1 / 4

Mass Communication

Mass Communication. Understanding Mass Communication Media and Information Media and Entertainment Media vs. Perception Media History Marshall McLuhan: “… the dominant media at any given time in a society strongly shape both individual and collective life.” Four distinct eras.

zia
Download Presentation

Mass Communication

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Mass Communication • Understanding Mass Communication • Media and Information • Media and Entertainment • Media vs. Perception • Media History • Marshall McLuhan: “… the dominant media at any given time in a society strongly shape both individual and collective life.” • Four distinct eras Mass Communication

  2. Four Eras by Media • The Tribal Epoch (Talking – Hearing) • Face to face oral communication • The Literate Epoch (Alphabet – Sight) • Symbols in written form • Linear communication; linear logic • The Print Epoch (Book – Sight) • Inaugurating industrial revolution • Mass-produced writing: Homogeneity vs. Fragmented communities • The Electronic Epoch (Telegraph – Hearing & Sight) • Increased contact via electronic media – “Global Village” • Isolated people vs. Personal interaction Mass Communication

  3. Functions and Effects • Gratification • Uses and gratification theory • People control & select to gratify themselves • Agenda Setting • Spotlighting • Gatekeeper (Lewin, 1947) • Cultivation • Cultivation theory: Cumulative process • Violence, Stereotypes • Mainstreaming & Resonance • Supporting Dominant Social System • Prevailing power relations, perspectives, ideology Mass Communication

  4. Challenges for Interacting withMass Communication • Exercising Critical Thought • Balanced view of the power of mass communication (standpoint theory) • Listen and interpret critically (p. 316: 5 checking questions) • Responding Actively • Responding in three possible ways • To uncritically consume messages • To qualify acceptance of dominant ideology • To oppose prevailing perspectives • Assume agency Mass Communication

More Related