Passes on some ideology more, not all views represented Selective process, chooses to present dominant ideology

Test 3: Mass Media Flashcards by Darlin Veloso

MASS MEDIA

help us forge identities, notions of gender, sense of class, of ethnicity and race, of nationality, of sexuality
•Important source of knowledge

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MASS MEDIA

help shape vision of the world, our values, how we think, how we feel, what we believe, what we fear, how we should behave

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Mass Media Defined

print, radio, television, and other computer-mediated communication technologies
-“Mass” implies the media reach many people

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Mass Media Defined

Media signifies communication not directly face-to-face interaction, but tech intervenes/mediates in transmitting messages from senders to receivers
•One Way: 1 producer + mass of consumers

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Mass Media Defined

Communication via mass media is usually one-way, or at least one-sided (although internet and social media are an example of two-way communication)
•CMC: Comp mediated communication – tablets, cellphones, laptop

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Media literacy

ability to access, analyze, evaluate, and create media in a variety of forms

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History of Mass Media

Harold Adams Innis & Marshall McLuhan - Each type fosters different social perceptions, interactions, institutional arrangements
•Printing Press: Cheaper to make, more ppl able to read, don’t have to rewrite books

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Why the Mass Media Grew

Protestant Reformation promoted literacy
Democratic movements promoted mass involvement: wanting to get more info because suddenly they had a say in policies
Capitalist industrialization promoted the search for profit: not for public good

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Functionalist

Mass media perform important functions

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Surveillance

what is happening in the world
We hear about a small portion of what’s going on around the world more
oInternet allows us to seek sources of info that covers it better

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Interpretation

selection of stories and tell us how we should respond

oSynthesize, summarize, interpret what’s important

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socialization

Act as agent

•How we get norms + values, how to behave, how to be good citizens

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entertainment

-for fun

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Conflict/Critical

institutions + processes cannot be understood from viewpoint of society as a whole
need to be understood from that of unequal and conflicting groups and classes

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Conflict/Critical

Passes on some ideology more, not all views represented

* Selective process, chooses to present dominant ideology

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Political Economy

Mass media favour interests of dominant classes + political groups
dominant classes + political groups benefit disproportionately from mass media

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Mass media broadcast beliefs, values, and ideas

create widespread acceptance of basic structure of society, including its injustices and inequalities (dominant ideology and hegemony)

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Ownership of mass media

highly concentrated in hands of small number of people and is highly profitable for them (CTVGlobeMedia, Rogers, Shaw)
•Fewer and fewer companies own media
oOverwhelming on all media
oThey don’t want anything that critiques them + creates instability for the norm

Consequences of Media Concentration

i. Deprives the public of independent sources of information
ii. Limits diversity of opinion
iii. Encourages the public to accept their society as it is

TELEVISION: ECONOMY, CULTURE, A IDENTITY

Canadian tv dominated by American tv
•Cultural imperialism: a society’s media exert influence over another society’s culture
•Canadians prefer domestic news and public affairs programming
•American lifestyle, norms, values
•Can be hard to find alternatives
•CRTC: force comps to have some sort of Canadian content

NEWS AND DOMINANT IDEOLOGY

News media: One of principle sources of information about social reality
•More news you watch, the more you feel it’s more dangerous than ever
•Reinforcing dominant definitions of what is normal + desirable

Feminist

Representation, misrepresentation + under representation of women + other minorities
•We need to be concerned with mass media representation
•Advertisement works: we spend billions

Interpretive

way audiences filter + interpret mass media messages in context of own interests, experiences, and values
•Variations in how we interpret content

Two-step flow of communication

occurs between mass media + audience

i. Respected ppl evaluating media messages
ii. members of community being influenced to varying degrees by these opinion leaders

Two-step flow of communication

opinion leaders filter media messages, not just opinion leaders anymore intermediary, more ppl watching commentary •More and more is not just the original product, all this filtering by others

INTERACTIVE MEDIA

Interactive media: Communications flow back + forth people exchange roles with one another in transmission + reception of communication (social networking) • Forms of computer-mediated communication (CMC)

INTERACTIVE MEDIA

New interactive technologies more accessible, creating more complex communications environment that mediates role + tempers impact any single medium can have at home, work, or school •Public has more and more of a say in the content •Any research on social media released later on could be irrelevant by the time research

CANADIAN INTERNET USE

-increasing, more than US

SOCIAL MEDIA vs TRADITIONAL MEDIA

-Almost everywhere all the time •Network -hybridity

Hybridity

enable integration of new and old technologies | Able to use multiple media at the same time

Networked and Nonlinear

many-to-many connectivity | more like spider web, more connections

Interactive

content is user-generated and continually modified

TYPES OF SOCIAL MEDIA

1. Social Network Sites–create personal profiles, establish list of people they are connected to + share info (Facebook) 2. Virtual Worlds – Virtual game environments (World of Warcraft)

TYPES OF SOCIAL MEDIA

3. Blogs and microblogs – Online journals or short status updates (Twitter) 4. Collective projects – ppl participate in the joint creation of content (Wikipedia) 5. Online content communities – Services that allow people to share media, photos, videos (YouTube)

Web 2.0

encourages users to be digital collaborators: build web pages and blogs, creating content, uploading on YouTube, editing Wiki •Audience is much less passive than in traditional media

Web 2.0

* tools of production to audience | * users, consumers, audiences, take on hybrid role as producers

Web 2.0

2 way mode of communication & two step flow of communication: ‘likes’, tagging, trending topics, YouTube hits->consumption patterns of others operate as a point of social reference for how we consume media

Web 2.0

Henry Jenkins argues participatory media culture changed the face of literacy, shifting it from individual expression to community involvement •Recommendations

SOCIAL ACTIVISM 2.0

1. People use social media for awareness or advocacy purposes

SOCIAL ACTIVISM 2.0

2. Social media to organize and mobilize others for political action •#BellLetsTalk •info readily available about protests

Social Media

In real life (IRL) vs virtual/online world provides new possibilities for socializing online Virtual communities embedded in our everyday real worlds + offline social lives Groups established online are often extensions of offline sociability + enhance it

Digital Divide

rapid Internet growth, but still considerable inequality in access and use •In Canada, richer, better educated, urban + younger most likely to enjoy Internet access •Access related to race and ethnicity more in USA than in Canada

Digital Divide

* Internet access not evenly distributed globally | * Dominated linguistically by English, technologically and culturally by the U.S.