1. Mass Media History of Mediated Communication PR 203 - Intro to Communication Dr. P.M.G. Verstraete WEEK 10

2. Mass media channels of communication that involve transmitting information in some way, shape or form to large numbers of people mass or “one-to-many” communication (as opposed to interpersonal, “one-to-one” communication) “ mass ’’ in mass communication is defined as a large, heterogeneous, assorted, anonymous audience“ mass ’’ in mass communication is defined as a large, heterogeneous, assorted, anonymous audience

3. Significance in our lives

4. = The ability to effectively and efficiently comprehend and use any form of media / mediated communication -This involves understanding the effect media can have on you and on the society around you. -It is the difference between being victimized by and being in control of media’s influence. Media literacy

5. What we already know about mass media Lasswell’s model:Lasswell’s model: Who says What in Which Channel to Whom with What Effect? Who has access to the media? (Gerbner, means & control) Who has access to the media? (Gerbner, means & control) emotive function (Jakobson) What? editor-communicating function filters (Westley & MacLean) What? editor-communicating function filters (Westley & MacLean) poetic function Which Channel ? Which Channel ? include also context ( referential function): how a reality can be constructed by means of communication include also code ( metalingual function): broadcast code for mass reception / according to Umberto Eco, aberrant decoding is the rule What Effect ? What Effect ? reproduction of myth target audience (cf. profiling, advertisement) conative function

6. Perspectives on mass media TechnologicalTechnological OperationalOperational FunctionalFunctional Cultural / CriticalCultural / Critical Historical (cf. second part of this class)Historical (cf. second part of this class) + next week: media studies perspective+ next week: media studies perspective

7. Today’s Aim Look at functions of mass media and media criticism (part one) Look at technological developments (second part) From Verbal Tradition to Printed Tradition. Emergence of Printing Press = history of printing press From Telegraph, Photograph to Digital Technology and Communication = history of ‘photography’ From Gramophone, Telephone, Tape to Digital Audio (CD, Mp3, Mobile Phone) = history of ‘phonography’ & ‘telephony’ But also: look at the cultural effects of media TV: a ‘window on the world’?

8. Plato’s Cave Allegory

9. Functions of Mass Media OrganizationOrganization A Functionalist PerspectiveA Functionalist Perspective Uses and Gratifications ModelUses and Gratifications Model -Macro-analytical view -Micro-analytical view

10. Print Media: books newspapers magazines pamphlets comics Broadcast Media: radio TV film recorded music Electronic/D igital Media: Internet mobile phone video game Organisation of Mass Media Outdoor Media: billboards signs plackards + Public Communication: lectures, speeches, rallies, convocations, religious services

11. Information function Education function Entertainment function Persuasion Functions of Mass Media

12. A Functionalist perspective Mass media play a vital role in the integration, adaptation of a society. The media gathers and disseminates information (‘the town crier’). The media gathers and disseminates information (‘the town crier’). It socializes us into the on-going social order. It transmits cultural heritage, and basic norms and values.It socializes us into the on-going social order. It transmits cultural heritage, and basic norms and values. It provides pleasure and entertainment : Stress management (chill out and watch the tube).It provides pleasure and entertainment : Stress management (chill out and watch the tube). It reinforces shared ideals, justice, democracy, respect for the law amidst freedom and individualism.It reinforces shared ideals, justice, democracy, respect for the law amidst freedom and individualism. It provides social integration, surveillance, reproduces a moral order (Durkheim).It provides social integration, surveillance, reproduces a moral order (Durkheim).

13. According to western media scholars like Harold Laswell, mass media have the following functions: 1. Surveillance of the environment (‘watch dog’ function) 2. Transmission of heritage (bridge between past and present) 3. Interpretation of information 4. Catalyst for Development 5. Prescription for conduct Functions of mass media

14. Macro-analytical View Surveillance role Warning surveillance (beware of threats) Warning surveillance (beware of threats) Instrumental surveillance Instrumental surveillance Interpretation viewpoint role Linkage connective role Transmission of Values socialization role Entertainment diversionary role = how society uses the mass media

15. Micro-analytical view CognitionDiversion Stimulation Stimulation Relaxation Relaxation Emotional release (catharsis) Emotional release (catharsis) Social Utility Conversational currency Conversational currency Parasocial relationships Parasocial relationshipsWithdrawal = how individuals use the mass media

16. A cultural criticism Freedom of the press / mediaFreedom of the press / media Interest fields, ethics, censorshipInterest fields, ethics, censorship Cross-media: convergenceCross-media: convergence A Marxist critique of ideologyA Marxist critique of ideology In the viewer’s mind:In the viewer’s mind: dominant – negotiated – oppositional decoding

17. Freedom of Press?

18. Interests, Ethics & censorship The technology constitutes a technical context (mediated by the technological means): it is structured along dominant policies and interests Broadcast deregulation (in the US): from media freedom as libertarianism to social responsibility = media must be free of government control, self-regulatory but must serve the public Therefore: media ethics are important! (vs. censorship ): regarding truth/honesty, privacy, confidentiality, conflict of interests, profit vs. social responsibility, offensive content Possible conflicting interests : moral agents, media practitioners/professionals, financial supporters, the institution itself (loyalty to the company)

19. Power of the media Global Media Corporation = concentration of media ownership Cross-media = ‘ convergence’ of -Industries -Technologies -Content (as opposed to ‘divergence’) the idea of distributing the same message through different media channels Global Media Corporation = concentration of media ownership Cross-media = ‘ convergence’ of -Industries -Technologies -Content (as opposed to ‘divergence’) the idea of distributing the same message through different media channels

20. Marxist Ideology Critique Mass media are an instrument of the bourgeoisie / a capitalist tool of exploitation.Mass media are an instrument of the bourgeoisie / a capitalist tool of exploitation. The wealthy and the powerful utilize media to maintain the hegemonic status in the social order. The dominant class owns the media (only a few corporations).The wealthy and the powerful utilize media to maintain the hegemonic status in the social order. The dominant class owns the media (only a few corporations). Mass media disseminate ideologyMass media disseminate ideology = a body of assumptions, ideas, and values the combine into a coherent world view Ideology is top-down : ideas by the ruling class = mass deception, the ‘status-quo’.Ideology is top-down : ideas by the ruling class = mass deception, the ‘status-quo’. The bourgeoisie suffer from ` false consciousness ’ = production and consumption of commodities (‘commodity fetishism’).The bourgeoisie suffer from ` false consciousness ’ = production and consumption of commodities (‘commodity fetishism’).

22. Cultural / Critical Studies Dominant or preferred code/decoding conveys the dominant values, the preferred readings of the society. Negotiated code/decoding accepts the dominant values and existing structure, but is prepared to argue that a particular group’s place within that structure needs improving. Oppositional code/decoding rejects the dominant version and the social values that produced it. The oppositional decoder recognizes the preferred reading but rejects it as false. He or she locates the message in a meaning system that is radically opposed to the dominant one, and therefore negotiates a radically opposed reading of the text. Stuart Hall

25. The History of Mass media

26. Technological Advances of carriers vs. recorders of communicationof carriers vs. recorders of communication of capacityof capacity of size (portable, moveable)of size (portable, moveable) of durabilityof durability Remarkable is the speed of technological advances in the last decades…

27. Some More concepts Remediation (by Jay David Bolder & Richard Grusin) = each new medium adopts the content of older media within it (in the history of media) Hypermediacy vs transparent immediacy depends on the focus on/visibility of the medium

28. Evolution of Mass Media over nearly 170 years The age of PrintThe age of Print The pre-Cinema Period 1839-1895The pre-Cinema Period 1839-1895 Arrival of Cinema 1895Arrival of Cinema 1895 Arrival of Radio 1901Arrival of Radio 1901 Arrival of TV 1926Arrival of TV 1926 Arrival of Internet 1990Arrival of Internet 1990

29. Changing Popularity By the 1960s Radio and Television surpassed the Newspaper. By the 1960s Radio and Television surpassed the Newspaper. By the 2000s Radio and TV were being surpassed by the Internet. By the 2000s Radio and TV were being surpassed by the Internet.

30. Next Week History of Mediated CommunicationHistory of Mediated Communication McLuhan: the ‘Gutenberg’ revolution – relation between media and the senses (effect)McLuhan: the ‘Gutenberg’ revolution – relation between media and the senses (effect)