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Mass Communication…

Mass Communication…. The Printed Word. Technological Basis. Print Technology Books, Magazines & Newspapers Electronic Technology Records, Radio, TV, & World Wide Web Chemical Technology Movies. Books: Importance as a Medium. Harry Potter http://harrypotter.warnerbros.com

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Mass Communication…

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  1. Mass Communication… The Printed Word

  2. Technological Basis • Print Technology • Books, Magazines & Newspapers • Electronic Technology • Records, Radio, TV, & World Wide Web • Chemical Technology • Movies

  3. Books: Importance as a Medium • Harry Potter • http://harrypotter.warnerbros.com • We learn current societal values • We learn lessons from the past • Print – Strengths as learning tool?

  4. Books: Timeline • 1440s Gutenberg: Movable type • 1638 Puritans: Cambridge Press • 1838 McGuffey: Reading textbooks • 1850s: Distinctive American literature • 1895 Congress: Government Printing Office • 1995: Amazon.com launched • 1995 – 2003: E-Book Phenomenon

  5. Books: Main Categories • Trade Books • General interest titles (e.g., fiction) • Textbooks • Largest segment of book market • School books • Reference, professional books

  6. Perceptions about Media Messages: Print vs. Electronic (hot vs. cool) • Amount of Invested Mental Effort (AIME) • Gavriel Salomon (1979; 1984) • Cognitive processing model • Early research w/ elementary age children • AIME determined by – • Perceived demand characteristics (learner’s perceptions about the task) • Perceived self-efficacy (learner’s beliefs that he/she can succeed)

  7. Perceptions about Media Messages: Print vs. Electronic (hot vs. cool) • Which media form elicits more AIME? • TV – Elicits Less AIME • Print – Elicits More AIME • Why? What are the perceptions of each medium? • TV – easy medium; entertainment; escapist • Print – difficult medium; information; educate • Implications for learning styles? Media literacy?

  8. Books: Maximize Profits • Mass marketing and promotion • How are books selected? • What is the impact on quality? • Market-driven models (selling) • Subsidiary rights • Adaptations for additional markets • Movie rights • Book club editions • Paperback editions

  9. Magazines: Influence • Contributed to sense of nationhood • Example: Saturday Evening Post • Built national market for products • Provided affordable reading material

  10. Magazines: Innovations • Investigative reporting (muckraking) • Personality profiles • Photojournalism

  11. Magazines: Consumer Titles • Circulation leaders: Sunday news supplements, Reader’s Digest • News magazines: Time, Newsweek • Women’s magazines: Better Homes & Gardens, McCall’s, Redbook, Cosmo • Men’s magazines: Esquire, Popular Mechanics, Field & Stream • Non-news rack: National Geographic, Billboard, Broadcasting & Cable, Advertising Age

  12. Magazines: Demassification • Potential Outcomes… • Positive? • Negative?

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