Communication and Media Studies: An Introduction to the U'S' Discipline The University of Social Sci

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Communication and Media Studies An Introduction
to the U.S. DisciplineThe University of Social
Sciences and HumanitiesVietnam National
University HCMC 17 March 2008

• Carol Wilder, Ph.D.
• 2007-08 Fulbright Scholar - Hanoi University
• Professor of Media Studies and Film
• The New School, New York

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• Established in 1946, the Fulbright Program aims
  to increase mutual understanding between the
  people of the United States and other countries
  through the exchange of people, knowledge, and
  skills.
• www.iie.org/fulbright

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Hanoi University(formerly Hanoi University of
Foreign Studies)

• The first university in Vietnam (2002) to offer
  courses in English in Business, Tourism, Finance,
  Banking, Accounting, International Studies,
  Computer Science
• www.hanu.vn

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Origins in Humanities, Arts and Social Science

• Humanities Philosophy, Literature, History,
  Languages
• Arts Poetry, Theatre, Visual Arts
• Social Sciences Political Science, Psychology,
  Sociology

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Facts About the Field

• Communication industry is the 4th fast growing
  sector of US economy (700 billion annually)
• 3 of the 6 Most Popular Undergraduate Majors
  are in Communication-related Areas
• There are more than 1300 Communication/Media
  Departments in US enrolling more than 500,000
  undergraduate majors
• 90,000 B.A. degrees in Communication/Media are
  awarded each year
• Media/Communication programs are offered in many
  other countries, especially Australia and U.K.

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Roots in Ancient Greece Rome

• 480-338 BCE The Golden Age of Pericles - Birth
  of Democracy
• 469-399 BCE -- Socrates
• 427-347 BCE -- Plato -Phaedrus
• 384-322 BCE -- Aristotle -Rhetoric
• 006-043 -- Cicero -OnOratory
• 035-095 -- Quintilian The good man
  speaking well.

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Concerns of Classical Rhetoric

• Elements Speaker, Speech, Audience, Occasion
• Purpose To Persuade (primary)
• Also To Teach and To Please
• Types of Speeches Political, Legal, Ceremonial

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• Forms of Artistic Proof Ethos (Ethical),Pathos
  (Emotional), Logos (Logical)
• Inartistic Proof contracts, witnesses,
  testimony, etc
• Teaching Methods Theory, Imitation, Practice

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Roots of Rhetoric in Ancient China

• 8th C. BCE -- Shi Jing (Book of Odes) and Shang
  Shu (Book of History)
• 5th C. BCE -- Confucius Lun Yu (Analects)
• 5th C. BCE -- Laozi -- Dae de Jing

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Some Concerns of Ancient Chinese Rhetoric

• Moral/Ethical Emphasis
• Tian Ming -- Mandate of Heaven
• Junzi -- Well Cultivated and Morally Refined
  Gentleman
• Zheng Ming -- Reification of Names

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Communication Technology Timeline . . .

• 3500 BCE -- Sumerians and Egyptians develop
  writing
• 105 -- Tsai Lun invents paper
• 1450 -- Gutenberg introduces printing press
• 1835 -- Samuel Morse Morse Code
• 1876 -- A.G. Bell exhibits telephone
• 1877 -- T. Edison patents phonograph
• 1895 -- Lumiere brothers screen first public film

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• 1920 Marconi creates first transatlantic short
  wave radio connection
• 1922 BBC radio goes on the air
• 1923 Kodak introduces home movie equipment
• 1923 Process for sound motion pictures developed
• 1924 2,500,000 radios sold in U.S.
• 1926 First 16mm movie shot in U.S.

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• 1932 8mm cameras and film introduced for home
  movies
• 1933 Philo Farnsworth displays electronic
  television
• 1934 Associated Press starts wirephoto service
• 1935 First telephone call made around the world
• 1936 Alan Turing describes a general purpose
  computer
• 1939 NBC starts first daily television
  broadcasts in the U.S.
• 1941 Push button telephone introduced

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• 1942 Warring nations use radio for propaganda
• 1944 NBC broadcasts first network newscast
• 1947 Transistor invented at Bell Labs
• 1948 Edward Land introduces one-minute Polaroid
  camera
• 1948 Long-playing record introduced

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• 1950 Xerox photocopiers begin production
• 1951 Color television sets go on sale
• 1957 USSR launch of Sputnik satellite
• 1958 Stereo LPs go on sale
• 1959 Ampex produces mobile videotape recorder
• 1959 Microchip that enables the computer
  revolution introduced

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• 1971 Email is introduced
• 1971 Cellphone is invented
• 1971 Wang 1200 is first word processor
• 1972 Pong, the first home video game
• 1972 Sony introduces the "Port-a-Pak" portable
  video recorder
• 1974 The word "internet" enters the lexicon

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• 1980 24 hour news channel CNN goes on air
• 1980 Sony introduces consumer camcorder
• 1980 Voyager 1 sends back images of Saturn
• 1981 Laptop computer introduced
• 1981 IBM PC introduced
• 1983 CDs go on sale

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• 1993 First Hollywood film edited on non-linear
  computer system
• 1995 Digital wireless phones introduced
• 1996 Flat-panel computer displays are introduced
• 1997 DVDs go on sale
• 1998 300 million World Wide Web pages, adding
  1.5 million daily
• 1998 Internet traffic doubles every 100 days

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• 1998 Google introduced
• 2000 /- Major consolidation of media industries
• 2001 Apple introduces iPod
• 2005 YouTube
• 2006 Google buys YouTube for 1.65 billion
  dollars
• The future? Unlimited.

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Typical Major Areas of Undergraduate Study in
Communication Media -- 2008

• Film and Video Studies and Production
• New and Digital Media
• Media Education
• Journalism
• Intercultural Communication
• Media Law
• Media and Popular Culture
• Media Management
• Health Communication
• Interpersonal and Group Communication
• Organizational Communication
• Political Communication
• Human Communication Technology
• History of Communication and Rhetoric

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Some Related Professions

• Media Education
• Journalism, Reporting and Publishing
• Producing
• Public Affairs/Corporate Communication
• Writing and Editing
• Independent Video and Filmmaking
• Media Programming
• Broadcasting and Cable Industries
• Telecommunications
• New Media Companies
• Health Communication
• Information Technologies/Game Design
• Media Sales
• Media Policy Analyst

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Large U.S. Programs

• Communication Annenberg Schools at USC and
  University of Pennsylvania, Northwestern
  University, Boston University
• University of Wisconsin, University of California
  (San Diego and Santa Barbara)
• Journalism Columbia, Missouri, U.S. Berkeley
• Media Studies The New School, New York
  University, Emerson College
• Film New York University, Columbia, University
  of Southern California, American Film Institute

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Major Professional Organizations

• National Communication Association (8,000
  members founded 1915)
• International Communication Association (3,000
  members founded 1954)
• Society for Cinema and Media Studies
• Association for Education in Journalism and Mass
  Communication

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One growing part of the field is Media Studies

• While there are many differences between
  programs, one can summarize that the goal of
  Media Studies is to advance the understanding,
  making, and managing of media across all formats
  in the service of professional training, creative
  expression, and civic engagement.

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The Values of Media Studies

• 1. Understanding Media including critical
  analysis of media systems and effects

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Making Media

• 2. Making Media turning theory into practice
  in audio, video, film, and digital media

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Managing Media

• 3. Managing Media acquiring strategic knowledge
  and skills for media industry leadership

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Across Media Formats

• 4. Across Media Formats radio, television,
  film, internet, wireless, audio, video, digital
  media, etc

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Professional Training

• 5. Professional Training acquiring skills in
  producing, designing, directing, shooting, and
  editing in one or more mediums using
  cross-platform training

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Creative Expression

• 6. Creative Expression learning to create
  quality original content in documentary,
  narrative, and experimental genres

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Civic Engagement

• 7. Civic Engagement honoring the ethical
  imperatives for media specialists by actively
  contributing to a more peaceful and humane world

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Dimensions of Media Studies

• Understanding Media
• Making Media
• Managing Media
• Across Formats
• Professional Training
• Creative Expression
• Civic Engagement

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Summary

• The discipline of Communication and Media Studies
  is a vibrant, contemporary, diverse field that
  prepares students for the challenging global
  media environment they will face in their
  personal and professional lives.
• Carol Wilder 2008