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CMM 308 : Chapter 4 : Media influences on ways of persuasion

by: Winn

CMM 308 : Chapter 4 : Media influences on ways of persuasion CMM 308

Marketplace > Marshall University > Communication Studies > CMM 308 > CMM 308 Chapter 4 Media influences on ways of persuasion
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About this Document

what is media ? how many types of media? How does it effect on ways of persuasion ?
Persuasive Communication
Dr. Tarter Barbara
Class Notes
persuasion, Media, effect, social, Influence




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This 4 page Class Notes was uploaded by Winn on Wednesday February 24, 2016. The Class Notes belongs to CMM 308 at Marshall University taught by Dr. Tarter Barbara in Spring 2016. Since its upload, it has received 23 views. For similar materials see Persuasive Communication in Communication Studies at Marshall University.

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Date Created: 02/24/16
Chapter 4 : Media Influences on Persuasion Media is a term that describes a variety of people, structures, technologies and relationships. Media sources refers to the specific person or group of people who produces messages for audiences, including news, advertising and entertainment programming. From organizational sources, media sources are also impersonal. Media channels or medium : refers to the means used to transmit a message , important means of transmitting persuasive messages. Media content : refers to the programming carried by a media channel and produced by a media source or organization. News media : designates a specific type of media organization that is concerned with reporting current events. News refers to the content produced by news media. Entertainment media : refers to organizations, such as motion picture studios or the entertainment divisions of the major networks, that are primarily concerned with non-news programming, or entertainment programming. Mediated messages are instantaneous. Media Audiences : refers to the group of people who can potentially receive media content. – can be anonymous . Media audiences are able to use technology to circumvent the persuasive messages of producers. Media is the product of the interaction between media sources, channels, content, and audience. It refers to the web of sources, channels and content. Assumptions about Media 1) Media persuade us by creating knowledge about products and people and their place in our future. 2) Media sources, channels and content present us with mediated realities. Media are very powerful in shaping our responses to images of people, places and things. 3) Media sources are profit-making businesses. The Sensory Experience of Media : a) Visual Symbols : photographs, logos and other images. b) Music and auditory symbols Media channels : a) Social media : it is useful to distinguish between what has been called Web 1.0 and Web 2.0 with Web 1.0 : include static Web pages that are usually written and controlled by businesses or organizations or other media sources Web 2.0 : includes those elements of the Web that users control. b) Television _ Technological advances : primarily affect how a persuader communicates with an audience. _ Cognitive effects _ Social Implications. c) Radio : _Talk Radio : the most popular radio format in the United States. _ Satellite radio allows users to receive radio broadcasts beamed from a satellite. d) Print media e) Digital Convergence Convergence describes the integration of voice, video and data technologies. A key advantage for media sources is that they can use convergence to route users to other media channels and sources. ** The impact of convergence for persuaders and audience members is threefold. 1) Allows users immediate access to vast libraries of information. 2) Allows for what has been called “mass customization”, whereby product companies and content providers can customize a web page or media form for an individual consumer. 3) Emphasizes the symbolic, mediated nature of our environment Entertainment Media a) Contribute to our stereotypes about other people in our culture. b) Commodify the products, services, or ideas of persuaders as well. c) Contribute to a change in the consciousness of a culture and its members. Seasame Street : responsible for a short attention span. Entertainment programming : non-news programming, including motion pictures, radio and television talk shows ; and television dramas, sitcoms , “reality” TV and game shows.


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