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Lecture

Thorough notes on Lecture 1

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Department
Sociology
Course Code
SOCC44H3
Professor
Ivanka Knezevic

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SOCC44H3Media and SocietyFri, Jan 14/2011
Lecture 01
Mass Media
Traditional Definition : Platforms for engaging in identical, one-way communication with a mass
audience
This definition covers perfectly what is broadcasting, print media, and magazines, not just
tv.
Can also include point-to-point communication, or person-to-person communication
Social networking sites (SNS)
Eg: facebook, twitter.
Email doesn't count, but chatrooms do
The fact that this is one way communication can benefit the sender because it means that the
sender has full control over the message they'll send, what the message is etc..
Audience has no control, they can't manipulate the message sent
Updated Definition : communication conveyances used by mass users.
Communication by tradition forms of mass media was one-way; feedback was limited because
it was difficult
The senders of mass media never knows who their audience is. They don't know who'll buy
their newspapers, who'll tune in to watch or listen to the radio broadcasts
The mass media audience can't manipulate the media they're receiving (it's one way)
New information and Communication Technologies (ICTs) lower the cost of feedback (eg quick
email vs writing a letter).
This includes all type of network computer, technology, or communication
In the 1990s TV stations noticed that people weren't paying attention to their ads, so they
wondered why they're paying so much for their ads...people did other crap during ads
To counter-act this, they made ads interactive and allowed feedback
The purpose was not to read your feedback, but to make it look like they care...they just
wanted you to watch their ads, and this worked to an extent
What effect does this have?
Increased level of interactivity
Free content from the broadcast
ICT has changed one way mass media because they've made feedback easier. Emails save
money and time.
Email is an interactivity tool
Elements of mass media communication:
Production -> content -> reception
General communication scheme: Sender -> Message -> Receiver (this can reverse)
www.notesolution.com
You can send photos, texts, emails
If you're going to produce a paper you need to have photographers, writers, technical
support, editors, facilities...etc. All of this comes under production
Reception is when the audience receives the message
The process of RECEIVING messages isn't simple. Everyone interprets these messages
in their own way based on past experiences
Course focus: relationship between mass media and society
Relationship is reciprocal
Mass media influences society and vice versa
Some forms of media are interested one or the other of these ways
Mass media affect society: frame, inform, alter values, create consensus
To Frame an issue: isolate a limited number of characteristics of that social phenomenon as
important
We tend to believe mass media framing – we believe that the way mass media interprets
an issue is the correct interpretation of the issue
Whatever the media deems as more important in the issue, we tend to go along with as
well
Eg; Cop getting run over by snow plow. The media focused on the inconvenience the
event caused,
The road closure for the investigation
They showed his closeness to his family to change the audiences attitude and future
behaviour. So the next time there is BAD news about something a cop did, we won't
be so quick to judge them cause we'll think more about them as people
This is what framing can do
To inform: without mass media, we would know nothing about other than the daily local
news
Agenda setting: things that are important enough to be aired on TV
Tells us what is important and what is not
Creates consensus : makes us all believe the same thing
Fox news is meant to be for an audience in support of the Republican party, and their
news sways in that direction
Social factors affect production, content, and reception/interpretation
Production : the amount of money available for the enterprises is affected. Some societies
spend a lot on mass media, some less.
Affected by importance of mass media in that society
Content : Some societies regulate what appears in the mass media
Government, or certain individuals can engage in censorship (making it difficult to
access certain things in the media)
Reception/Interpretation: everyone interprets based on their past experiences
Your ethnic background
www.notesolution.com

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Description
SOCC44H3 Media and Society Fri, Jan 142011 Lecture 01 Mass Media Traditional Definition: Platforms for engaging in identical, one-way communication with a mass audience This definition covers perfectly what is broadcasting, print media, and magazines, not just tv. Can also include point-to-point communication, or person-to-person communication Social networking sites (SNS) Eg: facebook, twitter. Email doesnt count, but chatrooms do The fact that this is one way communication can benefit the sender because it means that the sender has full control over the message theyll send, what the message is etc.. Audience has no control, they cant manipulate the message sent Updated Definition: communication conveyances used by mass users. Communication by tradition forms of mass media was one-way; feedback was limited because it was difficult The senders of mass media never knows who their audience is. They dont know wholl buy their newspapers, wholl tune in to watch or listen to the radio broadcasts The mass media audience cant manipulate the media theyre receiving (its one way) New information and Communication Technologies (ICTs) lower the cost of feedback (eg quick email vs writing a letter). This includes all type of network computer, technology, or communication In the 1990s TV stations noticed that people werent paying attention to their ads, so they wondered why theyre paying so much for their ads...people did other crap during ads To counter-act this, they made ads interactive and allowed feedback The purpose was not to read your feedback, but to make it look like they care...they just wanted you to watch their ads, and this worked to an extent What effect does this have? Increased level of interactivity Free content from the broadcast ICT has changed one way mass media because theyve made feedback easier. Emails save money and time. Email is an interactivity tool Elements of mass media communication: Production -> content -> reception General communication scheme: Sender -> Message -> Receiver (this can reverse) www.notesolution.com
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