Lecture 2 Jan. 12.docx

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University of Toronto St. George
St. Michael's College Courses
Francesco Guardiani

SMC219Y – LECTURE #2 WEDNESDAY JANUARY 12, 2011 Biagi- Media Impact- Chapter 1 and 2 Chapter 1- Mass Media and Everyday Life - First page diagram “Time Frame” * pay a lot of attention to it! – time frame pertains to particular topic of the lesson – Time frame of mass media rd - 3 headings in red- most important – 3 heading 1951 computer – second heading: printing press - There are some differences in textbook material and Xerox material – different interpretations of the same thing - In the Biagi book – maximum amount of information- - Xerox- more theoretical- assumptions- assume there are families of media, different media, not equally distant from one another – family of media: print media, electric media - Biagi book does not indicate difference with media families - Thus we have general laws Textbook important for test (half will be from textbook) Time frame- do not need to know dates for test, do not need to say “oh what day did Marconi use…” – is it 1899 or 2000 or 1000 BC?  That type of question will be asked- more framing dating Look at timeframe in textbook *invention of paper by Chinese which went to US via Arabs - Printing press invention – the Chinese had already used the same system of recording – 1455 printing press Guttenberg had a different usage than Chinese (more for students, production) - Contemporary type’s 1640 first book published in U.S 1585 first printing press came to U.S – went first to South America, then North America - 1899 Marconi with wireless radio - 1939 first TV Biagi book is biased in the sense that it look at the financial or economic side of media all the time. Looking at the textbook: - Textbook shows # of hours in the day we spend using media- implies there is a commercial dimension - Impact of business - $436 billion / year media income = huge impact on people - Look at % distributions for media types- higher # for electronic types - 1899 Marconi used wireless radio – then 1920s – radio was still rare, but used in public places - Radio has been called “the medium of the dictators” – like Hitler and Mussolini - Back then people perceived the voice of leader, extraordinary power - In small number of years complete transformation of radio - Distribution of % usage in economic world* - after seeing, we become more conscious of more recent media - Next page- find Mass communication has entered the wireless world – becoming wireless means the arrival of the radio - The expression of the Global Village was created for the radio, radio has returned to oral world of communication – primary medium determined usage - Pay attention when you find dates indicating a change or transformation * - Before radio and after radio = two different societies Pg. 8 – Picture of young man with cellphone in middle of lake, wirelessly connected - Message going from sender to receiver through a channel, encountering noise, receiving message- feedback diagram on page 10. How communication works  purely descriptive technical way, no sociological implication - Difference between media and medium – pg. 8 - Mass communication as the communication from one person or group of person to a larger group of people = mass media – different from mass communication which is usually traditional communication tool (newspaper) whereas mass media is anything – a widely accepted media - For test – books are clearly separated! Neutral, factual, descriptive is Biagi Pg. 10- 40,000 books approximately made every year in the US – recordings become a thing of the past, people under 25 do not really buy them anymore  sociological info. - Magazines 15,00 published yearly - Newspapers- 1,200 - Most are declining- constant recurring information – print and media are going down! - Only a few remain - Old ways can still be profitable though Two concepts- two most common business operations performed on contemporary media 1. Integration – a chain of media that go from the creators of content all the way to books and newspapers and then broadcasting, television 2. Convergence- when one company shares same resources with another company for the same purpose- so you have more companies using similar small printing presses. This is the grouping of similar companies Page on mass media as profit centered – “in business to make money” – - Businesses in mass media + legislation of culture in a way that is just - *Copyrights- laws did not exist before printing press and only existed 20 years after printing press. It is a legislative tool that works in a topographic environment but not well in electronic environment thus producing a lot of tension and injustices - Copyright- right of producer who is entitled to profit - Copyright at the beginning was for like of author, then after 50 years children of author benefits – some copyrights are good for 100 years- thus it is becoming something else; it is becoming a corporate tool to make money. – A commodity in which money is made, one of those injustice that do not make sense. Because the person is dead and yet still have copyright laws! - How do big businesses make money with media? – More often we are talking about copyrights - Next few pages- consumers always pay the bill – How media changed? Know the terminology – interactive, digital communication Once done reading chapter- look at the end summary* - review with “analyze part” Know terms at the end of the chapter All test questions derived from review exercises at the end of the chapters!  Memorize key terms and dates (know difference in centuries for dates, not exact dates really) Commercials Oreo commercial- power of communication to communicate two people Heineken commercial- closet according to what men want (beer) and women (clothes) Budweiser commercial- horses bow - - Intent to sell, but you need to be creative- you need to put a message there Voice, sound and script commercial – s
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