week$2$:$$media,$communicaon$&$culture · charles%osgood%&%wilbur%schramm%(1954) •...

MAVA13 102Introduc0on13 to13 Media13 amp13 Communica0ons

Week13 213 -shy‐13 13 Media13 Communica0on13 amp13 Culture

1

Media13 Ubiquitybull Last13 week13 we13 started13 by13 discussing13 how13 much13 of13 our13 6me13 we13 may13 spend13 using13 media13

bull The13 average13 person13 almost13 coexists13 with13 media13 ndash Your13 book13 cites13 6913 as13 the13 percent13 of13 6me13 during13 which13 we13 are13 exposed13 to13 media13 messages13

2

48

1826

6594

167

274

TV and Video InternetRadio MobileNewspapers MagazinesOther

Minutes13 of13 Media13 Use13 Per13 Day

Media13 Ubiquity

bull Much13 of13 how13 we13 consume13 media13 involves13 what13 is13 called13 media13 mul0tasking

3

Surf the Internet on PC

Read BookMagazineNewspaper

Go on SNS

Text on Mobile Phone

Shop Online

Surf the Internet on Mobile Phone

Read a Book on e-Reader

Surf the Internet on Tablet

Sth Else

None

Donrsquot Watch TV

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While13 Watching13 TV13 Do13 You

Source13 hNpwwwrbrcomtv-shy‐cablemul6tasking-shy‐tv-shy‐viewers-shy‐

profiledhtml

Outline

bullWhat13 is13 Communica0onbullWhat13 is13 Mass13 Communica0on13 Mass13 Mediabull Mass13 Communica0on13 and13 Culturebull Media13 Literacy

4

Harold13 Lasswell13 (1948)bull Harold13 Lasswell

ndash Harold13 Lasswell13 is13 considered13 as13 one13 of13 the13 forefathers13 of13 communica6on13 studies

ndash As13 a13 student13 his13 research13 was13 to13 inves6gate13 the13 content13 on13 WWI13 propaganda13 materials13 He13 also13 talked13 about13 the13 effects13 of13 such13 propaganda13 messagesbull One13 of13 the13 first13 to13 combine13 poli6cal13 science13 with13 psychology

ndash Propaganda13 studies13 became13 a13 crucial13 element13 of13 the13 WWII13 effort13 as13 wellbull Example13 Frank13 Kapra13 Why13 We13 Fight13

bull And13 his13 defini6on13 of13 communica6on13 was13 a13 simple13 onendash Who13 says13 what13 to13 whom13 with13 what13 effect

5

Harold13 Lasswell13 (1948)

Communicator

Message

Medium

Receiver

Effect13 Does13 not13 talk13 about13 sharing13 One-shy‐way13

6

Shannon13 amp13 Weaver13 -shy‐13 Bell13 Labs13 (1949)

bull Their13 defini6on13 offered13 a13 bit13 more13 complicated13 view13 of13 communica6on13 processesndasha13 message13 proceeds13 from13 an13 informa6on13 source13 via13 a13 transmiNer13 into13 an13 encoded13 signal13 (which13 may13 or13 may13 not13 be13 corrupted13 by13 noise)13 which13 is13 then13 decoded13 by13 a13 receiver13 at13 a13 des6na6on

7


8

Shannon13 amp13 Weaver13 vs13 Lasswell

bull Differences13 between13 Lasswell13 vs13 Shanon13 ampWeaverndashOne-shy‐way13 13 vs13 two-shy‐way13 (feedback)ndashShannon13 and13 Weaver13 introduce13 Encoding13 and13 DecodingndashShannon13 and13 Weaver13 talk13 about13 Physical13 Noise13

bull Similari0esndashBoth13 are13 considered13 as13 ldquotransmission13 modelsrdquo13 In13 other13 words13 both13 are13 concerned13 about13 sending13 of13 a13 messagendashCri0cismsbull They13 are13 too13 mechanicbull Both13 ignore13 the13 context13 within13 which13 communica0on13 takes13 placebull Both13 ignore13 the13 rela0onship13 between13 sender13 and13 receiver

9

Charles13 Osgood13 amp13 Wilbur13 Schramm13 (1954)

bull Wilbur13 Schramm13 (190713 -shy‐13 1987)13 13 bull He13 was13 the13 founder13 of13 Ins0tute13 for13 Communica0ons13 Research13 at13 the13 University13 of13 Illinois13 13

bull He13 is13 also13 known13 as13 one13 of13 the13 founding13 fathers13 of13 communica0on13 as13 a13 field13 of13 study

bull Along13 with13 Osgood13 Schramm13 introduced13 the13 following13 model13 of13 interpersonal13 communica0on

10

bull There13 is13 no13 source13 no13 receiver13 no13 feedback

bull Messages13 are13 encoded13 decoded13 and13 then13 interpreted13 by13 humans

bull They13 talk13 about13 not13 just13 physical13 noise13 but13 also13 seman6c13 noise

bull Both13 source13 and13 des6na6on13 must13 share13 a13 ldquofield13 of13 experiencerdquo

So13 what13 is13 the13 difference13 between13 interpersonal13 communicaon13 and13 mass13 communicaon

What13 Is13 Mass13 Communica0onbull Schrammrsquos13 Model13 of13 Mass13 Communica6on

Key13 points13 bull Mass13 communica6on13 is13 performed13 through13 a13 mass13 medium13 (plural13 =13 media)13 it13 is13 indirectbull It13 is13 typically13 distributed13 to13 anonymous13 mass13 audiencesbull The13 content13 is13 highly13 homogenizedbull Typically13 mass13 media13 ins6tu6ons13 receive13 indirect13 feedback13 from13 their13 audiences13 This13 is13 called13 delayed13 inferen6al13 feedback13 Examples13 to13 delayed13 inferen6al13 feedback13 13

Source13 The

13 Process13 and

13 Effe

cts13 o

f13 Mass13

Commun

icaH

on13 C

opyright13 (c)13 1

95413 by13 th

e13 Bo

ard13 of13

Trustees13 of13 the

13 University

13 of13 Illino

is13 U

sed13 with

13 the13

perm

ission

13 of13 the

13 University

13 of13 Illino

is13 Press

11

Key13 Dimensions13 of13 Communica6on13 Means

bull NetworkndashOne-shy‐many13 many-shy‐one13 many-shy‐many

bull Spa0alityndashCospa0al13 v13 aspa0al

bull TemporalityndashSynchronous13 vs13 asynchronous

bull Media0onndashTechnological13 andor13 human

12

What13 is13 Mass13 Media

bull Mass13 Media13 Technological13 vehicles13 through13 which13 mass13 communica0on13 takes13 placendashPaper13 stamps13 CDs13 DVDs13 Cell13 Phones13 (eg13 when13 you13 receive13 a13 buy13 one13 get13 one13 free13 offer13 from13 Beneaon)13 WWW13 e-shy‐mail13 TV13 Radiohellip

bull Mass13 media13 outlets13 enterprises13 sending13 out13 the13 message13 via13 mass13 mediandashFOX13 TGRT13 Hurriyet13 Radyo13 Eksen13

13

James13 Carey13 (1975)

bull He13 dis0nguishes13 between13 Transmission13 Model13 and13 Ritual13 Model13 of13 Communica0onndashTransmission13 Model13 ndash13 We13 have13 already13 seen13 from13 Lasswellbull Sender-shy‐13 Message-shy‐13 Channel-shy‐13 Receiver

ndashRitual13 ModelbullNot13 the13 act13 of13 impar0ng13 informa0on13 but13 the13 representa0on13 of13 shared13 beliefsbull Communica0on13 is13 the13 process13 of13 nego0a0on13 of13 these13 shared13 beliefsbull Communica0on13 is13 ldquoa13 symbolic13 process13 whereby13 reality13 is13 produced13 maintained13 repaired13 and13 transformedrdquo

14

James13 Carey13 (1975)bull The13 cultural13 defini6on13 of13 Communica6on

ndash Communica6on13 is13 ldquoa13 symbolic13 process13 whereby13 reality13 is13 produced13 maintained13 repaired13 and13 transformedrdquo

ndash This13 is13 a13 highly13 dialec6cal13 rela6onship13 Communica6on13 is13 not13 simply13 a13 process13 where13 `given`13 reali6es13 are13 relayed13 reflected13 Through13 communica6on13 we13 constantly13 nego6ate13 reshape13 and13 reinforce13 our13 culture13

bull But13 now13 what13 is13 culture13 ndash Culture13 is13 learned13 and13 socially13 acquired13 and13

shared13 ways13 of13 thinking13 and13 ac6ngbull How13 do13 you13 greet13 your13 friends

ndash Culture13 provides13 the13 references13 through13 which13 we13 make13 sense13 of13 what13 we13 experience13

ndash Culture13 is13 a13 transmiNed13 paNern13 of13 meanings13 and13 symbolic13 forms13 through13 which13 ldquopeople13 develop13 their13 knowledge13 about13 and13 altudes13 toward13 liferdquo13

15

Key13 Points13 about13 `Culture`13

bull Dominant13 Culture13 (Mainstream13 Culture)13 Ways13 of13 seeing13 understanding13 that13 are13 adopted13 by13 most13 Languages13 symbols13 expecta6ons13 rituals13 that13 majority13 accepts13 takes13 for13 granted

16

17


bull But13 `dominant`13 culture13 does13 not13 remain13 unchallenged13 bull And13 mainstream13 culture13 is13 omen13 accompanied13 by13 an13 ever13 circula6ng13 new13 changing13 bounded13 culturesndash Example13 Hip-shy‐hop13 in13 1970sndashAny13 examples13 from13 Turkey13

18

Influences13 on13 Media

bull Technologyndash Technological13 determinism13 the13 idea13 that13 machines13 and13 technology13 drive13 economic13 cultural13 and13 social13 change

ndash On13 the13 other13 side13 of13 the13 debate13 are13 those13 who13 claim13 that13 it13 is13 not13 the13 technology13 itself13 but13 a13 mix13 of13 ins6tu6onal13 structural13 and13 social13 decisions13 that13 drives13 a13 given13 technologyrsquos13 impact13 on13 society

ndash Certainly13 though13 we13 have13 seen13 that13 new13 technologies13 may13 have13 great13 impact13 on13 media13 content13 and13 func6oningbull For13 example13 think13 about13 how13 3D13 technology13 is13 changing13 the13 movie13 industry

ndash We13 will13 talk13 about13 the13 rela6onship13 between13 media13 technologies13 audiences13 media13 ins6tu6ons13 and13 content13 each13 week13 during13 the13 13 semester

19


bull Financing13 of13 MediandashWhat13 are13 the13 sources13 of13 revenue13 for13 mass13 media13 outletsndashHow13 do13 the13 financing13 sources13 influence13 media13 contentndashWe13 will13 talk13 about13 these13 next13 week

bull GovernmentndashWe13 will13 talk13 about13 government13 media13 rela0onship13 in13 some13 detail13 next13 weekndashWe13 will13 talk13 about13 how13 government13 regula0ons13 may13 influence13 media13 ins0tu0ons13 and13 the13 content13 they13 produce13 throughout13 the13 semester13 but13 par0cularly13 in13 the13 last13 week13 of13 the13 course

20

Elements13 of13 Media13 Literacy

bull Independent13 judgments13 about13 mediabull Understanding13 process13 of13 produc6on13 and13 consump6onbull Strategies13 for13 analysis13 of13 messages13 and13 the13 underlying13 mo6va6ons13 media13 language13 and13 conven6onsbull Awareness13 of13 impact13 to13 individuals13 and13 societyndashAvoiding13 media13 myths

bull Content13 as13 text13 that13 reflects13 our13 societybull Development13 of13 produc6on13 skills

21

Media13 Ubiquitybull Last13 week13 we13 started13 by13 discussing13 how13 much13 of13 our13 6me13 we13 may13 spend13 using13 media13

bull The13 average13 person13 almost13 coexists13 with13 media13 ndash Your13 book13 cites13 6913 as13 the13 percent13 of13 6me13 during13 which13 we13 are13 exposed13 to13 media13 messages13

2

48

1826

6594

167

274

TV and Video InternetRadio MobileNewspapers MagazinesOther

Minutes13 of13 Media13 Use13 Per13 Day

Media13 Ubiquity


3



Go on SNS


Shop Online




Sth Else

None

Donrsquot Watch TV

0 18 35 53 70

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68

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Source13 The

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icaH

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opyright13 (c)13 1

95413 by13 th

e13 Bo

ard13 of13

Trustees13 of13 the

13 University

13 of13 Illino

is13 U

sed13 with

13 the13

perm

ission

13 of13 the

13 University

13 of13 Illino

is13 Press

11






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Media13 Ubiquity


3



Go on SNS


Shop Online




Sth Else

None

Donrsquot Watch TV

0 18 35 53 70

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68

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Source13 The

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opyright13 (c)13 1

95413 by13 th

e13 Bo

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Trustees13 of13 the

13 University

13 of13 Illino

is13 U

sed13 with

13 the13

perm

ission

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13 University

13 of13 Illino

is13 Press

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Source13 The

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cts13 o

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icaH

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opyright13 (c)13 1

95413 by13 th

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ard13 of13

Trustees13 of13 the

13 University

13 of13 Illino

is13 U

sed13 with

13 the13

perm

ission

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13 of13 Illino

is13 Press

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Source13 The

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cts13 o

f13 Mass13

Commun

icaH

on13 C

opyright13 (c)13 1

95413 by13 th

e13 Bo

ard13 of13

Trustees13 of13 the

13 University

13 of13 Illino

is13 U

sed13 with

13 the13

perm

ission

13 of13 the

13 University

13 of13 Illino

is13 Press

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Communicator

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Source13 The

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cts13 o

f13 Mass13

Commun

icaH

on13 C

opyright13 (c)13 1

95413 by13 th

e13 Bo

ard13 of13

Trustees13 of13 the

13 University

13 of13 Illino

is13 U

sed13 with

13 the13

perm

ission

13 of13 the

13 University

13 of13 Illino

is13 Press

11






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Source13 The

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cts13 o

f13 Mass13

Commun

icaH

on13 C

opyright13 (c)13 1

95413 by13 th

e13 Bo

ard13 of13

Trustees13 of13 the

13 University

13 of13 Illino

is13 U

sed13 with

13 the13

perm

ission

13 of13 the

13 University

13 of13 Illino

is13 Press

11






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Source13 The

13 Process13 and

13 Effe

cts13 o

f13 Mass13

Commun

icaH

on13 C

opyright13 (c)13 1

95413 by13 th

e13 Bo

ard13 of13

Trustees13 of13 the

13 University

13 of13 Illino

is13 U

sed13 with

13 the13

perm

ission

13 of13 the

13 University

13 of13 Illino

is13 Press

11






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Source13 The

13 Process13 and

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cts13 o

f13 Mass13

Commun

icaH

on13 C

opyright13 (c)13 1

95413 by13 th

e13 Bo

ard13 of13

Trustees13 of13 the

13 University

13 of13 Illino

is13 U

sed13 with

13 the13

perm

ission

13 of13 the

13 University

13 of13 Illino

is13 Press

11






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Source13 The

13 Process13 and

13 Effe

cts13 o

f13 Mass13

Commun

icaH

on13 C

opyright13 (c)13 1

95413 by13 th

e13 Bo

ard13 of13

Trustees13 of13 the

13 University

13 of13 Illino

is13 U

sed13 with

13 the13

perm

ission

13 of13 the

13 University

13 of13 Illino

is13 Press

11






12




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Source13 The

13 Process13 and

13 Effe

cts13 o

f13 Mass13

Commun

icaH

on13 C

opyright13 (c)13 1

95413 by13 th

e13 Bo

ard13 of13

Trustees13 of13 the

13 University

13 of13 Illino

is13 U

sed13 with

13 the13

perm

ission

13 of13 the

13 University

13 of13 Illino

is13 Press

11






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week$2$:$$media,$communicaon$&$culture · charles%osgood%&%wilbur%schramm%(1954) •...

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