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2014 by McGraw-Hill Education

Stanley J. Baran

Introduction to Mass Communication:

Media Literacy and Culture 8th edition

2014 by McGraw-Hill Education

Chapter 1

Mass Communication, Culture, and Media Literacy

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What Is Mass Communication?

Communication: the transmission of a message from a source to a receiver.

Must be sharing (or correspondence) of meaning

Feedback Interpersonal communication

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Communication Occurs When?

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What Is Mass Communication?

Media plural of medium

Messages are encoded

Once received, messages are decoded

Noise Medium

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What Is Mass Communication?

Osgood and Schramms Model of Communication

Source: From The Process and Effects of Mass Communication by Wilbur Lang Schramm, 1954. Reprinted by permission of Wilbur Schramms heirs.

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What Is Mass Communication?

Mass communication: the process of creating shared meaning between the mass media and their audience.

Schramms mass communication model represents feedback by inferential feedbackindirect rather than direct.

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What Is Mass Communication?

Schramms Model of Mass Communication

Source: From The Process and Effects of Mass Communication by Wilbur Lang Schramm, 1954. Reprinted by permission of Wilbur Schramms heirs.

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What Is Mass Communication?

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What Is Mass Communication?

Cultural definition of communication (1975) James W. Carey: Communication is a

symbolic process whereby reality is produced, maintained, repaired and transformed.

Careys updated definition (1989) asserts that communication and reality are linked. Its truest purpose is to maintain ever-evolving, fragile cultures; communication is that sacred ceremony that draws persons together in fellowship and commonality.

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What Is Culture?

Culture: the learned, socially acquired traditions and lifestyles of the members of a society, including their patterned, repetitive ways of thinking, feeling, and acting.

Culture lends significance to human experience by selecting from and organizing it. It refers broadly to the forms through which people make sense of their lives, rather than more narrowly to the opera or art of museums.

Culture is the medium evolved by humans to survive. Nothing is free from cultural influences. It is the keystone in civilizations arch and is the medium through which all of lifes events must flow. We are culture.

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What Is Culture?

Culture: is an historically transmitted pattern of meanings embodied in symbolic forms by means of which communicate, perpetuate, and develop their knowledge about and attitudes toward life.

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What Is Culture?

Culture: the learned behavior of members of a given social group.

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Culture as Socially Constructed Shared Meaning

Functions and Effects of Culture: Limits our options and provides guidelines Cultures limiting effects can be negative Dominant culture

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What Is Culture?

Cultural values can be contested

Bounded cultures Divide and/or unite Culture/communication Differentiation can divide

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Mass Communication and Culture

Our stories help define our culture

The aim is to shape in a professional and ethical way

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Scope and Nature of Mass Media

The role of technology Technological determinism

The role of money

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Scope and Nature of Mass Media

Technology can be our best friend, and technology can also be the biggest party pooper in our lives. It interrupts our own story, interrupts our ability to have a thought or daydream, to imagine something wonderful because were too busy bridging the walk from the cafeteria back to the office on the cell phone.