Magazines
- Newspapers
- Film
- Television
- Internet
- Radio
- Sound Recordings
75 Levels of Communication
Interpersonal- between two individuals
Examples?
8Intrapersonal- within oneself
Examples?
9Public Communications Live, with an audience.
Examples?
10Group- persons interact with equal weight
Group laughing
Examples?
11Mass Communication- the media to the public
12Basic Terms
Audience- large, often anonymous, and
heterogeneous groups reached by the media groups
www.reigate.ac.uk/subweb_union/eq_day/eq03.htm
13Channel- media over which messages are
communicated to the public
Radio/TV, etc
14Feedback- Audience response to the media's
message. Mass Comm. has more delay than other
communication channels.
What are ways mass media receive feedback?
Letters to editor, buying products advertised,
call in shows, .
sspp.gsfc.nasa.gov/sem/img/
15Gatekeepers- those who have the power to
influence the flow of information to the public
Can a principal be a gatekeeper?
Can a parent be a gatekeeper?
Reporters ask the questions and edit the content.
16Example of a gatekeeper- Tom Read
Between 1958 and 1965, Tom prepared the various
morning newscasts for WHO Radio and also provided
a local newscast on television at 825 AM. In
addition, Tom was a general assignment reporter,
photographer, writer, and newscaster.
http//www.desmoinesbroadcasting.com/who/tom-read
-newsman/tom-read-intro.html
17- Before the gatekeeper assignment, we will do some
public speaking activities.
18Gatekeeper Assignment Pick a controversial
topic. Student will decide what information is
going to be given to the audience. YOU ARE THE
GATEKEEPER, YOU ARE CONTROLLING WHAT THE AUDIENCE
HEARS .
19- Gatekeeper Assignment 100 points
- Students will take a stand on an issue.
- Students will give reasons why their opinion is
the correct one. - One topic.
- Students must have a written speech including an
introduction ( I am going to tell you about
state main idea), body (reasons) and conclusion
(In conclusion, -summarize what you said). - Students will give facts supporting their
position. - Must be 2-3 minutes long- or 300 words
- Look at audience, speak with enthusiasm
- List of Sources
- Topics
- Michael Jordon is the best athlete ever.
- Basketball is the most exciting sport to watch.
- The ocean is the best vacation spot.
- Superman is the ultimate superhero
- -
20Mass media equals channel- the means of getting
the message to the public, radio, TV, etc.
www.hanford.gov/.../?historyphotos_historic
21Symbols- anything that stands for or represents
something else.
22EACH INDIVIDUAL CREATES THE MEANING THAT HE/SHE
GIVES TO A SYMBOL. Symbols do not contain
meaning in and of themselves.
23Message- the symbol or collection of symbols
intended to arouse a specific idea or meaning in
the mind of the receiver.
Smile, words, pictures, gesture
www.bbc.co.uk/.../features/symbols.shtml
24This symbol gives you what message?
If Angie is a girl you like?
If Angie is your sister?
If Angie is a girl you dont like?
The message is different according to your
perspective. Sometimes the meaning of the
message is different to you than what the sender
intends.
25Synchronous media- media that takes place in
real time and requires the audience to be present
at the time of creation. (Live concert, live
radio)
26Asynchronous Media- media that does not require
the audience to assemble at a given time to
benefit from the messages. (Magazine,)
27Media literacy- the ability to access, analyze,
evaluate and produce media in a variety of forms.
www.derbydeadpool.co.uk/.../obits/siskel.html
285 Characteristics of Mass Communication
1. Mass communication is often produce by
complex and formal organizations.
292. Mass communication organizations tend to
have gatekeepers. Editors, performers, This
can reduce individuality, and controversy.
303. Mass communications tend to need a lot of
money to stay in business.
314. Mass communication organizations usually
exist to make a profit. This fact influences
countless decisions.
32- Mass Communication organizations tend to be very
competitive. They compete for the attention of a
finite audience . The audience is sold to
advertisers.
33Advertising
34Advertising Law of Averages
- The more times an audience is exposed to a
product the more likely they are to buy it.
So the more a company advertises the more they
will sell.
35Advertising Techniques
- Testimonial Ads
- Endorsement ads
- Problem/Solution Ads
- Comparison
- Demonstration Ads
- Visual image
- Catchy words/slogan
- Bandwagon
- Negative appeal
- Positive appeal
- Repetition
36Testimonial Ads
- A real-life , non celebrity likes the product and
recommends it
37Endorsement ads
- A celebrity indicates that the product is good,
sometimes just allows his name to be used.
38Problem/Solution Ads
- The ad shows how a common problem is fixed by the
product.
39Demonstration Ads
- The ad shows how well the product works in
everyday situations
40Comparison
- Product is compared to a competing brand and
shown to be superior
41Visual image
- Image is large and/or noticeable.
42Catchy words/slogan
- Slogan sticks in your mind
http//www.socialnorms.campushealth.net/archives-g
eneral-campaign-ads-01.htm
43TOP 10 SLOGANS OF THE CENTURY Diamonds are
forever (DeBeers) Just do it (Nike) The pause
that refreshes (Coca-Cola) Tastes great, less
filling (Miller Lite) We try harder (Avis) Good
to the last drop (Maxwell House) Breakfast of
champions (Wheaties) Does she ... or doesn't
she? (Clairol) When it rains it pours (Morton
Salt) Where's the beef? (Wendy's)
http//www.adage.com/century/slogans.html
44Bandwagon
http//www.petaindia.org/ads.html
45Positive appeal
Something good will happen if you use the product.
46Negative appeal
Something bad will happen if you do not use the
product
47Repetition
- Words or pictures are repeated
48Wheaties made advertising history as the first
product to feature a singing commercial on
network radio. Its first airing took place on
Christmas Eve 1926.
49Functions of Mass Communication
ENTERTAINMENT- ¾ OF TV programming is
entertainment.
valdefierro.com/ray.html
50SOCIALIZATION- role models, acceptable/unacceptab
le behavior.
www.tellusradio.no/bilder/crowe_no_war.jpg
51Have you noticed girls styling their hair like a
girl (Buffy) on TV?
Do you ever want a pizza after seeing one on TV?
Be a crime investigator like on CSI--
What things have you seen on TV- movie that has
influenced you or someone you know?
Talk to your table partner- come up with two ways
a TV show/movie has influenced you.
52SURVELLIANCE- information giving
www.kingofsat.net/fox-news.jpg
53INTREPRETATION/ PERSUASION- tells what
information means
www.kcmxam.com/Page.asp?NavID4
54COMPENSATION- Media can compensate for things
missing in a persons life.
- Direct experience- media replaces actual
experience. Feel like you are there-- In a
stadium or seeing an active lava flow. - Order and Structure- I always watch Seinfeld at
6 pm. - Interaction- media offers interaction when others
may not.
55Talk with your table partner and come up with
examples for the following
Direct experience-
What have you watched and felt like you were
there?
Order and Structure-
Is there something you have to watch every week?
Interaction-
Is there a show where you feel like you know the
characters?
56Mass Communication Receivers
- Mass Communication Audiences tend to be
- Individuals
- Large (dozens to millions)
- Heterogeneous (different backgrounds, beliefs,
goals) - Anonymous to the sender
- Physically separated from the communicator
www.procolharum.com/004/ph_vienna-04pix_1.htm
57Mass Communication Receivers
Individuals Large Heterogeneous
Anonymous Physically separated
EXAMPLES__
- Someone watching TV
- Listening to radio
- Reading a magazine
- Surfing the web
-
58Audience feedback is generally INDIRECT and
DELAYED.
Audience Feedback is shown by- Financial support
magazine subscription Audience membership
going to the movies, watching a concert.
Direct participation radio call in,
email Professional critiquing - reviewers
59Economics of Mass Communications
Most American Media are privately owned
businesses that are operated for profit.
www.eagleforum.org/era/2001/Era-il-2001.shtml
60Financial support is provided by ---- Audiences
-- record, film makers, books Advertisers
--radio and TV Advertisers and Audiences --
newspapers, magazines, movies Government --
Congress some broadcast and print media
61Mass Communication Theories
BULLET THEORY INDIVIDUAL DIFFERENCES
THEORY MODELING THEORY USE AND GRATIFICATION
THEORY MEANING THEORY CULTIVATION THEORY GLOBAL
THEORY
-Address the effects the media has on individuals
and society. Theories have their advocates and
critics.
62BULLET THEORY Media messages affect everyone in
the same way. The message is viewed as a bullet
that strikes the audience, and people change
their beliefs because of what is seen in the
media.
63INDIVIDUAL DIFFERENCES THEORY Depends on the
personality of the individual. Some individuals
will focus on one part of the message, others on
another part of the message. Individuals
interests vary.
64MODELING THEORY Audience members gradually model
the behavior and persons in the media.
65USE AND GRATIFICATION THEORY The audience is
active and interacts with the media. The media
fulfills audience needs and reflects what the
audience wants.
66MEANING THEORY Over time the real world
gradually shifts to the media world. Events
on TV seem more relevant and real than the events
happening in the next room.
67CULTIVATION THEORY
Other media has no real impact on society.
Cultural impact is mostly from TV. As American
TVs influence spreads there will be one world
view, one set of values, eroding the norms and
values of other cultures.
68GLOBAL THEORY
Eventually cultural barriers will be erased
through understanding each other because we share
our experiences, feelings, hopes and dreams
through the media.
69Global TheoryHurricane Disaster
70China
As you can see, the hurricane hitting America is
growing larger and larger by the day.
Wow, looks like things are going really bad over
there. I better contribute!
71China
Walking
72China
Give this money to the Hurricane Relief.
73Russia
As you can see, the hurricane hitting America is
growing larger and larger by the day.
Wow, looks like things are going really bad over
there. I better contribute!
74Russia
Walking
75Russia
Give this money to the Hurricane Relief.
76France
As you can see, the hurricane hitting America is
growing larger and larger by the day.
Wow, looks like things are going really bad over
there. I better contribute!
77France
Walking
78France
Give this money to the Hurricane Relief.
79Mass Communication Theories Pick one theory to
use for your project.
BULLET THEORY INDIVIDUAL DIFFERENCES
THEORY MODELING THEORY USE AND GRATIFICATION
THEORY MEANING THEORY CULTIVATION
THEORY GLOBAL THEORY
80Theories of the Special Effects Mass Media has on
the Population.
- AGENDA SETTING - STATUS CONFERRAL - KNOWLEDGE
GAP - SPIRAL OF SILENCE - NARCOTIZING DYSFUNCTION
81AGENDA SETTING
- Media creates our personal agendas
- Lot of media coverage - we think about it the
issue a lot. - No coverage we dont think about the issue.
82FROM USA TODAY WEBSITE http//www.usatoday.com/mon
ey/industries/energy/2005-08-14-gas-prices_x.htm
Nationwide gas prices set another record LOS
ANGELES (AP) Retail gas prices hit another
record high over the past three weeks, mirroring
a rapid increase in the cost of crude oil,
according to a nationwide survey released Sunday
83STATUS CONFERRAL
- Media has the power to elevate the status of a
person, place or thing by giving it coverage. - If it is in the news it is important and
special.
84On the web-
http//www.usatoday.com/sports/baseball/games/2005
-08-14-mets-dodgers_x.htm
85They get status because you see them on TV and in
the paper.
Who do you think is an important person?
Who knows who Antonio Perez of the Dodgers ,
Pedro Martinez, or Gerald Williams are?
How much media coverage does he/she get?
STATUS CONFERRAL
86KNOWLEDGE GAP
- Mass media widens the knowledge gap between
socioeconomic classes. - Socioeconomic background effects the rate and
quantity of information absorbed from mass media
87Knowledge Gap
How does having a laptop affect your learning?
Would you know as much about computers if you did
not go to a laptop school?
How much is a laptop?
If you made 10 an hour how many hours would you
need to work? What kind of job?
88SPIRAL OF SILENCE
- Media gives one version of how events are to
interpreted - If you dont agree - you will keep silent
- Figure the media is portraying the majority view
- Silence is assumed to mean agreement
- Media version is the only interpretation.
89Has this happened to you? You did not agree with
something but didnt say anything in opposition.
Hockey is the best sport!
If nobody said anything wouldnt you think that
most of the group agreed?
Spiral of Silence
90NARCONTIZING DYSFUNCTION
- Watch television as an activity
- Doesnt matter what they watch.
- Excessively watching television makes a person
passive - Has a hard time interacting in daily life.
NARCONTIZING -To place under the influence of a
narcotic. To put to sleep lull. To dull deaden.
www.chick.com/reasons.asp
91Do you ever just turn the TV on and flip through
the channels and maybe stop at something you are
really not that interested in?
When someone asks you what you are doing? Do you
ever say watching TV?
NARCONTIZING DYSFUNCTION
92Write a short description of each theory.
MASS COMMUNICATION THEORIES BULLET THEORY
INDIVIDUAL DIFFERENCES THEORY MODELING THEORY USE
AND GRATIFICATION THEORY MEANING
THEORY CULTIVATION THEORY GLOBAL THEORY
Theories of the Special Effects Mass Media has on
the Population -STATUS CONFERRAL - KNOWLEDGE
GAP - SPIRAL OF SILENCE - NARCOTIZING
DYSFUNCTION - AGENDA SETTING
93Watch the Truman Show
Truman Show -Questions- The media
created a real life for Truman. This was all he
knew- he believed the things people tell him.
The media manipulated his feelings to control
him. Truman doubts his reality. List 5 things
that happened to Truman to hint that things were
not as they seemed. Example- Truman sees his dead
father as a bum on the street. 1.
2. 3.
4. 5.
Describe at
least three different examples of gate keeping
that you saw in the movie. What happened and why
was it was gate keeping? Example- When Truman saw
what he thought was his dad on the street, the
people in charge shoved the dad on a bus because
the producers did not want Truman to talk to him
because Truman might learn something the
producers did not want him to know. The mother
reinforces the producers story of the father.
The producers were controlling the information
Truman got. 1.
2. 3. 4.
5.
94The Truman Show
- Give two examples of gate keeping
- Pick a media theory that applies to this movie
and explain why it applies - Why do you think Truman was deceived for so many
years? - How was it possible for Truman not to know about
the outside world?
95Credits Vivian, John. The Media of Mass
Communication. 2003 Pearson Education, Inc. St,
Louis Community College- Meramec. Introduction
to Mass Communication Handbook , 2004