SUMMARY OF INTRODUCTION TO MASS
COMMUNICATION BY STANLEY BARAN
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PART ONE
CHAPTER ONE
Media Communication Culture and Media Literacy.
In this chapter, mass communication is defined as the process of creating shared meaning
among two or more people.it criticizes the one way model of communication as it does not
wholly reflect the communication process, rather it agrees with the theories of Osgood and
Shramm which states that there are no permanent receiver or sender, rather an
interchanging of roles exits.
It defines culture a learned behavior of members of a given social group. He suggests that
culture helps us categorize and classify our experiences and also helps define us, our world
and the people in it. According to him culture cannot survive without communication, as
communication is the only means that it can be transferred. Therefore the media plays a very
special role in the culture of the people.
Furthermore he defined media literacy as the ability effectively and efficiently comprehends
and use any form of mediated-communication. In a bid to explain media literacy further he
traced the history of writing starting from the oral period when the meaning of language is
specific and local. As a result communities were closely knit and their members were highly
dependent on each other for all aspects of life knowledge was passed orally and people were
shown and told how to do things. Having a good memory was also crucial as myths and
history were intertwined.
He writes that more than 5000 thousand years ago, alphabets were developed independently
in several places around the world. Picture based appeared in Egypt, Sumer, and urban
China etc. he noted that the syllable alphabet as we know it today developed slowly and was
aided by greatly by ancient semantic cultures and eventually flowered in Greece around 800
B.C. like the Sumerians the Greek perfected the easy alphabet of necessity.
As modern writing developed, meaning and language became more uniform, communication
could occur over a long distance and long periods of time with knowledge being transmitted
in writing, power shifted from those who could show others their special talent to those who
could write and read them.
Elements of medical literacy
i. A critical thinking skill enabling audience members to develop independent judgment.
ii. An understanding of the process of mass communication.
iii. An awareness of the impact of the media on the individual and the society.
iv. Strategies for analyzing and discussing media messages.
v. An understanding of media content as a text that provides insight into one’s culture.
vi. The ability to enjoy, understand and appreciate media contents.
vii. Development of effective development skills
viii. An understanding of the ethical moral obligation of media practitioners
According to him, for a person to be media literate means the ability to understand content,
and filter out noise and the ability to distinguish emotional from reasoned reactions when
responding to content and to act accordingly.
CHAPTER TWO
The Evolving Mass Communication Process
This chapter traces the history of the mass media and also deals with current trends in the
mass media. It discusses concentration of ownership, conglomeration, globalization,
audience fragmentation, hyper commercialization and convergence.
He noted that the mass media system we have today has exited ever since 1830’s. He
opined that it is a system that has weathered repeated significant change with the coming of
increasingly sophisticated technologies. The penny press newspaper which was the first
newspaper was soon followed by a mass market books and circulation magazines. As the
1800’s became 1900’s these popular media were joined by motion pictures, radio and sound
recording. A few years later came television combining news and entertainment, moving
images and sound all in the home, ostensibly for free. The traditional media found new
functions and prospered side by side with television. Then more recently the internet and the
World Wide Web came, this has given rise to the media industries alliterating how they how
they are structured and do business. The nature of the content and how they interact and
respond to the audience
In this chapter problems media outlets currently face such as, declining revenue and
viewership were equally discussed and solutions suggested. The solutions include:
i. Audience fragmentation: also known as narrow casting or niche marketing. Baran suggests
that individual stations should narrow their programs to a specific audience, thus given the
selected audience attention. Example before the advent of cable television, people could
choose from among the three commercial broadcast networks-¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬
ABC, CBS, NBC, one noncommercial public broadcasting station, but today have thousands
of viewing options. So to retain audience and attract advertisers each channel must now find
a more specific group of people to make up its viewership. Example Nickelodeon and Disney
junior targets kids, Disney XD targets older teens while Bravo channel upper income older
people.
ii. Hyper commercialization: this is a process of writing brands into production instead of
going for separate advert in between programs. Example ABC writes Revlon cosmetics into
the story line of its popular soap opera “all my children”, on desperate house wives the
female’s stars shop regularly at Macy’s.
Finally ends with developing media literacy skills were it places emphasis on proper
interpretation of the content i.e. message as a vital tool in developing media literacy.
PART TWO
CHAPTER THREE
Books
In this chapter history of books and printing presses, is discussed. Problems they face are
also considered and solutions suggested.
The first printing press arrived on North American soil in 1638 only 38 years after the
Plymouth Rock landing. It was operated by a company called Cambridge press. Printing was
limited to religion and government documents. The first book printed in the colonies
appeared in 1644—the whole book of psalm sometimes referred to as the Bay psalm book.
Among the very few secular titles were those printed by Benjamin Franklin annually. The
almanac contained shorty story, poetry, weather forecasts and other facts and figures useful
to a population now in command of its environment.
The 1800’s saw a series of important refinements to the process of printing: continuous roll
paper which permitted printing of standardized pages was invented in France at the very
beginning of the century. Soon after in 1811, German inventor Friedrich Koenig converted
the printing press from muscle to steam power, this speed up the production of printed
materials.
Baran notes that the book industry is bound by many of the same financial and industrial
pressures that constrain the media but book more than the others are in position to
transcend the constrains.
Functions of books
i. Books are agents of social and cultural change.
ii. Books are important cultural repository.
iii. Books are our windows on the past.
iv. Books are important sources of personal development.
v. Books are wonderful sources of entertainment.
Because of their affluence as cultural reposition and agents of change, books have often
been targeted for censorship. A book is censored when someone in authority limits
publication of or access to it. Censorship occurs in all media. This is a major challenge book
face today, examples of books censored are ‘The outsiders’, fallen angel’ by Walter Myer etc.
there are different categories of books: Higher education books for colleges and universities,
El-hi books for elementary and secondary school etc.
In the concluding part of the chapter, new trends in book printing and publishing such as; ebooks, conglomeration, convergence etc. were discussed. Like other chapters, the chapter
ends with developing media literacy skills with ‘J. K. Rowling’s “Harry potter” in focus.
CHAPTER FOUR
Newspapers
This chapter examines the relationship between the newspaper and its readers, it looked the
medium’s root beginning with the first papers following them from Europe to colonial America
were the traditions of today free press were set. It also studies the cultural changes that led
to creation of Penny press and the competition between these mass circulation dailies that
gave rise to ‘yellow journalism’ it also reviewed the modern newspaper in terms of its size
and scope discussing different types of papers plus the importance of newspapers as an
advertising medium. Finally the positive and negative impacts of technology such as the rise
in online newspapers and changes in the nature of newspaper readership are discussed.
History
Ii Caesar’s time Rome had a new paper the “Acta Diurna” (actions of the day) written on a
tablet and was pasted on the wall after each meeting of the senate, its circulation was one.
The newspapers we recognize today have their roots in the 17th century Europe. “Corontos”
a one page news sheet about specific events, were printed in Holland in 1620 and imported
to English by British booksellers who were eager to satisfy public demand for information
about continental happenings that eventually led to what we know today as ‘thirty years
wars’.
English man Nathaniel Butter, Thomas Archer, and Nicholas Bourne eventually began
printing their own occasional news sheets using the same title for consecutive editions. They
stooped publishing in 1641. The same year that regular daily accounts of local news started
appearing in the news sheet, these for runners of daily newspapers were called “Diurnals”
Political power struggle in England at this time booted the fledging mediums as partisans on
the side of the monarchy and those on the side of the parliament printed Diurnals to bolster
their positions. When the monarchy prevailed it granted monopoly rights to the Oxford
Gazette; the official voice of the crown founded in 1665 and later renamed the London
Gazette. This journal; used a formula of foreign news, official information, royal proclamation
and local news that became the model for the first colonial newspaper.
The concept of “Yellow journalism” is a study in excess or sensational reporting of sex, crime
and disaster news it is dine with grant headlines, heavy use of illustrations and over reliance
on cartoons and color. It derived its name from the Yellow kid ,a popular cartoon character of
the time.
Type of Newspapers.
i. National daily Newspapers: this type of paper enjoys wide readership and unlimited
circulation across towns in the country.
ii. Large metro Politian dailies
iii. Suburban and small town dailies
iv. Weeklies and semi weeklies
v. The ethnic press
vi. The alternative and dissident press—this type of newspapers is mostly weekly and is
available to readers at no cost.
vii. Commuter paper- modeled after a common form of European newspaper, this paper is a
free daily designed for commuters.
CHAPTER FIVE
Magazines
The dynamics of the contemporary magazine industry; paper and online and its audience
was discussed in this chapter. The medium’s beginnings in the colonies, its pre-war
expansion and explosive growth between the civil war and world war were also highlighted.
Finally the chapter examines some of the editorial decisions that should be of particular
interest to media literate magazine consumer.
Magazines were a favorite medium of the British elite by the mid- 1700’s. Two prominent
colonial printers hoped to duplicate that in success in the new world. In 1741 in Philadelphia,
Andrew Bradford published ‘American magazine’ or a monthly view of the political sate of
British colonies. Followed by Benjamin Franklin’s “General magazine’ and ‘Historical
chronicle’ composed largely of reprinted British materials. These publications were expensive
and aimed at small number of literate colonist. Lacking an organized postal system
distribution was difficult and neither magazine was successful ‘ American magazine
produced three issues, ‘General magazine’ six. Yet between 1741 and 1794, 45 new
magazines appeared although not more than three was published in the same time period.
Entrepreneurial printers hoped to attract educated, cultured and moneyed gentlemen by
copying the London magazines. Even after the revolutionary war, U.S magazines remained
clones to their British forerunners.
These early magazine were aimed at literate elites interested in short stories, poetry, social
commentary and essays. The magazine did not become a true national mass medium until
after the civil war.
The modern era of magazines is characterized by a different relationship between medium
and audience. Magazines were truly Americas first national medium and like books they
served as important force in social change especially in the ‘muckratry” era of the 20th
century. This name was coined by Theodore Roosevelt as an insult to the government.
Scope and structure of magazines
i. Trade magazines; carries stories, feature and ads aimed at people in specific professions
and are either distributed by media professional organizations themselves or by media
companies.
ii. Individual company and sponsored magazine; produced by companies specifically for their
own employees, c customers and stockholders or by clubs and association. Specifically for
its members.
iii. Consumer magazines; they are sold by subscription at newsstands, books stores etc.
Trends and convergence in magazine publishing
• Online magazine: this is made possible by the convergence of magazine the internet most
magazines now produce online editions offering special interactive feature not available to
their hard-copy readers.
• Custom magazines: custom publishing is the creating of magazines specifically designed
for an individual company seeking to reach a very narrowly defined audience. There are two
broad categories of custom publishing: brand magazines and magalogue.
• The developing media literacy segment focused on “Recognizing the power of graphics” it
criticized the over use of graphics by media houses. Baran pointed out that such alteration in
pictures restructures the reality the events they represent.
CHAPTER SIX
Film
The chapter begins with the history of films, from it entrepreneurial beginnings through the
introduction of its narrative and visual language, to its establishment large, studio run
industry. It details Hollywood’s relationship with its early audience and changes in the
structure and content of films resulting from the introduction of television. It also looked at the
contemporary movie production, distribution and exhibition systems and how convergence is
altering all three, the influence of the major studios and the economic pressures on them in
an increasingly multimedia environment. It also highlights on the special place movies hold
for us and how ever younger audience and the films that targets them may affect our culture.
History
In 1873 former California governor Leland Stanford needed help in winning a bet: he had
made a bet with a friend convinced that a horse in full gallop had all feet of the ground, he
had to prove it so he hired photographer Fadweard Maybridge who worked on it for four
years before finding a solution. In 1877 Maybridge arranged a series of still cameras along a
stretch of racetrack. As the horse sprinted by, each camera took its picture. The resulting
photographs won Stanford his bet and also sparked an idea on Maybridge causing him to
develop Zoopraxiscope- a machine for projecting slides into a distant surface. The Lumiere
brothers made the next advancement. In 1895 they patented the Cinematographic device
that both photographed and projected action. By 1890‘s French filmmaker George Melies
began making narrative motion pictures exhibiting one scene, one shot movies but soon
began making stories made on sequence. He made the film’ A trip to the moon’ in 1902.
Other scientists such as Edwin S. Porter improved on using movies to tell a story. The first
sound films were that one’s produced by warner brothers in 1920.
The industry prospered not just because of its artistry, drive and innovation but because it
used these to meet the needs of a growing audience. Movies like books are a culturally
special medium. They hold very special place in the people’s culture.
Trends and convergence in movie making.
• Conglomeration and blockbuster movies
• Concept movies—making movies simple and easier to understand
• Audience research¬¬¬¬—before movies are released, the concept, plot and characters are
subjected to market testing. Often trailers are produced and tested with sample audience.
• Sequels, remakes and Franchise—these are movies produced with the intention of
producing several more sequel e.g. prison break.
• Merchandise movies—this are movies produced to generate interest for non-film products
as for their intrinsic value as movies.
The developing media literacy segment discussed “recognizing product placement” were it
emphasis recognition of advert placements in scripts as a valuable literacy skill.
CHAPTER SEVEN
Radio, Recording and Popular Music.
Technical and social beginning of both radio and sound recording is discussed in this
chapter. It highlights the coming of broadcasting and hoe the growth of regulatory
organization led to the mediums “golden age” the heart of the chapter covers how television
changed radio and produced the medium with which we are now familiar with. It also
reviewed the scope and nature of contemporary radio especially its rebirth as a local,
fragmented, specialized medium. It examines how these characteristics save advertisers and
listeners. The chapter then explores the relationship between radio, the modern recording
industry, popular music and the way new technologies serve and challenge all three.
History
In 1906 on Christmas eve, the first radio broadcast was aired at Bran rock, this was as a
result of cumulative success by scientists such as Guglielmo Marconi, Reginald Fessenden,
James Clark Maxwell, Henrich Hertz, etc. his listeners were sailors at sea and a few
newspaper houses equipped to receive the transmission. Later that same year American Lee
De Forest invented “audion tube” as vacuum tube that amplified wireless signals. This made
possible for reliable transmission of clear voices and music.
Sound recording started in 1887 with the invention of the ‘talking machine’ a device for
replacing sound by that used a hand cranked grooved cylinder and a needle passing along
the groove of the rotating cylinder and hitting bumps was converted into electrical energy that
activates a diaphragm in a loud speaker and produced sound—this invention was made by
Thomas Edison.
On September 30, 1920 a Westinghouse executive, impressed with press accounts of the
number of listeners who were picking up broadcasts from the garage radio station of Frank
Conrad, asked him to move his operation to Westinghouse factory expand his power and on
October 27 1920 experimental station 8XK in Pittsburgh received a license from the
department of commerce to broadcast. On November 2 KDKA made the first commercial
radio broadcast announcing the results of the presidential election that sent Warren G. Hardy
to the White House.
Scope and Nature of the Radio Industry
• Radio is local
• Radio is Fragmented
• Radio is specialized
• Radio is personal
• Radio is mobile
Radio as an advertising medium: advertisers enjoy the specialization of radio because it
gives them access to homogenous groups of listeners to whom products can be pitched.
Trend and Convergence in Radio and Sound Recording.
Emerging of changing technologies has affected the production and distribution aspects of
both radio and sound recording.
• The impact of television: television fundamentally altered radio structure and relationship
with its audience. Television specifically MTV introduction in 1981 altered radio—record
relationship as music are now released on MTV instead of radio.
• Satellite and Cable: the convergence of radio and satellite has aided the rebirth of radio as
music and other forms of radio content can now be distributed in expensively to audience
through satellite.
• Mobile phone
• Terrestrial digital radio
• Web radio and podcasting
In the chapters developing media literacy skills segment- the issue of shock jokes was
discussed. This Baran poses a question as to whether literate individual would allow this
shock jokes to exits.
CHAPTER EIGHT
Television, cable, and Mobile Video
This chapter details the change that happened in the television from the early experiments
with mechanical scanning to the electric marvel that sits in ours homes to the mobile video
screen we may carry in our pockets. It traces the rapid transformation of television in to a
mature medium after World War II and examines how the entire television industry was
altered by the emergence and success of cable and satellite television. It discusses the
reach, the structure, programming and economics of television and cable industries. The new
technologies and their convergence with television and how they promise to change the
interaction between the medium and its audience are also explored.
History
In 1884 Paul Nipkow, a Russian scientist living in Berlin developed the first workable device
for generating electrical signal suitable for the transmission of scene that people could see.
His Nipkow disc spinning in front of a photoelectric cell produced 4000 pixels per second
producing a picture composed of 18 parallel lines. Although the mechanical system proved
too limiting Nipkow demonstrated the possibility of using a scanning system to divide a scene
into an orderly pattern of transmission picture element that could be recomposed as a visual
image. British inventor John Logie Bard was able to transmit moving images using a
mechanical disc as early as 1925 and in 1928 he successfully sent a television picture from
London to Hartsdale, new, New York. Other people that contributed to the development of
television are Vladimir Zworykin, David Sarnoff etc.
The coming of cable
John Walson was having problem trouble selling television in 1948: the Pocono Mountain sat
between his town and Philadelphia’s three Stations; he erected a tower from new Boston
Mountain to his store. The cable was a twin lead wire much like the cord that connects a
camp to an outlet. To attract more subscribers ha had to offer improved picture quality. He
accomplished this by using coaxial cable and self-manufactured Bolster.
Trends and convergence in television and cable
VCR
Introduced commercially in 1976, video cable recorders quickly became common in homes.
VCR allow time shift, taping a show for later viewing.
DVD
In March 1996 digital video disk went on sale in stores. Much like VCR but better in retaining
quality of films.
Digital television
Digitalization of video signals has reduced their size; therefore, information can now be
carried over telephone wires and stored.
Television on the internet
Because broadband offers greater information carrying capacity television on the internet is
increasingly common.
Interactive television
Cable and satellite television have created programs to allow viewer ‘talk back’ to content
consumers
Movable video
The newest way to receive and view television is on mobile device either, either on cell
phone or other portable video player
In the developing media literacy segment, mews staging—recreating of events that is
believed to or could have happened, was discussed and criticized. Baran urged media
literate viewers to wholly reject this type of news reporting as it makes mockery of the
intelligence of viewers.
CHAPTER TEN
The internet and the World Wide Web
The chapter begins with an examination of the internet, the ‘new technology’ it studies the
history of the internet, beginning with the development of the computer, and then looks at the
Net as it exit’s today, examining its format and capabilities especially the popular World Wide
Web. The number and nature of today’s internet users are also discussed. It also looks at the
new technologies double edge ( ability to have both good and bad effects) the internet ability
to foster greater freedom of expression, changes in the meaning of and threats to privacy
and the promise and perils of practicing democracy online.
History
The title originator of the computer resides with Englishman Charles Babbage, lack of money
and unavailability of the necessary technologies stalled his plan to build an analytical engine
a steam driven computer. But in the mid 1880’s aided by the insights of mathematic lady Ada
Bryon Lovelace. Babbage did produce designs for a computer that could conduct algebraic
computation using stored memory and punch card for input and output.
Using Honeywell computers at Stanford University, UCLA, the University of Santa Barbara,
and the University of Utah, the switching network called Arpanet, went online in 1969 and
became fully operational and reliable within 1 year, other development soon followed, in
1972 an engineer. Ray Tomlinson created the first e-mail program (ubiquitous@) in 1974.
Stanford University’s Vinton Cerf and military’s Robert Kahn coined the term ‘Internet’
The internet is most appropriately thought of as networks of networks that are growing at an
incredibly fast rate. These networks consists of LANS (local area network) connecting two or
more computers, usually within the same building. And WAN (wide area network) connecting
several LANS. In different locations.
The internet is different from traditional media, rather than change the relationship between
audiences and industries, the Net changes the definition of the different components of the
process and as result changes their relationship.
The internet induced the redefinition of the elements of mass communication process
refocusing attention on issues such as freedom of expression, privacy, responsibility and
democracy.
Effects of the internet. (Good and bad)
i. Copyright abuse
ii. indecencyography
iii. Lack of privacy
iv. Virtual democracy
v. Bridging information gab
vi. Broader communication network
vii. Faster information transmission
Making our way in an interconnected world was the topic for the developing media literacy
segment were it raised question as to what level media consumer understand the double
edge communication technologies of the internet.
CHAPTER FOURTEEN
Media freedom, regulation and ethics
This chapter studies how the logic of a free and unfettered press has come into play in the
areas of broadcast deregulation. It also detail the shift in the underlying philosophy of media
freedom from libertarianism to social responsibly theory providing the background for
discussion on the ethical environment in which media professionals must work as they strive
to fulfill the social responsibility obligations.
The United States is the first country to allow free press with its ‘first amendment’ which
stated that “congress shall make no law abridging freedom of speech or of the press” this
first law gave the press so much freedom that caused damage such as sensational report of
court proceedings thereby finding the people on trial guilty before they are actually found
guilty by the jury. This lead to a modification of the law by the Supreme Court were it held
that although the free press has been a mighty catalyst in awakening public interest in
governmental affairs, exposing corruption among public officers and employees and
informing the citizenry of public events and occurrences, including court proceedings, while
maximum freedom must be allowed the press in carrying on this important function in a
democratic society, its exercise must be subject to the maintenance of absolute fairness in
the judicial process.
Today the U.S press is guided by the social responsibility theory which holds that the media
must remain free of government control, but in exchange media must serve the public. Media
should be self-regulatory within the frame work of the law.
Media industry ethics
Ethic is rules and behaviors or morale principles that guide purr action in given situations.
Media ethics specifically refer to the application of rational thought by media professionals
when they are deciding between two or more competing moral choices. The application of
media ethics almost always involves finding the most morally defensible answer to a problem
for which there is no single correct or even best answer. There are three levels of ethics;
I. Met ethics: are fundamental cultural values. They define the basic starting point for moral
reasoning
II. Normative ethics: are generalized theories, rules and principle of ethical or moral behavior.
They serve as real—world frame works within which people can begin to weigh competing
alternatives of behavior
III. Applied ethics: involves balancing conflicting interest. In applying ethics, the person
making the decisions is called ‘morale agent’.
Some interest that often conflict.
i. The interest of the moral agents individual conscience
ii. The interest of the object of act; a particular person or group is likely to be affected by
media practitioner’s actions.
iii. The interest of financial supporters
iv. The interest of the institution: media professional have company loyalty and pride in the
organization for which they work.
v. In mass communication these conflicting interests play themselves out in a variety of
ways.
Areas which media should enforce ethics:
ü Truth and honesty
ü Privacy
ü Confidentiality
ü Personal conflict of interest
ü Profit and social responsibility
ü Offensive content etc.
CHAPTER FIFTEEN
Global media
This chapter focuses specifically on globalization and its impact, looking at the beginnings no
international media and examines the impact of satellite in creating a truly global mass media
system. It also studies todays, global media using comparative analysis of media systems in
Britain (the western concept), Honduras (the development concept) Poland (the revolutionary
concept) and china (the authoritarian, communist concept). It also discusses the
programming available in other countries and global media influence on cultures that use
them both negatively and positively. It looks at the debates over cultural imperialism.
World war II brought the united states into the business if international broadcasting,
following the lead of Britain which had just augmented its world service. The United States
establishment in 1940 what would eventually be known as the voice of America to counter
enemy propaganda and disseminate information about America. The VOA originally targeted
countries in central and South America. Friendly to Germany, but as the war became global it
quickly began broadcasting to score of other nations, attracting along with Britain’s world
service, a large and admire ring listenership first in countries occupied by the axis polar and
later by those in the Soviet sphere of influence. The satellite revolution began in 1957 with
the successful launch and orbit of Soviet Union’s Sputnik. The U. S followed with the launch
of COMSAT, AT & T‘s tester, INTELSAT, etc.
Different countries mass media systems reflect the diversity of their levels of development
and property values and [political systems. It is logical that a country’s political system
reflects in the nature of their media. Authoritarian governments need control of the mass
media to maintain power. Therefore they will institute a media system very different from that
of a democratic society with a capitalist, free economy.
Hantan (1992) offered five concepts that guide the worlds many media systems—western,
development, evolutionary, authoritarian and communism.
The western concept: the western concept is an amalgamation of original libertarian and
social responsibly models. It recognizes two realities: there is no completely free system on
earth and even the most commercially driven systems include the expectations not only of
public service and responsibility but also of significant communication—related activities of
government to ensure that the media professional meet this responsibility.
The development concept: this system is mostly used in the developing countries. Here the
government and the media come in partnership to ensure that the media assist in the
planning beneficial development of the country. The media content is designed to meet
specific cultural and societal needs, for example teaching new farm techniques.
The revolutionary concept: this means that a nation’s media will never serve the goals of
revolution. The aims of revolutionary media are against contents like: ending government
monopoly over information, facilitating the organization of opposition to the incumbent power,
destroying the legitimacy of a standing government.
The authoritarian and communist concept: in this concept government has total control of the
media and media contents.
The developing media literacy in this chapter focused on ‘making our way in the global
village. It discussed the importance of maintaining our cultural ethics and standards in an
ever changing global world.