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Chapter 1
Mass Communication:A Critical Approach
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Culture and the Evolution of Mass Communication
Mass media are the cultural industries that produce and distribute:
SongsNovelsTV showsNewspapers
MoviesVideo games Internet
Services
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Eras in Communication
Oral communication Written communication Printed communication Electronic communication Digital communication
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The Linear Model of Mass Communication
Senders (authors, producers) Messages (programs, ads) Mass media channel (TV, books) Receivers (viewers, consumers) Gatekeepers (editors, executive
producers, media managers) Feedback (messages from receivers
back to senders)
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Cultural Model for Mass Communication
Recognizes that individuals bring diverse meanings to messages
Audiences actively affirm, interpret, refashion, or reject the messages and stories that flow through various media channels
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The Competent Communication Model
Modeling Communication
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Media Convergence and Cultural Change
Changes in how we consume and engage with media culture Watch TV shows on Hulu and Netflix or
DVR/On-Demand options Make media choices based on social
media recommendations Upload our own media Discuss programs as we watch them
through “live-tweeting”
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Media Convergence…
Your examples? Who owns the mass media
Text pull-out Implications?What is Apple worth (2012)
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First Amendment
Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of people peaceably to assemble, and to petition the Government for a redress of grievances. (1791)
Question: If we don’t have an open communication system, can we have a functioning society?
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Contemporary Culture
Cultural critics are concerned about: The quality of contemporary culture The overwhelming amount of
information now available How much the media shape society
is still unknown.
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Figure 1.1: Daily Media Consumption by Platform, 2010 (8- to 18-Year-Olds)
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Figure 1.2: Culture as a Skyscraper
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Figure 1.3: Culture as a Map
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Cultural Values of the Modern Period
Modern period Began with the Industrial Revolution
and extended until the mid-twentieth century
Four key values: Efficiency Individualism Rationalism Progress [Modern Times]
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Shifting Values in Postmodern Culture
Postmodern period From the mid-twentieth century to
today Four features:
Populism Diversity Nostalgia Paradox [table 1.1]
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Trends Across Periods
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Critiquing Media and Culture
Media literacy is a critical process that takes us through the steps of: Description Analysis Interpretation Evaluation Engagement
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Benefits of a Critical Perspective
Allows us to participate in a debate about media culture as a force for both democracy and social progress
New, blended, and merging cultural phenomena challenge us to reassess and rebuild the standards by which we judge our culture.