Introduction to Communications Media

1. Introduction to Communications Media Ch2 Perspectives on Mass Communication

2. The Role of Mass Communication • Functional analysis • Macro analysis – • Apparent intention of the communicator • Inherent purpose of the media content • Micro analysis – • Looks at individual receivers of the content • Asks how they use that content

3. Media Roles • Surveillance • Interpretation • Transmission of values

4. Media Roles • Surveillance -- Media’s news and information role • Four major networks provide about 600 hours of regularly scheduled news programs • Cable news services add to that • News magazines reach about nine million people • 1,500 daily newspapers • 7,000 weekly newspapers • On any given day about 60 million Americans are exposed to mass-communicated news

5. Media Roles • Types of surveillance • Warning – media warns us about threats • Terrorism • Natural disasters • Economic disasters • Instrumental – transmission of useful information • Business information • Fashions • Recipes

6. Considerations • Mass media delivers information quickly • Biblical times – as fast as a man could walk or run • Ancient Rome – as fast as a horse could run • Revolutionary War America – as fast as a ship could travel • Civil War – as fast as the telegraph could transmit • Early 20th century – radio transmission • Late 20th century – television • Early 21st century – internet, cell phone (Twitter)

7. Interpretation • Media make decisions as to what stories to report, what stories to cover • “Slant” – what approach does the media take? • Reporter, columnist, editorial writer • “Experts” offering their view on why something happened or why something is significant

8. Interpretation • Critics – food, movie • Editorial cartoons • Entertainment (The Office, Dilbert, Martha Stewart Living, Modern Bride)

9. Interpretation • Audience is exposed to many points of view • Media interpretation isn’t always right • Relying too heavily on media interpretation can lead to passivity

10. Linkage • Mass media can often link the public to things they’re not directly connected to • Keep in touch with distant locales by reading their newspapers • Voters learn about what elected officials in Washington are up to

11. Linkage • Media can link geographically diverse audiences (Gulf War syndrome) • Dating on demand (Comcast) • Internet • Facebook • Ebay • Craigslist

12. Linkage • Audience building • World Poker Tour • www.dpreview.com • Fan fiction

13. Transmission of Values • Socialization function of the media • Media can influence or set societal and cultural standards • “Motherhood” • Britney Spears driving with baby on lap

14. Transmission of Values • Fashions • Activities • Phrases, slang • Product placement

15. Transmission of Values • Manipulation of values • Consumption • Sexualization

16. Mass Media and Socialization • Deliberate media efforts to set values • TV shows depicting responsible use of alcohol • “Evils” of teen sex • “Evils” of smoking

17. Mass Media and Socialization • Reaction to Michael Richards rant • Reaction to Don Imus comments • Doesn’t always work (efforts to reduce college binge drinking)

18. TV and Socialization • TV is single most consumed media • Violence • Heavy TV watchers more likely to agree with statement “It’s almost always right to hit someone if you are mad at him or her.”, than light TV watchers (survey of grade school children) • Heavy TV watchers may become more fearful of the real world than light TV watchers

19. TV and Socialization • Reinforce or create stereotypes • Indians as “savages” • Vietnam War veterans as “psychos”

20. Entertainment • Motion pictures and sound often main purpose • Newspapers (comics, features, puzzles, etc.) • TV (about 75% of all programming) • Radio (varies from station to station, format to format) • Magazines (Forbes very little, National Lampoon all)

21. Entertainment • 2007– 47 million see Pirates of the Caribbean, Dead Man’s Chest • 2007– 90 million watch Super Bowl • Doonesbury, 15 million read it daily • Harry Potter and Deathly Hallows, 11 million • Carrie Underwood, Some Hearts 5 million • Playboy, 3 million

22. Mobile Media Entertainment • Vehicles equipped with DVD players • Movies, TV shows on iPods, cell phones • Games on cell phones, laptops,

23. Drawback? • Entertainment geared to lowest common denominator • Survivor instead of Opera • More sequels than originals • Easier to be entertained than entertain yourself

24. How do Individuals Use Mass Media? • Users and gratifications model • Certain needs and drives • Satisfied by media • Satisfied by non-media

25. Uses and Gratifications • Cognition • Diversion • Social utility • Withdrawal

26. Cognition • Using medium to learn something • Micro level = cognition • Macro level = surveillance • Keep up with current events • Acquire new knowledge

27. Diversion • Stimulation – use media to escape boredom • Relaxation or escape – use to forget problems avoid sensory overload • Emotional release – horror movies (can scream in public) soap operas (people who are more screwed up than you)

28. Social Utility • Discussing movie or TV show or other media program (conversational currency) • Gives people a store of conversational topics • Movies – often first dating experience for young people • Parasocial relationship – perceived relationship between viewer and media member

29. Withdrawal • Use media to avoid tasks • “I’m watching my favorite show!” • Create buffer zone • Provides a barrier to other riders on bus or plane

30. Content and Context • Social context also plays a role • Drama, comedy to escape • Movies for shared social experience