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Chapter 13

Chapter 13. Mass Communication and Media Literacy. Mass Media. Channels of mass communication – the means of transmitting messages to broad audiences books, film, television, radio, newspapers, magazines. Social Media. Means of connecting and interacting actively

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Chapter 13

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  1. Chapter 13 Mass Communication and Media Literacy

  2. Mass Media • Channels of mass communication – the means of transmitting messages to broad audiences • books, film, television, radio, newspapers, magazines

  3. Social Media • Means of connecting and interacting actively • cell phones, email, PDAs, iPODs, MP3s, the Web, etc.

  4. Media in Our Lives The Media Continuum

  5. Uses and Gratification Theory • We choose to attend to mass communication to gratify ourselves • People are active agents who make deliberate choices

  6. Agenda Setting • Selecting and calling to the public’s attention ideas, events, and people • Media divert attention from some topics • Gatekeeper • a person or group that decides which messages pass through the gates of media to reach consumers

  7. Cultivation Theory • Television promotes a worldview that is inaccurate but that viewers nonetheless assume reflects real life

  8. Cultivation Theory (cont’d) • Cultivation • a cumulative process by which television fosters beliefs about social reality • Mainstreaming • Resonance

  9. Ideological Control • Media function as tools to represent the dominant ideology in a culture as normal and right

  10. Understanding Social Media • Blur production and consumption • Alter conceptions of space • Invite supersaturation • Encourage multitasking • Promote visual thinking

  11. Media Literacy • Understand the influence of media • Access to media • Democratic Access • digital divide • Expose yourself to a range of media sources • Analyze media

  12. Media Literacy (cont’d) • Critically evaluate media messages • puffery • Respond actively • Use mass communication consciously • Participate in decision making about media

  13. Websites • Citizens for Media Literacy • Media Literacy Online Project • University of Oregon – Eugene • FAIR: Fairness and Accuracy in Reporting • Society of Professional Journalists

  14. More Websites • Impact of Entertainment Violence on Children • American Academy of Pediatrics • Joint statement, Congressional Public Health Summit, July 26, 2000 • American Society of Newspaper Editors

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