Mass Communication1 Focus Questions 1.How do media shape our thinking? 2.To what extent is news constructed, or created? 3.Does mass communication foster a global village? 4.What is the mean world syndrome? 5.How can you develop media literacy?

Mass Communication2 Two (three) questions to answer … (p. 328)Two (three) questions to answer … (p. 328) Understanding Mass CommunicationUnderstanding Mass Communication –Media and Information –Media and Entertainment –Media vs. Perception Media HistoryMedia History –Marshall McLuhan: “… the dominant media at any given time in a society strongly shape both individual and collective life. ” –Four distinct eras

Mass Communication3 Four Eras by Media The Tribal Epoch (Talking – Hearing)The Tribal Epoch (Talking – Hearing) –Face to face oral communication The Literate Epoch (Alphabet – Sight)The Literate Epoch (Alphabet – Sight) –Symbols in written form; requires less memory; sight supplants hearing –Linear communication; sequential logic The Print Epoch (Book – Sight)The Print Epoch (Book – Sight) –Inaugurating industrial revolution (McLuhan, 1962) –Mass-produced writing: Homogeneity vs. Fragmented communities The Electronic Epoch (Telegraph – Hearing & Sight)The Electronic Epoch (Telegraph – Hearing & Sight) –Increased contact via electronic media – “ Global Village ” –Isolated people vs. Personal interaction

Mass Communication4 Your Era?

Mass Communication5 Functions and Effects GratificationGratification –Uses and gratification theory –People control & select to gratify themselves (active agent) Agenda SettingAgenda Setting –Spotlighting (select and call to public attention) –Gatekeeper (Lewin, 1947) CultivationCultivation –Cultivation theory: Cumulative process –Violence, Stereotypes –Mainstreaming & Resonance Supporting Dominant Social SystemSupporting Dominant Social System –Prevailing power relations, perspectives, ideology

Mass Communication6 Challenges for Interacting with Mass Communication Develop Media LiteracyDevelop Media Literacy –Realistically assess media ’ s influence –Become aware of patterns in media –Actively interrogate media messages (pp : 5 checking questions) –Expose yourself to a range of media sources –Focus on your motivations for engaging media Respond ActivelyRespond Actively –Assume an active role (resist and redefine the messages of mass media)

Mass Communication7 下週影片

8 期末考 期末考週的上課時間 (01/17) 期末考週的上課時間 (01/17) 題型與期中考相同 題型與期中考相同 可帶字典與筆記 可帶字典與筆記 考試時間 2:00 – 4:00 pm 考試時間 2:00 – 4:00 pm