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Communication In Our Lives, Fifth EditionCommunication In Our Lives, Fifth Editionby Julia T. Woodsby Julia T. Woods
Chapter 13Chapter 13
Mass Communication Mass Communication and Media Literacyand Media LiteracyMass Communication Mass Communication and Media Literacyand Media Literacy
Mass MediaMass Media
Channels of mass communication Channels of mass communication – the means of transmitting – the means of transmitting messages to broad audiencesmessages to broad audiences books, film, television, radio, books, film, television, radio,
newspapers, magazinesnewspapers, magazines
Social MediaSocial Media
Means of connecting and Means of connecting and interacting activelyinteracting actively cell phones, email, PDAs, iPODs, cell phones, email, PDAs, iPODs,
MP3s, the Web, etc.MP3s, the Web, etc.
Media in Our LivesMedia in Our Lives
The Media ContinuumThe Media Continuum
Uses and Gratification TheoryUses and Gratification Theory We choose to attend to mass We choose to attend to mass
communication to gratify communication to gratify ourselvesourselves
People are active agents who People are active agents who make deliberate choicesmake deliberate choices
Agenda SettingAgenda Setting
Selecting and calling to the Selecting and calling to the public’s attention ideas, events, public’s attention ideas, events, and peopleand people
Media divert attention from some Media divert attention from some topicstopics
GatekeeperGatekeeper a person or group that decides which a person or group that decides which
messages pass through the gates of messages pass through the gates of media to reach consumersmedia to reach consumers
Cultivation TheoryCultivation Theory
Television Television promotes a promotes a worldview that is worldview that is inaccurate but inaccurate but that viewers that viewers nonetheless nonetheless assume reflects assume reflects real lifereal life
Cultivation Theory (cont’d)Cultivation Theory (cont’d)
CultivationCultivation a cumulative process by which a cumulative process by which
television fosters beliefs about social television fosters beliefs about social realityreality
MainstreamingMainstreaming ResonanceResonance
Ideological ControlIdeological Control
Media function as tools to Media function as tools to represent the dominant represent the dominant ideology in a culture as normal ideology in a culture as normal and rightand right
Understanding Social MediaUnderstanding Social Media Blur production and consumptionBlur production and consumption
Alter conceptions of spaceAlter conceptions of space
Invite supersaturationInvite supersaturation
Encourage multitaskingEncourage multitasking
Promote visual thinkingPromote visual thinking
Media LiteracyMedia Literacy
Understand the influence of Understand the influence of mediamedia
Access to mediaAccess to media Democratic AccessDemocratic Access
digital dividedigital divide Expose yourself to a range of media Expose yourself to a range of media
sourcessources
Analyze mediaAnalyze media
Media Literacy (cont’d)Media Literacy (cont’d)
Critically evaluate media Critically evaluate media messagesmessages puffery puffery
Respond activelyRespond actively Use mass communication consciouslyUse mass communication consciously Participate in decision making about Participate in decision making about
mediamedia
WebsitesWebsites
Citizens for Media LiteracyCitizens for Media Literacy
Media Literacy Online ProjectMedia Literacy Online Project University of Oregon – EugeneUniversity of Oregon – Eugene
FAIR: Fairness and Accuracy in RFAIR: Fairness and Accuracy in Reportingeporting
Society of Professional JournalistSociety of Professional Journalistss
More WebsitesMore Websites
Impact of Entertainment ViolenceImpact of Entertainment Violence on Children on Children
American Academy of PediatricsAmerican Academy of Pediatrics Joint statement, Congressional Public Health Joint statement, Congressional Public Health
Summit, July 26, 2000Summit, July 26, 2000
American Society of Newspaper EAmerican Society of Newspaper Editors ditors