1. THE MEDIA OF MASS COMMUNICATION 11th Edition John Vivian
PowerPoint™ Prepared by Amy M. Carwile
Texas A&M University at Texarkana
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2. Chapter 1: Mass Media Literacy
Thematic Chapter Overview
Media Literacy
Media Technology
Media & Democracy
Media & Culture
Audience Fragmentation
Media Effects
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3. Media Ubiquity Media Exposure
Mass media messages are so ubiquitous that we do not even think about them
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4. Concurrent media usage
Media multitasking
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5. Inescapable symbiosis
Personal dependence
Media dependence
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6. How does media multitasking affect the way messages are presented?
How closely do you think your own media usage matches the results of the Ball State University study mentioned in the text?
How does media multitasking affect the way messages are presented?
What is the impact of the interdependence of mass media and audience on our society?
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7. Mediated Communication
Ancient Communication
Interpersonal communication
Group communication
Communication through mass media
Audience
Distance
Feedback
Industrial communication
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8. Mediated Communication
Communication through social media
Reach
Ownership
Access
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9. What characteristics of social media distinguish it from industrial communication?
How would you choose to hone your skills now for a career in mass media or social media?
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10. Literacy for Media Consumers
Linguistic Literacy
Literacy
Annual income per capita
United States
99.0 %
$7,132
India
54.2%
$1,265
Afghanistan
34.0%
$906
Niger
28.7%
$381
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11. Literacy for Media Consumers
Visual Literacy
John Debes
Scott McCloud
Film Literacy
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12. How do you explain the rough correlation between literary literacy and prosperity?
Film literacy has multiple layers of sophistication. What does the use of white and black hats to represent good guys and villains say to you?
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13. Assessing Media Messages
Fundamentals of Media Literacy
Message Form
Message vs. Messenger
Motivation Awareness
Media Limitations
Traditions
Media Myth
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14. POINT
Superficial engagement of the internet = lost ability to pay deep attention
This devaluation of contemplative thought, solitary thought and concentration is a loss for us as individuals and also for our culture
COUNTERPOINT
The risk of losing our culture and abilities to reason are overblown
Traditional linear and literary approaches and hyperattention have different capabilities
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15. Purposeful Mass Communication
To Inform
To Persuade
The marketplace of ideas
To Amuse
To Enlighten
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16. A joker once remarked that the most important item in the news is the weather forecast. What do you think?
How do you distinguish advertising and public relations as persuasive communication?
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17. Media and Society Unifying Influence Moral Consensus Fragmentation
Demassification
Sub-mass audiences
Accelerating Demassification
Narrowcasting
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18. Thinking Critically What are risks of weak media literacy?
How does communicating through mass media and social media differ from other human communication?
What literacies besides writing and reading are important for people to handle mediated messages?
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19. Thinking Critically
How do critical thinking skills figure into media literacy?
What mass messages have you encountered recently whose purpose is a combination of information, persuasion, amusement and enlightenment?
How is mass communication both a unifying and divisive force in society?
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