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Focus Questions

Focus Questions. How do media shape our thinking? To what extent is news constructed, or created? Does mass communication foster a global village? What is the mean world syndrome? How can you develop media literacy?. Mass Communication. Two (three) questions to answer…

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Focus Questions

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  1. Focus Questions • How do media shape our thinking? • To what extent is news constructed, or created? • Does mass communication foster a global village? • What is the mean world syndrome? • How can you develop media literacy? Mass Communication

  2. Mass Communication • Two (three) questions to answer… • Understanding Mass Communication • Media and Information • Media and Entertainment • Media vs. Perception • Media History • Marshall McLuhan: “… the dominant media at any given time in a society strongly shape both individual and collective life.” • Four distinct eras Mass Communication

  3. Four Eras by Media • The Tribal Epoch (Talking – Hearing) • Face to face oral communication • The Literate Epoch (Alphabet – Sight) • Symbols in written form; requires less memory; sight supplants hearing • Linear communication; sequential logic • The Print Epoch (Book – Sight) • Inaugurating industrial revolution (McLuhan, 1962) • Mass-produced writing: Homogeneity vs. Fragmented communities • The Electronic Epoch (Telegraph – Hearing & Sight) • Increased contact via electronic media – “Global Village” • Isolated people vs. Personal interaction Mass Communication

  4. Functions and Effects • Gratification • Uses and gratification theory • People control & select to gratify themselves (active agent) • Agenda Setting • Spotlighting (select and call to public attention) • Gatekeeper (Lewin, 1947) • Cultivation • Cultivation theory: Cumulative process • Violence, Stereotypes • Mainstreaming & Resonance • Supporting Dominant Social System • Prevailing power relations, perspectives, ideology Mass Communication

  5. Challenges for Interacting withMass Communication • Develop Media Literacy • Realistically assess media’s influence • Become aware of patterns in media • Actively interrogate media messages (pp. 343-344: 5 checking questions) • Expose yourself to a range of media sources • Focus on your motivations for engaging media • Respond Actively • Assume an active role (resist and redefine the messages of mass media) Mass Communication

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