Lecture 1

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10 Jan 2011
Communication and Ethics
Lecture One: January .06.2010
Lectures will elaborate on central issues/concepts of readings
The purpose of the lecture is to help understand the readings.
Office Hours: BEFORE CLASS (Check Syllabus)
Two short papers (750 words each—3 Pages)
Midterm TestFebuary 10th 2011
M/C, Short Answer (definition and explanation), 2 Short Paragraph
No Final Examination
You need to email for lateness, no longer then one week after the lateness.
You need 2 documents in order to have an extension.
You need to declare absence on ROSI AND a valid 3rd party documentation.
Make-up tests are done one week after the original test.
Five percent per day (waived if proper documentation is provided)
Assignments are to be submitted on blackboard; along with a Hardcopy.
What is Mass Media and Communication?
Elements of mass media communication
Production Content Reception
1. ProductionHow is mass media produced?
How do we decide when to stop producing?
2. ContentThe content element occurs after the production
--- We need to figure out what type of content is produced ( is it
propaganda, news, soap opera, entertainment, sports, ect.)
---Propaganda: A way to make an audience change their views
3. Reception--- What happens when the content reaches the audience?
---How does the audience react? Do they like it or do they not
like it?
People who like a certain mass media, will recommend, and
buy it.
If you dislike a media then you will give a negative
Word of Mouth discussion amongst people is the worst type
negative impact that a producer could receive.
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Communication and Ethics
Lecture One: January .06.2010
Word of mouth opinion; tends to be of a stronger
Word of mouth advertising tends to be: much more
Advertising: Is a different aspect of Propaganda;
therefore this is
why people tend to believe word of mouth over any
This is why people do not trust advertisement over
word of mouth.
We can use mass media for any use.
Platforms for engaging in identical, one-way communication with an unknown
The production of one type of content which will be distributed to a
unknown large
mass audience.
The audience is UNKNOWN because producers have NO idea who will be
viewing the
Therefore, producers path their content in a way which will cater to all
types of
The term one way basically means that producers will incorporate
anything which
will NOT offend their views in general.
One Way: One sender sending content to a LARGE unknown audience, and
NO feedback.
Examples: Magazines
Mass Mailings
Modern Definition of Mass Media: Communication conveyances used by
mass users. This
includes both mass and interpersonal communication to KNOWN users.
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