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MC 101 Chapter 1 Notes

by: Danielle Rios

MC 101 Chapter 1 Notes MC 101

Danielle Rios
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About this Document

These notes outline Chapter 1 in The Media of Mass Communication 11th Edition by John Vivian.
Mass Communications and Society
Mr. Michael Simmons
Class Notes
Communications, mc101, Media and Society




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This 2 page Class Notes was uploaded by Danielle Rios on Tuesday August 23, 2016. The Class Notes belongs to MC 101 at Southeast Missouri State University taught by Mr. Michael Simmons in Fall 2016. Since its upload, it has received 44 views.


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Date Created: 08/23/16
Chapter 1- Mass Media Literacy Media Ubiquity  Media exposure: o Mass and social media are separated from other forms of human communication by technology and takes up more than half of the time we spend awake o Mass Media: what is used to communicate messages to a large audience o See the Concurrent Media Usage Graphs on page 4 in textbook o Media multitasking: listening to music while studying, texting while walking, etc. o Mass communication: technology which is used to communicate messages to large, distant audiences  Inescapable Symbiosis o People depend on mass media for how to prepare for the day (example: checking the weather before deciding what to wear to class) o People need the media and the media needs an audience. This creates a symbiotic relationship between the two. Mediated Communication (timeline on page 6 of textbook)  Ancient Communication: face to face (interpersonal) or group (any audience >1, within earshot)  Communication Through Mass Media (aka industrial communication when referring to the technology used throughout the process of making mass media) o Characteristics  Audience  Distance  Feedback/Response  Communication Through Social Media exchange of user-made content through the internet o Characteristics  Reach (who will read it)  Ownership (inexpensive way to share ideas)  Access (anyone may see it at their convenience) Literacy for Media Consumers  Understanding messages presented in the media and how it influences us leads to identifying issues  Linguistic Literacy: comprehending the written and spoken word  Visual Literacy: comprehending and drawing conclusions from images o Introduced by John Debbs in 1969 o Refined by Scott McCloud  Film Literacy: comprehending motion media and understanding its meaning Accessing Media Messages  Media Literacy: comprehending media messages in a way which allows us to draw conclusions for mediated delivery OR how the media works o It is important to assess:  The form of the message  The difference between the message and the messenger (don’t kill the messenger)  Motivation behind the message  Limits on the media (movies not being exactly like the book, etc.)  Traditions practiced in the realm of media and in other countries where the audience may be  Media myth (aka distinguishing between fact and opinion) o Media takes on a variety of forms, so it is essential to be a well-rounded, educated individual Purposeful Mass Communication  There are four main reasons for mass communication o Inform o Persuade o Amuse o Enlighten Media and Society  Media brings people closer together through shared experiences and relatable stories  It provides a moral consensus through the demonstration of several points of view  Sub-mass/niche audiences: special interest audiences o Demassification: focusing on a narrow audience o Narrowcasting: seeking out the sub-mass/niche audiences


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