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Mass Communication and Media Literacy
Chapter Twelve: Mass Communication and Media Literacy
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Answer the Following
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Answer the Following
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Answer the Following
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Answer the Following The answer is D for all three.
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The Nature and Scope of Mass Communication
Defining Mass Communication Messages transmitted through mass medium to a large group who may not be in direct contact with the source. Microsoft Image
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The Nature and Scope of Mass Communication
Mass Media Channels of communication Books Television Radio Newspapers Magazines CDs Microsoft Image
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Communication Highlight
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The Scope of Mass Media 99% of U.S. Households have a Radio
98% of U.S. Households have a Television 80% of U.S. Households have VCRs 66% of U.S. Households have Cable There are mil. Cell Phone Users in U.S.
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The Scope of Mass Media Television Viewing
1st Grader Averages 3 Hours a Day By age 6 average Child has Watched 3,000-5,000 Hrs. of TV By age 8 average Child Watches 4 Hours of TV a Day By age 18 Viewing time is ,000 Hours Copyright Dan Cavanaugh
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Discussion of Uses and Gratification Theory
The Functions and Effects of Mass Communication Uses and Gratification We Attend to Mass Communication to Gratify Selves Bored and Looking for Excitement Stressed and Want Diversion Interested and Want Information Microsoft Image Discussion of Uses and Gratification Theory
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The Functions and Effects of Mass Communication
Agenda Setting Spotlights Some Issues, Events, and People Diverts Attention Towards or Away from Topics and Issues Performs a Gatekeeping Function
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The Functions and Effects of Mass Communication
Gatekeepers Reporters Decide on Perspective Editors Screen Placement of Stories Owners, Executives, and Producers Filter Information Government Agencies Pressure Press, TV, and Radio Advertisers and Political Groups Influence Message the Get Through
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The Functions and Effects of Mass Communication
Gatekeepers’ Purpose Cannot Report All News Screen Content and Sources May Result in Biases Microsoft Image
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The Functions and Effects of Mass Communication
Cultivating Worldviews Television Promotes Inaccurate Worldview Viewers Assume it Reflects Real Life Cultivation is a Cumulative Process Mainstream Resonance
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The Functions and Effects of Mass Communication
Ideological Control Cultural Elites Use Media to Maintain Dominance in Society Media Benefits the Wealthy Media Represents Privileged Groups as Natural and Good Microsoft Image
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Communication Highlight
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Developing Media Literacy
Components of Media Literacy Access Analyze Evaluate Respond Actively Understand
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Developing Media Literacy
Components of Media Literacy Understand the Influence of Mass Communication Access Mass Communication Democratic Access Ethical Responsibilities Access Analyze Evaluate Respond Actively Understand
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Developing Media Literacy
Components of Media Literacy Expose Yourself to a Range of Media Sources Analyze Mass Communication Selection of Stories Choice of Hook Choice of Story Telling Access Analyze Evaluate Respond Actively Understand
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Developing Media Literacy
Components of Media Literacy Critically Evaluate Messages from Mass Communication Why Story Receiving Attention? What are the Sources and Evidence? What is the Hook? Are Stories Balanced? How are Viewpoints Represented? Access Analyze Evaluate Respond Actively Understand
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Developing Media Literacy
Components of Media Literacy Respond Actively Use Mass Communication Consciously Be Involved with Issues Surrounding Mass Media Access Analyze Evaluate Respond Actively Understand
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