Communication media affects us on individual societal global levels. The internet has allowed us to become content producers, not just consumers Communication tech. has the ability to shrink space: what does it mean to shrink space , taking much less time to communicate. Figure 1. 1 in textbook (the shrinking globe) Studying media requires that we take a critical perspective. Being critical process: consider your thinking as action and your thinking as an interactive, ask questions of what you are reading/seeing/hearing/watching, keeping an open mind. Proposed in 1949 by shannon and weaver. Addresses the technological characteristics of sending and receiving messages. Social scientists shannon and weaver structured this model on the following elements: an info source, producing message, a transmitter, a channel, to which signals are adapted for transmission, a receiver, which decodes" the messages. The strengths of this model are that its simplistic, generality and quantifiability.