Mass Communication: A Critical Approach

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Mass CommunicationA Critical Approach

• Chapter 1

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What is mass media?

• What the book says
• The delivery of a message to a mass or culture.
  It usually appears in the form of books,
  pamphlets, magazines, newspapers, direct mail,
  newsletters, radio, compact discs, audio tapes,
  TV, movies, videos/DVDs, Internet.

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HOW DID MASS MEDIA EVOLVE?

• Mass media evolved through the elitist-popular-spe
  cialized (EPS) cycle.
• In cultures, first the media is only available to
  the elite, the rich.
• As it evolves, it becomes available to everyone
  and is popular media or pop culture.
• The final stage is specializationthe U.S. is in
  this stagewhere the media is fragmented into
  specialized interests

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The Media Storytellers

• At its worst, the medias appetite for telling
  and selling stories leads them to exploit or
  misrepresent tragedy.
• At its best, our media reflect and sustain the
  values and traditions of a vital democracy.
• Engage and entertain
• Watch over societys institutions

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Its the job of journalists to make complicated
things interesting.--David Halberstam
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I would say

• It is the job of journalists to provide the
  public the information they need to make
  intelligent decisions.
• And sometimes it is the job of journalists to
  give the public accurate glimpses into the lives
  of people, places and ideas that we might not
  otherwise come into contact with.

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But what if we arent talking about journalists?

• Much of what is in the media is not journalism.
• What about television producers and film makers?
  Are their responsibilities the same as
  journalists?
• 24 Jack Bauer

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Eras of Communication

• Oral Communication
• Written Communication
• Printed Communication
• Electronic Communication
• Digital Communication
• When did Mass Communication start?
• Printed Communication - the printing press

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Models of Mass Communication

• Linear Model
• SenderMessageMass Media Channel(Gatekeepers)Re
  ceivers
• How does Feedback fit into the model?
• Cultural Approach
• Selective Exposure
• Storytelling - once a uniting aspect of culture,
  but now is fragmenting

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Cultural Landscapes

• Culture as a Skyscraper
• High culture
• Low culture
• Different media for each
• But many people consume both
• Culture as a Map
• Culture is an ongoing, changing process
• Modern v. Postmodern Values

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Skyscraper ModelOpera vs. Folk Music

• Some who like Beethoven also like Beauty and the
  Geek.
• Does popular culture cheapen public life?
• TV sets in use for more than seven hours a day
• More refined culture struggles to find an
  audience
• The Big Mac theory we have lost our
  discriminating taste for finer fare

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What is media literacy?

• Critical approach, not cynical
• Pay close attention
• Analysis of facts, not mere counting of facts
• Interpretation and meaning
• Ethical/moral evaluation of meaning
• Take action to shape the cultural environment

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What does being critical involve?

• Reassess and rebuild the standards by which we
  judge our culture
• Recognize the links between cultural expression
  and daily life
• Monitor how well the media serve democratic
  practices