Mass Communication & Media Literacy 01

Mass Communication & Media Literacy

Organisation of the unit

• Syllabus• Assessment• Online study

• http://clivemcgoun.net/

• We swim in an ocean of mass communication, exposed almost 50% of our waking hours to media messages. So immersed are we in these messages that we often are unmindful of their existence, let alone their influences.

Mass media are thevehicles throughwhich messagesare disseminatedto mass audiences.The term is alsoused for industriesbuilt on massmedia.

Media Ubiquity

• Media Exposure

• Concurrent Media Usage

• Inescapable Symbiosis

• Hierarchy of Media Literacy

• Media Awareness

http://news.bbc.co.uk/1/hi/sci/tech/7562079.stm

Exposure

Concurrent media usage

The annual Communications Market Report says the average person spends about 15 hours 45 minutes every day awake. Of this time, it says, the average person spends seven hours and five minutes "engaging in media and communications activities".

However, it found that most people are able to cram in even more by multi-tasking. For example, the report found that adults aged between 16 and 24 appeared to consume the least, spending just six hours and 35 minutes a day on the phone, laptop, radio or television.

What are your patterns and habits in usingmedia communication?

Inescapable symbiosis

• Symbiosis (a mutually advantageous situation)– Personal dependence– Information– Entertainment– Persuasion (‘the market place of ideas’)– Media dependence

• Why do people need media today?• What is the role of persuasion in today’s

society?

A hierarchy of media literacyAwareness

• Message Form• Message vs. Messenger• Motivation Awareness• Media Limitations• Traditions• Media Myths

Media Literacy

Consume +

Produce=

Produsage