Mass Communication

1
Mass Communication

• Overview, History, Theories, Future, Economics

2
Mass Media Projects

• Gatekeeper Assignment
• Symbol Assignment
• Theory Cartoon
• Test
• Study Notes

3
Definition of Mass Communication
Delivering information , ideas, and attitudes to
a sizeable and diversified audience through use
of media developed for that purpose.
4
Requirements to be a Mass Media
1. Must reach many people
2. Requires the use of some technological device
to send the message between source and destination
Talking to your neighbor? Watching television?
5
Television fits the requirements for a mass
media--
-through use of media developed for that
purpose. What is the special technological
equipment used for television?
TVs, transmitters, cable ..
What kind of audience does television have?
sizeable and diversified audience
What does television do, what is its purpose?
purpose of delivering information , ideas,
attitudes
6
Mass Media Ways of Communicating

• Books
• Magazines
• Newspapers
• Film
• Television
• Internet
• Radio
• Sound Recordings

7
5 Levels of Communication
Interpersonal- between two individuals
Examples?
8
Intrapersonal- within oneself
Examples?
9
Public Communications Live, with an audience.
Examples?
10
Group- persons interact with equal weight
Group laughing
Examples?
11
Mass Communication- the media to the public
12
Basic Terms
Audience- large, often anonymous, and
heterogeneous groups reached by the media groups
www.reigate.ac.uk/subweb_union/eq_day/eq03.htm
13
Channel- media over which messages are
communicated to the public
Radio/TV, etc
14
Feedback- Audience response to the media's
message. Mass Comm. has more delay than other
communication channels.
What are ways mass media receive feedback?
Letters to editor, buying products advertised,
call in shows, .
sspp.gsfc.nasa.gov/sem/img/
15
Gatekeepers- those who have the power to
influence the flow of information to the public
Can a principal be a gatekeeper?
Can a parent be a gatekeeper?
Reporters ask the questions and edit the content.
16
Example of a gatekeeper- Tom Read
Between 1958 and 1965, Tom prepared the various
morning newscasts for WHO Radio and also provided
a local newscast on television at 825 AM. In
addition, Tom was a general assignment reporter,
photographer, writer, and newscaster.
http//www.desmoinesbroadcasting.com/who/tom-read
-newsman/tom-read-intro.html
17

• Before the gatekeeper assignment, we will do some
  public speaking activities.

18
Gatekeeper Assignment Pick a controversial
topic. Student will decide what information is
going to be given to the audience. YOU ARE THE
GATEKEEPER, YOU ARE CONTROLLING WHAT THE AUDIENCE
HEARS .
19

• Gatekeeper Assignment 100 points
• Students will take a stand on an issue.
• Students will give reasons why their opinion is
  the correct one.
• One topic.
• Students must have a written speech including an
  introduction ( I am going to tell you about
  state main idea), body (reasons) and conclusion
  (In conclusion, -summarize what you said).
• Students will give facts supporting their
  position.
• Must be 2-3 minutes long- or 300 words
• Look at audience, speak with enthusiasm
• List of Sources
• Topics
• Michael Jordon is the best athlete ever.
• Basketball is the most exciting sport to watch.
• The ocean is the best vacation spot.
• Superman is the ultimate superhero
• -

20
Mass media equals channel- the means of getting
the message to the public, radio, TV, etc.
www.hanford.gov/.../?historyphotos_historic
21
Symbols- anything that stands for or represents
something else.
22
EACH INDIVIDUAL CREATES THE MEANING THAT HE/SHE
GIVES TO A SYMBOL. Symbols do not contain
meaning in and of themselves.
23
Message- the symbol or collection of symbols
intended to arouse a specific idea or meaning in
the mind of the receiver.
Smile, words, pictures, gesture
www.bbc.co.uk/.../features/symbols.shtml
24
This symbol gives you what message?
If Angie is a girl you like?
If Angie is your sister?
If Angie is a girl you dont like?
The message is different according to your
perspective. Sometimes the meaning of the
message is different to you than what the sender
intends.
25
Synchronous media- media that takes place in
real time and requires the audience to be present
at the time of creation. (Live concert, live
radio)
26
Asynchronous Media- media that does not require
the audience to assemble at a given time to
benefit from the messages. (Magazine,)
27
Media literacy- the ability to access, analyze,
evaluate and produce media in a variety of forms.
www.derbydeadpool.co.uk/.../obits/siskel.html
28
5 Characteristics of Mass Communication
1. Mass communication is often produce by
complex and formal organizations.
29
2. Mass communication organizations tend to
have gatekeepers. Editors, performers, This
can reduce individuality, and controversy.

30
3. Mass communications tend to need a lot of
money to stay in business.
31
4. Mass communication organizations usually
exist to make a profit. This fact influences
countless decisions.
32

• Mass Communication organizations tend to be very
  competitive. They compete for the attention of a
  finite audience . The audience is sold to
  advertisers.

33
Advertising
34
Advertising Law of Averages

• The more times an audience is exposed to a
  product the more likely they are to buy it.
  So the more a company advertises the more they
  will sell.

35
Advertising Techniques

• Testimonial Ads
• Endorsement ads
• Problem/Solution Ads
• Comparison
• Demonstration Ads
• Visual image

• Catchy words/slogan
• Bandwagon
• Negative appeal
• Positive appeal
• Repetition

36
Testimonial Ads

• A real-life , non celebrity likes the product and
  recommends it

37
Endorsement ads

• A celebrity indicates that the product is good,
  sometimes just allows his name to be used.

38
Problem/Solution Ads

• The ad shows how a common problem is fixed by the
  product.

39
Demonstration Ads

• The ad shows how well the product works in
  everyday situations

40
Comparison

• Product is compared to a competing brand and
  shown to be superior

41
Visual image

• Image is large and/or noticeable.

42
Catchy words/slogan

• Slogan sticks in your mind

http//www.socialnorms.campushealth.net/archives-g
eneral-campaign-ads-01.htm
43
TOP 10 SLOGANS OF THE CENTURY Diamonds are
forever (DeBeers) Just do it (Nike) The pause
that refreshes (Coca-Cola) Tastes great, less
filling (Miller Lite) We try harder (Avis) Good
to the last drop (Maxwell House) Breakfast of
champions (Wheaties) Does she ... or doesn't
she? (Clairol) When it rains it pours (Morton
Salt) Where's the beef? (Wendy's)
http//www.adage.com/century/slogans.html
44
Bandwagon

• Everyone is doing it

http//www.petaindia.org/ads.html
45
Positive appeal
Something good will happen if you use the product.
46
Negative appeal
Something bad will happen if you do not use the
product
47
Repetition

• Words or pictures are repeated

48
Wheaties made advertising history as the first
product to feature a singing commercial on
network radio. Its first airing took place on
Christmas Eve 1926.
49
Functions of Mass Communication
ENTERTAINMENT- ¾ OF TV programming is
entertainment.
valdefierro.com/ray.html
50
SOCIALIZATION- role models, acceptable/unacceptab
le behavior.
www.tellusradio.no/bilder/crowe_no_war.jpg
51
Have you noticed girls styling their hair like a
girl (Buffy) on TV?
Do you ever want a pizza after seeing one on TV?
Be a crime investigator like on CSI--
What things have you seen on TV- movie that has
influenced you or someone you know?
Talk to your table partner- come up with two ways
a TV show/movie has influenced you.
52
SURVELLIANCE- information giving
www.kingofsat.net/fox-news.jpg
53
INTREPRETATION/ PERSUASION- tells what
information means
www.kcmxam.com/Page.asp?NavID4
54
COMPENSATION- Media can compensate for things
missing in a persons life.

• Direct experience- media replaces actual
  experience. Feel like you are there-- In a
  stadium or seeing an active lava flow.
• Order and Structure- I always watch Seinfeld at
  6 pm.
• Interaction- media offers interaction when others
  may not.

55
Talk with your table partner and come up with
examples for the following
Direct experience-
What have you watched and felt like you were
there?
Order and Structure-
Is there something you have to watch every week?
Interaction-
Is there a show where you feel like you know the
characters?
56
Mass Communication Receivers

• Mass Communication Audiences tend to be
• Individuals
• Large (dozens to millions)
• Heterogeneous (different backgrounds, beliefs,
  goals)
• Anonymous to the sender
• Physically separated from the communicator

www.procolharum.com/004/ph_vienna-04pix_1.htm
57
Mass Communication Receivers
Individuals Large Heterogeneous
Anonymous Physically separated
EXAMPLES__

• Someone watching TV
• Listening to radio
• Reading a magazine
• Surfing the web

58
Audience feedback is generally INDIRECT and
DELAYED.
Audience Feedback is shown by- Financial support
magazine subscription Audience membership
going to the movies, watching a concert.
Direct participation radio call in,
email Professional critiquing - reviewers
59
Economics of Mass Communications
Most American Media are privately owned
businesses that are operated for profit.
www.eagleforum.org/era/2001/Era-il-2001.shtml
60
Financial support is provided by ---- Audiences
-- record, film makers, books Advertisers
--radio and TV Advertisers and Audiences --
newspapers, magazines, movies Government --
Congress some broadcast and print media
61
Mass Communication Theories
BULLET THEORY INDIVIDUAL DIFFERENCES
THEORY MODELING THEORY USE AND GRATIFICATION
THEORY MEANING THEORY CULTIVATION THEORY GLOBAL
THEORY
-Address the effects the media has on individuals
and society. Theories have their advocates and
critics.
62
BULLET THEORY Media messages affect everyone in
the same way. The message is viewed as a bullet
that strikes the audience, and people change
their beliefs because of what is seen in the
media.
63
INDIVIDUAL DIFFERENCES THEORY Depends on the
personality of the individual. Some individuals
will focus on one part of the message, others on
another part of the message. Individuals
interests vary.
64
MODELING THEORY Audience members gradually model
the behavior and persons in the media.
65
USE AND GRATIFICATION THEORY The audience is
active and interacts with the media. The media
fulfills audience needs and reflects what the
audience wants.
66
MEANING THEORY Over time the real world
gradually shifts to the media world. Events
on TV seem more relevant and real than the events
happening in the next room.
67
CULTIVATION THEORY
Other media has no real impact on society.
Cultural impact is mostly from TV. As American
TVs influence spreads there will be one world
view, one set of values, eroding the norms and
values of other cultures.
68
GLOBAL THEORY
Eventually cultural barriers will be erased
through understanding each other because we share
our experiences, feelings, hopes and dreams
through the media.
69
Global TheoryHurricane Disaster

• By Blake Johnson

70
China
As you can see, the hurricane hitting America is
growing larger and larger by the day.
Wow, looks like things are going really bad over
there. I better contribute!
71
China
Walking
72
China
Give this money to the Hurricane Relief.
73
Russia
As you can see, the hurricane hitting America is
growing larger and larger by the day.
Wow, looks like things are going really bad over
there. I better contribute!
74
Russia
Walking
75
Russia
Give this money to the Hurricane Relief.
76
France
As you can see, the hurricane hitting America is
growing larger and larger by the day.
Wow, looks like things are going really bad over
there. I better contribute!
77
France
Walking
78
France
Give this money to the Hurricane Relief.
79
Mass Communication Theories Pick one theory to
use for your project.
BULLET THEORY INDIVIDUAL DIFFERENCES
THEORY MODELING THEORY USE AND GRATIFICATION
THEORY MEANING THEORY CULTIVATION
THEORY GLOBAL THEORY
80
Theories of the Special Effects Mass Media has on
the Population.
- AGENDA SETTING - STATUS CONFERRAL - KNOWLEDGE
GAP - SPIRAL OF SILENCE - NARCOTIZING DYSFUNCTION
81
AGENDA SETTING

• Media creates our personal agendas
• Lot of media coverage - we think about it the
  issue a lot.
• No coverage we dont think about the issue.

82
FROM USA TODAY WEBSITE http//www.usatoday.com/mon
ey/industries/energy/2005-08-14-gas-prices_x.htm
Nationwide gas prices set another record LOS
ANGELES (AP) Retail gas prices hit another
record high over the past three weeks, mirroring
a rapid increase in the cost of crude oil,
according to a nationwide survey released Sunday
83
STATUS CONFERRAL

• Media has the power to elevate the status of a
  person, place or thing by giving it coverage.
• If it is in the news it is important and
  special.

84
On the web-
http//www.usatoday.com/sports/baseball/games/2005
-08-14-mets-dodgers_x.htm
85
They get status because you see them on TV and in
the paper.
Who do you think is an important person?
Who knows who Antonio Perez of the Dodgers ,
Pedro Martinez, or Gerald Williams are?
How much media coverage does he/she get?
STATUS CONFERRAL
86
KNOWLEDGE GAP

• Mass media widens the knowledge gap between
  socioeconomic classes.
• Socioeconomic background effects the rate and
  quantity of information absorbed from mass media

87
Knowledge Gap
How does having a laptop affect your learning?
Would you know as much about computers if you did
not go to a laptop school?
How much is a laptop?
If you made 10 an hour how many hours would you
need to work? What kind of job?
88
SPIRAL OF SILENCE

• Media gives one version of how events are to
  interpreted
• If you dont agree - you will keep silent
• Figure the media is portraying the majority view
• Silence is assumed to mean agreement
• Media version is the only interpretation.

89
Has this happened to you? You did not agree with
something but didnt say anything in opposition.
Hockey is the best sport!
If nobody said anything wouldnt you think that
most of the group agreed?
Spiral of Silence
90
NARCONTIZING DYSFUNCTION

• Watch television as an activity
• Doesnt matter what they watch.
• Excessively watching television makes a person
  passive
• Has a hard time interacting in daily life.

NARCONTIZING -To place under the influence of a
narcotic. To put to sleep lull. To dull deaden.
www.chick.com/reasons.asp
91
Do you ever just turn the TV on and flip through
the channels and maybe stop at something you are
really not that interested in?
When someone asks you what you are doing? Do you
ever say watching TV?
NARCONTIZING DYSFUNCTION
92
Write a short description of each theory.
MASS COMMUNICATION THEORIES BULLET THEORY
INDIVIDUAL DIFFERENCES THEORY MODELING THEORY USE
AND GRATIFICATION THEORY MEANING
THEORY CULTIVATION THEORY GLOBAL THEORY
Theories of the Special Effects Mass Media has on
the Population -STATUS CONFERRAL - KNOWLEDGE
GAP - SPIRAL OF SILENCE - NARCOTIZING
DYSFUNCTION - AGENDA SETTING
93
Watch the Truman Show
Truman Show -Questions- The media
created a real life for Truman. This was all he
knew- he believed the things people tell him.
The media manipulated his feelings to control
him. Truman doubts his reality. List 5 things
that happened to Truman to hint that things were
not as they seemed. Example- Truman sees his dead
father as a bum on the street. 1.

2. 3.
4. 5.
Describe at
least three different examples of gate keeping
that you saw in the movie. What happened and why
was it was gate keeping? Example- When Truman saw
what he thought was his dad on the street, the
people in charge shoved the dad on a bus because
the producers did not want Truman to talk to him
because Truman might learn something the
producers did not want him to know. The mother
reinforces the producers story of the father.
The producers were controlling the information
Truman got. 1.


2. 3. 4.

5.


94
The Truman Show

• Give two examples of gate keeping
• Pick a media theory that applies to this movie
  and explain why it applies
• Why do you think Truman was deceived for so many
  years?
• How was it possible for Truman not to know about
  the outside world?

95
Credits Vivian, John. The Media of Mass
Communication. 2003 Pearson Education, Inc. St,
Louis Community College- Meramec. Introduction
to Mass Communication Handbook , 2004