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E media Survey Week 4: Quiz 1 (chapters 1 & 2)

by: Marjan Notetaker

E media Survey Week 4: Quiz 1 (chapters 1 & 2) EMDT 1070

Marketplace > University of Cincinnati > Electronic Media Technology > EMDT 1070 > E media Survey Week 4 Quiz 1 chapters 1 2
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About this Document

These notes give a short summary about each chapter that we had to learn for the first quiz in e Media Survey
E Media Survey
Professor Lou Olenick
Class Notes
emediasurvey, Media, film and media studies, masscommunication, theoriesofmasscommunication, Electronicmediatechnology




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This 2 page Class Notes was uploaded by Marjan Notetaker on Sunday October 2, 2016. The Class Notes belongs to EMDT 1070 at University of Cincinnati taught by Professor Lou Olenick in Fall 2016. Since its upload, it has received 52 views. For similar materials see E Media Survey in Electronic Media Technology at University of Cincinnati.

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Date Created: 10/02/16
Week  4:  Quiz  1   Chapter  1  &  2       CHAPTER  ONE   Media  Communication  Culture  and  Media  Literacy.     In  this  chapter,  mass  communication  is  defined  as  the  process  of  creating  shared  meaning  among   two  or  more  criticizes  the  one  way  model  of  communication  as  it  does  not  wholly  reflect   the  communication  process,  rather  it  agrees  with  the  theories  of  Osgood  and  Shramm  which  states   that  there  are  no  permanent  receiver  or  sender,  rather  an  interchanging  of  roles  exits .   It  defines  culture  a  learned  behavior  of  members  of  a  given  social  group.  He  suggests  that  culture   helps  us  categorize  and  classify  our  experiences  and  also  helps  define  us,  our  world  and  the  people  in   it.  According  to  him  culture  cannot  survive  without   communication,  as  communication  is  the  only   means  that  it  can  be  transferred.  Therefore  the  media  plays  a  very  special  role  in  the  culture  of  the   people.   Furthermore  he  defined  media  literacy  as  the  ability  effectively  and  efficiently  comprehends  and  use   any  form  of  mediated-­‐communication.  In  a  bid  to  explain  media  literacy  further  he  traced  the  history   of  writing  starting  from  the  oral  period  when  the  meaning  of  language  is  specific  and  local.  As  a  result   communities  were  closely  knit  and  their  members  wer e  highly  dependent  on  each  other  for  all   aspects  of  life  knowledge  was  passed  orally  and  people  were  shown  and  told  how  to  do  things.   Having  a  good  memory  was  also  crucial  as  myths  and  history  were  intertwined.   He  writes  that  more  than  5000  thousand  years   ago,  alphabets  were  developed  independently  in   several  places  around  the  world.  Picture  based  appeared  in  Egypt,  Sumer,  and  urban  China  etc.  he   noted  that  the  syllable  alphabet  as  we  know  it  today  developed  slowly  and  was  aided  by  greatly  by   ancient  semantic  cultures  and  eventually  flowered  in  Greece  around  800  B.C.  like  the  Sumerians  the   Greek  perfected  the  easy  alphabet  of  necessity.     As  modern  writing  developed,  meaning  and  language  became  more  uniform,  communication  could   occur  over  a  long  distance  and   long  periods  of  time  with  knowledge  being  transmitted  in  writing,   power  shifted  from  those  who  could  show  others  their  special  talent  to  those  who  could  write  and   read  them.     Elements  of  medical  literacy     •   A  critical  thinking  skill  enabling  audience  memb ers  to  develop  independent  judgment.   •   An  understanding  of  the  pro cess  of  mass  communication.   •   An  awareness  of  the  impact  of  the  media  on  the  individual  and  the  society.   •   Strategies  for  analyzing  an d  discussing  media  messages.   •   An  understanding  of  media  content  as  a  text  that  provides  insight  into  one’s  culture.   •   The  ability  to  enjoy,  understand  and  appreciate  media  contents.   •   Development  of  effective  development  skills   •   An  understanding  of  the  ethical  moral  obligation  of  media  practi tioners     •   According  to  him,  for  a  person  to  be  media  literate  means  the  ability  to  understand  content,   and  filter  out  noise  and  the  ability  to  distinguish  emotional  from  reasoned  reactions  when   responding  to  content  and  to  act  accordingly.                     CHAPTER  TWO   The  Evolving  Mass  Communication  Process     This  chapter  traces  the  history  of  the  mass  media  and  also  deals  with  current  trends  in  the  mass   media.  It  discusses  concentration  of  ownership,  conglomeration,  globalization,  audience   fragmentation,  hyper  commercialization  and  convergence.   The  Author  noted  that  the  mass  media  system  we  have  today  has  exi sted  ever  since  1830’s.  He   opined  that  it  is  a  system  that  has  weathered  repeated  significant  change  with  the  coming  of   increasingly  sophisticated  technologies.  The  penny  pr ess  newspaper  (which  was  the  first  newspaper )   was  soon  followed  by  a  mass  market  books  and  circulation  magazines.  As  the  1800’s  became  1900’s   these  popular  media  were  joined  by  motion  pictures,  radio  and  sound  recording.  A  few  years  later   came  television  combining  news  and  entertainment,  moving  images  and  sound  all  in  the  home,   pretended  for  free.  The  traditional  media  found  new  functions  and  prospered  side  by  side  with   television.  Then  more  recently  the  internet  and  the  World  Wide  Web  came,  this  has  given  r ise  to  the   media  industries  alliterating  how  they   are  structured  and  do  business.  The  nature  of  the  content  and   how  they  interact  and  respond  to  the  audience     In  this  chapter  media  outlets  currently  face   problems  such  as,  declining  revenue  and  vie wership     The  solutions  include:     1.    Audience  fragmentation:  also  known  as  narrow  casting  or  niche  marketing.  Baran  suggests  that   individual  stations  should  narrow  their  programs  to  a  specific  audience,  thus  gi ven  the  selected   audience  attention.  Example  before  the  advent  of  cable  television,  people  could  choose  from  among   the  three  commercial  broadcast  networks -­‐¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬  ABC,  CBS,  NBC,  one   noncommercial  public  broadcasting  station,  but  today  have  t housands  of  viewing  options.  So  to   retain  audience  and  attract  advertisers  each  channel  must  now  find  a  more  specific  group  of  people   to  make  up  its  viewership.  Example  Nickelodeon  and  Disney  junior  targets  kids,  Disney  XD  targets   older  teens  while  Bravo  c hannel  upper  income  older  people.       2.    Hyper  commercialization:  this  is  a  process  of  writing  brands  into  production  instead  of  going  for   separate  advert  in  between  programs.  Example  ABC  writes  Revlon  cosmetics  into  the  story  line  of  its   popular  soap  opera  “all  my  children”,  on  desperate  house  wives  the  female’s  stars  shop  regularly  at   Macy’s.   Finally  ends  with  developing  media  literacy  skills  were  it  places  emphasis  on  proper  interpretation  of   the  content  i.e.  message  as  a  vital  tool  in  developing  media  li teracy.      


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