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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.

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Mass Communication

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  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

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