COMM 1F90 Study Guide - Midterm Guide: Transmedia Storytelling, First Nations, Claude Shannon

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Published on 13 Dec 2015
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Communications 1F90 exam review
Exam Details:
Time: Saturday, December 12th, 2015 8 PM – 10 PM
Location: WCIBDS
Professor: Dale Bradley
Question #1 – Explain ‘mass communication’ and its three parts
Mass Communication is a term used to describe communication to a large
undifferentiated group. It has also been used to describe communication
between a large number of individuals
Part one:
oThe production and dissemination of mass information and
entertainment
oInvolves corporately financed industrial production of entertainment
and information
oExamples: radio, television, newspapers, film, magazines, books,
recorded and performed music, and advertising
Part two:
oAllows for greater participation by society as a part of work or
leisure
oDecentralized production and wide accessibility of information and
entertainment
oSometimes corporately financed, sometimes industrially financed,
usually intended for small, niche audiences
oExamples: websites, podcasts, blogs, print, film, audio, broadcast
and public performances
Part three:
oAccents interactivity
oInteractive exchange of information to a number of participants
oExamples: phone, mail, email, pagers, tow way radio and fax
Question #2 – What is the fundamental difference between the transportation
and social models of communication?
Transmission Model of Communication:
oProposed in 1949 by Claude Shannon and Warren Weaver
oMakes reference to the basic technical characteristics of the
process of sending and receiving messages
oA person (the encoder) sends a message through a particular
medium or channel (email, voice, text message). The decoder
receives and interprets the signal and formulates meaningful
content. If the decoder decides to send a message back to verify
they received the message, they repeat the process where they
become the encoder
Social Model of Communication:
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oEncoding Context: universe of understanding in which sender forms
communication (culture, ideology etc.)
oEncoded Content: The selection of texts, symbols and context for
communication (thoughts, ideas etc.)
oMedium: Choice of medium (phone conversation), and choice of
form within said medium (storytelling, interrogation, etc.)
oDecoding Context: Universe of understanding in which the receiver
understands the communication
oDecoded content: selection of framework for an achieved
understanding of communication (initial impression, understanding
of speaker etc.)
MAIN DIFFERENCES:
oTransmission model is more focused on the technology behind how
a message is sent out
oSocial model is focused on how different people will interpret a
message based on a number of different factors
i.e. the type of medium used, how people understand and
interpret words
Question #3 – What is “technological determinism”? Why is it a concern when we
are analyzing the possible social effects of communications technology?
Technological determinism: the notion that technology is an autonomous
and powerful driving force in structuring society or elements of society
Technology is framed as the fundamental shaping social variable and
society is seen as a mere expression of the dynamics of technology
People neglect to portray technology as a tool to advance their own
interests
Question #4 – Describe how modern media can be seen as a cultural form
inherent to industrial society
Modern media is anything we can use
I was the owner of a factory that built car parts. Without modern media I
would have to send someone with a message and order on a ship to
wherever I get the metal from, place the order, get them to fill the order
and wait for the order to come back until I could build more car parts
This is what runs todays business industry because the whole point of
today's competition is being able to do things bigger faster and better than
your competitor
The culture of todays fast paced industrial business depends on modern
media
Question #5 – Describe some ways in which the Canadian government has
played a central role in developing both the Canadian economy and the
Canadian media
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Canadian media pioneers created a press and media culture committed to
the individualism inherent in liberal principles
oStrong supporters of freedom of speech, not too fond about
governments role in the economy
With many broadcasting acts, the government has influenced what
appears on TV
oMany private broadcasters have made deals with the US to split
patents
There has been much support for Canadian ownership of broadcast
outlets, however there has also been constant Broadcasting Acts and
regulations
Question #6 – Compare the libertarian, social responsibility, and political
economic theories of the media. Which theory provide the most accurate
perspective on how the media operate in society?
Social Responsibility Theory:
oThe perception that the libertarian arrangement fails to produce a
press that is generally of benefit to society.
oThe notion that the media has a responsibility to make positive
contributions to society
oThey hold a privileged position that they should be aware of
Libertarian Theory:
oThe sole purpose of the state is to enforce individual rights
oThey see the mass media as an extension of an individual’s right to
freedom of speech
Political Economy Theory:
oThe ways in which economics and politics enable and constrain the
allocation, production and distribution of social reserves
SRT wants to create a press that is more beneficial to society
LT wants the state to focus on creating a mass media that maintains
freedom of speech
PET looks at how the governments restrains what we see, limiting the
media’s freedom of speech
Question #7 – Which of the perspectives on audiences corresponds most closely
with your views and why?
Feminist Research:
oDeeply critical of the character of modern societies
Based on inequalities
oPoints at patriarchy as the root of inequalities
oStates that there is “gendered” versions of all types of media
Gendered television (soap operas being more popular to
women)
oThree Dimensions:
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Document Summary

Time: saturday, december 12th, 2015 8 pm 10 pm. Question #1 explain mass communication" and its three parts. Mass communication is a term used to describe communication to a large undifferentiated group. It has also been used to describe communication between a large number of individuals. Part one: the production and dissemination of mass information and. Part three: accents interactivity, interactive exchange of information to a number of participants, examples: phone, mail, email, pagers, tow way radio and fax. The decoder receives and interprets the signal and formulates meaningful content. If the decoder decides to send a message back to verify they received the message, they repeat the process where they become the encoder. Technological determinism: the notion that technology is an autonomous and powerful driving force in structuring society or elements of society. Technology is framed as the fundamental shaping social variable and society is seen as a mere expression of the dynamics of technology.

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