Mass Communication a critical approach Campbell Chapter 1

Definitions Communication (linear v. cultural) Creating symbols systems Culture Common symbols Mass Communication Communication to large audiences Mass Media Culture industries based on technology Campbell Chapter 1

Development of Media Print (Books, Newspapers, Magazines) Electronic by wire (telegraph, telephone) Physical/Chemical ( phonograph, film) Electronic by electromagnetism (radio, television, satellite) Convergence: Cable Television Analog to Digital Specific Industries to Conglomeration Campbell Chapter 1

Digital and Converged Digital converts information (letters, images, sounds) into binary code…0’s and 1’s…the language of computers. Once digital, information can be shared among different media much more easily. Convergence refers, in part, to the digital marriage of different media via computers. Convergence also refers to newspaper, broadcast, and internet outlets under one corporate roof. Campbell Chapter 1

Campbell Chapter 1

Cultural Contexts Cultural institutions/cultural industries: Media (news/entertainment) Schools Art Law Politics? News-delivery technologies the new overlaps the old the old struggles to retain vitality Campbell Chapter 1

Culture as Skyscraper --Jackson Lears p. 12 “Culture..was becoming increasingly organized during the twentieth century. And the model for that organization was the hierarchical, bureaucratic corporation. Campbell Chapter 1

Media Ethics Herbert Gans: Is Jerry Springer “ethical”? High culture Low culture Different media for each But many people consume both Is Jerry Springer “ethical”? Is the New York Times ethical? Corporate truth: ethics and law differ Campbell Chapter 1

Shifting values Among the four values of the modern period: Individuality Confidence in reason and science Working efficiently Rejecting tradition Postmodern culture (present) changes modern values Campbell Chapter 1

Postmodern values Four features of the Postmodern: Opposing hierarchy Diversifying and recycling culture Doubts about scientific reasoning Embracing paradox …but loves technology Campbell Chapter 1

The Media Storytellers Events must be transformed into stories. Stories play by rules: beginning conflict ending In crisis lies chaos, and facts are hard to get. But reporters must tell a story… Now! Campbell Chapter 1

Media Literacy Critical approach, not cynical pose Pay close attention Analysis of facts, not mere counting of facts Interpretation and meaning Ethical/moral evaluation of meaning What does Lara Croft mean? Do you support what it means? Campbell Chapter 1