MedEx exam 2th November 09:00 AM-25 mltp choise -10 definitions -15 essay type
Chapter 1. Living in a Media World
Chapter Summary
Communication takes place at a number of levels, including
intrapersonal (within the self), interpersonal (between
individuals), group (between three or more individuals), and mass
(between a single sender and a large audience). Mass
communication is a communication process that covers an entire
society, in which an individual or institution uses technology to
send messages to a large, mixed audience, most of whose
members are not known to the sender. Mass communication can
be examined in terms of the process of transmission; the rituals
surrounding its consumption; the attention messages draw to
persons, groups, or concepts; or how audience members create
meaning out of media content.
The first communication network was developed by the Roman
Catholic Church, which as early as the twelfth century could send
messages reliably throughout Europe. In the mid-fifteenth
century, the development of printing with movable type made it
possible for books and other publications to be mass produced for
the first time, leading to numerous cultural changes. Books,
magazines, newspapers, and other printed forms of information
and knowledge became readily available, although they were
expensive before steam-driven printing presses became common
in the nineteenth century.
The electronic media emerged in the mid-nineteenth century
with the invention of the telegraph, followed by recorded music,
radio, movies, and television. These media allowed popular
culture to be produced commercially and to be delivered easily
and inexpensively into people‟s homes. The first interactive
digital communication network, the Internet, was developed
starting in the late 1960s but wasn‟t available to the general
public until the 1990s. The Internet added a return channel to the
mass communication process, initiating a much higher level of
audience feedback. The Internet also allowed individuals to
disseminate their own ideas and information without the costs of
a traditional mass medium.
The rapid growth of the mass media has led the public and media
1
, MedEx exam 2th November 09:00 AM-25 mltp choise -10 definitions -15 essay type
critics to raise questions about the effects various media might
have on society and individuals. Scholars have suggested that the
best way to control the impact of the media in our lives is to
develop high levels of media literacy—an understanding of what
the media are, how they operate, what messages they are
delivering, what roles they play in society, and how audience
members respond to these messages. Media literacy includes
cognitive, emotional, aesthetic, and moral dimensions.
Your text suggests that the following seven principles can guide
your understanding of how the media operate:
(1) The media are essential components of our lives;
(2) there are no mainstream media;
(3) everything from the margin moves to the center;
(4) nothing‟s new—everything that happens in the past will
happen again;
(5) new media are always scary;
(6) activism and analysis are not the same thing;
(7) there is no “they.” Learning Objectives
• Explain how the news of Michael Jackson's death broke and why the
way that it broke upset legacy news outlets (traditional big media
news outlets).
• Name and define the four levels of communication.
• Explain the difference between mass communication and mass media
• Define the players in the communication process using the SMCR
model.
• Name and define three contemporary models of mass communication.
• Explain the significance of pre-media communication networks, print-
based communication networks, electronic communication networks,
and interactive communication networks.
• Identify the eight major mass media operating in the United States
today.
• Name the four major dimensions of media literacy. Explain how people
with high levels of media literacy interpret media content differently
than do people with low levels of media literacy.
• Name and explain the Seven Truths.
Review Questions
• What role has technology played in the advancement of different types
of media throughout history?
• What does the author mean when he says there are no mainstream media?
2
, MedEx exam 2th November 09:00 AM-25 mltp choise -10 definitions -15 essay type
Provide examples to support your answer.
• How does the Internet differ from traditional media of mass communication?
Chapter 2. Mass Communication
Effects: How Society and Media
Interact
Chapter Summary
With the rise of mass society and the rapid growth of the mass
media starting in the nineteenth century, the public, media
critics, and scholars have raised questions about the effects
various media might have on society and individuals. These
effects were viewed initially as being strong, direct, and
relatively uniform on the population as a whole. After World War
I, critics were concerned that media-oriented political campaigns
could have powerful, direct effects on voters. This view, though
still widespread, was largely discredited by voter studies
conducted in the 1940s and 1950s. These studies found that the
voters with the strongest political opinions were those most likely
to pay attention to the campaign and hence were least likely to
be affected by the campaign. More recently, research has
expanded to move beyond looking just at the effects that media
and media content have on individuals and society to
examinations of how living in a world with all-pervasive media
changes the nature of our interactions and culture.
Understanding the effects of media on individuals and society
requires that we examine the messages being sent, the medium
transmitting them, the owners of the media, and the audience
members themselves. The effects can be cognitive, attitudinal,
behavioral, and psychological.
Media effects can also be examined in terms of a number of
theoretical approaches, including functional analysis, agenda
setting, uses and gratifications, social learning, symbolic
interactionism, spiral of silence, media logic, and cultivation
analysis.
Our understanding of the relationship among politicians, the
press, and the public has evolved over the past half-century.
3
Chapter 1. Living in a Media World
Chapter Summary
Communication takes place at a number of levels, including
intrapersonal (within the self), interpersonal (between
individuals), group (between three or more individuals), and mass
(between a single sender and a large audience). Mass
communication is a communication process that covers an entire
society, in which an individual or institution uses technology to
send messages to a large, mixed audience, most of whose
members are not known to the sender. Mass communication can
be examined in terms of the process of transmission; the rituals
surrounding its consumption; the attention messages draw to
persons, groups, or concepts; or how audience members create
meaning out of media content.
The first communication network was developed by the Roman
Catholic Church, which as early as the twelfth century could send
messages reliably throughout Europe. In the mid-fifteenth
century, the development of printing with movable type made it
possible for books and other publications to be mass produced for
the first time, leading to numerous cultural changes. Books,
magazines, newspapers, and other printed forms of information
and knowledge became readily available, although they were
expensive before steam-driven printing presses became common
in the nineteenth century.
The electronic media emerged in the mid-nineteenth century
with the invention of the telegraph, followed by recorded music,
radio, movies, and television. These media allowed popular
culture to be produced commercially and to be delivered easily
and inexpensively into people‟s homes. The first interactive
digital communication network, the Internet, was developed
starting in the late 1960s but wasn‟t available to the general
public until the 1990s. The Internet added a return channel to the
mass communication process, initiating a much higher level of
audience feedback. The Internet also allowed individuals to
disseminate their own ideas and information without the costs of
a traditional mass medium.
The rapid growth of the mass media has led the public and media
1
, MedEx exam 2th November 09:00 AM-25 mltp choise -10 definitions -15 essay type
critics to raise questions about the effects various media might
have on society and individuals. Scholars have suggested that the
best way to control the impact of the media in our lives is to
develop high levels of media literacy—an understanding of what
the media are, how they operate, what messages they are
delivering, what roles they play in society, and how audience
members respond to these messages. Media literacy includes
cognitive, emotional, aesthetic, and moral dimensions.
Your text suggests that the following seven principles can guide
your understanding of how the media operate:
(1) The media are essential components of our lives;
(2) there are no mainstream media;
(3) everything from the margin moves to the center;
(4) nothing‟s new—everything that happens in the past will
happen again;
(5) new media are always scary;
(6) activism and analysis are not the same thing;
(7) there is no “they.” Learning Objectives
• Explain how the news of Michael Jackson's death broke and why the
way that it broke upset legacy news outlets (traditional big media
news outlets).
• Name and define the four levels of communication.
• Explain the difference between mass communication and mass media
• Define the players in the communication process using the SMCR
model.
• Name and define three contemporary models of mass communication.
• Explain the significance of pre-media communication networks, print-
based communication networks, electronic communication networks,
and interactive communication networks.
• Identify the eight major mass media operating in the United States
today.
• Name the four major dimensions of media literacy. Explain how people
with high levels of media literacy interpret media content differently
than do people with low levels of media literacy.
• Name and explain the Seven Truths.
Review Questions
• What role has technology played in the advancement of different types
of media throughout history?
• What does the author mean when he says there are no mainstream media?
2
, MedEx exam 2th November 09:00 AM-25 mltp choise -10 definitions -15 essay type
Provide examples to support your answer.
• How does the Internet differ from traditional media of mass communication?
Chapter 2. Mass Communication
Effects: How Society and Media
Interact
Chapter Summary
With the rise of mass society and the rapid growth of the mass
media starting in the nineteenth century, the public, media
critics, and scholars have raised questions about the effects
various media might have on society and individuals. These
effects were viewed initially as being strong, direct, and
relatively uniform on the population as a whole. After World War
I, critics were concerned that media-oriented political campaigns
could have powerful, direct effects on voters. This view, though
still widespread, was largely discredited by voter studies
conducted in the 1940s and 1950s. These studies found that the
voters with the strongest political opinions were those most likely
to pay attention to the campaign and hence were least likely to
be affected by the campaign. More recently, research has
expanded to move beyond looking just at the effects that media
and media content have on individuals and society to
examinations of how living in a world with all-pervasive media
changes the nature of our interactions and culture.
Understanding the effects of media on individuals and society
requires that we examine the messages being sent, the medium
transmitting them, the owners of the media, and the audience
members themselves. The effects can be cognitive, attitudinal,
behavioral, and psychological.
Media effects can also be examined in terms of a number of
theoretical approaches, including functional analysis, agenda
setting, uses and gratifications, social learning, symbolic
interactionism, spiral of silence, media logic, and cultivation
analysis.
Our understanding of the relationship among politicians, the
press, and the public has evolved over the past half-century.
3
