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Comm 100, 14 Weeks of Notes

by: Lisa Montanez

Comm 100, 14 Weeks of Notes Comm 100

Lisa Montanez
Edinboro University of Pennsylvania

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About this Document

These notes cover Chapter 14: Mass Media which will be on the next exam.
Human Communication
Dr. Esposito
Class Notes
human communication
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This 3 page Class Notes was uploaded by Lisa Montanez on Tuesday April 12, 2016. The Class Notes belongs to Comm 100 at Edinboro University of Pennsylvania taught by Dr. Esposito in Spring 2016. Since its upload, it has received 30 views. For similar materials see Human Communication in Communication at Edinboro University of Pennsylvania.

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Date Created: 04/12/16
Human Communication, Comm 100 Notes Chapter 14: Mass Media Focus Questions: 1. How do media shape our thinking? 2. To what extent is news constructed or created? 3. What is the mean world syndrome? 4. To what extent is the content of media controlled by powerful corporations? 5. How can you develop media literacy? Overview of Chapter:  Define mass media  Features of mass media  Two guidelines for interacting with mass media 1.1Mass Media  Consists of all media that address large audiences  Books, film, television, radio, newspapers, advertising, magazines, computer technologies  Does not include e-mail, IMs and texting  Major source of information and entertainment  Ideas about people, events, issues, and cultural life  TV remains Americans’ top choice for national & international news 1.2Marshall McLuhan  Communication scholar  Dominant media strongly shape human life  “The medium is the message”  Identified four eras of communication 1.3The Tribal Epoch  Oral tradition  Stories & rituals passed along important information  Entertainment 1.4The Literate Epoch  Phonetic alphabet  Allowed people to communication without face-to-face interaction  Use limited to the elite classes of society 1.5The Print Epoch  Gutenberg  Many books printed at moderate cost  Accessible to the masses 1.6The Electronic Epoch  Telegraph, television, radio, computers  Global Village o Marshall McLuhan 1.7Uses & Gratifications Theory  States we used mass communication to gratify ourselves  If existing media do not satisfy them, people will create to satisfy their needs 1.8Agenda Setting  Two part theory o Mass media direct us to pay attention to certain topics through overage o Mass media lead us to ignore or give minimal attention by barely covering them at all  Gatekeepers 1.9Cultivation of World Views  Cumulative process that promotes particular  Mainstreaming o Desirability and normalcy  Resonance  Mean World Syndrome 1.10 Dominant Ideology  Narrative framing  Product placement  Immersive advertising  Construct news, shaping what is presented 1.11 Digital Media and Mass Media  Mass media are intertwined with digital media  Mass media and computer-mediated communication are increasingly responsive to each other  Dominance of digital media is affecting human thought, ways of relating to each other, and sense of community 1.12 Develop Media Literacy  Realistically asses media’s influence  Become aware of patterns in media  Actively interrogate media messages  Expose yourself to a range of media sources  Focus on our motivations for engaging media 1.13 Respond Actively  Recognize that the worldviews presented are not complete  You can affect what happens around you o Notice what media ask you to think about, believe, & do  Then question or challenge the views of reality in media Summary  Evolution of Mass Communication o The Four Epochs  Five Theories  Two Guidelines o Develop media literacy o Assume an active voice


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