1 / 12

Mass Communication…

Mass Communication…. The Printed Word. Technological Basis. Print Technology Books, Magazines & Newspapers Electronic Technology Records, Radio, TV, & World Wide Web Chemical Technology Movies. Books: Importance as a Medium. Harry Potter http://harrypotter.warnerbros.com

holden
Télécharger la présentation

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… The Printed Word

  2. Technological Basis • Print Technology • Books, Magazines & Newspapers • Electronic Technology • Records, Radio, TV, & World Wide Web • Chemical Technology • Movies

  3. Books: Importance as a Medium • Harry Potter • http://harrypotter.warnerbros.com • We learn current societal values • We learn lessons from the past • Print – Strengths as learning tool?

  4. Books: Timeline • 1440s Gutenberg: Movable type • 1638 Puritans: Cambridge Press • 1838 McGuffey: Reading textbooks • 1850s: Distinctive American literature • 1895 Congress: Government Printing Office • 1995: Amazon.com launched • 1995 – 2003: E-Book Phenomenon

  5. Books: Main Categories • Trade Books • General interest titles (e.g., fiction) • Textbooks • Largest segment of book market • School books • Reference, professional books

  6. Perceptions about Media Messages: Print vs. Electronic (hot vs. cool) • Amount of Invested Mental Effort (AIME) • Gavriel Salomon (1979; 1984) • Cognitive processing model • Early research w/ elementary age children • AIME determined by – • Perceived demand characteristics (learner’s perceptions about the task) • Perceived self-efficacy (learner’s beliefs that he/she can succeed)

  7. Perceptions about Media Messages: Print vs. Electronic (hot vs. cool) • Which media form elicits more AIME? • TV – Elicits Less AIME • Print – Elicits More AIME • Why? What are the perceptions of each medium? • TV – easy medium; entertainment; escapist • Print – difficult medium; information; educate • Implications for learning styles? Media literacy?

  8. Books: Maximize Profits • Mass marketing and promotion • How are books selected? • What is the impact on quality? • Market-driven models (selling) • Subsidiary rights • Adaptations for additional markets • Movie rights • Book club editions • Paperback editions

  9. Magazines: Influence • Contributed to sense of nationhood • Example: Saturday Evening Post • Built national market for products • Provided affordable reading material

  10. Magazines: Innovations • Investigative reporting (muckraking) • Personality profiles • Photojournalism

  11. Magazines: Consumer Titles • Circulation leaders: Sunday news supplements, Reader’s Digest • News magazines: Time, Newsweek • Women’s magazines: Better Homes & Gardens, McCall’s, Redbook, Cosmo • Men’s magazines: Esquire, Popular Mechanics, Field & Stream • Non-news rack: National Geographic, Billboard, Broadcasting & Cable, Advertising Age

  12. Magazines: Demassification • Potential Outcomes… • Positive? • Negative?

More Related