1. Introduction to media studies

2. Early foci Mass communication Journalism Print Radio/TV/Film
Propaganda/political communication
Information campaigns

3. More recent foci Ideology/Framing Popular culture/cultural change
Advertising/consumerism
Identity/Disadvantaged groups
Meaning making

4. McQuail’s list of themes and issues
Time
Place
Power
Social reality
Meaning
Causation and determinism
Mediation
Identity
Cultural difference

5. Let’s apply them to a few concerns of media studies
Political communication
The Healthcare debate
The death of Ted Kennedy
Gender communication
Pornography/Erotica
Treatment of female athletes on television
Online video
Hulu
YouTube

6. McQuail’s ‘kinds of theory’
Social scientific theory
Cultural theory
Normative theory
Operational theory
Everyday or common-sense theory

7. Alternative traditions
Structural
Behavioural
Cultural

8. “Elements that produce distinctive configurations of application and significance in the wider life of society”
Certain communicative purposes, needs, or uses;
Technologies for communicating to many at a distance;
Forms of social organization that provide the skills and frameworks for production and distribution;
Organized forms of governance in the ‘public interest’

9. Media features Senses engaged Industry structure
Audience characteristics
Uses and gratifications
Economics
Regulation

10. Terms of media debate Power of the new media
Social integration or disintegration they might cause
Public enlightenment

11. Mass society
Disintegration of social bonds as a result of industrialization
Working conditions
Factory structure
Urbanization
Immigration
Move from bonds of personal affiliation to bonds of legal responsibility

12. Mass society Alienation
End of ties to work, production of entire article
Rootlessness
Anomie (normlessness)

13. ‘Mass communication’ Mass communication process Mass audience
Large-scale distribution and reception
Large numbers
One-directional flow
Widely dispersed
Asymmetrical relation
Non-interactive and anonymous
Impersonal and autonomous
Heterogeneous
Calculative or market relationship
Not organized or self-acting
Standardized content
An object of management or manipulation

14. Lasswell’s outline

16. Schramm’s basic communication model

18. Schramm’s conversation

19. Schramm’s model of mass communication

20. Schramm’s conditions of success
What position is privileged in Schramm’s analysis?

21. Hall’s Encoding/decoding model