COMM 320 Final: Final Exam COMS HISTORY.doc
Document Summary
Peters argues that we tend to think of mass media in terms of power and control. Peters argues that this view of mass media tends views it from the point of view of. Ignores mass communication of the many speaking to the few i. e. protest, strikes, votes: mass media address the way mass media will send a message. It is a tribute to the programmers that radio and tv are so well received [who design] symbolic material that has decent odds of traveling well among mixed audiences in an unknowably diverse array of situations . Mcluhan: what is gained: speed in reproduction and dissemination; what is lost: the sacredness of the object. For clergy and church authorities, print allowed people of low station to read sacred texts (less reliance on church authorities to interpret the bible for them) Concern about content (proliferation of low culture (i. e. ballads, pornography) and the problem of bad influence on the masses: scribal culture.
