Focus Questions
1.
2.
3.
4.
5.
How do media shape our thinking?
To what extent is news constructed, or
created?
Does mass communication foster a global
village?
What is the mean world syndrome?
How can you develop media literacy?
Mass Communication
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Mass Communication
Two (three) questions to answer…
 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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Four Eras by Media

The Tribal Epoch (Talking – Hearing)
 Face to face oral communication

The Literate Epoch (Alphabet – Sight)
 Symbols in written form; requires less memory; sight supplants
hearing
 Linear communication; sequential logic

The Print Epoch (Book – Sight)
 Inaugurating industrial revolution (McLuhan, 1962)
 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
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Functions and Effects

Gratification
 Uses and gratification theory
 People control & select to gratify themselves (active agent)

Agenda Setting
 Spotlighting (select and call to public attention)
 Gatekeeper (Lewin, 1947)

Cultivation
 Cultivation theory: Cumulative process
 Violence, Stereotypes
 Mainstreaming & Resonance

Supporting Dominant Social System
 Prevailing power relations, perspectives, ideology
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Challenges for Interacting with
Mass Communication

Develop Media Literacy
 Realistically assess media’s influence
 Become aware of patterns in media
 Actively interrogate media messages (pp. 343-344: 5
checking questions)
 Expose yourself to a range of media sources
 Focus on your motivations for engaging media

Respond Actively
 Assume an active role (resist and redefine the
messages of mass media)
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