Making Sense of Media The World of Media

What is CULTURE? defined as “the symbols that individuals, groups and societies use to make sense of daily life and to articulate their values”defined as “the symbols that individuals, groups and societies use to make sense of daily life and to articulate their values” includes both products and processesincludes both products and processes communicates the values of a society through products or meaning-making formscommunicates the values of a society through products or meaning-making forms

What are Mass Media? Mass Media are the industries that mass-produce and distribute cultural products (songs, novels, newspapers, movies, online services, magazines, comic books, DVDs, video games, textbooks, radio programs, cable TV, advertising, sports events, and so on)Mass Media are the industries that mass-produce and distribute cultural products (songs, novels, newspapers, movies, online services, magazines, comic books, DVDs, video games, textbooks, radio programs, cable TV, advertising, sports events, and so on) Mass Communication is the process of designing and delivering cultural messages and stories to large and diverse audiences through media channelsMass Communication is the process of designing and delivering cultural messages and stories to large and diverse audiences through media channels

Linear Model of Communication sendersender messagemessage channelchannel receiversreceivers gatekeepersgatekeepers feedbackfeedback –senders-->messages-->receivers

FIVE HISTORICAL ERAS of media and communication: OralOral WrittenWritten PrintPrint ElectronicElectronic DigitalDigital

Pre-Industrial Cultures Oral Meanings are specific and localMeanings are specific and local Knowledge is passed by showing and tellingKnowledge is passed by showing and telling Memory is crucialMemory is crucial Elders are repositories of knowledge, as are storytellersElders are repositories of knowledge, as are storytellers Myth and history are intertwinedMyth and history are intertwined

Pre-Industrial Cultures Written (c BC) Ideogrammatic alphabets (Egyptian, Sumerian, Chinese) give way to syllabic [sound based] alphabets (originally from Sumerian cuneiform)Ideogrammatic alphabets (Egyptian, Sumerian, Chinese) give way to syllabic [sound based] alphabets (originally from Sumerian cuneiform) Developed to enhance business record keepingDeveloped to enhance business record keeping Effects of LiteracyEffects of Literacy –Meaning and language became more uniform –Communication could occur over great distances and long periods of time –Memories, history and mythology could be recorded on first papyrus, then parchment.

Industrial and Post- Industrial Cultures Print –Invention of the Printing Press in China Block presses invented in 600 AD, with movable clay type in use by 1000 ADBlock presses invented in 600 AD, with movable clay type in use by 1000 AD –Invention of the Printing Press in Europe Johannes Gutenberg ( , Germany)Johannes Gutenberg ( , Germany) studied metallurgy, sold trinkets to religious pilgrimsstudied metallurgy, sold trinkets to religious pilgrims invented movable metal type printinginvented movable metal type printing first printed “Indulgences” for Catholic Churchfirst printed “Indulgences” for Catholic Church printed 200 copies of two-volume Gutenberg Bibleprinted 200 copies of two-volume Gutenberg Bible

Impact of Print Wider availability of written material led to higher interest in literacy among middle and working classesWider availability of written material led to higher interest in literacy among middle and working classes Increased interest in education to empower the middle classes to compete with heredity aristocraciesIncreased interest in education to empower the middle classes to compete with heredity aristocracies Broader distribution of ideas and information led to increased technological progressBroader distribution of ideas and information led to increased technological progress Printing processes became a model for mass production techniquesPrinting processes became a model for mass production techniques Increased literacy led to both democratic self- expression and interest in censorshipIncreased literacy led to both democratic self- expression and interest in censorship Reading triggered emphasis on nationalism and individualismReading triggered emphasis on nationalism and individualism

Industrial and Post- Industrial Cultures Development of Telegraph (1840s)Development of Telegraph (1840s) –separated communication from transportation –transformed information into a commodity –coordinated commercial and military operations Forerunner of electronic communicationForerunner of electronic communication Electronic and Digital Communication create mass market for information and entertainmentElectronic and Digital Communication create mass market for information and entertainment

Mass Media as Business Why is the US dominant in global commerce? –Language –Freedom of Speech Laws –Diversity of Audience –Large Domestic Audience in an Affluent Economy

Media Conglomerates What factors favor growth?What factors favor growth? How can they be structured?How can they be structured? When is a monopoly illegal?When is a monopoly illegal? What are some possible relationships between media and government?What are some possible relationships between media and government? What possible negative effects could conglomerates have on free speech?What possible negative effects could conglomerates have on free speech?

Developing a CRITICAL PERSPECTIVE DESCRIPTIONDESCRIPTION –Outline content –Note structure –Identify characters, conflicts, themes,ideas –Research ANALYSISANALYSIS –Focus –Isolate and analyze patterns –Define area of analysis

Developing a CRITICAL PERSPECTIVE INTERPRETATIONINTERPRETATION –Determine meanings of patterns –Answer “so what?” (significance) EVALUATIONEVALUATION –Make an informed judgment based on previous steps, not on personal reaction –Conclude, perhaps with a recommendation