CS 101 Lectures - MID TERM NOTES .docx

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Communication Studies
Jeremy Hunsinger

Mass Communications Lectures 10/8/2013 2:10:00 PM Canadian Media Structures and Institutions Institutions Rules in governing systems Organizations or our lives CBC, CRTC All have goals whether stated or unstated Mediation: separates you from something else CBC, TVO, Vision TV, Aboriginal Peoples TV – Public broadcasters  Proving media and content Canadians are meant to watch  Funded and serves Canadians  Modeled by BBC  INFORM (part of democracy) , EDUCATE (well-informed individuals) AND ENTERTAIN (get people to watch) Cultural Sovereignty: Control of our own “cultural sphere” within a nation. Canadian ideals vs. local ideals, which come together in media. Canadians worried about becoming too Americanized, pushing the broadcasters to have Canadian-content. Cultural Policy: To become more or less integrated in Canada. Institutions of media operate within and through. Govern museums and educational institutions. 1950s first Canadian television broadcasts Broadcasters are owned and controlled by Canadians Canadian Values: multiculturalism, nationalism, ideal Canadian men and women $34 per person/per year spent on Canadian content “Liberalize the media”  made the media free Bias of the news media: non-researched opinion is the media is left leaning Public Broadcaster: includes radio and television program or signal for public viewers MAPL – Canadian Content “test” M-music A Canadian must compose the music A- artist Must be performed by a Canadian P- performance  Recorded and broadcasted in Canada L- lyrics  Must be written by a Canadian Cultural Elitism The tendency to think that your culture and media is superior to every other culture Liberalism Political orientation that favors social progress Lincoln Commission  CRTC Separate and identify Canadian content by sector Prime-time has to have certain amount of Canadian content Wanted to change Broadcasting Act to include non-profit broadcasters Mass Communications 10/8/2013 2:10:00 PM Industries and Convergence Print, Movies, Music, Television Mass communication: how we used the media to mold and direct the public Television used to be public media Everyone now plugged in individually 1983 there were 50 major media corporations that produced world-wide  Now there are only 5 or 6 3 corporations make up 83% of Francophone media in Quebec Alternative media: many different media outlets, we produce some of them  Ex. school newspaper Do we need democratic media to have a democracy? In 2007, the biggest media ownership companies were:  USA: Walt Disney, Bertelsmann, Time Warner, Newscorp, and Viacom  CANADA: CTV/Global Media, CanWest, Quebecor, Rogers, Shaw  Huge sections of newspapers, cable TV and radio; almost all media is controlled by them Horizontal integration Vertical Integration: buying everything in their supply chain all the way through Estroturfing: fake Green Washing: If the media says something is better for the environment, the public will buy that. “Healthier” = strategy to attract buyers  Be skeptical and critical Distributors are producers who make things  2 major distributors in Canada  5 major distributors in USA Cultural Cringe: we dismiss the quality of ours and consume others Fair access policy: develop their cultures and languages (natives) Mass Communications 10/8/2013 2:10:00 PM AUDIENCE Press: foundation of a democracy Impressed freedom: when it goes down = less informed about things going on Social Media Typically thought of as Facebook, Twitter etc… Communicating one message or several, to a group of people Television used to be social differences in interests In the past one television in the household and would all watch TV together 5 or 6 different accesses to television 1952 TV started Newspapers Buy one for the household; all done together Reading was a social activity and a tool for sharing knowledge Different sources of knowledge -> SOCIAL FUNCTION gained from other people Canadian Audience Is there even a Canadian audience? Regionalism- different regions have different content in TV and radio some national programs and some provincial/city specific stations Class system in the media Treat some people better than others by giving them different services than others - Class Structure Sense of belonging operates class consciousness Every broadcaster in Canada researches this intensely AC Neilson ratings Focus groups - 'quick surveys' Age differentiation Demographics: the study of population How do the audiences change? when do you start to consume media? Models of Media Interaction The Direct Effects model The injection model We send the message, you receive the message and the message effects you Basic Subjectivity - own position in the argument 2. Two Step Flow Model Advertisement Instead of getting the message from a person, you'd get the message from a professional People tend to believe other people that they have a "professional" opinion ( Marketing Ploy, false advertising) Don't have to be a professional to give an opinion on a topic 3. Uses and Gratifications Model when you choose some media, you are gratifying some need EX. when you buy a watch, you want to buy a better watch Denies some subjectivity 4. Cultivation Theory Early BBC model, trying to 'make a Canada' Media that we are giving you is making part of you What is media teaching you? Breeding these norms and developing them in people Teaches you norms and believes; how to behave Develop one set of norms, then there is a set of anti-norms Something to support there is something to rebel against Dallas Smythe - Consciousness Industry Media is selling the audience to the advertisers Media is construc
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