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COMM 2713 16NOV - 20NOV

by: John Notetaker

COMM 2713 16NOV - 20NOV COMM 2713 - 001

John Notetaker
GPA 3.34

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About this Document

A week of notes that continue going over organizational communication and get into Media Ecology
Communication Theory
Jill A Edy
Class Notes
COMM 2713, Communication Theory, communication
25 ?




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This 6 page Class Notes was uploaded by John Notetaker on Friday November 20, 2015. The Class Notes belongs to COMM 2713 - 001 at University of Oklahoma taught by Jill A Edy in Fall 2015. Since its upload, it has received 17 views. For similar materials see Communication Theory in Journalism and Mass Communications at University of Oklahoma.

Popular in Journalism and Mass Communications


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Date Created: 11/20/15
COMM  2713  16  NOV  2015  Prof.  Edy  MON Topic: Mass Media: Definitions • Mass does not mean big or large • Characteristics of Mass Communication o Source § Organizational (not individual) • The source comes from many, not just one person § Economic relationship to receiver (not a personal relationship) • Generated to make money § Barriers to access • Cash, production, employee(s) payroll, recording equipment o These are necessary based on the organization that you are a part of. § Internet changes some of this • Allows digital generation to be more fluent with technology and allows for easier access. o Message § Technology is a necessary element for mass communication • However, this does not make it mass communication. • It depends on its characterisitcs § Uniform • Scripted & the same for everyone that is talked to § Asynchronous • Made & distributed later o Not a pure indicator of mass communication § Ex. A text message sent during class does not qualify as mass communication if it’s only sent to one person. § Delayed Feedback • Much slower than interpersonal communication § Changing? • Some things (details) can be customized to their customers, but it still scripted for the most part. o Receiver § Can consume in private § Less influenced by mass communication than by interpersonal communication • Friends & family are more influential • Media Ecology – Marshall McLuhan o Catchphrase: “the medium is the message” o Technological determinism § It is the technology that controls your life, not the message § Characteristics of technology make different social structures possible § Content doesn’t matter § Paths of change. • New technology makes new content possible o Ex. Flash Gordon production using a sparkler to demonstrate engine thrusters, in contrast to Lord of the Rings using CGI fire. • New technology makes new audiences possible • New technology changes the competitive environment o T.V. took over drama’s, radio went to music specialization. COMM 2713 18 NOV 2015 Prof. Edy WED Topic: Theories of Media in Society (media ecology, political economy, cultural studies) • Responses to McLuhan o Meyrowitz – No sense of place (this is a book) § T.V. allows view to peoples backstage space • We’re allowed to see things that we wouldn’t normally see § The harder the job, the more the work that’s required; the more backstage space that someone needs. o Critiques of technological determinism – people don’t use technology in the ways that we expect or that we can predict. § Ex. VCR’s were meant for recording shows for later viewing, but instead they were used to buy/rent tapes. § We have problems predicting what people do with technology. • Political Economy of Media o Economic structures of media strongly affect content § The way that a company makes money determines how the company operates § Advertising – based media av. Pubic – service media • Advertising focuses on those who can afford their products. • Public – service media focuses on the educational portion more because they don’t have to worry about their funding. COMM 2713 20 NOV 2015 Prof. Edy FRI Topic: Theories of Media in Society (media ecology, political economy, cultural studies) • Political structures support and interact with economic structures o Ownership regulation § They can shape how/who owns what (T.V stations for example) o Vertical consolidation: Owning everything from making a product to distributing the product o Horizontal Integration: you own a big chunk of the production process § i.e. owning all of the movie theaters that are required in order to distribute watching a new movie o As a result, mas media support the existing power structure § You can’t afford to piss off those who “own” you or a part of what you need in order to finish your product § You aren’t going to undermine the status quo voluntarily (Everybody does what is best for them.) o Structure explains content – Marxist • Cultural Studies (Hall) o How does media content promote consent for dominant ideologies? § Or why do you support/put up with it? o Ideology: Framework through which we interpret, understand, and make sense of social life. § How we view what makes someone successful o Patriotism as ideology § Nation before self • You place the needs of the nation before your own. § Individual rights v. national security • You voluntarily opt for better national security in respect to having your own rights enhanced. § Boundaries between “us” and “them” created by adherence to the patriotism standard § Accept what the state does to others • Because everybody has to sacrifice; objecting means you are not patriotic/that you’re not one of “us.” • Frankfurt School (Ancestor of cultural studies) o Why has there never been a revolution to overthrow capitalism? § Because private industry takes over mass media and uses it to promote support for capitalism o Culture industries promote ideology that supports the status quo • Hegemony in Cultural Studies o Hegemony: Subtle way cultural products make the status quo seem “normal” and “natural” o Hegemony is dynamic (ideology is not) § Adapts at the margins to preserve the central values § Constrains choice but does not eliminate them. § Not a conspiracy – arises from the production & reproduction of shared perspectives • The real proceeds the fictional.


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