THE MEDIA OF MASS COMMUNICATION 11th Edition John Vivian PowerPoint™ Prepared by Amy M. Carwile Texas A&M University at Texarkana This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Chapter 1: Mass Media Literacy Thematic Chapter Overview Media Literacy Media Technology Media & Democracy Media & Culture Audience Fragmentation Media Effects Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Media Ubiquity Media Exposure Mass media messages are so ubiquitous that we do not even think about them Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Concurrent media usage Media multitasking Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Inescapable symbiosis Personal dependence Media dependence Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

How does media multitasking affect the way messages are presented? How closely do you think your own media usage matches the results of the Ball State University study mentioned in the text? How does media multitasking affect the way messages are presented? What is the impact of the interdependence of mass media and audience on our society? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Mediated Communication Ancient Communication Interpersonal communication Group communication Communication through mass media Audience Distance Feedback Industrial communication Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Mediated Communication Communication through social media Reach Ownership Access Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

What characteristics of social media distinguish it from industrial communication? How would you choose to hone your skills now for a career in mass media or social media? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Literacy for Media Consumers Linguistic Literacy Literacy Annual income per capita United States 99.0 % $7,132 India 54.2% $1,265 Afghanistan 34.0% $906 Niger 28.7% $381 Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Literacy for Media Consumers Visual Literacy John Debes Scott McCloud Film Literacy Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

How do you explain the rough correlation between literary literacy and prosperity? Film literacy has multiple layers of sophistication. What does the use of white and black hats to represent good guys and villains say to you? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Assessing Media Messages Fundamentals of Media Literacy Message Form Message vs. Messenger Motivation Awareness Media Limitations Traditions Media Myth Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

POINT Superficial engagement of the internet = lost ability to pay deep attention This devaluation of contemplative thought, solitary thought and concentration is a loss for us as individuals and also for our culture COUNTERPOINT The risk of losing our culture and abilities to reason are overblown Traditional linear and literary approaches and hyperattention have different capabilities Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Purposeful Mass Communication To Inform To Persuade The marketplace of ideas To Amuse To Enlighten Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

A joker once remarked that the most important item in the news is the weather forecast. What do you think? How do you distinguish advertising and public relations as persuasive communication? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Media and Society Unifying Influence Moral Consensus Fragmentation Demassification Sub-mass audiences Accelerating Demassification Narrowcasting Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Thinking Critically What are risks of weak media literacy? How does communicating through mass media and social media differ from other human communication? What literacies besides writing and reading are important for people to handle mediated messages? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Thinking Critically How do critical thinking skills figure into media literacy? What mass messages have you encountered recently whose purpose is a combination of information, persuasion, amusement and enlightenment? How is mass communication both a unifying and divisive force in society? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.