...Table of Contents Chapter 1 Mass Media Literacy 2 Chapter 2 Media Technology 16 Chapter 3 Media Economics 33 Chapter 4 Ink on Paper 49 Chapter 5 Sound Media 64 Chapter 6 Motion Media 80 Chapter 7 New Media Landscape 96 Chapter 8 News 112 Chapter 9 Entertainment 128 Chapter 10 Public Relations 144 Chapter 11 Advertising 160 Chapter 12 Mass Audiences 176 Chapter 13 Mass Media Effects 192 Chapter 14 Mass Media and Governance 209 Chapter 15 Mass Media Globalization 225 Chapter 16 Media Law 241 Chapter 17 Ethics 258 Chapter 1 Mass Media Literacy 1.1 Multiple-Choice Questions 1) Media researchers at Ball State University found that people are intentionally involved in a media activity for __________ percent of their waking hours. A) 1 B) 10 C) 30 D) 60 Answer: C, Topic: Media Ubiquity Page Ref: 3 2) Traditionally, mass communication is defined as the technology-assisted transmission of messages to A) print journalists. B) interpersonal audiences. C) mass audiences. D) only niche audiences. Answer: C, Topic: Media Ubiquity Page Ref: 4-5 3) According to the research firm Nielsen, the medium that is used much more per day than other media is A) music. B) magazines. C) television. D) newspapers. Answer: C, Topic: Media Ubiquity Page Ref: 4 4) Mass media have become so integrated into people’s lives that __________ is common. A) mainstreaming B) media multitasking C) writing letters...
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...hypodermic syringe model of the relationship between the mass media and the audience. (18 marks) There are a variety of sociological theories and evidence that suggests that the hypodermic syringe model has a relationship between the mass media and the audience however there also some flaws to these ideas. The hypodermic syringe model assumes ideas/ideologies transmitted in mass media products are automatically ‘injected’ into the minds of the audience for example a newspaper telling its readers who to vote for. The audience is seen as passive recipients. The hypodermic syringe model shows that we are a passive homogenous audience. The hypodermic Syringe Model (HSM) is an early theory model, which believes that there is a direct correlation between the violence and anti-social behavior portrayed in different media types (e.g. Television, computer games and films). Sociologists found that the most venerable audience to the HSM is children and teenagers. This is because they are still in the early stages of socialization so are therefore very impressionable. A prime example to support this theory is the case of Jamie Bugler. Jamie was a 2 year old boy that was abducted and murdered by two 10 year old boys. The boys had apparently watched 'Childs Play 3' before they murdered the toddler, and as the murder was very similar to the death in the film newspapers such as 'The Sun' created a debate to whether such violence in the media should be accepted. However, when the case was carried...
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...different genres and forms, as well as its following distribution to mass audience. Institutionally, journalism is a part of polysystems of mass media, i.e. it is included in such multi-functional society institutes such as press, TV broadcast, radio, Internet, etc. One cannot agree that journalism today is a strong force and its significance in our life is constantly growing. It performs many different functions such as informational, ideological, and entertaining and many other functions. I suppose that supplying information is the main aim of journalism. Actually, our life has become easier due to journalism and now we do not need to cover long distances to find out the latest news. Now let`s consider the main problems of journalism today. The first issue is globalization. Today appear global mass media which are horizontally and vertically concentrated. It leads to creation of mass information product and English language expansion. Consumption is becoming mass and standardized (mass culture), the consumer becomes passive. The second problem is non-concurrence of world concepts by journalists and audience. It often happens that the journalist does not know what is the most interesting today for the audience. It leads to the break from those for whom mass media are working. The next issue is dependence on government agencies and dominating financial-industrial groups at the territory. Media freedom exists but, at the same time, journalists cannot say everything...
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...Uses and Gratifications: Development and Basic Tenets Research into the reasons why individuals use mass media dates back more than 50 years. Early forms of gratifications research attempted to understand why people used certain media content. In the process, it explored the functions of the media and the role of the audiences' needs and expectations (e.g., Herzog, 1940; Lazarsfeld & Stanton, 1941; Lazarsfeld & Stanton, 1949). These early studies preceded any formal conceptualization of the uses and gratifications paradigm later proposed by Katz, Blumler and Gurevitch (1974) and Rosengren (1974). Instead of asking what effects the media have on individuals and collective audience behavior, the questions were, what are people seeking and what do they believe they are deriving from mass media? According to Katz (1959), "it is the program that asks the question, not 'What do the media do to people?,' but 'What do people do with the media?'" (p. 2). In more familiar terms, "Ask not what the media can do to people, but what the people can do with media." The uses and gratifications paradigm provides one way of conceptualizing the relationship between the producer of messages (sender) and the audience (receiver). It presents a departure from the powerful (direct) effects models of communication research that dominated the field of communication between 1930-1960 and to some extent still dominates the field today. Volumes three and four of the Journal of Communication...
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...The New Media: Distorting Politics Carreon, Elimar Andree L. Valmores, Michael Aldrin S. Hidalgo, Jebb B. Saint Louis College Mr. Al Gerald S. Barde English IV IV – St. Alphonsus of Ligouri October 21, 2011 The New Media: Distorting Politics The crucial function of mass media in influencing public’s knowledge and understanding on global and national issues is indisputable. In the Philippines, media plays a critical and widespread role in daily life (Suguitan, 2007). Suguitan proclaims that it is an understatement to say that the media is merely influential, for it is powerful enough to make or break persons and institutions, and even shape society (2007). Performing as the main source of information, media serves as the medium in which the government informs, explains, and tries to win the support of the people for its programs and policies (Soifer, Hoffman and Voss, 2001). In this jurisdiction, the media is often called the fourth branch of the government for it monitors political matters to ensure political players don’t abuse democratic processes (University of San Francisco, n.d.). According to Political scientist Harold Lasswell, a pioneer in media studies, the media must perform three societal functions: surveillance of the world to report ongoing reports, interpretation of the meaning of events, and socialization of individuals into their cultural settings. Surveillance involves two major tasks. When it constitutes to the need of general public, it...
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...Today, we are living in a world dominated by media. The mass media is increasingly occupying the central stage in our lives. The mass media has an iron grip on the imagination as well as thinking faculties of the society. The programmes and features served by the mass media which instruct people not only what they should eat, drink and wear and groom them but also at times misguide them to commit heinous crimes. Mass media acts as an effective catalyst of change in society. In a materialist world of today in which everybody is hankering after power and prosperity and indulging in every kind of malpractices, it is media which brings all these things to notice and make public opinion against them. It creates public awareness. The mass media serves the society by highlighting the prevalence of such’ ills as nepotism, cronyism and corruption in institutions and by carrying on relentless campaign against them. It has been instrumental in bringing an end to the oppressive regimes of cruel rulers. It has unearthed political scandals, kickbacks received by highly placed men. In India from Hawala to Nether case, role of mass media has been highly commendable In an age of commercialisation and consumerism, the media to some extent, has deviated from its path of avowed impartiality and clean journalism. They often indulge in petty means to gain material benefits, i.e. to boost their sales. At times, what most papers give their readers is simply sensation-creating stuff. They publish...
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...powerful influence of the media – the ability to tell us what issues are important. As far back as 1922, the newspaper columnist Walter Lippman was concerned that the media had the power to present images to the public. McCombs and Shaw investigated presidential campaigns in 1968, 1972 and 1976. In the research done in 1968 they focused on two elements: awareness and information. Investigating the agenda-setting function of the mass media, they attempted to assess the relationship between what voters in one community said were important issues and the actual content of the media messages used during the campaign. McCombs and Shaw concluded that the mass media exerted a significant influence on what voters considered to be the major issues of the campaign. Core Assumptions and Statements Core: Agenda-setting is the creation of public awareness and concern of salient issues by the news media. Two basis assumptions underlie most research on agenda-setting: (1) the press and the media do not reflect reality; they filter and shape it; (2) media concentration on a few issues and subjects leads the public to perceive those issues as more important than other issues. One of the most critical aspects in the concept of an agenda-setting role of mass communication is the time frame for this phenomenon. In addition, different media have different agenda-setting potential. Agenda-setting theory seems quite appropriate to help us understand the pervasive role of the media (for example on political...
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...freedoms of citizens in the volume, which allows not only government parties and organizations to act legally, but the opposition too; the presence of representative bodies of power, which are formed on the basis of universal, free and fair elections; the “separation of powers” principle, which means that the parliament is the sole legislative body; political pluralism and publicity of power. The civil society will not be able to exist without ensuring equality of rights and freedoms for all people; freedom of citizens in establishing of political parties and civil movements; freedom of establishing the mass media and ensuring their activities. In the modern Russian society the media, as declared, should ensure dialogue between the authorities and citizens, inform the latter about the government’s decisions, the home and international events. Domestic media today have broad spectrum of opportunities for satisfying information needs of citizens qualitatively, for coordination and harmonization of common interests of citizens, the society and the government. In addition, they can and must exercise effective...
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...theories. Authoritarian: The state, as the highest expression of institutionalized structure, supersedes the individual and makes it possible for the individual to acquire and develop a stable and harmonious life Mass communication, then, supports the state and the government in power so that total society may advance and the state may be viable and attain its objectives. The State (the elite that runs the state) directs the citizenry, which is not considered competent and interested enough to make critical political decisions. One man or an elite group is placed in a leadership role. As the group or person controls society generally it (or he or she) also controls the mass media since they are recognized as vital instruments of social control. The mass media, under authoritarianism, are educators and propagandists by which the power elite exercise social control. Generally the media are privately owned, although the leader or his elite group may own units in the total communication system. A basic: assumption a person engaged in journalism is so engaged as a special privilege granted by the national leadership. He, therefore, owes an obligation to the leadership. This press concept has formed and now forms, the basis for many media systems of the world. The mass media, under authoritarianism, have only as much freedom as the national leadership at...
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...and functions • Walter Lippman – Public Opinion (excerpt from Media Control – Noam Chomsky) • Concept of Manufacturing Consent – Noam Chomsky o Excerpts form the book - Manufacturing Consent by Noam Chomsky • Case studies o WMD i.e. Weapons of Mass Destruction being used repeatedly by media • Situation in India o Media focusing on Scams repeatedly and not giving due importance to the other relevant news. • Conclusion Introduction The power of the news media to set a nation’s agenda, to focus public attention on a few key public issues, is an immense and well-documented influence. Not only do people acquire factual information about public affairs from the news media, readers and viewers also learn how much importance to attach to a topic on the basis of the emphasis placed on it in the news. Newspapers provide a host of cues about the salience of the topics in the daily news – lead story on page one, other front page display, large headlines, etc. Television news also offers numerous cues about salience – the opening story on the newscast, length of time devoted to the story, etc. These cues repeated day after day effectively communicate the importance of each topic. In other words, the news media can set the agenda for the public’s attention to that small group of issues around which public opinion forms. Origin and History Agenda setting describes a very powerful influence of the media – the...
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...The media of mass communication have long played a fundamental role in people’s lives. The media informs, persuades, entertains, and even sells. For the most part; mass media is only owned by a few private companies, as we learned in the “media ownership” discussion. According to the “Telecommunications Act of 1996,”, this act was to spawn some competition the broadcast companies. It also eased the restrictions on the number of television stations one individual company can own. The media, controlled by power corporations and government organizations, has positioned itself to influence people in all manner of ways, but no one group controls the system as a whole. 90% of all television media is controlled by only six broadcast corporations. Media can provide companionship, shape perception. They are fundamental to an informed and educated public.(Pavlik, McIntosh 2004). “An important aspect of digitization is that the boundaries between different media have brought into question, and a presupposition has the developer that we are in an era of media convergence” (Storsul,Fagerjord (2008). Strosul and Fagerjord believe that “blurring the border between media does not have to mean convergence. There is also development toward stronger differentiation of media in which elements from earlier separate media and sectors are combined in new ways.” In communication, there are three forms of interpersonal, intrapersonal...
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...Mass media All the different tools that are used to assist the distribution and circulation of information and entertainment to the public come under the umbrella of mass media.. As the name suggests ‘mass media’ revolves around the masses-the people. . These tools of media call for large groups of people to keep these large services running. There is much to be done: managing, running, controlling, manufacturing, allocating, and maintaining. They are centered on the idea of mass production and mass distribution. all cater to mass audience and as such must accommodate the taste of the masses which might not be very refined or sophisticated. This results in mass media often showcasing and promulgating popular culture. With the television and radio having reached to the interiors, mass media in India today enjoys extensive coverage. With the language of media not being restricted to Hindi and English and encompassing regional languages as well, mass media in India today really enjoys ‘mass’ status. The function of mass media is to primarily reach out to the masses and equip them with information. Other than this mass media also works to scrutinize and observe the surrounding by giving us information in the form of news about the goings-on in society. The latest news updates keep the masses posted about the happenings in not just their own land but around the world as well. The media also helps to disseminate and interpret information. For example weather forecasts allow farmers...
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...Technology and Management Functions When describing how technology and management function within my personal work environment. I had to review the past and present management alongside the mass media and how it would pertain to this paper; Giant RV has neglected to update their technology to increase their ability to overcome past setbacks. Technology, mass media, and outstanding management have never been a large importance in the recreational vehicle industry. This industry has been behind in technology for many years, it has become increasingly harder to improve standards to public when management will not spend the extra cost to explore new avenues. It would be to the companies benefit to explore the Internet, radio, newspapers, television, and to other industries to increase knowledge on how other companies venture out to expand their profit through mass media. If management within the recreational vehicle industry would implement new standards to improve how the recreational vehicle industry does business this might increase revenue throughout the United States and within Giant RV. By doing this it could change many of the standards already in place throughout the United States and how other recreational vehicle dealerships do business. Mass Media With many ways to explore how management can overcome this setback they could look at how the mass media has implemented suggestions within the population so that many will follow the media’s recommendation on trends...
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...University of Phoenix Material Social Structure Matrix Part 1 – Social Roles and Status |Status |The two different statuses I hold are unemployed and being a mother and a student. Being unemployed | |Identify the different statuses you hold |would fall under ascribed. And being a mother and student would fall under achieved. | |in society, both ascribed and achieved. | | |Master Status |My mastery status in society would be a parent. | |Identify your master status in society. | | |Social Roles |My role as a parent is a very important responsibility. I have to always be a mother. Even when | |Describe the roles associated with the |times get tough. | |various statuses identified above. | | |Role conflict, strain, exit |I experienced a role conflict. I was hospitalized due to a gallblatter removal. It was unexpected. | |Discuss a time when you experienced |It was hard because I never had surgery before...
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...The portrayal of the mass media is seen to neutral and unbiased. Media is an agent of political socialization, which has created an impact on politics. Mass media has operated in a way that can affect politics in America. Today, significant factors contribute to the workers of mass media as their reports can face a high chance of influence to politician. Such influences include big corporations or the government, primarily to manipulate the mass audience for their own advantage. Mass media has a great influence on the public opinion as they can fluctuate what individuals should think, know and feel about politicians. The media supplies the general audience with information that voters can base their decisions on. From this, the media is able to manipulate the general public on extreme issues that interfere with the general publics’ rights, such as important issues regarding health or even political interferences. Although one may believe what they learn from the media may be a from an objective point of view, but in truth all information from the media has many external factors that can influence stories for a purpose. This paper will argue how the mass media has a direct influence on the general audience’s perspective and the opinions of the opinions of our political candidates. One area to notice is how certain issues in the media are given more attention in comparison where others are not. What is determined to be on the agenda of the media is a continuous competition from...
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