MC 2000 Lecture : Intro To Mass Communication Notes
Document Summary
When people die you forgive them ex: michael jackson joe patrino. Reasons to hate the media: debate through bias and controversy, too much information, framing, cognitive dissonance (don"t listen to anything that you don"t believe in media) High culture: identified as good taste and often supported by wealthy patrons and corporate donors. Low culture: aligned with questionable tastes of masses who enjoy the commercial junk circulated by mass media. Some concerns: popular culture may distract some students from serious literature and philosophy. Pop culture undermines or exploits high culture driving out higher forms of higher forms of culture and cheapening public life. Audiences shape media to fit their own perceptions. Audiences typically seek messages and produce meanings that correspond with their own cultural beliefs. Early approaches- hypodermic needle theory: media has a direct effect. Uses and gratifications: people seek out specific media to gratify their own personal needs.
