UNDERSTANDING MEDIA, CONVERGENCE AND MEDIA LITERACY
- Media (medium)= channel : print or broadcast vehicles or platforms used by industries to
store and deliver information or data; Books, Newspapers, Tv, Radio, Cassette,
Records, telephone
- Mass communication process: reaching a large, anonymous number of a diverse,
unseen, unknown huge group of people at the same time (Amber Alert) (no interaction or
feedback in the past). Some scholars are saying it's not mass comm anymore. Model of
communication now: net.
- Industrial nature: Companies that work together to create content
- Audience fragmentation: dividing audience members into segments/niches based on
background and lifestyles in order to send them messages related to their unique
characteristics. INTERNET connected everybody and everything. Everything becomes
tailored even facebook posts reach certain people ONLY making mass communication a
memory from the past
- The long tail: model # of unique products increases through the long tail from high
popularity (head) to medium pop and niches - the more unique = the thinner the tail
MASS MEDIA CONVERGENCE -content from one platform is shown in another platform,
happens when streaming the same channel in two different ways or media (book and movie) (tv
and phone).
Source-message/channel-receiver (noise)
-ANALOG – electronic transmission
-DIGITAL – digital transmission
ELEMENTS OF COMMUNICATION
- Communication (process)
- Messages (Words)
- Media (PHONE)
- Channels (Podcast A)
- Noise (background)
- Sender (source) /receptor (receiver)
TYPES
- Interpersonal communication
- Mediated Interpersonal Communication
- Mass Communication
- Intrapersonal communication
, ENJOYMENT, SOCIAL CURRENCY - (EVERYBODY TALKS ABOUT IT, used as exchange
coins), COMPANIONSHIP ( PARASOCIAL INTERACTIONS - watching CELEBRITIES TO
KEEP US COMPANY), SURVEILLANCE ( INFORM ABOUT WEATHER OR NEWS),
INTERPRETATION ( LEARN WHY SOMETHING HAPPENS/ AI)
CULTURE - ways of life passed to members of a society living in proximity / SUBCULTURE
ways of life passed to members of a society living in proximity and distinguishing themselves for
unusual habits
SOCIETY - members living in proximity sharing same culture
Media Literacy principles:
1. Media constructs realities
2. Influenced by industrial pressures
3. Influenced by political pressures
4. Constraint by format and message depends on it
5. Tell us who we are
6. Audience are active recipients of media
7. We CAN TAKE ACTION TO ANALYZE MEDIA CONTENT AND UNDERSTAND THE
INSTITUTIONAL PURPOSE
MEDIA RESEARCH - use of systematic (we need to be impartial) methods to understand (make
sense of a problem) and solve problems regarding media. They observe, do surveys and
experiments to learn about how media and consumers are changing.
FOCUS: MEDIUM ITSELF (tv), use and users of medium (tv), effects of the medium (tv
stereotypes, how much you consume, what you consume, attitude change and behavior and
opinions change) and how it can be improved (make more money, get to more people).
Variables need to be isolated to understand source-message-receiver-feedabck ecc…
EARLY YEARS of mass media
Community building - immigrant comes in a foreign country learnS more about a community
values through newspaper - The Chicago School
Fearing Propaganda - Creates fears about how it can shape someone to act upon a certain
matter like supporting the war thanks to posters
Community of Shared ideas - media can bind individuals together
PROPAGANDA - TOOL TO INFLUENCE ATTITUDES TOWARDS A MATTER (POLITICAL)
like convincing people to enlist
AGENDA SETTING - objectives to achieve through a message sent
PROPAGANDA ANALYSIS- understand if propaganda messages worked to influence people
KIDS AND MOVIES - 19020s, parents worry about children and being exposed to movies
SOCIAL RELATIONS AND MEDIA - How people view media and how media influence society,
research theories 1940s
- Media (medium)= channel : print or broadcast vehicles or platforms used by industries to
store and deliver information or data; Books, Newspapers, Tv, Radio, Cassette,
Records, telephone
- Mass communication process: reaching a large, anonymous number of a diverse,
unseen, unknown huge group of people at the same time (Amber Alert) (no interaction or
feedback in the past). Some scholars are saying it's not mass comm anymore. Model of
communication now: net.
- Industrial nature: Companies that work together to create content
- Audience fragmentation: dividing audience members into segments/niches based on
background and lifestyles in order to send them messages related to their unique
characteristics. INTERNET connected everybody and everything. Everything becomes
tailored even facebook posts reach certain people ONLY making mass communication a
memory from the past
- The long tail: model # of unique products increases through the long tail from high
popularity (head) to medium pop and niches - the more unique = the thinner the tail
MASS MEDIA CONVERGENCE -content from one platform is shown in another platform,
happens when streaming the same channel in two different ways or media (book and movie) (tv
and phone).
Source-message/channel-receiver (noise)
-ANALOG – electronic transmission
-DIGITAL – digital transmission
ELEMENTS OF COMMUNICATION
- Communication (process)
- Messages (Words)
- Media (PHONE)
- Channels (Podcast A)
- Noise (background)
- Sender (source) /receptor (receiver)
TYPES
- Interpersonal communication
- Mediated Interpersonal Communication
- Mass Communication
- Intrapersonal communication
, ENJOYMENT, SOCIAL CURRENCY - (EVERYBODY TALKS ABOUT IT, used as exchange
coins), COMPANIONSHIP ( PARASOCIAL INTERACTIONS - watching CELEBRITIES TO
KEEP US COMPANY), SURVEILLANCE ( INFORM ABOUT WEATHER OR NEWS),
INTERPRETATION ( LEARN WHY SOMETHING HAPPENS/ AI)
CULTURE - ways of life passed to members of a society living in proximity / SUBCULTURE
ways of life passed to members of a society living in proximity and distinguishing themselves for
unusual habits
SOCIETY - members living in proximity sharing same culture
Media Literacy principles:
1. Media constructs realities
2. Influenced by industrial pressures
3. Influenced by political pressures
4. Constraint by format and message depends on it
5. Tell us who we are
6. Audience are active recipients of media
7. We CAN TAKE ACTION TO ANALYZE MEDIA CONTENT AND UNDERSTAND THE
INSTITUTIONAL PURPOSE
MEDIA RESEARCH - use of systematic (we need to be impartial) methods to understand (make
sense of a problem) and solve problems regarding media. They observe, do surveys and
experiments to learn about how media and consumers are changing.
FOCUS: MEDIUM ITSELF (tv), use and users of medium (tv), effects of the medium (tv
stereotypes, how much you consume, what you consume, attitude change and behavior and
opinions change) and how it can be improved (make more money, get to more people).
Variables need to be isolated to understand source-message-receiver-feedabck ecc…
EARLY YEARS of mass media
Community building - immigrant comes in a foreign country learnS more about a community
values through newspaper - The Chicago School
Fearing Propaganda - Creates fears about how it can shape someone to act upon a certain
matter like supporting the war thanks to posters
Community of Shared ideas - media can bind individuals together
PROPAGANDA - TOOL TO INFLUENCE ATTITUDES TOWARDS A MATTER (POLITICAL)
like convincing people to enlist
AGENDA SETTING - objectives to achieve through a message sent
PROPAGANDA ANALYSIS- understand if propaganda messages worked to influence people
KIDS AND MOVIES - 19020s, parents worry about children and being exposed to movies
SOCIAL RELATIONS AND MEDIA - How people view media and how media influence society,
research theories 1940s
