MEDIA COMMUNICATION AND SOCIETY
Lecture 1
Course Introduction
[SLIDE 1 – Title]
[SLIDE 2 – Key Ideas]
1) Key Ideas

Course introduction and outline

Questioning the impact of media on society

Outlining the main theories and writers covered in the course

Assessment and tutorial requirements

Essay writing tips
[SLIDE 3 – Introduction]
2) Introduction
Hello and welcome to Media Communication and Society. This is the start of a
transformational journey spanning the next three years of your degree. The
Media Communication courses will take you on an intellectual voyage through
some of the work of the great media theorists. It will also give you an
opportunity to debate and critique their work and to explore some of the big
questions in contemporary media research.
Among these questions are:

Does media have the power to influence society or,

Does media simply hold up a mirror to reflect society?

How can we best study and research media?

What has been the impact of recent changes in media ownership,
practices and technologies?
[Slide 4 – Intro continued]
Today I will provide an overview of the topics we will cover. I will then talk
about assessment to give you an idea of what will be expected of you during
the course. At the end of the lecture, I will outline some good essay writing
techniques and tips to help you do well in this course.
[SLIDE 5 – Course Outline]
3) Course Outline
In order to investigate some of these problems, we will cover four main areas:

Mass and Niche Media

Media and Culture

Structural Influences on the Media

Media Production and Consumption
I will outline each of these areas briefly in turn.
[SLIDE 6 – Mass and Niche Media]
Mass and Niche Media
The mass media and niche media area of the course has three main topics.
After today’s introductory lecture, we will look at:
Mass Media and Society
This lecture will analyse the history of mass media and the related
development of mass society. It will also look at media and the modern
era. This topic is primarily a history of the way in which key
technologies, such as the printing press, helped shape and accelerate
the development of large-scale societies in western nations.
Mass Media Forms
The lecture after that, in week three will follow the development of the
most significant mass media technologies in print, radio, television and
cinema.
“New” Media
The following lecture will discuss recent technological advances in new
media and question whether they change the way we communicate
and receive information. We will also ask what is actually “new” about
new media, as well as look at some new media cultures
This will end the section of the course dealing with the development of mass
and niche (or new) media.
[SLIDE 7 – Media and Culture]
Media and Culture
The next section of the course looks at the impact of mass media on culture,
as well as the inseparability of media from contemporary culture.
Mass Media and Culture Part A: Everyday life
First we will discuss the impact of media on the culture of everyday life.
We will look at “mass mediated interaction” as well as the contexts in
which we receive and consume media. Finally, we will take a quick look
at the type of culture promoted through advertising.
Mass Media and Culture Part B: Representation
Next, we will discuss the way culture is represented by the mass
media. Does the media promote particular sets of ideas about the
world? Do these ideas come from the powerful and influential members
and classes of society.
We will also discuss the role of the media in promoting stereotypes
about race and gender. Finally, we will discuss the impact of genres on
the way media represents individuals and groups in society.
That will end the section of the course on media and culture. The section after
that will look at some of the societal frameworks which might impact on
media.
[SLIDE 8 – Structural Influences on Media]
Structural Influences on Media
Media and the State
The first “structural influence” we will discuss will be the state. What
power do governments have to shape the media? As examples, we will
cover regulation, censorship and the role of government public
relations. We will also look at the rights and responsibilities that media
have to keep citizens informed in democratic countries.
The Economics of Mass Media
The second structural influence worthy of attention is economics. We
will ask whether a commercial media environment influences and
constrains journalism and media in general.
We will investigate the nature of commercial concentration and
censorship and look at one theory which describes how some media
texts can be considered “propaganda”.
Media Institutions
We then analyse the media and institutions. After we have defined the
nature and function of an institution, we will look specifically at the
practices of media institutions. We will also take a glance at institutional
analysis and the case study of Hollywood.
Globalisation
The final structural influence we will discuss is globalisation. After
building a working definition of globalisation, we will look at existing
theory on the four features of an increasingly “global” world.
Applying these insights to the global media environment, we will
investigate whether a degree of cultural imperialism accompanies
global media environments.
[SLIDE 9 – Media Production and Consumption]
Media Production and Consumption
The final section of the course has to do with media production and
consumption. This means we will look at the process for producing media
texts as well as the audiences which receive them. Finally a brief overview of
media effects research will be provided.
Media Producers
During the media producers week we will outline the production process
for radio, TV, print and the internet. We will discuss how to set out and
negotiate a brief. Finally, we will look at the three stages media
practitioners go through to have their ideas viewed by the public - Preproduction, production and post- production.
Media and News
News value theory explains the criteria a media event must fulfil in order
to be considered newsworthy by journalists and editors. We will take a
detailed look at Galtung and Ruge’s news value theory, before proposing
some possible updates to account for changes in technology and media
environments.
Media Audiences
When we analyse the audience, we will look at the domestic context of
consumption, or the ways in which media is used in the home. We will
also investigate whether the media is a central aspect of contemporary
culture and discuss James Lull’s social uses of television theory.
Media Effects
The final lecture for the course will consider whether media has
powerful or limited effects on audiences. It will outline a variety of major
theoretical positions on this problem and will conclude with a
discussion of how best to undertake media research itself. We will also
have an opportunity in tutorials to design our own media research
projects.
[SLIDE 10 – Assessments, Tutorials and Reading]
4) Assessments, Tutorials and Reading
Assessment
 There are three assessments for this course.
1. A media diary worth
2. An essay worth
3. An exam worth
25% Due week 5
35% Due week 11
60% To be advised
1. The media diary assignment relates to the first section of the
course: Mass and Niche media. The assessment criteria will
be given out to you in tutorials this week.
It consists of a 1 week record which you will begin on
Monday of week 3 and end on Monday of week 4. You will
also be asked to answer a short question on your new media
consumption.
2. The essay examines you on the third part of the course
“Structural influences on media”. You will be asked to write a
1500 word essay on the influence of only one of the areas
covered in the course.
3. The exam will be discussed in detail much later in the course
and will assess you on the final group of topics “Media
production and consumption”.

In order to pass the course you must:
Submit both assignments and sit the exam
Gain at least 50% overall
Attend at least 80% of tutorials
[SLIDE 11 – Tutorials and Reading]
Tutorials
 Tutorials offer the chance to clarify the information covered in the
lecture. A good idea is to highlight aspects of the lecture you didn’t
understand and bring them to tutorials. In order to do well in Media
Communication and Society it is important to come to all tutorials if
possible.
Reading
 There will be a number of required readings that you will need to
complete during the course. You will have the opportunity to discuss
these further in tutorials and clarify any issues you may have.

The more reading you can do for this course the better. Reading
provides you with the opportunity to reinforce the information you heard
in lectures and tutorials. You will also gain extra knowledge that we
may not have had the time to cover. Finally, reading complex
sociological texts will help raise the standard of your English and your
intellectual ability.
[SLIDE 12 – Essay writing]
5) Essay writing tips
The following are suggestions for good essay writing style. They will help
you construct an argument rather than simply providing your opinion.
1. Introduction

The purpose of the introduction is to “say what you are going to
say”, or to show the intent of the essay.

Outline your structure and shape the essay will take.

In your introduction you should set out clearly the topic, writers and
area of inquiry you will discuss.

Do not begin to describe these aspects, just indicate them.

If the question is in two parts, then you must refer to both parts.

It is often useful to signpost the particular argument you will make
in relation to the question, this will help you structure the essay as a
whole.
2. Definitions

It can help your understanding of the topic, as well as the structure
of the essay as a whole to pick apart the question by defining the
important terms.
3. Paragraphing

A paragraph explores one point in detail and leads logically on
from the preceding one.

Paragraphs should neither be exceptionally short - two
sentences - nor exceptionally long - one page. Usually
paragraphs are approximately 250 words.

Paragraphs should contain one or two related points.

Use transition words to show why you are moving on to the
next paragraph e.g. Furthermore, on the other hand, as a result,
consequently, moreover etc.

Each paragraph should have its own structure and may involve:
o A topic sentence
o An ending sentence
o The statement, example, explanation format.
 The statement introduces the topic of the
sentence. For example:
“Greys Anatomy is a highly popular text worthy of
media analysis”.

The example is the “meat” in the paragraph. The
example is where you back up your statement
and provide evidence for your argument. For
example:
“Greys is shown across the globe and has rated
highly in many countries. There are also numerous
internet fan sites devoted to the characters and
plot lines in Greys Anatomy. Amazon.com has
reported high profits from the sales of Grey’s
Anatomy DVDs”.

The explanation is where you explain the
significance of what you have just outlined.
This sentence should sum up the paragraph. For
example:
“These facts show that Greys is highly significant
to young audiences around the world. For this
reason, it should also be a high priority for media
researchers”.
4. Referencing

You may use any referencing format contained in the Chicago
Manual of Style with the approval of your lecturer.

Marks will be deducted for incorrect referencing style.
5. Quoting

It is plagiarism to use an author’s words extensively without
using quotation marks.

If you are using his or her exact words you must use quotation
marks.

On the other hand, do not put long quotes in without explaining
them.

In general it is better to paraphrase (put the point into your own
words) to show you understand the content. You must still
reference this.
[Slide 13 – Continued]
6. Structure

Every essay should have a particular, evident structure, based
around a response to the question.

The essay should be internally coherent and organised
thematically.

The structure should be determined by the central argument that
you are going to make.

While incorporating all the relevant description of the topic, not
all information you read will be relevant to your argument.

Make sure you have a sense of how each point you are making
fits with your central argument. This will ensure that you stick to
the question.
7. Presentation
Grammar, spelling, style, word length, lists, sub headings, layout

You should proof reading your work carefully before handing it
in. Poorly executed essays do not score top marks. Essays
should have a high level of spelling, grammar and syntax.

A sentence or paragraph should make sense on the first
reading.

Essays must be within 10 per cent of the required length and
contain no lists, contractions (can’t; won’t; haven’t) or sub
headings.

You may use semi colons if necessary but not numbers or bullet
points.

Essays should be 12pt, Times New Roman and one and half
times line spaced. This makes the essay easier to read and
provides space for comments.
8. Argumentation

In the course of your essay you must never lose sight of the
question you are addressing. Bring the reader subtly back to
your central argument throughout the essay and show how the
point you are making adds to your argument.

All Media Communication topics are subject to debate and you
need to show your awareness of this. If you take one side of an
argument, you should show that you are aware of the counter
argument and answer those points as well.

It does not matter which side of a debate you argue as long as
you can present some relevant points and provide evidence to
support them.

Remember to consider the methodology and research focus of
the writers where appropriate. You might also look in the
journals for some recent studies which reproduce early bodies of
theory.

Critique should enhance your analysis and your central
argument.

When reading criticism, decide whether the critique invalidates
the work of the original writer. If so, how?

On the other hand, perhaps the critic has not properly
understood the original work. In this case, counter critique may
be necessary. You can find this by looking to see if the original
writer has responded to their critics.

Occasionally writers have a “response to possible criticism”
section which you could use as counter critique.
9. Conclusion

The purpose of the conclusion is to “say what you just said”.

Often conclusions written by students are too brief.

You should reiterate the particular argument that you have made
during the essay.

Do not introduce any new material at this point, including
critique.

Critique should be covered in the body of the essay and then
summed up in the conclusion.
[SLIDE 14 – Summary]
6) Summary
Today, we introduced the course and outlined its structure. This meant that
we introduced some primary questions about the mass media and society:

Questioning the impact of media on society
o Does media have the power to influence society or,
o Does media simply hold up a mirror to reflect society?
o How can we best study and research media?
o What has been the impact of recent changes in media
ownership, practices and technologies?

Outlining the main theories and writers covered in the course
o Mass Media and Nice Media
o Media and Culture
o Structural Influences on Media
o Media Production and Reception
7) Reading for tutorials this week:
McQuail (1972) ‘Mass society, mass culture and mass
media’.
8) Conclusion

We have covered a lot of ground today, and you may have found some
of it overwhelming. Don’t worry; there will be lots of handouts and
tutorial time to help you during the course.

The main thing to keep in mind for Media Communication throughout
the course is that all of these theories attempt to explain in some way
the relationship between media and society.

It is your job to analyse these theories and decide which ones
accurately describe that relationship and which ones require further
thought.