Chapter Twelve: Mass Communication and Media Literacy.

Chapter Twelve:Chapter Twelve:Mass Communication and Media LiteracyMass Communication and Media Literacy

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Ch12: Mass Communication and Media Literacy

Copyright © 2006 Wadsworth

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Answer the FollowingAnswer the Following

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Answer the FollowingAnswer the FollowingThe answer is D for all three.

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The Nature and Scope of The Nature and Scope of Mass CommunicationMass Communication

Defining Mass Communication

Messages transmitted through mass medium

to a large group who may not be in direct

contact with the source.

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The Nature and Scope of The Nature and Scope of Mass CommunicationMass CommunicationMass MediaChannels of communication

Books

Television

Radio

Newspapers

Magazines

CDs

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Communication HighlightCommunication Highlight

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The Scope of Mass MediaThe Scope of Mass Media

99% of U.S. Households have a Radio

98% of U.S. Households have a Television

80% of U.S. Households have VCRs

66% of U.S. Households have Cable

There are 140.8 mil. Cell Phone Users in U.S.

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The Scope of Mass MediaThe Scope of Mass Media

Television Viewing 1st Grader Averages 3 Hours a Day By age 6 average Child has

Watched 3,000-5,000 Hrs. of TV By age 8 average Child Watches

4 Hours of TV a Day By age 18 Viewing time is

19,000 Hours

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The Functions and Effects of The Functions and Effects of Mass CommunicationMass Communication

Uses and Gratification We Attend to Mass Communication

to Gratify Selves

Bored and Looking for Excitement

Stressed and Want Diversion

Interested and Want Information

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Discussion of Uses and Gratification Theoryhttp://www.ciadvertising.org/studies/student/98_fall/theory/hamilton/leckenby/theory/elements.htm

Discussion of Uses and Gratification Theoryhttp://www.ciadvertising.org/studies/student/98_fall/theory/hamilton/leckenby/theory/elements.htm

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Agenda Setting

Spotlights Some Issues, Events, and People

Diverts Attention Towards or Away from

Topics and Issues

Performs a Gatekeeping Function

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The Functions and Effects of The Functions and Effects of Mass CommunicationMass CommunicationGatekeepers Reporters Decide on Perspective Editors Screen Placement of Stories Owners, Executives, and Producers

Filter Information Government Agencies Pressure

Press, TV, and Radio Advertisers and Political Groups

Influence Message the Get Through

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Gatekeepers’ Purpose

Cannot Report All News

Screen Content and Sources

May Result in BiasesMic

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Cultivating Worldviews

Television Promotes Inaccurate Worldview

Viewers Assume it Reflects Real Life

Cultivation is a Cumulative Process

Mainstream

Resonance

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Ideological Control

Cultural Elites Use Media to

Maintain Dominance in Society

Media Benefits the Wealthy

Media Represents Privileged

Groups as Natural and Good

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Communication HighlightCommunication Highlight

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Developing Media LiteracyDeveloping Media Literacy

Components of Media Literacy

AccessAccess AnalyzeAnalyze

EvaluateEvaluate

Respond Respond ActivelyActively

UnderstandUnderstand

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Understand the Influence of Mass

Communication

Access Mass Communication

Democratic Access

Ethical Responsibilities


EvaluateEvaluate



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Expose Yourself to a Range of Media Sources

Analyze Mass Communication

Selection of Stories

Choice of Hook

Choice of Story Telling


EvaluateEvaluate




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Critically Evaluate Messages from

Mass CommunicationWhy Story Receiving Attention?

What are the Sources and Evidence?

What is the Hook?

Are Stories Balanced?

How are Viewpoints Represented?


EvaluateEvaluate




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Respond Actively

Use Mass Communication Consciously

Be Involved with Issues Surrounding

Mass Media AccessAccess AnalyzeAnalyze

EvaluateEvaluate




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Chapter Twelve: Mass Communication and Media Literacy.

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