Download mass media 100a

media has evolved …
and is still evolving…

spoken

written

printed

electronic

interactive electronic

???
have
media has evolved …
and is still evolving…

spoken

written

printed

electronic

interactive electronic

???
Mass Media
What is Mass Media?
Why is it important to
study?
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What is Communication?

What is required for communication
to occur?
Sender (source)
Receiver
 Message
 Medium (channel)




Feedback
Noise
INTIMACY
Different Types of Communication


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Intrapersonal communication
Interpersonal communication
Machine-assisted interpersonal
communication
Group communication
Mass communication = Media
Communication

Really machine-assisted group
communication
Why Study Mass Communication?


We learn almost everything we need to
know through media
Media are powerful and are trying to
persuade us




If we are not informed consumers …
If we are not involved/motivated consumers of
media …
The media get what they want (regardless of
what our interests are)
We still don’t have definitive answers to
questions regarding the impact of mass
media, but we have some good theories
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Impact of Model Elements
on Mass Communication





Sender(s) – isolated (can’t see all of
the receivers)
Receiver – increase in amount
Message – the reason for the
communication
Feedback – is not immediate
Noise – more potential for different
types of noise, including channel
noise
Interpersonal
Machineassisted
Mass
Source
Single person;
knowledge of
receiver
Single person
or group;
great deal of
knowledge or
now knowledge
of receiver
Organizations
or single
person; little
knowledge of
receivers
Receiver
One or
relatively small
number; in
physical
presence of
source;
selected by
source
One person or
a small or large
group; within
or outside
physical
presence of
source;
selected by
source or selfdefined
Large
numbers; out
of physical
presence of
source; self
selected
Interpersonal
Machineassisted
Mass
Message
Private or
public; cheap;
hard to
terminate;
altered to fit
receivers
Private or
public; low to
moderate
expense;
relatively easy
to terminate;
can be altered
to fit receivers
in some
situations
Public; can be
expensive;
easily
terminated;
same
message to
everybody
Channel
Potential for
many; no
machines
interposed
Restricted to
one or two; at
least one
machine
interposed
Restricted to
one or two;
usually more
than one
machine
interposed
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Interpersonal
Machineassisted
Mass
Feedback
Plentiful;
immediate
Somewhat
Highly limited;
limited;
usually delayed
intermediate or
delayed
Noise
Semantic;
environmental
Semantic;
environmental;
mechanical
Semantic;
environmental;
mechanical
Traditional Mass
Communication Model
Mass Media
Organization
Media
Channels
Decodes
Interprets
Encodes
Many
identical
messages
Information
from
Environment
Audience
Intended Feedback
Hypodermic Needle/Magic Bullet
versus 2-step flow model
Mass Media
Organization
Information
from
Environment
Media
Channels
Audience
Audience
Decodes
Interprets
Encodes
Many identical
messages
2-step model
(Lazarsfeld & Katz)
Opinion
Leaders
Intended Feedback
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Internet Mass
Communication Model
Organization
Individual
Individual
Web sites
Email
Newsgroups
Computer-mediated
environment
Organization
Organization
Individual
Functions for Society:
Why do we use media?
 Surveillance


Beware Surveillance (Warning)
Instrumental Surveillance
 Interpretation
 Linkage
 Transmission
of
Values/Socialization
 Entertainment
Uses and Gratification Model:
How people use the Mass Media
 Cognition


Keep up with information
Curiosity
 Diversion
 Stimulation
 Relaxation
 Emotional Release
 Social
Utility
 Withdrawal
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Agenda-Setting Theory
"The press may not be
successful much of the time in
telling people what to think, but
it is stunningly successful in
telling its readers what to think
about."
Bernard C. Cohen, 1963
Technological Determinism
(Marshall McLuhan)

The technology of any given era is the
major determinant of the cultural
patterns of that era

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Examples of technology:

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Social structure
Cultural values
How we think
Electricity
Electronic communication
Medical technology
Technology creates common experiences
Gatekeeper
A
person
who,
 by selecting, changing, and/or
rejecting messages,
 can influence the flow
of information
 to a receiver or group
of receivers
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“He’s Got the Power”--The Gatekeeper
in Mass Communication
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The influence of:
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economics
legal restrictions
deadlines
ethics
competition
news value/news hole
reaction to feedback
Some of the most interesting things we
have done as humans have been a
result of a mediated moment

We live in a world shaped by mass
communication
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