1. Mass Communication Understanding Mass Communication Media History
Media and Information
Media and Entertainment
Media vs. Perception
Media History
Marshall McLuhan: “… the dominant media at any given time in a society strongly shape both individual and collective life.”
Four distinct eras
Mass Communication

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

3. Functions and Effects Gratification Agenda Setting Cultivation
Uses and gratification theory
People control & select to gratify themselves
Agenda Setting
Spotlighting
Gatekeeper (Lewin, 1947)
Cultivation
Cultivation theory: Cumulative process
Violence, Stereotypes
Mainstreaming & Resonance
Supporting Dominant Social System
Prevailing power relations, perspectives, ideology
Mass Communication

4. Challenges for Interacting with Mass Communication
Exercising Critical Thought
Balanced view of the power of mass communication (standpoint theory)
Listen and interpret critically (p. 316: 5 checking questions)
Responding Actively
Responding in three possible ways
To uncritically consume messages
To qualify acceptance of dominant ideology
To oppose prevailing perspectives
Assume agency
Mass Communication