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chapter 4 : media and persuasion

chapter 4 : media and persuasion. already discussed media and persuasion in a general way:. medium is the message media position us to understand things in a unique way media provide messages about how to interpret messages. ex. booknotes and “duck and cover”.

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chapter 4 : media and persuasion

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  1. chapter 4 : media and persuasion already discussed media and persuasion in a general way: • medium is the message • media position us to understand things in a unique way • media provide messages about how to interpret messages ex. booknotes and “duck and cover”

  2. media and persuasion a la Borchers medium (singular form of media): from Latin mediusfor “middle” - that which lies in the middle, or between other things; intervening body or quantity - a substance through which an effect is transmitted from one thing to another; as, air is the common medium of sound. B A “MEDIUM”

  3. kinds of media: touch, visual, audio, smell, paper, television, 1’s and 0’s, silicon, wax, faces, radio waves, conscience, molecules, NOT only television, radio, internet, newspaper NOT CBS, NBC, PBS, ABC, ESPN, HGN NO such thing as “the media”

  4. media source (p. 82): person, group of people, or company that produces a message for an audience; usually more than one ex. magazine writer, graphic designer, photographer, printing company, advertisers, and parent company may all be the sources of a single magazine article ex. poster

  5. is the source: The beer company? Outkast? The company that designed the ad? The town council of Latrobe, PA? The company that printed the ad? The store in whose window you saw the ad? Q: which of the above do you MOST associate with the poster? Q: Who would you contact/target if you wanted to protest the ad or the concert?

  6. media content (p. 84): stuff transmitted by media sources; includes media-specific content that is, when talking about “content” you must always also consider how the medium is influencing what you understand the content to be (medium is a message) case study: Mr. Potter…

  7. B O O K

  8. F I L M

  9. what’s the difference? what can one medium do that the other cannot? assumptions about media (p. 87)

  10. 1. “Media sources, channels, and content persuade us by creating knowledge about products and people and places in our culture”

  11. 2. Media present us with mediated realities; reflection, selection, deflection

  12. 3. Media sources are profit-making businesses ex. viacom and aoltimewarner convergence is the topic for thursday…

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