This presentation is designed for presentation at the beginning of an introduction to Mass Media course

1. Introduction to Mass Media
HISTORY
INDUSTRY
CONTROVERSY

2. Chapter Outline
Media Literacy
Basic Terms
History
Industry
Controversies
Video
MEDIA IN A CHANGING WORLD

3.  Media Literacy:
 Ability to understand & make productive
use of the media in one’s life.
▪ Understanding the effect media can have on you
& the society around you.
▪ The difference between being victimized &
being in control of media’s influence.
 Time to Think
▪ How can media victimize some one who is not
media literate?

4.  Career Preparation
▪ Learn how to use media.
▪ Study careers in the media
▪ Research behind-the-scenes employment
▪ Film production, book editing,
▪ Advertising, web site creation, etc
 Non-media careers may have a media component.
 Media Literacy

5.  Communication
 Communication has many meanings,
▪ Used mainly to refer to interaction between animals &
machines as well as people.
 Messages might be
▪ Entertainment, information, or persuasion
▪ They might be verbal or visual, intentional or unintentional.

6.  Communication
 Interpersonal communication
▪ Includes the study of intrapersonal communication
 Feedback:
 Noise:
▪ What are examples of each of these

7.  Mediated Communication
▪ Messages sent through a medium rather than face-to-face.
 Print media
 Broadcast media

8.  Mediated Communication
 Digital media
 Entertainment media

9.  Mass Communication
▪ Mediated messages transmitted to large, usually widespread
audiences.
▪ Potential for far greater impact than interpersonal communication.
▪ Which form of mass media do you think can reach the most
people the fastest? How/Why?

10.  Gatekeepers
▪ Determine what messages will be delivered,
▪ How they will be constructed
▪ When they will be delivered
 Sponsors, editors, producers, reporters, and media
executives are gatekeepers
▪ Give me a specific example of a gatekeeper

11.  Converging Communication Media
 Convergence
▪ Convergence technologies
▪ Convergence of industries
▪ Mergers that allow companies to combine their media technologies
 Such as a cable TV company acquiring Internet and telephone divisions.
▪ Media mergers that was HUGE?

12.  Converging Communication Media
How many different things can you do with this device?

13.  Technology and Change: The Telegraph
 New media technology has changed society at many
points in history.
 Telegraph
▪ Introduced in 1844 by Samuel Morse
▪ Why was this significant, What did it do?

14.  Where is the sign up sheet for current events?
 I need that back now
 If you haven’t signed it you can do so after class

15.  American Media Products Dominate the Global
Scene
 Freedom of expression in the U.S.
 American notion of freedom is embraced internationally.
 Many critics consider U.S. media freedom a mixed blessing
▪ Freedom of speech
▪ vs
▪ Ex. Children are exposed to violence and pornography

16.  Cultural imperialism.
▪ Western culture & influences imposed on local culture
▪ Impact on dress, behavior, tradition, beliefs, etc
 U.S. ideas and customs
▪ Often disliked by other countries & seen as propaganda
weapon.

17.  Foreign Media in the U.S.
 Foreign companies have own a lot of U.S. media.
 French, Italian and Chinese films,
▪ Often of exceptional quality and inspire American directors.
 British
▪ Pop groups & television have been influential in the U.S.
 What are some well known foreign owned media

18.  Cross merchandizing or cross promotion
▪ Another form of synergy.
 Movie studios buy publishing houses
▪ To sell their stories in both movie and print form.
 Name as many products as you can for these brands

19.  Media companies/industries often go together
▪ Television networks
▪ Purchase programming from movie studios.
▪ Radio stations
▪ Dependent upon recorded music.

20.  Global competition favors larger companies
 Most movies, books, records, etc lose money.
 Most new magazines fail within a year or two.
 New products have to be developed constantly.
 When a product make money
▪ Corporations exploit it in as many markets as possible.

21.  Media and governments around the world
 Media is owned & operated by some governments
 Many countries
▪ Have a government owned or controlled media system.
 The U.S. has a mixed model
▪ Where most media is privately owned
▪ But regulated by the government.
 What are pros/cons of
▪ Govt. owned vs Private owned?

22.  Media and the audience
▪ Content developers might have a particular message in mind but
audience decides what the final meaning is.
 All media products survive by audience preference
▪ Do you believe this? Why/Why Not
 Audience acceptance establishes new technology.
 Audiences wield power as consumer groups.
▪ How do they wield power?

23.  Impact issues
▪ How the media affect society & individuals within society.
 Legal issues
▪ Media practices that are governed by law
▪ Such as libel, invasion of privacy, and antitrust actions
 Ethical issues
▪ Ideas of whether certain media practices
▪ Are right or wrong from a moral point of view.