© 2011 Cengage Learning. All Rights Reserved. CHAPTER 14 Analyzing the Media 14.1Media and Communication 14.2Understand and Evaluate Media

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 2 CHAPTER 14 Lesson 14.1 Media and Communication GOALS Explain methods used to classify media. Describe tools used in media to carry out communication.

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 3 CHAPTER 14 Define Media Any tools used to store and transmit information, images, sounds, and data

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 4 CHAPTER 14 Common Ways to Classify Media Technology Size of audience Purpose of medium

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 5 CHAPTER 14 Common Media Technologies Print Visual Broadcast Electronic Multimedia

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 6 CHAPTER 14 Print Media Anything you read that is printed on paper or other material Examples of print media Newspapers Magazines Advertising circulars Letters Textbooks

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 7 CHAPTER 14 Visual Media Any object created to convey meaning through sight Examples of visual media Art Photographs and designs Clothing fashions

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 8 CHAPTER 14 Broadcast Media Communication that takes place through the transmission of radio waves to radios and televisions Also includes transmission of communication using Cable and satellite television Fiber-optic telephone systems

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 9 CHAPTER 14 Electronic Media Any type of communication sent and received through a wide variety of electronic technologies Examples of electronic media Internet Smart phones and pagers Electronic fund transfers Product barcodes

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 10 CHAPTER 14 Multimedia Communications that involves more than one technology

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 11 CHAPTER 14 Size of the Media Audience Mass media Personal media

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 12 CHAPTER 14 Mass Media Communications that are directed to large numbers of people at the same time are sent through various forms of mass media Examples Television and radio broadcasts SIRIUS XM Satellite Radio Magazines and newspapers The Internet

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 13 CHAPTER 14 Personal Media Purpose Satisfy need to communicate with a certain person or group rather than spread information to people in general Examples Greeting cards Text messages Entries on social networking websites

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 14 CHAPTER 14 Purpose of Media News media Advertising media Entertainment media Political media

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 15 CHAPTER 14 Media Tools Factual content Logic and reason Appeals to emotion Creation of mood

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 16 CHAPTER 14 Lesson 14.2 Understand and Evaluate Media GOALS Explain how media influences what people know, value, and plan. Explain whey opinions included in media communications should be evaluated just as carefully as the factual content they include. Describe ways in which developments in media technology are likely to change your life in the future.

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 17 CHAPTER 14 Understand Media How media makes you feel The influence of media on behavior What specific changes in my behavior am I considering? What would I have to do to implement these changes? What are the likely results of these changes? Are these changes based on facts and logic?

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 18 CHAPTER 14 Evaluate Media Factual content Assess opinions Integrate what you learn

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 19 CHAPTER 14 Factual Content 1. 1.Is the information true? 2. 2.Are the facts complete? 3. 3.Are the facts up-to-date? 4. 4.Are the facts relevant?

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 20 CHAPTER 14 Assess Opinions 1. 1.Are the opinions based on verifiable and relevant facts? 2. 2.Are the opinions based on logic and reason that the cited facts support? 3. 3.Are there other equally valid opinions that could be drawn from the facts? 4. 4.Are the opinions based on prejudice, hate, or other negative attitudes?

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 21 CHAPTER 14 Integrate What You Learn Assess new information in terms of what you already believe Do not let go of your current beliefs and replace them with new ones Integrate the new knowledge with your current beliefs to create some combination of the two

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 22 CHAPTER 14 The Special Case of Advertising Brand advertising Informative advertising Comparative advertising Persuasive advertising

© 2011 Cengage Learning. All Rights Reserved. E SSENTIAL S PEECH SLIDE 23 CHAPTER 14 Media in Your Life Media in your school Media in your community Media in the economy Media in the political system Developments in media technology