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MC 101 Notes

by: Julia Landon

MC 101 Notes MC 101 - Intro to Mass Communications

Julia Landon

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About this Document

Notes from a test week, so there is only one day of notes.
Intro to Mass Communications
Christopher Roberts
Class Notes
UA, bama, university of alabama, Alabama, MC 101, Mass Comm, mass communications
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This 3 page Class Notes was uploaded by Julia Landon on Tuesday February 9, 2016. The Class Notes belongs to MC 101 - Intro to Mass Communications at University of Alabama - Tuscaloosa taught by Christopher Roberts in Spring 2016. Since its upload, it has received 31 views. For similar materials see Intro to Mass Communications in Communication at University of Alabama - Tuscaloosa.

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Date Created: 02/09/16
Test notes: • Communication is the creation of shared MEANING, not message (which is what people thought it was, apparently) • Framing is how media set the standards by which • Priming is • Cultural imperialism is the displacement of a country’s traditional culture by a dominant culture • Long tail means that we are moving to a mass culture that is more individualistic • Next test is on February 25, and is ONLY on material that we start today. Extra credit tomorrow in room 205 in Gorgas at 3:00, as well as on Saturday in Phifer 216. at 1:00 • Chapter 2 • Mass Communication Effects: How Society and Media Interact o Media theory: A history § Start with WWI propaganda • German and American posters would suggest that God was on both sides § WWII propaganda got better, and was so good, that we had to completely change our viewpoints on certain people (like the Japanese) after the war o Models of Mass Communication § Hot vs. Cold § How much brain power it takes to use a form of media • Hot is brain engagement, like reading a book (you can’t really do much else other than read) • Cold is not a lot of brain engagement, like watching a TV (you can also do other things with no problem) o How media impact has changed over time § When older folks were young, there were four channels: PBS, CBS, ABC, and NBC, and you only got all four of them if you were in the city, and lucky if you got two of them when you were in the country. § He says that we only talk to people who share the same interests as us, but the thing is, if you live in a bigger city, it’s hard to know everybody in your city. If you live in the middle of nowhere, yeah it’s easier to know everyone in your town, because there’s maybe 300 people there. When you live in a suburb, there’s thousands of people there. o Media Effects: Three Approaches: Specific theories under each approach § Direct effects • You feel the need to do something; there’s powerful effects; they can get you to do or buy stuff • Aristotle- how can you make media be understood by an audience (logos, pathos, ethos) • Pictures in our heads- the powerful effect of media is priming; what mass media do is putting pictures in your head • The first model o “Vaccine” theory (or hypodermic needle, or bullet) theory § This is not an accurate or real theory § Example is when you see a advertisement for a car, if this theory was true, you would be extremely compelled to go buy the car § Limited effects • Media don’t have a powerful effect at all; we get a message and don’t pay much attention to it • Opinion Leader(s) theory or the Two-Step Flow (p 31) o § Mixed effects • Media and humans are complex, so sometimes the power and meaning of the message can be varying (from strong to weak) • Media affect different people in different ways at different times. • Reality is not easy. It is complex. • Media are gatekeepers. Media set agendas. Media confer status o o Example: when you go to the store, you choose what goes into the cart, and when you get to the cart, not everything gets bought, and then you get home and choose to cook, and maybe it gets burnt or whatever. o Gatekeeping today is more like a screen door, and there’s not much being kept out. o Media generally do not tell us what to think, but media tell us what to think about. o Mass media help provide society’s “dominant” culture. Recall back to the first day of class and how NDSU got five national titles in a year but they got no publicity. § Uses and gratifications • In order to understand what’s happening in the world • Just to entertain ourselves • Tell us how we’re supposed to act in the world • We use mass media to get along in the world and to have a personal relationship with people in the world


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