EP

Introduction to Mass Communication: Media Literacy and Culture

Mass Communication, Culture, and Media Literacy

  • Introduction to Mass Communication

    • Learning changes everything.

    • Reference: Media Literacy and Culture by Stanley J. Baran, 12th edition.

What Is Mass Communication?

  • Definition

    • Communication: Transmission of a message from a source to a receiver.

    • Key Elements:

    • Sharing of meaning.

    • Feedback process.

    • Involves interpersonal communication.

Characteristics of Mass Communication

  • Media: Plural of medium.

  • Message Encoding and Decoding:

    • Messages are encoded and, upon receipt, decoded by the receiver.

    • Presence of noise that can affect the message.

Communication Model (Osgood and Schramm)

  • Based on The Process and Effects of Mass Communication (1954):

    • Feedback is essential in understanding communication dynamics.

Mass Communication Definition and Characteristics

  • Mass Communication:

    • The process of creating shared meaning between mass media and audiences.

    • Schramm’s model highlights inferential feedback (indirect rather than direct).

Interpersonal Communication vs. Mass Communication

  • Interpersonal Communication:

    • Message: Highly flexible.

    • Characteristics: Immediate feedback, personal relevance, occurs between direct contacts.

  • Mass Communication:

    • Message: Inflexible, mechanically produced.

    • Characteristics: Delayed feedback, occurs between organizations and large audiences.

Cultural Communications

  • James W. Carey’s Definition (1975, 1989):

    • Communication is a symbolic process that produces, maintains, and transforms reality.

    • Communication's role: To sustain evolving cultures and foster fellowship among individuals.

Understanding Culture

  • Culture:

    • Learned behavior of a given social group, socially constructed shared meanings.

    • Functions:

    • Limits options, provides guidelines.

    • Can have negative limiting effects.

Contested Cultural Values

  • Cocultures:

    • Culture can divide or unite individuals.

    • Communication can differentiate between cultures.

Mass Communication and Cultural Impact

  • Cultural Definition:

    • Media shapes and defines culture through storytelling.

    • Note on ethical responsibilities of media content creators.

Mass Media Interaction

  • Technological Changes:

    • Role of technology and concepts such as technological determinism affecting media interactions.

Media Literacy Overview

  • Definition:

    • Ability to read, interpret, critically assess, and use media effectively.

    • Media literacy is a central theme of study in media content.

Elements of Media Literacy (1)

  1. Critical thinking leading to independent judgments.

  2. Understanding mass communication processes.

  3. Awareness of media's societal impact.

  4. Strategies for analyzing media messages.

Elements of Media Literacy (2)

  1. Insight into cultural relevance of media content.

  2. Appreciation and understanding of media through multiple access points.

  3. Development of responsible production skills.

  4. Comprehension of ethical obligations by media practitioners.

Skills in Media Literacy

  • Understanding Content:

    • Pay attention, filter out noise.

  • Respect for Message Power:

    • Awareness of the third-person effect, emotion versus reason.

  • Knowledge of Genre Conventions:

    • Understanding genre and production values critically.

Media Usage Statistics (Pre-Pandemic Days)

  • Research findings indicate media usage in percentage:

    • Gaming: 115%

    • Watching video: 36%

    • Downloading content: 39%

    • Time on the web: 27%

    • Time on social media: -12%

    • Talking on the phone: 25%