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Introduction to media studies

Introduction to media studies. Early foci. Mass communication Journalism Print Radio/TV/Film Propaganda/political communication Information campaigns. More recent foci. Ideology/Framing Popular culture/cultural change Advertising/consumerism Identity/Disadvantaged groups

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Introduction to media studies

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  1. Introduction to media studies

  2. Early foci • Mass communication • Journalism • Print • Radio/TV/Film • Propaganda/political communication • Information campaigns

  3. More recent foci • Ideology/Framing • Popular culture/cultural change • Advertising/consumerism • Identity/Disadvantaged groups • Meaning making

  4. McQuail’s list of themes and issues • Time • Place • Power • Social reality • Meaning • Causation and determinism • Mediation • Identity • Cultural difference

  5. Let’s apply them to a few concerns of media studies • Political communication • The Healthcare debate • The death of Ted Kennedy • Gender communication • Pornography/Erotica • Treatment of female athletes on television • Online video • Hulu • YouTube

  6. McQuail’s ‘kinds of theory’ • Social scientific theory • Cultural theory • Normative theory • Operational theory • Everyday or common-sense theory

  7. Alternative traditions • Structural • Behavioural • Cultural

  8. “Elements that produce distinctive configurations of application and significance in the wider life of society” • Certain communicative purposes, needs, or uses; • Technologies for communicating to many at a distance; • Forms of social organization that provide the skills and frameworks for production and distribution; • Organized forms of governance in the ‘public interest’

  9. Media features • Senses engaged • Industry structure • Audience characteristics • Uses and gratifications • Economics • Regulation

  10. Terms of media debate • Power of the new media • Social integration or disintegration they might cause • Public enlightenment

  11. Mass society • Disintegration of social bonds as a result of industrialization • Working conditions • Factory structure • Urbanization • Immigration • Move from bonds of personal affiliation to bonds of legal responsibility

  12. Mass society • Alienation • End of ties to work, production of entire article • Rootlessness • Anomie (normlessness)

  13. ‘Mass communication’

  14. Lasswell’s outline

  15. Schramm’s basic communication model

  16. Schramm’s conversation

  17. Schramm’s model of mass communication

  18. Schramm’s conditions of success What position is privileged in Schramm’s analysis?

  19. Hall’s Encoding/decoding model

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