Intro to Comm Studies SG

Here’s your study guide in a Question and Answer format:

Study Guide: Communication & Media Literacy

Day 1: Levels of Communication

Q1: What are the four levels of communication?

A:

  1. Intrapersonal – Communication with oneself (e.g., reacting to a post, smelling favorite foods).

  2. Interpersonal – Communication between two people (e.g., conversation with a peer, hugging a loved one).

  3. Group – Communication with multiple people, often involving discussion or arguments (e.g., a concert audience chanting).

  4. Mass – Communication sent through technology to a large, often unknown audience (e.g., political speeches, social media).

Chapter 1: Communication & Media

Q2: How did COVID-19 impact mass communication?

A: It led to shutdowns in sports, entertainment, and jobs. Colleges moved to online learning using platforms like Zoom.

Q3: What is George Gerbner’s definition of communication?

A: "Social interaction through messages" – meaning how we interact with the world through spoken and written words, gestures, music, and more.

Q4: What is media literacy?

A: The understanding of how media works, how messages are delivered, and how to interpret them.

Q5: What are Potter’s four dimensions of media literacy?

A:

  1. Cognitive – Understanding media content intellectually.

  2. Emotional – How media affects feelings (e.g., scary movies, war films).

  3. Aesthetic – Evaluating artistic and creative aspects.

  4. Moral – Understanding the values and messages within media.

Q6: What are the steps to developing media literacy?

A:

  1. Learning as a child

  2. Acquiring language

  3. Understanding narratives

  4. Developing skepticism

  5. Intensive development (finding preferences)

  6. Exploring new media

  7. Appreciating content critically

  8. Social responsibility (e.g., avoiding harmful content creation)

Models of Mass Communication

Q7: What is the Transmission Model (SMCR)?

A: It describes communication as a one-way process:

  • Sender – Creates and sends the message

  • Message – Content being transmitted

  • Channel – Medium used to deliver the message

  • Receiver – Audience consuming the message

Q8: What are the types of noise that can affect communication?

A:

  1. Semantic Noise – Language barriers

  2. Mechanical Noise – Technical issues in transmission

  3. Environmental Noise – Background distractions

Q9: What are the other models of mass communication?

A:

  • Ritual Model – Focuses on why audiences consume media (e.g., watching the Super Bowl for socializing).

  • Publicity Model – The importance of media coverage (e.g., YouTuber controversy making headlines).

  • Reception Model – How individuals interpret media differently based on experiences.

Evolution of Media

Q10: What were major developments in media history?

A:

  • 1450s – Printing press (mass production of books)

  • 1814 – Steam-powered printing press

  • 1866 – Telegraph line

  • 1880s – Gramophone for recorded music

  • 1890s-1900s – Movies introduced

  • 1939 – Black-and-white TV

  • 1990s – Internet revolution

Q11: How has online and mobile media changed communication?

A: Platforms like cable, satellite TV, and remote controls gave people more options. Today, mobile devices allow constant online access.

Seven Secrets About Media

Q12: What are the seven key truths about media?

A:

  1. Media are essential in daily life.

  2. No single “mainstream media” controls all information.

  3. Marginal ideas eventually gain attention.

  4. History repeats itself in media.

  5. All media are social.

  6. Online media are also mobile media.

  7. There is no singular “THEY” controlling media.

Day 2: Communication Concepts

Q13: What makes human communication unique?

A: Writing, speech, art, music, technology, dance, photography, and body language.

Q14: What is mass communication?

A: When individuals or institutions use technology to send messages to large, unknown audiences.

Q15: How has media transformed over time?

A:

  • 2000: 50% of Americans were online.

  • 2018: 90% were online, with 12% using mobile devices as their primary internet source.

Q16: What is the difference between media messages and media effects?

A:

  • Media messages – What is included in content.

  • Media effects – How content influences audiences.

Day 4: #MeToo Movement & Media Coverage

Q17: What was the impact of the #MeToo movement?

A:

  • Provided victims a platform to speak out.

  • Millions shared their experiences.

  • Ashley Judd was the first to publicly accuse Harvey Weinstein, leading to wider media coverage.

  • Terry Crews highlighted that men can be victims too.

Q18: Why do some victims hesitate to come forward?

A: Fear, power imbalance, rejection, fear of losing work, and potential backlash.

Rise of Mass Society & Propaganda

Q19: How did mass society fears shape media?

A: There were concerns that media would replace traditional influences like family and religion.

Q20: What is propaganda?

A: The spreading of biased or misleading information to influence public opinion.

Q21: Who is considered the father of propaganda?

A: Edward Bernays.

Direct & Limited Effects Models

Q22: What is the Direct Effects Model?

A: Suggests that media directly influences behavior (e.g., Hypodermic Needle Theory).

Q23: How does the Limited Effects Model differ?

A: Suggests that individual backgrounds, values, and interpersonal interactions affect how people respond to media.

who controls the media?

  1. Owners

  2. advertisers

  3. gov

  4. news sources

  5. audiences

  6. employees

Legacy Conglomerates- Legacy Media

  1. Disney (Largest legacy conglomerate

  2. News Corp. and Fox

  3. WarnerMedia

  4. ViacomCBS

  5. Bertelsmann

Media Control

  1. Vertical Integration: refers to the consolidation of media companies across different levels of production and distribution, allowing for greater control over content and its dissemination.

  2. Synergy: A large company can use the strengths of its various divisions to market its content. •But… Big today isn’t always better

Consumers have many more ways to consume media now than they did 40 years ago. •Old media expanded while new media came into existence. • Limited number of giant media conglomerates, but also new big players

The News Players

  • Comcast/NBCUniversal

  • Alaphabet/Google/Youtube

  • Apple

  • Amazon/Twitch

Long Tail vs Short head

• Long Tail Portion of a distribution curve where a limited number of people are interested in buying a lot of different products.

• Short Head Portion of a distribution curve where a large number of people are interested in buying a limited number of products

Day 5: War Propaganda & Public Opinion

Q24: Who was George Creel, and what was his role?

A: He helped President Woodrow Wilson use media to support World War I efforts.

Q25: What was the role of Four Minute Men?

A: Volunteers who delivered short speeches promoting unity and war support.