MC 2000 : Exam 1
Document Summary
What is communication: the process of creating symbol systems that convey info and meaning, ex: language, pictures (motion and still), computer codes or language, morse code. How does communication work: sender (= source or encoder, message, channel (mass media, receiver (= decoder, feedback (from receiver or sender, shared experience. Pop culture: high culture: identified as good taste and often supported by wealthy patrons and corporate donors. Selective exposure: audiences shape media to fit their own perceptions, audiences typically seek messages and produce meanings that correspond with their own cultural beliefs, this makes audiences active not passive. Mc theories: early approaches, hypodermic needle theory: media has a direct effect, minimal effects: media has an indirect effect. Ex) toddlers & tiara"s purpose is to make money. The media shoot potent effects into unsuspecting victims. Reactions to the 1938 war of the worlds broadcast began to change assumptions about media"s powerful effects. People begin to doubt the absolute power of the media.
