COMM 2713 16NOV - 20NOV
COMM 2713 16NOV - 20NOV COMM 2713 - 001
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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.
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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.