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Chapter One Notes

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by: jaytaylor

Chapter One Notes CMAC 1003 - 001

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About this Document

On Thursday 1/21/16, Dr. Fears assigned the reading and reviewing of Chapter One for class on Tuesday 1/26/16. This is an outline of the entire chapter, covering all objectives with references and ...
Mass Communications in Modern Society
Dr. Lillie M. Fears
Class Notes
Mass Comm, mass communications, Media, Communications, Mass Media, modern society, Society
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"Better than the professor's notes. I could actually understand what the heck was going on. Will be back for help in this class."
Ms. Camden Grady

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This 6 page Class Notes was uploaded by jaytaylor on Tuesday January 26, 2016. The Class Notes belongs to CMAC 1003 - 001 at Arkansas State University taught by Dr. Lillie M. Fears in Winter 2016. Since its upload, it has received 48 views. For similar materials see Mass Communications in Modern Society in Media at Arkansas State University.

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Better than the professor's notes. I could actually understand what the heck was going on. Will be back for help in this class.

-Ms. Camden Grady


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Date Created: 01/26/16
Chapter One: Living in a Media World || Mass Comm.  Objectives: o Identify the four levels of communication  Intrapersonal – most basic level of communication; “how we think and how we assign meaning to all the messages and events that surround our lives” (pg.5); self-talk; reflecting on decisions or reacting to a situation  Interpersonal – “one-on-one communication” (pg.5); conversations between you and another person; can be verbal, electronic, or physical  Group – “unequal communication in which one person is communicating with an audience of two or more people” (pg.5); public speaking; usually give opportunity for feedback from each member of the audience, though less common if in a larger setting (such as a lecture hall); settings such as concert venues offer restricted ability for feedback  Mass – top of the communication pyramid; “society-wide” method through the use of technology to reach a diverse and wide audience, who are usually unknown to the distributor; one-sided, audience has no real personal feedback except through growing social media o What’s the difference between mass communication and mass media?  “Mass communication is a process, whereas the mass media are simply the technological tools used to transmit the messages of mass communication” (pg.7); Mass media are the technology that senders use to communicate with their mass audience o Three contemporary models of mass communication  Ritual Model – “puts audience members at the center of the equation” (pg.12); shows how/why people consume media; media goes further than just broadcasting, it creates a shared experience within others that is widespread; i.e. when bin Laden was killed, Twitter reached a peak amount of tweets sent in a short period of time  Publicity Model – if it’s covered by the media, it must be important; used to “draw attention to a particular person, group, or concept” (pg.12) where the media then makes it important/relevant  Reception Model – “how audience members derive and create meaning out of media content” (pg.12); each receiver interrupts media differently based on personal experience and bias o Explain the historical evolution of the media world  Roman Catholic Church – “first major communication network in the Western world” (pg. 14); communication went from the Vatican in Italy, to cardinals/bishops, to priests in cathedrals/villages, and then to congregations through sermons; 12 , 13 , and 14 centuries 2  Books – with the invention of movable type in the 1450s, mass production of books made the spread of major social changes cover a much broader area in less time (i.e. Protestant Reformation); printing was still slow and expensive, though, until the addition of steam power to presses in 1814  Electronics – began in 1844 with the first telegraph line from Baltimore to D.C.; by 1866, cables spanned the Atlantic, making live conversation between two people in different areas possible; Berliner invented the gramophone/phonograph in the 1880s, allowing mass-production of 3-minute disks of th music; the radio was invented in the late 19 century made the transfer of messages mobile and less expensive; late 1890s/early 1900s we see the emergence of nickelodeons, and the mass-production and distribution of movies; 1939, TVs emerge  Internet – 1990s, becomes a “full-fledged mass communication network” (pg.15); allowed for two-way communication and the control of media intake; made the way for VCR, cable television, and advertising/branding of oneself on the WWW o What’s “media literacy”?  “People’s understanding of what the media are, how they operate, what messages they are delivering, what roles they play in society, and how audience members respond to media messages” (pg.16); those who understand the way the media works tend to be more 3 intelligent in their consumption of mass media, as opposed to some less literate who may base their opinions solely on what large-scale advertising/news agencies feed them  “Four basic dimensions of media literacy” (pg.16) – James Potter  Cognitive Dimension – “the ability to intellectually process information communicated by the media” (pg.16); includes not only the skills necessary to access media (using the internet, setting up a TV, finding books in libraries) but also the ability to interpret words, implications, and symbolism  Emotional Dimension – “the feelings created by media messages” (pg.17); fear caused by scary movies, joy about the rescue of a child, cause repeat consumption to create repeat emotional release  Aesthetic Dimension – “Interpreting media content from an artistic or critical point of view” (pg.17); how well media is produced, what skills went into making it, quality comparison; understanding and criticizing the meaning/portrayal of a work  Moral Dimension – “consists of examining the values of the medium or the message” (pg.17); most ads advertise their products as solutions to problems, comedy shows sell quick-witted characters, action films 4 sell that violence/authority are key to success o “Seven Secrets” about the mass media – (pg.17)  “The media are essential components of our lives.” – interaction with media is almost unavoidable and tends to be unconscious; iPhones, magazines, news, radio, social media; we share meaning and connect with others through it  “There are no mainstream media (MSM)” – we assign “them” to be the media we don’t like, even though each platform is comparable in popularity to every other platform; most info comes through social media first and then “them”, so there really isn’t one huge platform that is controlling media dispersal  “Everything from the margin moves to the center” – media takes obscurity, “sanitize[s]” it (pg.20), and then incorporates it into mass media; controversial or marginal concepts are weaved in until they become normalized versions of themselves; mainstream comes from the margins  “Nothing’s new: everything that happened in the past will happen again” – as technology evolves and new producers come into play, the same issues that media outlets had in the past will repeat themselves in the new platforms that arise  “New media are always scary” – the “legacy of fear” (pg.21) began in the early 20 century; criticizes media for explicit or morally ambiguous content and its affect on 5 consumers; also fear of weakened audience from older sources of media; in 1948, Merton and Lazarsfeld identified four aspects of concern:  The media is everywhere, so they could control/manipulate people  Those in power may use the media to solidify current social structure and “discourage social criticism”  Mass media may lower tastes/morals; mindless mass-produced entertainment may replace tasteful works  Mass entertainment is detrimental and a waste of time; it takes time away from productivity and useful projects  “Activism and analysis are not the same thing” – critics may be chasing their own agendas when evaluating media; when criticizing a certain platform/product, they may be fighting for a much larger picture; i.e. the attack on violent video games may be in concern about the overall effects of violent media on children (pg.22)  “There is no ‘they’” – it’s a term used to dub opposition/conflicting agendas as an evil entity; it may actually be a singular or specific target, but the generalization casts a distasteful light on the entire branch/platform 6


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