Chapter Twelve:
Mass Communication and Media Literacy
Ch12: Mass Communication and Media Literacy
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Ch12: Mass Communication and Media Literacy
Answer the Following
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Ch12: Mass Communication and Media Literacy
Answer the Following
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Ch12: Mass Communication and Media Literacy
Answer the Following
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Ch12: Mass Communication and Media Literacy
Answer
the
Following
The answer is D for all three.
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Ch12: Mass Communication and Media Literacy
The Nature and Scope of
Mass Communication
Defining Mass Communication
Messages transmitted through mass medium
contact with the source.
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to a large group who may not be in direct
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Ch12: Mass Communication and Media Literacy
The Nature and Scope of
Mass Communication
Mass Media
Channels of communication
 Books
 Television
 Radio
 Magazines
 CDs
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 Newspapers
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Ch12: Mass Communication and Media Literacy
Communication Highlight
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Ch12: Mass Communication and Media Literacy
The Scope of Mass Media
 99% of U.S. Households have a Radio
 98% of U.S. Households have a Television
 80% of U.S. Households have VCRs
 66% of U.S. Households have Cable
 There are 140.8 mil. Cell Phone Users in U.S.
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Ch12: Mass Communication and Media Literacy
The Scope of Mass Media
Television Viewing
 1st Grader Averages 3 Hours a Day
 By age 6 average Child has
 By age 8 average Child Watches
Hours of TV a Day
 By age 18 Viewing time is
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Copyright Dan Cavanaugh
Watched 3,000-5,000 Hrs. of TV
19,000 Hours
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Ch12: Mass Communication and Media Literacy
The Functions and Effects of
Mass Communication
Uses and Gratification
 We Attend to Mass Communication
to Gratify Selves
 Bored and Looking for Excitement
 Interested and Want Information
Discussion of Uses and Gratification Theory
http://www.ciadvertising.org/studies/student/98_fall/theory/hamilton/leckenby/theory/elements.htm
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 Stressed and Want Diversion
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Ch12: Mass Communication and Media Literacy
The Functions and Effects of
Mass Communication
Agenda Setting
 Spotlights Some Issues, Events, and People
 Diverts Attention Towards or Away from
Topics and Issues
 Performs a Gatekeeping Function
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Ch12: Mass Communication and Media Literacy
The Functions and Effects of
Mass Communication
Gatekeepers
 Reporters Decide on Perspective
 Editors Screen Placement of Stories
 Owners, Executives, and Producers
Filter Information
 Government Agencies Pressure
Press, TV, and Radio
 Advertisers and Political Groups
Influence Message the Get Through
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Ch12: Mass Communication and Media Literacy
The Functions and Effects of
Mass Communication
Gatekeepers’ Purpose
 Cannot Report All News
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 Screen Content and Sources
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 May Result in Biases
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Ch12: Mass Communication and Media Literacy
The Functions and Effects of
Mass Communication
Cultivating Worldviews
 Television Promotes Inaccurate Worldview
 Viewers Assume it Reflects Real Life
 Cultivation is a Cumulative Process
 Mainstream
 Resonance
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Ch12: Mass Communication and Media Literacy
The Functions and Effects of
Mass Communication
Ideological Control
 Cultural Elites Use Media to
Maintain Dominance in Society
 Media Benefits the Wealthy
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 Media Represents Privileged
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Groups as Natural and Good
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Ch12: Mass Communication and Media Literacy
Communication Highlight
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Ch12: Mass Communication and Media Literacy
Developing Media Literacy
Components of Media Literacy
Access
Analyze
Understand
Evaluate
Respond
Actively
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Ch12: Mass Communication and Media Literacy
Developing Media Literacy
Components of Media Literacy
 Understand the Influence of Mass
Communication
 Access Mass Communication
 Democratic Access
 Ethical Responsibilities
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Access
Analyze
Understand
Evaluate
Respond
Actively
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Ch12: Mass Communication and Media Literacy
Developing Media Literacy
Components of Media Literacy
 Expose Yourself to a Range of Media Sources
 Analyze Mass Communication
 Selection of Stories
 Choice of Hook
 Choice of Story Telling
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Access
Analyze
Understand
Evaluate
Respond
Actively
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Ch12: Mass Communication and Media Literacy
Developing Media Literacy
Components of Media Literacy
 Critically Evaluate Messages from
Mass Communication
 Why Story Receiving Attention?
 What are the Sources and Evidence?
 What is the Hook?
 Are Stories Balanced?
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Access
Analyze
Understand
 How are Viewpoints Represented?
Evaluate
Respond
Actively
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Ch12: Mass Communication and Media Literacy
Developing Media Literacy
Components of Media Literacy
 Respond Actively
 Use Mass Communication Consciously
 Be Involved with Issues Surrounding
Mass Media
Access
Analyze
Understand
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Evaluate
Respond
Actively
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Ch12: Mass Communication and Media Literacy
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