1. Chapter 1. Mass Communication, Culture, and Mass Media
What Is Mass Communication and Mass Media
Scope and Nature of Mass Media
Changes
Culture
Mass Communication, Culture and Media Literacy

2. What Is Communication? Communication Defined
Communication: transmission of a message from a source to a receiver
Communication process model (SMCR)
Source - Message - Channel - Receiver.
Encode Decode

3. What Is Mass Communication?
Process of creating shared meaning between mass media and large, undifferentiated mass audiences
Should be able to overcome time and space barrier.

4. What Is Mass Communication?
Schramm’s Model of Mass Communication

5. Traditional vs. Internet ?
Schramm’s mass communication model refers feedback as inferential feedback
indirect rather than direct
Thus, the most significant difference between traditional mass media and Internet:??
Answer: Interactivity!
Interactivity: Real Time Feedback
Content of message being exchanged is based on the previous message.

6. Traditional View of Mass Comm
Gatekeepers/Agenda-setting function, or
Mass Society Theory-based view
Assumption: Audiences are passive receptacle for the mass message
Undifferentiated mass and easy to manipulate
Suckers are born in every minute???

7. Contemporary View of Mass Comm
Individuality/individual uniqueness
Audience are powerful
Narrowcasting, instead of Broadcasting
Mass media targeting small, unique set of target audience
Shifting of focus from Demographic characteristics to Lifestyle characteristics
ex) Cable TV, Magazines and of course, INTERNET.

8. Culture Culture Functions and Effects of Culture
Learned behavior of members of given social group
Functions and Effects of Culture
Limits our options and provides useful guidelines for behavior, which can be negative
In pluralistic society, dominant culture (aka. mainstream culture) is often challenged openly
Many smaller, bounded cultures (aka. sub-culture) exist within large, mainstream culture.

9. Mass Communication and Culture
Mass media are story tellers: help defining our culture
Media literacy: ability to analyze and understand media practices and effects.

10. Media Literacy Skills Develop awareness of programming trends
Keep abreast of patterns in ownership and government regulations that affect the media industry
Promote discussions about media programming and issues with friends and colleagues.