Mass Communication Understanding Mass Communication Media History 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

Four Eras by Media The Tribal Epoch (Talking – Hearing) Face to face oral communication The Literate Epoch (Alphabet – Sight) Symbols in written form Linear communication; linear logic The Print Epoch (Book – Sight) Inaugurating industrial revolution 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

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

Challenges for Interacting with Mass Communication Exercising Critical Thought Balanced view of the power of mass communication (standpoint theory) Listen and interpret critically (p. 316: 5 checking questions) Responding Actively Responding in three possible ways To uncritically consume messages To qualify acceptance of dominant ideology To oppose prevailing perspectives Assume agency Mass Communication