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COM 202 Week 10 Notes

by: Taylor McAvoy

COM 202 Week 10 Notes COM 202A

Taylor McAvoy
GPA 3.5

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About this Document

These notes cover our last class of the quarter! We made it!! The media spotlight, truth, and accountability as well as our last example of mass media and how old media relates to the new media. Th...
Intro to Communications II
Malcolm Parks
Class Notes
Media, spotlight, truth, accountability, mass-media
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This 4 page Class Notes was uploaded by Taylor McAvoy on Tuesday May 31, 2016. The Class Notes belongs to COM 202A at University of Washington taught by Malcolm Parks in Spring 2016. Since its upload, it has received 20 views. For similar materials see Intro to Communications II in Communication Studies at University of Washington.


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Date Created: 05/31/16
Week 10 lecture 18 Tuesday, May 31, 2016 Continuation of lecture 17 We tend to overestimate how new the new media really are because they are based on much older media Example 2 1650-1800: Europe's coffeehouses create a network for innovation Hundreds of coffeehouses sprung up in major European cities and university towns Turned into public information hubs Coffeehouses as search engines Today we use search engines or sites for specialized information Coffeehouses in the 17th and 18th century specialized in types of clients and topics you searched by going to a particular coffeehouse - reliable and efficient Coffeehouses as blogspheres Like today's blogs and online news sites, coffeehouses increased the diversity of participants and ideas, creating an open forum for ideas Its important to note that when talking about speed and efficiency to ask how it compares and to what it compares Links among coffeehouses created both local and international social networks In addition to visiting several different coffeehouses to sample topics  Regular patrons sent and received mail at their favorite coffeehouses  Letters newspapers, drafts of large documents were discussed 18th Century London messengers collected and delivered mail every hour, every day Discussions became international as letters were shared and read aloud Impacts of coffeehouses  London stock exchange grew out of London coffeehouse  Edward Lloyd's coffeehouse became an insurance giant  "The wealth of Nations" book was written and discussed drafts at a coffeehouse  Coffeehouse discussions lead to royal society, 1600, the first scientific society Coffeehouses had enough dense clusters of networks but also had enough loose connections with bridges and liaisons to create a highly innovative environment Concerns about coffeehouses mirrored today's concerns about social media  Worries about distraction- Oxford professor was concerned the his students were less serious because of the time they spent at coffeehouses  Worries about subversion- loss of values, freedom of expression and social mixing in coffeehouses often seen as threat - worries about the corrupting influence of "Muslim" beverage  Oppressive government control - King Charles II tried to close English coffeehouses in 1675 claiming they were "evil and dangerous" and spread false information Knowing how people used media in the past 1. Will help you sort out what's truly new from just a new way to do the same old thing 2. May help you be more creative about what can be done with new media- helps you get new ideas and helps you look beyond the app/platform to the functions it serves, functions underneath the apps 3. Help us keep today's worries and concerns in perspective EX: "Wired Love" 1879 a novel by Ella Cheever Thayer - fears about online relationships - woman falls in love with man over telegraph and he leaves her Media Power: Spotlight or flash Truth and accountability Can media coverage be a tool for accountability?  Media in 1900s put a spotlights on child labor in Pakistan, particularly Rebok's soccer balls made by 12 year old children, Rebok quickly moved production and started a marketing campaign focused on "Made without child labor"  Nov 2012 garment factory in Bangladesh kills 12. Supplied the "faced glory" brand to Walmart. The company quickly tried to distance itself, but news reports reveal Walmart's continuing influence in the Bangladeshi clothing industry Powerful images stay with us and continue to influence us June 4th 1989 Tiananmen Square - Lone protester in front of tanks June 4th 2011- Square is closed at anniversary June 4th 2014- Protest in Hong Kong Spotlight theory coined by Harvard Professor Debora Spar in 1998 article in foreign relations Media attention + internet =  Instant and intense focus  Broader audience  Difficult to hide or ignore "bad behavior"  Make is unprofitable to continue unpopular, bad practices- get uncovered and corrected  Kicker: because of all this media attention and spotlight, we don’t need the government to regulate business as much as it does Two factors that make the spotlight more intense 1. More news, shows, stories, outlets "Perpetually hungry media brings attention to even small stories" 2. Internet  More monitoring  Even small groups can gain global attention "Media buzz engine" - Twitter, Facebook, YouTube  How do the small stories get popular?  They filter through the bigger stories  Following and popularity and up votes track trends  EX: Gawker, a gossip site - found racist tweets by high school student athletes near the 2012 elections and alerted the school and other news outlets- the story ended up on CNN Examples of media spotlight effect  Following media reports of abuse of workers and suicides, Apple and Foxconn raised employee pay  Broadcast media, online networks and offline social networks work together to expose corruption in China- New Tang Dynasty TV  Media spotlight on Volkswagen cheating emission tests So the media spotlight is working right? Spar suggested that media spotlight and business concern with profits often makes government regulation unnecessary But does media spotlight always work? 1. Lack of cooperation from insiders/ workers 2. Ability of companies to rapidly shift manufacturing from one location to another  Agreements on Pakistani soccer balls hard to enforce, covered few operators  Rebok and others moved operations to India where today, children as young as 6 work up to 15 hours 3. Ability of those in power to control media 4. Ability to simply "wait out" the media  More like flash than spotlight- short period of intense exposure Flashbulb effect- but don’t just blame media it's our attention span as consumers too Media moves on quickly and we move on quickly as consumers Attention span of the media and in turn, our own Examples  Susan Boyle- peak interest in April 2009 Google trends  Searches for Pharell Williams peak March 2014 Stories that are still influencing us  March 11, 2011- Earthquake and Tsunami in Japan - searches peak March 2011 despite huge impact still today  Tahir Square Feb 1st 2011 - searches for "Egyptian Revolution" peak in Feb 2011  Joseph Kong, warlord operating in and around Uganda for last 26 years. Child soldiers, sex slaves, tens of thousands abducted, mutilated and killed - 2012 30 minute video - 41 million views on YouTube within the first few days- 445,000 people Liked it on Fecebook- Twitter P.Diddy was retweeted 57,000 times - Peak March 2012 and Kong is still out there  Boko Haram- extremist Islamic sect in Nigeria that has created havoc across the north of the country since 2009  Between 30,000 and 35,000 people have died in gun violence in US each year for past 40 years - searches spike at different times even though it’s a constant social issue Public attention also shifts as events unfold and perspectives change  Attention to major events is brief  Rapidly changing media cycles always looking for new unusual information that will get attention  Our own difficulty following issues for a long time Media get part of the blame but we have to take responsibility as individuals  Every media choice you make is a political choice- gives you some information and not others- agenda setting  Selective attention and selective exposure matter- attention and time are scarce resources  There are ways to compensate for tendency to process information in shallow automatic way- system 1 vs system 2  We learned that to deeply understand and communicate with others, we need to become more aware of what we take for granted  We learned that the choices we make and how we talk about them can create ripples of influence far out into a social network- everyone has more influence than we think Open challenge: find something worth the work, a passion for making things better


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