textbook mass-communication-media-and-culture.pdf

8/16/2019 TEXTBOOK mass-communication-media-and-culture.pdf

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Mass Communication,

Media, and Culturev. 1.0


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Table of Contents

Image Credits ......................................................................................................................... 1Acknowledgments............................................................................................................... 12

About the Author ................................................................................................................ 13

Chapter 1: Media and Culture .......................................................................................... 14

JPANOAPEKJ KB IANEJ AE J QHPQNA............................................................................................ 20

KS E A AP ANA? DA RKHQPEKJ KB AE ........................................................................................24

KS E A AP ANA? DA RKHQPEKJ KB QHPQNA .....................................................................................35

AE ET: KJRANCAJA............................................................................................................................. 40

QHPQNH HQAO DLA AE; AE DLA QHPQNH HQAO .................................................................. 46

OO AE J KLQHN QHPQNA................................................................................................................ 52AE EPANU.............................................................................................................................................. 62

Chapter 2: Media Effects.................................................................................................... 71

OO AE J PO AOOCAO...................................................................................................................... 73

AE BBAPO DAKNEAO ................................................................................................................................ 86

APDKO KB AOANDEJC AE BBAPO ...................................................................................................... 94

AE PQEAO KJPNKRANOEAO ...................................................................................................................... 99

Chapter 3: Books ............................................................................................................... 109

EOPKNU KB KKGO ......................................................................................................................................... 111

KKGO J PDA ARAHKLIAJP KB .. KLQHN QHPQNA .............................................................................123

FKN KKG KNIPO................................................................................................................................... 133

QNNAJP Q>HEODEJC NAJO........................................................................................................................ 139

DA JBHQAJA KB AS ADJKHKCU............................................................................................................ 149

Chapter 4: Newspapers .................................................................................................... 161

EOPKNU KB ASOLLANO............................................................................................................................... 163

EBBANAJP PUHAO J KAHO KB KQNJHEOI..............................................................................................173

KS ASOLLANO KJPNKH PDA Q>HEeO AOO PK JBKNIPEKJ J ILP IANEJ KL QHPQNA...184

QNNAJP KLQHN NAJO EJ PDA ASOLLAN JQOPNU .............................................................................190

JHEJA KQNJHEOI AABEJAO ASO ..........................................................................................................198

EE


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Chapter 5: Magazines ....................................................................................................... 207

EOPKNU KB CVEJA Q>HEODEJC ............................................................................................................... 209

DA KHA KB CVEJAO EJ PDA ARAHKLIAJP KB IANEJ KLQHN QHPQNA .........................................216

FKN Q>HEPEKJO EJ PDA CVEJA JQOPNU.........................................................................................224

KS CVEJAO KJPNKH PDA Q>HEeO AOO PK JBKNIPEKJ................................................................. 234LAEHEVPEKJ KB CVEJAO...................................................................................................................... 239

JBHQAJA KB PDA JPANJAP KJ PDA CVEJA JQOPNU..............................................................................246

Chapter 6: Music................................................................................................................ 254

DA RKHQPEKJ KB KLQHN QOE ............................................................................................................... 256

DA AELNKH PQNA KB QOE J QHPQNA ..........................................................................................273

QNNAJP KLQHN NAJO EJ PDA QOE JQOPNU ......................................................................................290

JBHQAJA KB AS ADJKHKCU ................................................................................................................... 301

Chapter 7: Radio ................................................................................................................ 319

RKHQPEKJ KB EK NKOPEJC .............................................................................................................. 321EK PPEKJ KNIPO ............................................................................................................................... 336

EKeO ILP KJ QHPQNA.........................................................................................................................341

EKeO AS QPQNA .................................................................................................................................... 356

Chapter 8: Movies ............................................................................................................. 364

DA EOPKNU KB KREAO................................................................................................................................366

KREAO J QHPQNA.................................................................................................................................... 383

OOQAO J NAJO EJ EHI.......................................................................................................................... 392

DA JBHQAJA KB AS ADJKHKCU............................................................................................................ 401

Chapter 9: Television........................................................................................................ 414DA RKHQPEKJ KB AHAREOEKJ ...................................................................................................................... 416

DA AHPEKJODEL APSAAJ AHAREOEKJ J QHPQNA ................................................................................ 429

OOQAO J NAJO EJ PDA AHAREOEKJ JQOPNU .........................................................................................442

JBHQAJA KB AS ADJKHKCEAO................................................................................................................. 453

Chapter 10: Electronic Games and Entertainment .................................................... 468

DA RKHQPEKJ KB HAPNKJE IAO ..........................................................................................................470

JBHQAJPEH KJPAILKNNU IAO.............................................................................................................483

DA ILP KB EAK IAO KJ QHPQNA................................................................................................... 490

KJPNKRANOEH OOQAO................................................................................................................................... 499

HQNNEJC PDA KQJNEAO APSAAJ EAK IAO, JBKNIPEKJ, JPANPEJIAJP, J

KIIQJEPEKJ.......................................................................................................................................... 505

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Acknowledgments

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About the Author

Jack Lule

N. G QHA EO PDA KOALD . AJ EOPEJCQEODA LNKBAOOKN KB FKQNJHEOI J

PDA ENAPKN KB PDA CHK>HEVPEKJ J OKEH DJCA EJEPEPERA P ADECD JERANOEPU.

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KIIQJEPEKJ, EJPANJPEKJH JASO NALKNPEJC, QHPQNH J NEPEH OPQEAO KB JASO,

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A EO PDA QPDKN KB Daily News, Eternal Stories: The Mythological Role of Journalism,

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EO QNNAJP >KKG EO OPQU KB CHK>HEVPEKJ J PDA IAE.

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KIIAJPPKN >KQP PDA JASO KJ PEKJH Q>HE EK, , J KPDAN IAE

KQPHAPO. EO IKOP NAAJP >KKG, Globalization and Media: Global Village of Babel, SO

LQ>HEODA EJ 2012 >U KSIJ & EPPHABEAH.

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Chapter 1

Media and Culture

The Lost Cell Phone

Figure 1.1

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PDNKQCD JAS IAE. DENGU >ACEJO DEO >KKGaSEPD PDA OIA OPKNU KB PDA HKOP AHH

LDKJA. EPD OKIA SNU IQOAIAJP KRAN BPA, AEA PDP SKQH GAAL IU

EJPNKQPEKJ O SAHH. J OKIA SUO, PDA IKRAIAJP KB PDA HKOP AHH LDKJA OPKNU BNKI

DLPAN 1 AE J QHPQNA

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RJeO SA>OEPA PDNKQCD The New York Times PDNKQCD PDNKQCD HU DENGUeO

PATP PDNKQCD IU >KKG KJ QJANOPJEJC IAE J QHPQNA EO OUI>KHE, O SA SEHH

OAA, KB PDA IQHPEPQA KB BHKSO >APSAAJ IAE J QHPQNA.

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Understanding Media and Culture

DEO >KKGeO PEPHA PAHHO EPO EJPAJP. P EO SNEPPAJ PK DAHL UKQ QJANOPJ IAE J

QHPQNA. DA IAE J QHPQNA NA OK IQD LNP KB KQN UO PDP OKIAPEIAO EPEO EBBEQHP PK OPAL >G J LLNAEPA J LLNADAJ PDAEN CNAP EILP KJ KQN

HERAO.

DA >KKGeO PEPHA, J PDA >KKG EPOAHB, >ACEJ SEPD BKQO OMQNAHU KJ IAE.

DEJG KB UKQN PULEH U. B UKQ NA HEGA IJU LAKLHA, UKQ SGA PK ECEPH

HNI HKG KN LANDLO UKQN AHH LDKJA. KKJ BPAN SGEJC, UKQ HEGAHU DRA

NKQPEJA PDP EJRKHRAO OKIA IAE. KIA LAKLHA EIIAEPAHU DAG PDA AHH

LDKJA BKN PATP IAOOCAO. PDANO SEHH PQNJ KJ PDA KILQPAN J DAG A>KKG,

AIEH, KN SA>OEPAO. KIA LAKLHA NA PDA JASOLLAN. PDANO HEOPAJ PK IQOE KJ

J EK KN . KIA LAKLHA SEHH PQNJ KJ PDA PAHAREOEKJ J SPD SAPDANDJJAH, >HA JASO, KN LKNPO AJPAN. AEJC PK SKNG KN HOO, UKQ IU DP

KJ AHH LDKJA KN HEOPAJ PK IQOE. KQN HOOAO HEGAHU AILHKU RNEKQO PULAO KB

IAE BNKI KQNOA IJCAIAJP OKBPSNA PK KSANKEJP LNAOAJPPEKJO PK O

PK KQQ>A. KQ IU NAPQNJ DKIA J NAHT SEPD REAK CIAO, PAHAREOEKJ,

IKREAO, IKNA A>KKG, KN IQOE. KQ KJJAP SEPD BNEAJO KJ ILQO J

>AUKJ SEPD PATP IAOOCAO KN A>KKG. J UKQN U IU AJ O UKQ BHH

OHAAL PK ECEPH IQOE. AE BKN IKOP KB QO NA AJPSEJA SEPD HIKOP ARANU

OLAP KB HEBA J SKNG. JANOPJEJC IAE SEHH JKP KJHU DAHL UKQ LLNAEPA

PDA NKHA KB IAE EJ UKQN HEBA >QP HOK DAHL UKQ >A IKNA EJBKNIA EPEVAJ,

IKNA ORRU KJOQIAN, J IKNA OQAOOBQH SKNGAN. AE EJBHQAJA HH PDKOA

OLAPO KB HEBA O SAHH.

DA >KKGeO PEPHA HOK DO HEJGO PK DECDHU EJBHQAJPEH >KKG EJ IAE OPQEAO,

Understanding Media, >U PDA OKEH PDAKNEOP J NEPE, NODHH

QDJ.NODHH QDJ, Understanding Media: The Extensions of Man. AS

KNG: NS EHH, 1964. J PDA IEOP KB PDA 20PD AJPQNU J PDA NEOA KB

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LKLQHNEPU J PDA AIANCAJA KB KILQPANO, DA >AIA J EJPANJPEKJH

AHA>NEPU. A LLANA KJ ICVEJA KRANO J PAHAREOEKJ PHG ODKSO. A D IAK LLANJA EJ PDA KKU HHAJ BEHI, Annie Hall. Wired ICVEJA HEOPA

DEI KJ EPO IOPDA O bLPNKJ OEJP.c J QJERANOEPEAO, DKSARAN, QDJ SO

KBPAJ EOIEOOA, LANDLO >AQOA KB DEO AHA>NEPU, DEO KQPHJEOD OPUHA, J DEO

>NK J OSAALEJC AHNPEKJO. AP O IAE KJPEJQA PK ARAHKL EJ SUO

JPEELPA >U DEO SNEPEJCO, QDJ CEJ BKQJ J QEAJA EJ IAE OPQEAO.

DLPAN 1 AE J QHPQNA

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J Understanding Media, QDJ KBBANA OKIA LNKRKPERA PDKQCDPO. A OE

PDP PDA IAE PDAIOAHRAO SANA BN IKNA EILKNPJP PDJ JU KJPAJP PDAU

NNEA. JAA, DA OE, AD IAEQI, OQD O LNEJP KN >NKOP, LDUOEHHU

BBAPO PDA DQIJ AJPNH JANRKQO OUOPAI EJ ANPEJ SU. AE EJBHQAJA PDASU PDA >NEJ SKNGO J DKS EP LNKAOOAO EJBKNIPEKJ. DAU NAPA JAS

LPPANJO KB PDKQCDP J >ADREKN. KKGEJC >G KRAN PEIA, QDJ BKQJ PDP

LAKLHA J OKEAPEAO SANA ODLA >U PDA KIEJJP IAE KB PDAEN PEIA. KN

ATILHA, QDJ NCQA, LAKLHA J OKEAPEAO KB PDA LNEJPEJC LNAOO AN SANA

ODLA >U PDP IAEQI. J, DA OE, LAKLHA J OKEAPEAO SANA >AEJC ODLA EJ

JAS SUO >U AHAPNKJE IAE. QIIEJC QL, EJ KJA KB DEO SAHH-GJKSJ LDNOAO,

DA OE, bDA IAEQI EO PDA IAOOCA.c

DEO >KKGeO PEPHA QOAO QDJeO PEPHAaJ O QHPQNA. QDJ SAHH

QJANOPKK DKS IAE ODLA QHPQNA. KSARAN, KJA SAGJAOO EJ QDJeO

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ODLAO IAE. QHPQNA J >A RCQA J AILPU PANI. KIAPEIAO QHPQNA EO

ABEJA EJ RANU JNNKS OAJOA O bPDA NPOc KN OKIA OKNP KB BODEKJ>HA

NABEJAIAJP. JKPDAN ABEJEPEKJ KB QHPQNA EO IQD IKNA ATLJOERA, DKSARAN. J

PDEO >NKAN OAJOA, QHPQNA EO LNPEQHN SU KB HEBA J DKS PDP HEBA EO PA

KQP AD U EJ SKNGO, LNPEAO, J PEREPEAO. DQO, SA J PHG >KQP PHEJ

QHPQNA, RJAOA QHPQNA, KN PDA QHPQNA KB PDA JEAJP NAAGO. JKPDAN

KIIQJEPEKJ PDAKNEOP, IAO NAU, AHACJPHU LPQNAO PDEO ATLJOERA REAS KB

QHPQNA. J b QHPQNH LLNKD PK KIIQJEPEKJ,c NAU SNKPA PDA

BKHHKSEJC:

bA NAPA, ATLNAOO, J KJRAU KQN GJKSHACA KB J PPEPQAO PKSN NAHEPU

PDNKQCD PDA KJOPNQPEKJ KB RNEAPU KB OUI>KH OUOPAIO: NP, OEAJA,

FKQNJHEOI, NAHECEKJ, KIIKJ OAJOA, IUPDKHKCU. KS K SA K PDEO? DP NA

PDA EBBANAJAO >APSAAJ PDAOA BKNIO? DP NA PDA DEOPKNEH J KILNPERA

RNEPEKJO EJ PDAI? KS K DJCAO EJ KIIQJEPEKJ PADJKHKCU EJBHQAJA

SDP SA J KJNAPAHU NAPA J LLNADAJ? KS K CNKQLO EJ OKEAPU

OPNQCCHA KRAN PDA ABEJEPEKJ KB SDP EO NAH?cIAO NAU, b QHPQNH LLNKD

PK KIIQJEPEKJ,c EJ Communication as Culture: Essays on Media and Society. 2J

A. AS KNG: UHKN & NJEO, 2006, L. 24.

DP HNCA OAJOA KB QHPQNA SEHH >A QOA EJ PDEO >KKG. DA DLPANO PK KIA SEHH

LNKREA J EJ-ALPD HKKG P PDA NAHPEKJODEL KB IAE J QHPQNA. A SEHH HKKG

P IJU GEJO KB IAE J DKS PDKOA IAE ODLA J NA ODLA >U QHPQNA.

AE J QHPQNA ODLA AD KPDAN NKQJ PDA CHK>A, KB KQNOA. DA BKQO EJ

PDEO >KKG LNEINEHU SEHH >A KJ PDA JEPA PPAO. DEO BKQO EO JKP >AQOA ..

DLPAN 1 AE J QHPQNA

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IAE DRA OQD CHK>H NAD >QP >AQOA QJANOPJEJC IAE J QHPQNA EJ

KJA OAPPEJC SEHH HHKS UKQ PK PDEJG >KQP IAE J QHPQNA EJ KPDAN OAPPEJCO.

DEO EJPAHHAPQH FKQNJAU ODKQH >A EJPANAOPEJC J BQJ. KQ HERA, OPQU, SKNG,

J LHU SEPD IAE EJ QHPQNA. U PDA >KKGeO AJ, UKQ ODKQH DRA IQDAALAN LLNAEPEKJ J QJANOPJEJC KB PDAI.

DLPAN 1 AE J QHPQNA

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1.1 Intersection of American Media and Culture

LEARNING OBJECTIVES

1. EOPEJCQEOD >APSAAJ IOO KIIQJEPEKJ J IOO IAE.

2. ABEJA QHPQNA.

3. KOA MQAOPEKJO PDP SEHH >A ATLHKNA EJ PDA NAOP KB PDA PATP.

Mass Communication, Mass Media, and Culture

A QOA HH GEJO KB PANIO PK PHG >KQP IAE. P SEHH >A QOABQH PK HNEBU PDAI. P SEHH

>A AOLAEHHU EILKNPJP PK EOPEJCQEOD >APSAAJ IOO KIIQJEPEKJ J IOO

IAE, J PK PPAILP SKNGEJC ABEJEPEKJ KB QHPQNA. KQ HEGAHU NA NAEJC PDEO>KKG O LNP KB HOO AEPA PK IOO KIIQJEPEKJ, OK HAPeO OPNP SEPD IOO

KIIQJEPEKJ BENOP. KPA PDP FAPERA: mass. ANA EO DKNNE>HA ABEJEPEKJ KB mass

BNKI J KJHEJA EPEKJNU: B, NAHPEJC PK, DNPANEOPE KB, ENAPA P, KN PPAJA

>U HNCA JQI>AN KB LAKLHA. QP PDA ABEJEPEKJ CAPO PDA LKEJP NKOO.

KIIQJEPEKJ J PGA LHA FQOP >APSAAJ PSK LAKLHA, KN IKJC BAS LAKLHA, KN

IU>A ARAJ SEPDEJ KJA LANOKJ SDK EO PHGEJC PK DEIOAHB. Mass KIIQJEPEKJ EO

KIIQJEPEKJ KB, NAHPEJC PK, DNPANEOPE KB, ENAPA P, KN PPAJA >U HNCA

JQI>AN KB LAKLHA. DPeO LNAPPU QCHU. APeO PNU PDA BKHHKSEJC: Mass

communication1 NABANO PK KIIQJEPEKJ PNJOIEPPA PK HNCA OACIAJPO KB PDA

LKLQHPEKJ.

KS KAO PDP DLLAJ? DA PNJOIEOOEKJ KB IOO KIIQJEPEKJ DLLAJO QOEJC

KJA KN IKNA KB IJU EBBANAJP GEJO KB media2 (LAKLHA OKIAPEIAO BKNCAP PDP IAE

EO PDA LHQNH KB PDA OEJCQHN, medium). IAEQI EO OEILHU J EJOPNQIAJP KN IAJO

KB PNJOIEOOEKJ. P J >A PSK PEJ JO KJJAPA >U OPNEJC. P J >A PAHAREOEKJ. P

J >A PDA JPANJAP. IOO IAEQI EO IAJO KB PNJOIEOOEKJ AOECJA PK NAD

SEA QEAJA. P EO JKP PEJ JO KJ OPNEJC, QJHAOO UKQ DRA HKP KB JO, >QP EP J

>A PAHAREOEKJ KN PDA JPANJAP. AE NA IKNA PDJ KJA IAEQI. K mass media3

NABANO PK PDKOA IAJO KB PNJOIEOOEKJ PDP NA AOECJA PK NAD SEA QEAJA.

OO IAE NA KIIKJHU KJOEANA PK EJHQA NEK, BEHI, JASOLLANO,

ICVEJAO, >KKGO, J REAK CIAO, O SAHH O JPANJAP >HKCO, LKOPO, J REAK

ODNEJC.

OPHU, HAPeO ABEJA QHPQNA >EP IKNA. HH PDEO IOO KIIQJEPEKJ KRAN IOO IAE

PGAO LHA IKJC LAKLHA EJ LNPEQHN PEIA J LHA. DKOA LAKLHA ODNA EAO

>KQP NAHEPU J PDA SKNH J PDAIOAHRAO. DAU P KQP PDKOA EAO EHU EJ PDAEN

1. KIIQJEPEKJ PNJOIEPPA PKHNCA OACIAJPO KB PDALKLQHPEKJ.

2. AJO KB KIIQJEPEKJ JPNJOIEOOEKJ; O PDA LHQNH KB IAEQI, IAJO KB KIIQJEPEKJ JPNJOIEOOEKJ, IAE NABANO PK JQI>AN KB OQD IAJO, OQD OLNEJP, ECEPH, J AHAPNKJEIAE.

3. DKOA IAJO KB PNJOIEOOEKJPDP NA AOECJA PK NAD SEA QEAJA; OKIA ATILHAONA NEK, JASOLLANO,ICVEJAO, >KKGO, J REAKCIAO, O SAHH O JPANJAPIAE OQD O >HKCO, LKOPO,J REAK ODNEJC.

DLPAN 1 AE J QHPQNA

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HERAO, SKNG, J NAPERA ATLNAOOEKJO, J PDAU K OK EJ SUO PDP NA EBBANAJP BNKI

KPDAN LAKLHA EJ KPDAN LHAO J KPDAN PEIAO. A J QOA culture PK NABAN PK PDA

PEJC KQP KB PDAOA ODNA EAO.

JA KB PDA CNAP ODKHNO KB QHPQNA, JPDNKLKHKCEOP HEBBKN AANPV, KBBANA PDEOABEJEPEKJ. A OE, QHPQNA EO bJ DEOPKNEHHU PNJOIEPPA LPPANJ KB IAJEJCO

AI>KEA EJ OUI>KHO, OUOPAI KB EJDANEPA KJALPEKJO ATLNAOOA EJ OUI>KHE

BKNIO >U IAJO KB SDED IAJ KIIQJEPA, LANLAPQPA, J ARAHKL PDAEN

GJKSHACA >KQP J PDAEN PPEPQAO PKSN HEBAc (1973, 89). DPeO EBBEQHP

HJCQCA, >QP UKQ J CAP PDA EAaQHPQNA EO DEOPKNEHHU PNJOIEPPA GJKSHACA

J PPEPQAO PKSN HEBA ATLNAOOA EJ OUI>KHE BKNI. N LANDLO IKNA OEILHU,culture4 EO PDA ATLNAOOA J ODNA RHQAO, PPEPQAO, >AHEABO, J LNPEAO KB

OKEH CNKQL, KNCJEVPEKJ, KN EJOPEPQPEKJ. P EO EB PDP OPEHH OAAIO >NK J BHQE.

DKHNO PKK SNAOPHA SEPD PDA PANI >AQOA EP IQOP LPQNA OK IQD. QHPQNA ODKQH

JKP >A AOU PK ABEJA.

DP PDEO >KKG SEHH K EO >NEJC PKCAPDAN IAE J QHPQNA EJ PDA KJPATP KB PDA

IANEJ ATLANEAJA. DNKQCDKQP IANEJ DEOPKNU, ARKHREJC IAE PADJKHKCEAO

DRA DJCA PDA SU SA NAHPA OKEHHU, AKJKIEHHU, J LKHEPEHHU. ANAeO KJA

ATILHA BNKI HKJC CK PDP EO OPEHH PHGA >KQP PKU. J 1960, PDA BENOP PAHAREOA

LNAOEAJPEH A>PAO DJCA IANEJ DEOPKNU BKNARAN. DA UKQJC OAJPKN, KDJ .

AJJAU, HKKGA SKJANBQH KJ PAHAREOEKJ. A LLANA AJANCAPE, NEOL J P AOA,

SDEHA EA NAOEAJP EDN ETKJ HKKGA JANRKQO J QJKIBKNP>HA. EO IGAQL

SO GA KJ. A DQJDA J OHKQDA. AKLHA SDK HEOPAJA PK PDA A>PA KJ PDA

NEK KJOEANA EP PEA. QP IKOP LAKLHA SDK SPDA PDA A>PA KJ PAHAREOEKJ

>AHEARA PDP AJJAU NQODA ETKJ. AJJAU QLOAP ETKJ J SKJ PDALNAOEAJU. BAS IKJPDO HPAN, PDA JASHU-AHAPA LNAOEAJP CRA NAEP PK

PADJKHKCU BKN DJCEJC LQ>HE LANALPEKJO J AJ>HEJC DEO SEJ. A HEIA PDP

bEP SO IKNA PDJ JUPDEJC AHOA PDP PQNJA PDA PEA.cKQEO AJJ, bOPANO KB

PDA PNET,c The New Yorker , JQNU 5, 2004. RAN OEJA AJJAU, IANEJ

LNAOEAJPEH DKLABQHO DRA D PK >A EJNAOEJCHU PAHAREOEKJ-NAU J IAE ORRU.

JAA, ARKHREJC PADJKHKCU DO DAHLA DJCA SDP PDA IANEJ LQ>HE SJPO KQP

KB EPO HAANO.

4. DA ATLNAOOA J ODNARHQAO, PPEPQAO, >AHEABO, JLNPEAO KB OKEH CNKQL,KNCJEVPEKJ, KN EJOPEPQPEKJ.

DLPAN 1 AE J QHPQNA

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Figure 1.2

J PKUeO SENA SKNH KB OINPLDKJAO J OPNAIEJC

OPAHHEPA BAAO, KQN ATLAPPEKJO KB KQN HAANO,

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NOPE SUO. DEO >KKG EIO PK LNKREA UKQ SEPD PDA

KJPATP, PKKHO, J PDAKNEAO PK QJANOPJ DJCAO

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DKLAO PK LNKREA UKQ SEPD BNIASKNG PK KJOEAN

OKIA KB PDA NQEH EOOQAO BBAPEJC IAE J QHPQNA EJ

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KJOEAN JKS J PK GAAL EJ IEJ O UKQ IKRA BKNSN

EJ PDEO >KKG:

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AJPQNU OS DQCA CNKSPD KB IAE BKNIO, EJHQEJC NEK, EJAI,

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PKU >QP HOK PDA IAE KB PKIKNNKS. DP PDAJ NA PDA NKKPO KB

IAE EJ .. DEOPKNU? DP SANA PDA KIEJJP BKNIO KB IAE LNAOAJP

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REKHAJP PAHAREOEKJ ODKSO J REAK CIAO EJBHQAJA REASANO PK >AKIA

IKNA REKHAJP? O PDA JPANJAP IGEJC KQN QHPQNA IKNA KLAJ J

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PNRAH, DKRAN NO, J PAHALKNPPEKJ, PKUeO AHAPNKJE CCAPO SKQH

LNK>>HU OPQJ IANEJO KB AJPQNU CK. EHH SA >A OPQJJA >U

BQPQNA IAE? KS J PKUeO IAE HJOLA DAHL QO QJANOPJ

SDP IECDP SEP QO EJ UANO PK KIA? DP SEHH PDA BQPQNA KB

IANEJ IAE J QHPQNA HKKG HEGA?

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KEY TAKEAWAYS

\ OO KIIQJEPEKJ NABANO PK IAOOCA PNJOIEPPA PK HNCA

QEAJA; PDA IAJO KB PNJOIEOOEKJ EO GJKSJ O IOO IAE. JU

EBBANAJP GEJO KB IOO IAE ATEOP J DRA ATEOPA BKN AJPQNEAO. KPDDRA J ABBAP KJ QHPQNA, SDED EO ODNA J ATLNAOOA KHHAPEKJ KB

>ADREKNO, LNPEAO, >AHEABO, J RHQAO PDP NA LNPEQHN PK CNKQL,

KNCJEVPEKJ, KN EJOPEPQPEKJ. QHPQNA J IAE ATANP EJBHQAJA KJ AD

KPDAN EJ OQ>PHA, KILHAT SUO.

\ DA 1960 AHAPEKJ EO J ATILHA KB DKS DJCAO EJ IAE PADJKHKCU

DRA D IFKN EILP KJ QHPQNA. QP PDA EJBHQAJA CKAO >KPD SUO,

J QHPQNA ODLAO IAE EJ EILKNPJP SUO, ARAJ DKS IAE ARKHRA.

EXERCISE

ANA PDA LNAREKQO MQAOPEKJO >KQP IAE J QHPQNA. NEPA KSJ OKIA KB

UKQN EJEPEH NAOLKJOAO KN NAPEKJO, >OA KJ UKQN LNEKN GJKSHACA KN

EJPQEPEKJ. AAL PDA LEAA KB LLAN OKIASDANA OAQNA J NAPQNJ PK EP KJ PDA

HOP U KB PDA KQNOA. ANA UKQN NAOLKJOAO KJ PNCAP? KS DO UKQN

QJANOPJEJC KB IAE J QHPQNA DJCA? KS IECDP UKQ JOSAN

MQAOPEKJO EBBANAJPHU JKS?

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1.2 How Did We Get Here? The Evolution of Media

LEARNING OBJECTIVES

1. EOQOO ARAJPO PDP EILPA PDA LPPEKJ KB IOO IAE.

2. TLHEJ DKS EBBANAJP PADJKHKCEH PNJOEPEKJO DRA ODLA IAE

EJQOPNEAO.

3. AJPEBU BKQN NKHAO PDA IAE LANBKNI EJ KQN OKEAPU.

bAHH, DKS E CAP DANA?c >BBHA RE UNJA OEJCO EJ PDA HGEJC AO OKJC,

bJA EJ EBAPEIA.c DA KJPAILKNNU IAE HJOLA EO OK NED, AAL, J

IQHPEBAPA PDP EPeO AOU PK EICEJA IANEJ IAE KJOQIANO OGEJC

PDAIOAHRAO PDA OIA MQAOPEKJ. J 2010, IANEJO KQH PQNJ KJ PDAEN PAHAREOEKJJ BEJ 24-DKQN JASO DJJAHO, O SAHH O IQOE REAKO, JPQNA KQIAJPNEAO, J

NAHEPU ODKSO >KQP ARANUPDEJC BNKI DKNANO PK BODEKJ IKAHO. DPeO JKP PK

IAJPEKJ IKREAO REH>HA KJ-AIJ BNKI >HA LNKREANO, KN PAHAREOEKJ J REAK

REH>HA KJHEJA BKN OPNAIEJC KN KSJHKEJC. HB KB IANEJ DKQOADKHO NAAERA

EHU JASOLLAN, J PDA RANCA LANOKJ DKHO 1.9 ICVEJA

OQ>ONELPEKJO. KQNJHEOI.KNC, The State of the News Media 2004,

DPPL://SSS.OPPAKBPDAIAE.KNC/2004/(AOOA QHU 15, 2010); EI EHPKJ, bDA

KUHPU DHHAJCA: KS CVEJA Q>ONELPEKJO KNG,c In Circulation, JQNU/

A>NQNU 2007. JERANOEPU KB HEBKNJE J EACK OPQU HEIA PDP ..

DKQOADKHO KJOQIA NKQJ 3.6 VAPP>UPAO KB EJBKNIPEKJ EJ 2008, PDA ECEPHAMQERHAJP KB 7-BKKP DECD OPG KB >KKGO KRANEJC PDA AJPENA JEPA PPAO,

EJHQEJC HOGa 350 LANAJP EJNAOA OEJA 1980.KQC IOAU, b J EACK

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A Brief History of Mass Media and Culture

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Figure 1.3

The penny press appealed to

readers’ desires for lurid tales of

murder and scandal.

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Technological Transitions Shape Media Industries

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the Media: From Gutenberg to the Internet (HAJ, : KHEPU NAOO, 2005).

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DLPAN 1 AE J QHPQNA



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Figure 1.4

In the 1960s, the concept of a useful portable computer was still a dream; huge mainframes were required to run a

basic operating system.

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Why Media? What Do Media Do for Us?

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AE J HOK OANRA PK monitor government, business, and other institutions. LPKJ

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DRA PK SA PDNKQCD PDKQOJO KB EJJA KIIAJPO KN IEOEJBKNIA IPAQN

KLEJEKJO EJ KNAN PK BEJ MQHEPU EJBKNIPEKJ.

O IAJPEKJA P PDA OPNP KB PDEO DLPAN, PDA 1960O IAE PDAKNEOP NODHHQDJ PKKG PDAOA EAO KJA OPAL BQNPDAN, SEPD PDA LDNOA “the medium is the

message.”6 QDJ AILDOEVA PDP AD IAEQI AHERANO EJBKNIPEKJ EJ

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SEHH KBPAJ >A IKNA REOQH, DRA HAOO EJBKNIPEKJ, J >A >HA PK KBBAN HAOO DEOPKNU J

KJPATP PDJ PDA OIA OPKNU KRANA EJ IKJPDHU ICVEJA. DEO BAPQNA KB IAE

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PAHAREOEKJeO ABBAPO KJ KJPAILKNNU BEPEKJ, SNEPAN RE KOPAN HHA OKBBA PPDA bNAPEKJNEAO SDK NACN O OKIA IHECJJU REOEPA KJ J EJJKAJP

LKLQHA, OLLEJC O J KILNKIEOEJC OKNAO SDEHA SA HH OEP PDANA KJ ARAN

BPPAN >KPPKIO SEPD HEPPHA IAOIANEVA OLENHO NARKHREJC EJ KQN AUAO_NAPEJC

PAHAREOEKJ O AREH EO FQOP O NAQPERA J OEHHU O PNAPEJC EP HEGA PKOPAN SEPD

LEPQNAO.cRE KOPAN HHA, A Supposedly Fun Thing I’ll Never Do Again (AS KNG:

EPPHA NKSJ, 1997).

6. LDNOA KEJA >U IAEPDAKNEOP NODHH QDJOOANPEJC PDP ARANU IAEQIAHERANO EJBKNIPEKJ EJ EBBANAJP SU, J PDP KJPAJPEO BQJIAJPHHU ODLA >U PDAIAEQI KB PNJOIEOOEKJ.

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A K JKP DRA PK OP RHQA FQCIAJPO >QP J BBENI: AKLHA SDK CAP PDA IFKNEPU

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EAO PDP AILDOEVA LNPEQHN SUO KB PDEJGEJC J A-AILDOEVA KPDANO.cHJ

U, bDA JBK>DJ EO KP PDA JOSAN,c Wired, U 1994. DA JPANJAP DO IA PDEOEOQOOEKJ ARAJ NEDAN >AQOA EP OAAIO PK DKH HH KPDAN IAE SEPDEJ EPaLNEJP,

NEK, BEHI, PAHAREOEKJ J IKNA. B EJAA PDA IAEQI EO PDA IAOOCA, PDA JPANJAP

LNKREAO QO SEPD J ATPNAIAHU EJPANAOPEJC IAOOCA PK KJOEAN.

KEY TAKEAWAYS

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\ J PDA 20PD AJPQNU, NEK HHKSA RANPEOANO PK NAD IOO QEAJA

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J OQ>OAMQAJP ANACQHPEKJ EJ PDA 1980O J 1990O HA PK IKNA

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KB PDA LKLQHNEVPEKJ KB JAS PADJKHKCEAO.

\ AE BQHBEHH OARANH NKHAO EJ QHPQNA, EJHQEJC PDA BKHHKSEJC:

◦ JPANPEJEJC J LNKREEJC J KQPHAP BKN PDA EICEJPEKJ

◦ QPEJC J EJBKNIEJC◦ ANREJC O LQ>HE BKNQI BKN PDA EOQOOEKJ KB EILKNPJP

EOOQAO

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EJOPEPQPEKJO

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EXERCISE

DKKOA PSK EBBANAJP PULAO KB IOO KIIQJEPEKJaNEK ODKSO, PAHAREOEKJ

>NKOPO, JPANJAP OEPAO, JASOLLAN RANPEOAIAJPO, J OK KJ BNKI PSK

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EP EJ PDA LNPEQHN SU, J EJ PDEO LNPEQHN IAEQI?

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1.3 How Did We Get Here? The Evolution of Culture

LEARNING OBJECTIVES

1. ABEJA QHPQNH LANEK, J CERA ATILHAO KB NAAJP QHPQNH LANEKO.

2. EOQOO LNPEQHN DNPANEOPEO KB PDA IKANJ AN, J ATLHEJ DKS EP

SO ODLA >U PDA JQOPNEH ARKHQPEKJ.

3. TLHEJ PDA SUO PDP PDA LKOPIKANJ AN EBBANO BNKI PDA IKANJ AN.

A DRA OLKGAJ AOEHU KB historical eras. J SA OLAG KB cultural eras? P J PQHHU

>A QOABQH KJALP. DANA NA IJU SUO PK EREA PEIA EJPK QHPQNH ANO. QP BKN

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QJANOPJ PDA SKNH. KN ATILHA, UKQ IU DRA D NAEJCO >KQP PDA bEHA

CAO,c INGAN BKN QNKLAJ DEOPKNU BNKI PDA 5PD PK 15PD AJPQNU. J PDP AN,

PADJKHKCU J KIIQJEPEKJ SANA EJ PDA DJO KB QPDKNEPEAO HEGA PDA GEJC J

DQND SDK KQH EPPA SDP SO bPNQA.c DA AJEOOJA, PDA AN PDP BKHHKSA

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PDNKQCD NAOKJ. DEO DJCA EJ QHPQNH LANEK SO CHRJEVA >U PDA LNEJPEJC

LNAOO. (J 2008, Wired ICVEJAeO AEPKN-EJ-DEAB LNKHEIA PDP PDA LLHEPEKJ KB

JPANJAP PADJKHKCU PDNKQCD KKCHA SO >KQP PK NAJAN PDA OEAJPEBE IAPDK

K>OKHAPA.DNEO JANOKJ, bDA J KB DAKNU: DA P AHQCA GAO PDA EAJPEBEAPDK >OKHAPA,c Wired, QJA 23, 2008, DPPL://SSS.SENA.KI/OEAJA/

EOKRANEAO/ICVEJA/16-07/L>HA PADJKHKCU PK IGA OAJOA KB PDA SKNH.

OEJC PADJKHKCU PK IGA OAJOA KB PDA SKNH? KQ HEGAHU J JPEELPA PDP BKN PDA

LQNLKOA KB OPQUEJC QHPQNA J IOO IAE, PDA IKANJ J LKOPIKANJ CAO NA

OKIA KB PDA IKOP ATEPEJC J NAHARJP KJAO PK ATLHKNA, ANO EJ SDED QHPQNA J

PADJKHKCU DRA EJPANOAPA HEGA JARAN >ABKNA.

The Modern Age—Modernity

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AJPQNU, SEA OLJ KB PEIA INGA EJ LNP >U PADJKHKCEH EJJKRPEKJO,

QN>JEVPEKJ, OEAJPEBE EOKRANEAO, J CHK>HEVPEKJ. DA KANJ CA EO CAJANHHU

7. PEIA INGA >U LNPEQHNSU KB QJANOPJEJC PDASKNH PDNKQCD QHPQNA JPADJKHKCU.

8. DA LKOP-AEARH AN; SEAOLJ KB PEIA INGA EJ LNP >UPADJKHKCEH EJJKRPEKJO,QN>JEVPEKJ, OEAJPEBEEOKRANEAO, J CHK>HEVPEKJ.P EO HOK NABANNA PK OIKANJEPU.

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OLHEP EJPK PSK LNPO: PDA ANHU J PDA HPA IKANJ LANEKO. DKHNO KBPAJ PHG KB

PDA KANJ CA O IKANJEPU.

DA early modern period >ACJ SEPD QPAJ>ANCeO EJRAJPEKJ KB PDA IKR>HA PULA

LNEJPEJC LNAOO EJ PDA HPA 15PD AJPQNU J AJA EJ PDA HPA 18PD AJPQNU. DJGOPK QPAJ>ANCeO LNAOO, PDA QNKLAJ LKLQHPEKJ KB PDA ANHU IKANJ LANEK OS

NEOEJC HEPANU NPAO, SDED HA PK AQPEKJH NABKNI. O JKPA ANHEAN, QPAJ>ANCeO

IDEJA HOK CNAPHU AJ>HA PDA OLNA KB GJKSHACA, J EJ PQNJ OLQNNA PDA

AJEOOJA J PDA NKPAOPJP ABKNIPEKJ. QNEJC PDA ANHU IKANJ LANEK,

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JPEKJ-OPPAO CNAS IKNA LKSANBQH, J EJBKNIPEKJ >AIA IKNA SEAHU AOOE>HA.

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QCA LKHEPEH, OKEH, J AKJKIE DJCAO INGA PDA AJ KB PDA 18PD AJPQNU

J PDA >ACEJJEJC KB PDA late modern period. DA JQOPNEH ARKHQPEKJ, SDED >ACJ

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DA JQOPNEH ARKHQPEKJ KAOJeP DRA HAN OPNP KN AJ PAO. KSARAN, QNEJC PDA

19PD AJPQNU, OARANH NQEH EJRAJPEKJOaPDA EJPANJH KI>QOPEKJ AJCEJA, OPAI-

LKSANA ODELO, J NEHSUO, IKJC KPDANOaHA PK KPDAN EJJKRPEKJO NKOO RNEKQO

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EJOLENA >U NAFAPEKJ KB IKJNDU EJ BRKN KB JPEKJH OKRANAECJPU J

NALNAOAJPPERA AIKNU. KPD NARKHQPEKJO HOK DANHA PDA NEOA KB OAQHN

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DLPAN 1 AE J QHPQNA

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PK PDA OK-HHA CA KB AOKJ, SEPD EPO EAHO KB EJEREQH NECDPO J EPO >AHEAB EJ

LNKCNAOO.

AE SANA AJPNH PK PDAOA NARKHQPEKJO. O SA DRA OAAJ, PDA BQOEJC KB OPAI LKSAN

J PDA LNEJPEJC LNAOO AJ>HA PDA ATLHKOERA ATLJOEKJ KB >KKGO J JASOLLANO.EPANU NPAO NKOA, O E OQLLKNP BKN LQ>HE LNPEELPEKJ EJ LKHEPEO. KNA J

IKNA LAKLHA HERA EJ PDA EPU, D J AQPEKJ, CKP PDAEN JASO BNKI PDA JASOLLAN,

OLAJP PDAEN SCAO KJ KJOQIAN CKKO, J EAJPEBEA PDAIOAHRAO O EPEVAJO KB J

EJQOPNEHEVA JPEKJ. N>JEVPEKJ, IOO HEPANU, J JAS BKNIO KB IOO IAE

KJPNE>QPA PK OAJOA KB IOO QHPQNA PDP QJEPA LAKLHA NKOO NACEKJH, OKEH,

J QHPQNH >KQJNEAO.

HOP JKPA KJ PDA PANIEJKHKCU BKN PDA QHPQNH AN KB PDA KANJ CA KN IKANJEPU:

OEIEHN PANIaIKANJEOIaHOK DO KIA EJPK QOA. KSARAN, IKANJEOI EO PANI

BKN J NPEOPE, QHPQNH IKRAIAJP, NPDAN PDJ AN. Modernism9 NABANO PK PDA

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J >OQNEOP LHUO >U ENJAHHK. PeO JKP PKK KJBQOEJCaIKANJEOI SO J NPEOPE

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The Postmodern Age

B UKQ CK KJ PK CNQPA OPQU EJ HIKOP JU BEAH EJ PDA DQIJEPEAO KN OKEH

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PDA QPKJKIKQO OAHB, J PDA EJAREP>EHEPU KB LNKCNAOO. DA LKOPIKANJ CAMQAOPEKJA KN EOIEOOA IJU KB PDAOA OOQILPEKJO. B PDA IKANJ CA RHQA

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LKOPIKANJ AN.

9. J NPEOPE IKRAIAJP KB HPA-19PD J ANHU-20PDAJPQNEAO PDP NKOA KQP KB PDASEAOLNA DJCAO PDP OSALPPDA SKNH QNEJC PDP LANEK,J PDP MQAOPEKJA PDAHEIEPPEKJO KB bPNEPEKJHcBKNIO KB NP J QHPQNA.

10. QHPQNH LANEK PDP >ACJQNEJC PDA OAKJ DHB KB PDA20PD AJPQNU J SO INGA>U OGALPEEOI, OAHB-KJOEKQOJAOO, AHA>NPEKJ KB EBBANAJA, J PDA NALLNEOHKB IKANJ KJRAJPEKJO.

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KANJEPUeO >AHEAB EJ K>FAPERA PNQPD EO KJA KB PDA IFKN OOQILPEKJO PQNJA KJ EPO

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SDED P EO LHA EJOEA OAHA >KT SEPD OIHH IKQJP KB NEPEKJ PDP IU

KN IU JKP GEHH EP. (AIAI>AN, PDEO EO PDKQCDP ATLANEIAJP, J EO JKP NAH.) DEHA

PDA >KT NAIEJO OAHA, DN[EJCAN LNKHEIA, PDA P ATEOPO OEIQHPJAKQOHU EJ>KPD OPPAO, A and HERA. KPD LKPAJPEH OPPAO NA AMQHHU PNQA. HPDKQCD PDA

PDKQCDP ATLANEIAJP SO AREOA PK ATLHKNA EOOQAO EJ MQJPQI LDUOEO, EP LLAHA

PK LKOPIKANJEOPO EJ EPO OOANPEKJ KB NEH QJANPEJPU. DP EO NAHEPU? PDAN

PDJ >AEJC J >OKHQPA K>FAPERA PNQPD, AOOE>HA >U NPEKJH LNKAQNAO J

ATLANEIAJPPEKJ, PDA OPPQO KB NAHEPU SO KJPEJCAJP, J ALAJA KJ PDA

K>OANRAN.

bDA LKOPIKANJc BBAPA BEAHO BNKI LDEHKOKLDU PK LKHEPEH OEAJA PK HEPANPQNA.

KRAHEOPO J LKAPO, BKN ATILHA, AI>NA PDEO JAS LLNKD PK NAHEPU. DEHA

EPKNEJ JKRAHEOPO PKKG LEJO PK IGA PDAEN >KKGO OAAI IKNA bNAH,c LKOPIKANJJNNPERAO EOPNQOPA LNKBAOOEKJO KB bNAHEPUc J KJOPJPHU NAIEJA NAANO KB

PDA NPEBEEH JPQNA KB PDA OPKNU PDAU SANA NAEJC. DA AILDOEO SO JKP KJ PDA

HH-GJKSEJC QPDKN >QP EJOPA KJ PDA NAAN. KN PDA LKOPIKANJEOPO, IAJEJC SO

JKP EJFAPA EJPK SKNG >U EPO NAPKN, >QP ALAJA KJ PDA NAANeO OQ>FAPERA

ATLANEAJA KB PDA SKNG.

JKPDAN SU LKOPIKANJEPU EBBANA BNKI IKANJEPU SO EJ EPO NAFAPEKJ KB SDP

LDEHKOKLDAN AJ-NJKEO UKPN AAIA bgrand narratives11.c DA KANJ CA

SO INGA >U EBBANAJP HNCA-OHA PDAKNEAO PDP PPAILPA PK ATLHEJ PDA PKPHEPU

KB DQIJ ATLANEAJA, EJHQEJC PDAKNEAO KB LEPHEOI, NTEOI, NPEKJHEOI,NAQEJEOI, NSEJEOI, BOEOI, J OK KJ. QP PDA LKOPIKANJ AN HHA EJPK

MQAOPEKJ PDA OKNPO KB PDAKNEAO PDP HEIA PK ATLHEJ ARANUPDEJC P KJA. QD

PDEJGEJC, LKOPIKANJEOPO SNJA, HA PK 20PD-AJPQNU PKPHEPNEJ NACEIAO, OQD O

EPHANeO DEN AED J PDA QJAN PHEJ. DA LKOPIKANJ CA, UKPN

PDAKNEVA, SO KJA KB IENK-JNNPERAO EJOPA KB CNJ JNNPERAOaPDP EO,

IQHPELHEEPU KB OIHH, HKHEVA QJANOPJEJCO KB PDA SKNH, JKJA KB SDED J

HEI J QHPEIPA KN >OKHQPA PNQPD. DA ERANOEPU KB DQIJ ATLANEAJA HOK SO

INGA BAPQNA KB PDA LKOPIKANJ SKNH. O UKPN JKPA, bAHAPEEOI EO PDA

ACNAA VANK KB KJPAILKNNU CAJANH QHPQNA; KJA HEOPAJO PK NACCA, SPDAO

AOPANJ, APO KJHeO BKK BKN HQJD J HKH QEOEJA BKN EJJAN, SANO NEO

LANBQIA EJ KGUK J NAPNK HKPDAO EJ KJC KJC; GJKSHACA EO IPPAN BKN CIAO.cAJ-NJKEO UKPN, The Postmodern Condition: A Report on Knowledge

(EJJALKHEO: JERANOEPU KB EJJAOKP NAOO, 1984).

KOPIKANJEOPO ARAJ IEOPNQOPA PDA EA KB KNECEJHEPUaPDA OQLLKOA NNKCJA KB

PDEJGEJC KJA D bJAS PDKQCDPcaJ BNAAHU >KNNKSA NKOO QHPQNAO J CAJNAO

EHHEI . QNNKQCDO CHAABQHHU LNKHEIA OKNP KB HH-PK-NIO BKN DEO LKOPIKANJ

11. NCA-OHA PDAKNEAO PDPPPAILP PK ATLHEJ PDA PKPHEPUKB DQIJ ATLANEAJA.

DLPAN 1 AE J QHPQNA



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CAJANPEKJ KB SNEPANO EJ 1985: bQP KB PDA HKOAPO J EJPK PDA IQOAQIO, HE>NNEAO,

NDEPAPQNH IKJQIAJPO, KJANP DHHO, >KKGOPKNAO, NAKNEJC OPQEKO J BEHI

OPQEKO KB PDA SKNH. RANUPDEJC >AHKJCO PK PDA EJOLENA J AEPA

PDEAB._KNO, KHKNO, HECDP, OKQJO, OPKJA, SKK, >NKJVA >AHKJC PK PDA HEREJC NPEOP.

DAU >AHKJC PK JUKJA SDK J QOA PDAI. KKP PDA KQRNA! A bas l’originalité (KSJ

SEPD KNECEJHEPU), PDA OPANEHA J OOANPERA ACK PDP EILNEOKJO QO O EP NAPAO. Vive le sol (HKJC HERA PDA OQJ)-LQNA, ODIAHAOO, PKPH. A NA JKP NAOLKJOE>HA. PAH JUPDEJC

EJ OECDP.c QNNKQCDOeO SKNO AI>KEA PDA IETA OGALPEEOI J CHAA PDP INGA

PDA LKOPIKANJ AN. O PDA JAS IEHHAJJEQI >ACJ, K> UHJeO H>QI, bKRA J

DABP,c NNEA KJ QNNKQCDOeO PNEPEKJ. PO PEPHA J IJU KB EPO HUNEO NA PGAJ

BNKI JQIANKQO OKQNAO NKOO QHPQNAO, ANO J BEAHO.

KEY TAKEAWAYS

\ QHPQNH LANEK EO PEIA INGA >U LNPEQHN SU KB QJANOPJEJCPDA SKNH PDNKQCD QHPQNA J PADJKHKCU. DJCAO EJ QHPQNH LANEKO

NA INGA >U BQJIAJPH DJCAO EJ PDA SU SA LANAERA J

QJANOPJ PDA SKNH. DA IKANJ AN >ACJ BPAN PDA EHA CAO J

HOPA PDNKQCD PDA ANHU AAO KB PDA 20PD AJPQNU, SDAJ PDA

LKOPIKANJ AN >ACJ.

\ DA IKANJ AN SO INGA >U JHECDPAJIAJP LDEHKOKLDU, SDED

BKQOA KJ PDA EJEREQH J LHA DECD RHQA KJ NPEKJH AEOEKJ

IGEJC. DEO LANEK OS PDA SEA ATLJOEKJ KB LEPHEOI, KHKJEHEOI,

AIKNU, J OEAJA->OA NPEKJHEOI. DA AJEOOJA, PDA

NKPAOPJP ABKNIPEKJ, PDA IANEJ J NAJD ARKHQPEKJO, J

KNH N NA HH OECJEBEJP ARAJPO PDP PKKG LHA QNEJC PDA IKANJAN. JA KB PDA IKOP OECJEBEJP, DKSARAN, SO PDA JQOPNEH ARKHQPEKJ;

EPO AILDOEO KJ NKQPEJEVPEKJ J ABBEEAJU DAHLA OKEAPU NAOPNQPQNA

EPOAHB HKJC PDKOA PANIO O SAHH.

\ KOPIKANJEPU EBBANA BNKI IKANJEPU EJ EPO MQAOPEKJEJC KB NAOKJ,

NAFAPEKJ KB CNJ JNNPERAO, J AILDOEO KJ OQ>QHPQNAO. PDAN PDJ

OANDEJC BKN KJA QHPEIPA PNQPD PDP KQH ATLHEJ HH KB DEOPKNU, PDA

LKOPIKANJEOPO BKQOA KJ KJPEJCAJU, KJPATP, J ERANOEPU.

EXERCISE

NS AJJ ECNI KB PDA PSK QHPQNH LANEKO EOQOOA P HAJCPD EJ PDEO

DLPAN. GA HEOP KB PDA BAPQNAO, RHQAO, J ARAJPO PDP ING AD

LANEK. O PDANA JU KRANHL? KS K PDAU EBBAN?

DLPAN 1 AE J QHPQNA



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1.4 Media Mix: Convergence

LEARNING OBJECTIVES

1. ABEJA KJRANCAJA J EOQOO ATILHAO KB EP EJ KJPAILKNNU HEBA.

2. IA PDA BERA PULAO KB KJRANCAJA EAJPEBEA >U AJNU AJGEJO.

3. TIEJA DKS KJRANCAJA EO BBAPEJC QHPQNA J OKEAPU.

D QHPQNH AN EO INGA >U DJCAO EJ PADJKHKCU. DP DLLAJO PK PDA bKHc

PADJKHKCU? DAJ NEK SO EJRAJPA, LAKLHA LNAEPA PDA AJ KB JASOLLANO.

DAJ PAHAREOEKJ SO EJRAJPA, LAKLHA LNAEPA PDA AJ KB NEK J BEHI. PeO

EILKNPJP PK GAAL EJ IEJ PDP PDA EILHAIAJPPEKJ KB JAS PADJKHKCEAO KAO JKP

IAJ PDP PDA KH KJAO OEILHU RJEOD EJPK QOPU IQOAQIO. KUeO IAEKJOQIANO OPEHH NA JASOLLANO, HEOPAJ PK NEK, SPD PAHAREOEKJ, J CAP

EIIANOA EJ IKREAO. DA EBBANAJA EO PDP EPeO JKS LKOOE>HA PK K HH PDKOA PDEJCO

J K HH PDKOA PDEJCO PDNKQCD KJA AREAa>A EP LANOKJH KILQPAN KN

OINPLDKJAaJ PDNKQCD PDA IAEQI KB PDA JPANJAP. QD PEKJO NA AJ>HA >Umedia convergence12, PDA LNKAOO >U SDED LNAREKQOHU EOPEJP PADJKHKCEAO KIA

PK ODNA KJPAJP, POGO J NAOKQNAO. AHH LDKJA PDP HOK PGAO LEPQNAO J

REAK EO J ATILHA KB PDA KJRANCAJA KB ECEPH LDKPKCNLDU, ECEPH REAK, J

AHHQHN PAHALDKJA PADJKHKCEAO. JASO OPKNU PDP KNECEJHHU LLANA EJ

JASOLLAN J JKS EO LQ>HEODA KJ SA>OEPA KN LQODA KJ IK>EHA LDKJA EO

JKPDAN ATILHA KB KJRANCAJA.

Kinds of Convergence

KJRANCAJA EOJeP FQOP HEIEPA PK PADJKHKCU. AE PDAKNEOP AJNU AJGEJO DO

ARKPA HKP KB PEIA PK PDEJGEJC >KQP KJRANCAJA. A NCQAO PDP KJRANCAJA

EOJeP J AJ NAOQHP >QP EJOPA a process PDP DJCAO DKS IAE EO >KPD KJOQIA

J LNKQA. AJGEJO >NAGO KJRANCAJA KSJ EJPK BERA PACKNEAO:

1. Economic convergence EO PDA DKNEVKJPH J RANPEH EJPACNPEKJ KB PDA

AJPANPEJIAJP EJQOPNU, EJ SDED OEJCHA KILJU DO EJPANAOPO NKOOJ SEPDEJ IJU GEJO KB IAE. KN ATILHA, QLANP QNKDeO ASO

KNLKNPEKJ KSJO JQIANKQO JASOLLANO (The New York Post , The Wall

Street Journal) >QP EO HOK EJRKHRA EJ >KKG LQ>HEODEJC (NLANKHHEJO),

OLKNPO (PDA KHKNK KGEAO), >NKOP PAHAREOEKJ (KT), >HA

PAHAREOEKJ (, PEKJH AKCNLDE DJJAH), BEHI (20PD AJPQNU KT),

JPANJAP (A>KKG), J IJU KPDANO.

12. DA LNKAOO >U SDEDLNAREKQOHU EOPEJPPADJKHKCEAO KIA PK ODNAKJPAJP, POGO, J NAOKQNAO.

DLPAN 1 AE J QHPQNA

40


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2. Organic convergence EO SDP DLLAJO SDAJ OKIAKJA EO SPDEJC

PAHAREOEKJ SDEHA DPPEJC KJHEJA J HOK HEOPAJEJC PK IQOEaOQD

IQHPEPOGEJC OAAIO HEGA JPQNH KQPKIA EJ ERANOA IAE SKNH.

3. Cultural convergence DO OARANH EBBANAJP OLAPO. JA EILKNPJP

KILKJAJP EO OPKNEAO BHKSEJC NKOO OARANH GEJO KB IAE

LHPBKNIOaBKN ATILHA, JKRAHO PDP >AKIA PAHAREOEKJ OANEAO ( Dexter KN

Friday Night Lights); NEK NIO PDP >AKIA KIE OPNELO (The

Shadow); ARAJ IQOAIAJP LNG NEAO PDP >AKIA BEHI BNJDEOAO

( Pirates of the Caribbean). DA DNPAN NNU KPPAN ATEOPO EJ >KKGO,

BEHIO, PKUO, IQOAIAJP LNG NEAO, J JU >NO. JKPDAN OLAP KB

QHPQNH KJRANCAJA EO participatory culture13aPDP EO, PDA SU

IAE KJOQIANO NA >HA PK JJKPPA, KIIAJP KJ, NAIET, J

KPDANSEOA PHG >G PK QHPQNA EJ QJLNAAAJPA SUO.

Figure 1.5

Nigeria’s Nollywood produces more films annually than any other country besides India.

4. Global convergence EO PDA LNKAOO KB CAKCNLDEHHU EOPJP QHPQNAO

EJBHQAJEJC KJA JKPDAN AOLEPA PDA KAJO J IKQJPEJO PDP IU

LDUOEHHU OALNPA PDAI. ECANEeO bKHHUSKKc EJAI PGAO EPO QAO

BNKI JEeO KHHUSKK, SDED KB KQNOA OPAIIA BNKI KHHUSKK; KH

Tom and Jerry NPKKJO J JASAN LND ODKSO NA LKLQHN KJ N>

OPAHHEPA PAHAREOEKJ DJJAHO; OQAOOBQH IANEJ DKNNKN IKREAO HEGA

The Ring J The Grudge NA NAIGAO KB LJAOA DEPO; PDA DEP PAHAREOEKJ

13. QHPQNA EJ SDED IAEKJOQIANO NA >HA PKJJKPPA, KIIAJP KJ, NAIET,J KPDANSEOA NAOLKJ PKQHPQNA.

DLPAN 1 AE J QHPQNA

1.4 AE ET: KJRANCAJA 41


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ODKS, bIANEJ KHc SO NAIGA KB NEPEOD ODKS. DA RJPCA

KB CHK>H KJRANCAJA EO SKNHSEA AOO PK SAHPD KB QHPQNH

EJBHQAJA. PO KSJOEA, OKIA NEPEO LKOEP, EO PDA PDNAP KB cultural

imperialism14, ABEJA >U AN>ANP DEHHAN O PDA SU PDP ARAHKLEJC

KQJPNEAO NA bPPNPA, LNAOOQNA, BKNA, J OKIAPEIAO >NE>A EJPK

ODLEJC OKEH EJOPEPQPEKJO PK KNNAOLKJ PK, KN ARAJ LNKIKPA, PDARHQAO J OPNQPQNAO KB PDA KIEJPEJC AJPNA KB PDA OUOPAI.c DP EO,

HAOO LKSANBQH JPEKJO HKOA PDAEN QHPQNH PNEPEKJO O IKNA LKSANBQH

JPEKJO OLNA PDAEN QHPQNA PDNKQCD PDAEN IAE J KPDAN BKNIO.

QHPQNH EILANEHEOI J >A BKNIH LKHEU KN J DLLAJ IKNA OQ>PHU,

O SEPD PDA OLNA KB KQPOEA EJBHQAJA PDNKQCD PAHAREOEKJ, IKREAO, J

KPDAN QHPQNH LNKFAPO.

5. Technological convergence EO PDA IANCEJC KB PADJKHKCEAO. DAJ IKNA

J IKNA EBBANAJP GEJO KB IAE NA PNJOBKNIA EJPK ECEPH KJPAJP

O AJGEJO JKPAO, bSA ATLJ PDA LKPAJPEH NAHPEKJODELO >APSAAJ PDAI

J AJ>HA PDAI PK BHKS NKOO LHPBKNIO.cAJNU AJGEJO,

bKJRANCAJA? ERANCA,c Technology Review, QJA 2001, L. 93.

Effects of Convergence

AJGEJOe KJALP KB bKNCJE KJRANCAJAcaLNPEQHNHU, IQHPEPOGEJCaEO LANDLO

IKOP AREAJP EJ UKQN KSJ HERAO. K IJU SDK CNAS QL EJ SKNH KIEJPA >U OK-

HHA KH IAE, PDANA EO JKPDEJC KNCJE >KQP PKUeO IAEPA SKNH. O New

York Times AEPKNEH OJEBBA, bAS K>FAPO KJ PDA LHJAP NA BNPDAN NAIKRA BNKI

JPQNAaHAOO, OU, HEGA NKG KN J EJOAPaPDJ CHOO J OPEJHAOO OPAAH

OINPLDKJA.cEPKNEH, bDA HB-EBA KB DKJAO,c The New York Times, AAG EJ

AREAS OAPEKJ, QJA 18, 2010, DPPL://SSS.JUPEIAO.KI/2010/06/20/KLEJEKJ/20OQJ4.DPIH?ABKNA, J IJU OPQAJPO PKU DRA JARAN GJKSJ SKNH SDANA PDA

JPANJAP EJeP ATEOP. QD QHPQNH OA DJCA QOAO OECJEBEJP CAJANPEKJ CL

>APSAAJ PDKOA SDK CNAS QL SEPD JAS IAE J PDKOA SDK EJeP.

2010 OPQU >U PDA EOAN IEHU KQJPEKJ BKQJ PDP IANEJO CA 8 PK 18

OLAJ IKNA PDJ 7.5 DKQNO SEPD AHAPNKJE AREAO AD UaJ, PDJGO PK

IQHPEPOGEJC, PDAUeNA >HA PK LG J RANCA KB 11 DKQNO KB IAE KJPAJP EJPK PDP

7.5 DKQNO.IN ASEJ, bB KQN EO NA SGA, DAUeNA NK>>HU JHEJA,c The New

York Times, QPEKJ OAPEKJ, JQNU 20, 2010, DPPL://SSS.JUPEIAO.KI/2010/01/20/AQPEKJ/20SENA.DPIH (AOOA QHU 15, 2010). DAOA OPPEOPEO DECDHECDP OKIA

KB PDA OLAPO KB PDA JAS ECEPH IKAH KB IAE KJOQILPEKJ: LNPEELPEKJ J

IQHPEPOGEJC. KUeO PAAJCANO NAJeP LOOERAHU OEPPEJC EJ BNKJP KB ONAAJO, MQEAPHU

>OKN>EJC EJBKNIPEKJ. JOPA, PDAU NA OAJEJC PATP IAOOCAO PK BNEAJO, HEJGEJC

JASO NPEHAO KJ A>KKG, KIIAJPEJC KJ KQQ>A REAKO, SNEPEJC NAREASO KB

PAHAREOEKJ ALEOKAO PK LKOP KJHEJA, J CAJANHHU AJCCEJC SEPD PDA QHPQNA PDAU

1

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