COM 1000 Study Guide - Mass Media
Document Summary
Lincoln assassination was first big mass communication. Oral cultures bonded by stories and rituals. Reliance in spoken word made hearing the dominant sense. For the first time, select individuals have access to mass messages. For the first time, nearly everybody has access to mass messages. Telegraph perfected; leads to telephone, radio, and television. Global village is created 600 million see 1st moon walk, 2. 5 billion see. New technologies improve ability to multitask, but erode ability to focus attention. Audience selects media that satisfies a want or need. If wants or needs changes, then so will the media. Focuses on how individuals sue media; does not inform on how media may shape. Mass media sets the public agenda it doesn"t tell us what to think, it tells us society. Agenda setting theory what to think about. Mass media, usually tv, cultivates worldwide view that is inaccurate but that viewers assume reflects real life. This effects is cumulative and is achieved through.
