week 10

Media through Time

• Mass Communication: Transmission of messages by a person or group through a device to a large audience.

• Mass Media: Any medium designed to communicate messages to a mass audience.

• Social Media: Technology-based tools to create and share information quickly and broadly, while building social communities.

Historical developments in media:

• Prehistoric cave art

• Cuneiform, hieroglyphics, and the alphabet

• Block printing to movable type

• Newspapers, telegraph, and phonograph

• Moving pictures, radio, television, and the Internet

Media Today

• Streaming Television: Shift to on-demand viewing.

• Smartphones: Portable devices enhancing media accessibility.

• Social Media Platforms: Twitter/X, blogs, vlogs (YouTube), and wikis.

• Demassification: Process where a mass audience fragments into smaller groups or niches catering to unique interests.

Key Insights - Harold Innis

• Societies must overcome problems of space and time.

• Time-biased media: Have longevity but limited physical transmission (e.g., cave art, hieroglyphics).

• Space-biased media: Can convey messages over long distances (e.g., the internet).

• Cultural bias influences understanding of media forms.

Key Insights - Marshall McLuhan

• The medium is the message: New technologies transform societal structure.

• Impact of media extends beyond content, influencing societal interactions and perspectives.

Types of Media:

• Hot Media: High definition and rich in information, engaging primarily one sensory organ (e.g., newspapers, lectures).

• Cool Media: Low definition, requiring more audience participation (e.g., talking on the phone).

Canadian Content Legislation

• Canadian Content Guidelines (CanCon): Require Canadian media to feature content written and performed by Canadians to promote local culture and competition.

• Debate: Critics argue that CanCon regulations lead to overplay of certain content and limit consumer choice, potentially resulting in mediocrity.

Sociological Approaches to Mass Media

Functionalism

• Socialization: Mass media transmits values, beliefs, and traditions through generations.

• Surveillance: Media acts as a mechanism for gathering information.

• Correlation: Presenting complex issues in understandable formats.

• Entertainment: Provides relaxation and an escape from daily pressures, possibly distracting from more important events.

Conflict Theory

• Control Mechanism: Mass media serves to reinforce the ideology of the wealthy and powerful.

• Corporate Interests: Promotes propaganda that reflects dominant class interests.

• Manufacturing Consent: Chomsky's model of mass media through five filters.

Symbolic Interactionism

• Media as a form of human communication influencing societal perceptions.

• Plays a role in identity formation and cultural ideals; examples include meme culture where images convey various concepts.

Feminist Theory

• Critique of media portrayals of women: underrepresentation, lack of visibility, and oversexualization.

• Symbolic Annihilation (Gaye Tuchman): Media’s failure to represent women can lead to their marginalization.

• The impact of misogyny and the portrayal of women's roles.

Post-Structuralism

• Jean Baudrillard's Concepts: Focus on simulation in postmodern societies.

• Simulation: Media shapes our perception of reality through curated images and signs.

• Hyperreal: Experiences based on media-constructed perceptions rather than lived reality.

Future of Mass Media

Impacts and Concerns

• Cultural Homogenization: Increased similarity among cultures leading to loss of diversity.

• Internet Addiction: Dependency on the internet leading to isolation and negative mental health impacts.

• Moral Boundaries: Changing perceptions of morality in digital content, notably in pornography.

Opportunities

• Increased Mobility: Greater access to information facilitating connectivity.

• Democratic Potential: Media can challenge power structures and promote social change.

• Community Building: Social media offers opportunities to create online communities.