How do we know?
Somatically – things we know through direct sensory perception of our environment
o Look, smell, feel, sound or taste
Symbolically – things we know through someone or something
o Parent, friend, teacher, museum, textbook, photograph, radio, film, television or internet
o This type of information comes to use from an indirect channel or medium
Who are the Mass Media?
Mass media – communication technologies that have the potential to reach a large audience in remote locations
Print Media –first mass medium -
o Printed materials
o 19 – 20 centuries, newspaper industry experienced explosive growth
Motion Picture and Sound Recording
o Thomas Edison invented:
Phonograph – recorded sound
Kinetoscope – showed short, silent films to individual viewers
Broadcast Media – media brought to you directly over public airwaves
New Media – are the cultural objects which use digital computer technology for distribution and circulation
o The development of digital television, film, photography, e-books are part of new media
o Internet, websites, online computer games and mobile companies.
Living in PostModernity
Post Modernity describes the historical era that began to emerge in the 1960s as the economic mode of production in most
Western societies slowly from goods-based manufacturing to information-based services.
Convergence – the tendency of formerly diverse media to share a common, integrated platform.
o Two obstacles before media convergence became a reality
Noise associated with analog signals solved by digitalization
Bandwidth limitations prevented large data packets solved by data compression techniques and bandwidth
o Historically, mass media have not been very mobile
o Media can come to or go with us anywhere
o Media are being transformed from home appliances into personal accessories
o Dramatic increase in media channels and a fragmentation of output that provides to the increasing diversity of the
o Internet is the most fragmented medium
Delivering a dizzying array of content
o Reducing the necessity for standardization Globalization – complex set of social, political, and economic processes in which the physical boundaries and structural
policies that previously reinforced the autonomy of the nation state are collapsing in favour of rapid and flexible worldwide
o Spread of capitalized has fuelled the rise of multinational corporations who wish to profit on “untapped” markets
o Creates opportunities to bring cultural products to distant local markets
o Cultural imperialism – the imposition of one set of cultural values on other cultures
Simulation - is the generation by models of a real without origin or reality: a hyperreal
o Western Societies and America are increasi