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MC 101 Chapter 2 Notes

by: Danielle Rios

MC 101 Chapter 2 Notes MC 101

Danielle Rios
GPA 3.6

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About this Document

These notes outline Chapter 2 (pgs. 26-56) in The Media of Mass Communication 11th Edition by John Vivian.
Mass Communications and Society
Mr. Michael Simmons
Class Notes
mc101, masscomm, outline
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This 3 page Class Notes was uploaded by Danielle Rios on Friday August 26, 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 20 views.


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Date Created: 08/26/16
Chapter 2- Media Technology Media Technology  Technology Dependence o Because people have always needed to communicate, different forms of technology were developed to make communication more efficient  Evolving Media Landscape o There are four main industries of technology associated with media  Printing Technology- books, newspapers, magazines, etc  Chemical Technology- movies, photos, etc.  Electronic Technology- any type of media which is powered by wired electricity  Digital Technology- what mass media producers use today Printing Technology  Movable Metal Type o This was the metal alphabet which allowed the printing press to send messages to a larger audience o Johannes Gutenberg was the man who developed this technology (1440s)  Gutenberg’s Impact o Scholars could share their work with others o Literacy increased as more people learned how to read o It provided a standard language for the country o Authors were able to make themselves known by printing multiple copies of their work o Copyright laws were implemented o Page numbering became popular o Religious leaders were able to share their religion on a large scale  Industrial Revolution Effects o Vellum (animal skin) was originally used as paper o Pulp paper was introduced during the Industrial Revolution and was made from cotton/linin rags  Pulp fiction was used to describe book which were made from this cheap material o High-Speed Presses were perfected by Richard Hoe in 1840 o Paper Reels was a way to place paper on reels so they could be cut and used in the presses o Typesetting: Omar Mergenthaler made paragraphs and pages automated through his linotype in 1884  Print-Visual Integration o Photos aided the printed word in sharing their messages  Frederick Ives introduced the halftone in 1876 which allowed images to be produced on pages.  Steve Horgan revised the halftone to be produced on high-speed presses.  National Geographic and Time founder Henry Luce were integral when it came to made companies using the pictures produced by halftones often Chemistry Technology  Photography o Joseph Niepce discovered photography through chemistry  Movies o Persistence of vision: still photos switching at high speeds to appear as though they are moving o Movie cameras and their innovations made it easy to produce movies o Projectors became a tool used to display movies on walls Electrical Technology  Electricity as Transformational o As new electrical developments were made, it became a large part of media.  Recordings o The first sound recording machine was the phonograph, but it was not electrical o Berliner and Joseph Maxfield made it possible for sound to be duplicated and mass produced by Emile Berliner  Electromagnetic Spectrum o The telegraph made mass communication through electricity possible o Wireless capabilities developed by Granville Woods, Guglielmo Marconi and Heinrich Hertz made radio and originally, television possible o See Timeline on pages 38-39 Current Technologies  Orbiting Satellites o Communicate using geosynchronous orbit (rotating in sync with Earth’s orbit) o In 1960, telephone signals were used  Back to Wires o Landlines and cable TV became popular in the daily lives of people through fiber optic cables Digital Integration  Semiconductors are small chips operating on 1s and 0s and useful for developing mass communication  The internet originated with the military  Media Convergence: going from printed and electronic media to digital media o Digital technology is used to communicate messages through 1s and 0s, which are decoded, so they could be understood easily o The parts of media convergence:  Distribution- delivering messages more efficiently through digital media  Devices- allow media to be more accessible to consumers  Distinctions- media is being produced on different mediums  Production/Democratization- low-cost measures of sharing messages make it easier to communicate  Cloud Computing o The Cloud makes it easier for devices to be smaller o Many apps use the cloud to communicate messages to mobile devices  Lasswell Model o “Who says what? In which channel(medium)? To whom? With what effect(consequence)?”  Values and Limitations Model o While mass communication is an essential and useful tool, it has limitations  Concentric Circle Model (see model on pg. 49) o Medium o Amplification o Message Controls  Gatekeepers influence the route the media takes  Regulators are people who influence the media but are not a part of it o In-Process Impediments (if speakers slur their words) o Deciphering Impediments (if people do not understand the communicator may not receive the message) st  21 Century Models o Gatekeeping and regulation is more difficult Notes by Danielle Rios


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