1. Mass Communication1 Focus Questions 1.How do media shape our thinking? 2.To what extent is news constructed, or created? 3.Does mass communication foster a global village? 4.What is the mean world syndrome? 5.How can you develop media literacy?

2. Mass Communication2 Two (three) questions to answer … (p. 328)Two (three) questions to answer … (p. 328) Understanding Mass CommunicationUnderstanding Mass Communication –Media and Information –Media and Entertainment –Media vs. Perception Media HistoryMedia History –Marshall McLuhan: “… the dominant media at any given time in a society strongly shape both individual and collective life. ” –Four distinct eras

3. Mass Communication3 Four Eras by Media The Tribal Epoch (Talking – Hearing)The Tribal Epoch (Talking – Hearing) –Face to face oral communication The Literate Epoch (Alphabet – Sight)The Literate Epoch (Alphabet – Sight) –Symbols in written form; requires less memory; sight supplants hearing –Linear communication; sequential logic The Print Epoch (Book – Sight)The Print Epoch (Book – Sight) –Inaugurating industrial revolution (McLuhan, 1962) –Mass-produced writing: Homogeneity vs. Fragmented communities The Electronic Epoch (Telegraph – Hearing & Sight)The Electronic Epoch (Telegraph – Hearing & Sight) –Increased contact via electronic media – “ Global Village ” –Isolated people vs. Personal interaction

4. Mass Communication4 Your Era?

5. Mass Communication5 Functions and Effects GratificationGratification –Uses and gratification theory –People control & select to gratify themselves (active agent) Agenda SettingAgenda Setting –Spotlighting (select and call to public attention) –Gatekeeper (Lewin, 1947) CultivationCultivation –Cultivation theory: Cumulative process –Violence, Stereotypes –Mainstreaming & Resonance Supporting Dominant Social SystemSupporting Dominant Social System –Prevailing power relations, perspectives, ideology

6. Mass Communication6 Challenges for Interacting with Mass Communication Develop Media LiteracyDevelop Media Literacy –Realistically assess media ’ s influence –Become aware of patterns in media –Actively interrogate media messages (pp. 343-344: 5 checking questions) –Expose yourself to a range of media sources –Focus on your motivations for engaging media Respond ActivelyRespond Actively –Assume an active role (resist and redefine the messages of mass media)

7. Mass Communication7 下週影片

8. 8 期末考 期末考週的上課時間 (01/17) 期末考週的上課時間 (01/17) 題型與期中考相同 題型與期中考相同 可帶字典與筆記 可帶字典與筆記 考試時間 2:00 – 4:00 pm 考試時間 2:00 – 4:00 pm