MC 2000 Chapter : Mass Com 2000 Chapter 1
Document Summary
Media literacy- thinking critically about how and why media is produced: empowers you as a responsible media citizen. Knowing the forces and motivations behind media messages allows you to be a better judge of media content. Convergence- takes place when content traditionally confined to one medium appears on multiple channels. Audience fragmentation- the mass audience is breaking up into smaller audience segments (the process of dividing audience members into segments based on background and lifestyle in order to send them messages targeted to their specific characteristics) Mass production process- the industrial process that creates the potential for reaching millions, even billions, of diverse, anonymous people around the same time. Industrial nature- what distinguishes mass communication from other forms of communication is the industrialized or mass production process that is involved in creating the message material. This industrial process created he potential for reaching billions of diverse, anonymous people simultaneously.
