Communication In Our Lives, Fifth EditionCommunication In Our Lives, Fifth Editionby Julia T. Woodsby Julia T. Woods

Chapter 13Chapter 13

Mass Communication Mass Communication and Media Literacyand Media LiteracyMass Communication Mass Communication and Media Literacyand Media Literacy

Mass MediaMass Media

Channels of mass communication Channels of mass communication – the means of transmitting – the means of transmitting messages to broad audiencesmessages to broad audiences books, film, television, radio, books, film, television, radio,

newspapers, magazinesnewspapers, magazines

Social MediaSocial Media

Means of connecting and Means of connecting and interacting activelyinteracting actively cell phones, email, PDAs, iPODs, cell phones, email, PDAs, iPODs,

MP3s, the Web, etc.MP3s, the Web, etc.

Media in Our LivesMedia in Our Lives

The Media ContinuumThe Media Continuum

Uses and Gratification TheoryUses and Gratification Theory We choose to attend to mass We choose to attend to mass

communication to gratify communication to gratify ourselvesourselves

People are active agents who People are active agents who make deliberate choicesmake deliberate choices

Agenda SettingAgenda Setting

Selecting and calling to the Selecting and calling to the public’s attention ideas, events, public’s attention ideas, events, and peopleand people

Media divert attention from some Media divert attention from some topicstopics

GatekeeperGatekeeper a person or group that decides which a person or group that decides which

messages pass through the gates of messages pass through the gates of media to reach consumersmedia to reach consumers

Cultivation TheoryCultivation Theory

Television Television promotes a promotes a worldview that is worldview that is inaccurate but inaccurate but that viewers that viewers nonetheless nonetheless assume reflects assume reflects real lifereal life

Cultivation Theory (cont’d)Cultivation Theory (cont’d)

CultivationCultivation a cumulative process by which a cumulative process by which

television fosters beliefs about social television fosters beliefs about social realityreality

MainstreamingMainstreaming ResonanceResonance

Ideological ControlIdeological Control

Media function as tools to Media function as tools to represent the dominant represent the dominant ideology in a culture as normal ideology in a culture as normal and rightand right

Understanding Social MediaUnderstanding Social Media Blur production and consumptionBlur production and consumption

Alter conceptions of spaceAlter conceptions of space

Invite supersaturationInvite supersaturation

Encourage multitaskingEncourage multitasking

Promote visual thinkingPromote visual thinking

Media LiteracyMedia Literacy

Understand the influence of Understand the influence of mediamedia

Access to mediaAccess to media Democratic AccessDemocratic Access

digital dividedigital divide Expose yourself to a range of media Expose yourself to a range of media

sourcessources

Analyze mediaAnalyze media

Media Literacy (cont’d)Media Literacy (cont’d)

Critically evaluate media Critically evaluate media messagesmessages puffery puffery

Respond activelyRespond actively Use mass communication consciouslyUse mass communication consciously Participate in decision making about Participate in decision making about

mediamedia

WebsitesWebsites

Citizens for Media LiteracyCitizens for Media Literacy

Media Literacy Online ProjectMedia Literacy Online Project University of Oregon – EugeneUniversity of Oregon – Eugene

FAIR: Fairness and Accuracy in RFAIR: Fairness and Accuracy in Reportingeporting

Society of Professional JournalistSociety of Professional Journalistss

More WebsitesMore Websites

Impact of Entertainment ViolenceImpact of Entertainment Violence on Children on Children

American Academy of PediatricsAmerican Academy of Pediatrics Joint statement, Congressional Public Health Joint statement, Congressional Public Health

Summit, July 26, 2000Summit, July 26, 2000

American Society of Newspaper EAmerican Society of Newspaper Editors ditors