Mass Communication
Transcript of Mass Communication
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Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
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The nature of Mass The nature of Mass Communication Communication
How Human Beings Communicate Origins of language Use of verbal and nonverbal symbolsFormulating Intended Messages
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How Human Beings How Human Beings CommunicateCommunicate
Sender intends certain meanings in a message that he or she puts together and transmits. The receiver constructs his or her own version of the meaning of that message. If the two are similar or close enough then the message is accurate, otherwise inaccurate.
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How Human Beings How Human Beings CommunicateCommunicate
Contribution of Memory
Storage Labeling Interpretation Storage
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How Human Beings How Human Beings CommunicateCommunicate
Perceiving and Understanding messages.
Message Complexity and Accuracy
Congruence between intended and interpreted meanings.
Feedback Role Taking
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How Human Beings CommunicateHow Human Beings Communicate
Mass Media Mass Media as a Process Message is formulated by professional human
beings. Message is sent out in rapid and continuous way. The message reaches relatively large and diverse
audiences who attend the media in selective ways. Individual members of the audience construct
meanings. As a result of these meanings these members are
influenced.
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Which Media are mass media?Which Media are mass media?
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Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
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Books The Oldest MediumBooks The Oldest Medium
Spoken language and the art of story telling.
Tribes and societies for more established political and economic system.
Books as the first portable media.
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Transition to writingTransition to writing
Writing unlike speaking, requires a medium.
Medium: a device to move information through time and space.
First Writings- 15,000-20,000 years ago.
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Transition to writingTransition to writing
Writing: as the first tool of information storage
Thought Writing Sound Writings or
Phonograms. It took 2000 years to
develop current English alphabets.
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Development of BooksDevelopment of Books
Greeks the developers of Portable Media
Copying Books by Hand
Gutenbergs Remarkable Machine
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Spread of Printing PressSpread of Printing Press
Printing originated in China about A.D. 175
The three necessary elements for printing are paper, ink, and surfaces bearing texts carved in relief (marble surface or seals used to transfer pictures and texts of prayers to paper)
http://www.uncp.edu/home/canada/work/markport/lit/introlit/print.htm
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Book Publishing in North Book Publishing in North AmericaAmerica
First Printing Press in Harvard College in Cambridge.
First Book published 1640.
Revolution times stimulated the printing process.
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The Publishing ProcessThe Publishing Process
Key Players Publishers Authors Editors Book manufacturers Bookstores Sales Personal
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Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
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Newspapers: First medium for Newspapers: First medium for mass societymass society
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Development of NewspapersDevelopment of Newspapers
Mid 1500s Rulers of Venice regularly published printed news sheet about the war.
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Development of NewspapersDevelopment of Newspapers
True Newspapers: Published at least weekly Produced by mechanical
printing process. Available at a price for people
of all walks of life. Prints news of general interest. Readable with ordinary
literacy. Timely Stable over time.
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The Press in American The Press in American ColoniesColonies
The growth of newspapers in America was closely tied to cultural, economic and social circumstances.
Boston 1690 – Public Occurrences Both Foreign and Domestic by Benjamin Harris
Tradition of Speaking Out and Freedom of Press.
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Limitations of the Colonial Limitations of the Colonial Press.Press.
Very few American newspapers were successful due to financial reasons.
News was seldom up to date. Published infrequently. Distribution problems. Not many advertisers. Restricted audiences.
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Changing Functions and Changing Functions and ContentContent
Persuading, informing and entertaining In depth coverage and analysis Official Communicator Appealing to readers interest
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How a Newspaper worksHow a Newspaper works
Central Assignment Desk
Editorial Staff Reporting Camera Circulation Advertising
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Criticism on NewspapersCriticism on Newspapers
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Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
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Magazines: Voices of InterestMagazines: Voices of Interest
Development of Early Magazines, The Review. (1704, London).
Domestic affairs and National Policy.
Daniel Defoe, creator of Robinson Crusoe
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Development of the 19Development of the 19thth centurycentury
Rapid Population Growth
Urbanization Literacy Rate Great Issues
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Types of magazinesTypes of magazines
Consumer Trade Sports ……………….
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Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
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Movies : The magic show on Movies : The magic show on the Wallsthe Walls
Mid 1600’s A German priest conducted experiments passing light through a transparency.
In 1645, he put on his magic show by showing religious figures on the walls.
Mid 1800’s more development in reflecting mirrors and condensing lenses.
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Development of technologyDevelopment of technology
As movies mainly focus on entertainment its easy to think of this medium as a less serious medium.
Advances in Chemistry in late 1700’s and early 1800’s led to capture of images.
1839 French Artist Daggurre showed first clear photographs in public.
Pictures were made on Copper plates coated with gleaming silver.
Mushroom growth of daggurretype studios.
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Illusion of Motion PicturesIllusion of Motion Pictures
Still photographs turn through a projector at a correct speed.
Visual Lag- The brain persists on seeing the object, even its no more there.
When we are presented with one image after another, the visual lag creates the bridge.
Governor Leland Stanford’s bet.
Eadweard Muybridge sets up 24 cameras to capture first motion picture.
In 1890’s crude motion pictures of various forms emerged.
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Movies: The MediumMovies: The Medium
By 1903, American and European producers were making one reelers of 10-12 minutes duration.
“ Life of an American Fireman” , “ The Great Train Robbery”
Two Reelers- 25 minutes.
The nickelodeons Movies for the Middle
class. The Talkies – 1920’s
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Making a MovieMaking a Movie
Conceptualization Production Direction Performances Visualization Special Effects Editing
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Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
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Radio: The First Broadcast Radio: The First Broadcast MediumMedium
1700’s Greeks were producing gigantic static charges but were not able to understand how electricity works.
A German scientist Heinrich Hertz in 1887 demonstrated what we know as radio today.
Marconi’s Wireless Telegraph.
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RadioRadio
The radiotelephone 1906. Titanic 1912 ( David Sarnoff) Period of Transition Scheduled Programs Began Establishing economic base for the new
medium
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RadioRadio
Paying for the Broadcasts $ 3000 for setting up Radio station and $
2000 as running costs. Advertising as source of profit. Acquiring receivers for home use.
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Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com/mass.htm
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Television The most popular Television The most popular mediummedium
Invention and controversy of television In 1884 German Inventor Paul Nipkow
developed a rotating disk with small holes arranged in spiral pattern, that when used with light source, produced a very rapid lighting effect.
Radio and TV experiments knit closely.
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Development of TVDevelopment of TV
In early 1920’s corporations like RCA and GE allocated budgets to experiment with TV.
GE employed inventor Ernst Alexander, to work exclusively on the problem, who was able to develop a workable system based on Nipkow disc.
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Early broadcastsEarly broadcasts
Early television screens used tiny screens based on Cathode rays about 4 inches in Diameter.
In 1927, Herbert Hoover, then sectary of Commerce appeared on an experimental broadcast.
By 1932, RCA built a TV station complete with studio and transmission facility.
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Period of Rapid adaptationPeriod of Rapid adaptation
By 1946, FCA issued 24 new licenses. The Big Freeze Becoming a TV nation. Coming of Color By 1946 two colors had been perfected by
RCA
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Alternatives to BroadcastsAlternatives to Broadcasts
The spread of Cable systems Video Cassette Recorders The Scope of Television
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Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
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Media In the Contemporary Media In the Contemporary Society Society
Mass Communication Responsible for Communication Revolution and Information Society.
Development of new technologies meant new ways of organizing work, supervising people and developing a “product” of communication that had consequences for individuals and society.
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Development of New Development of New Technologies Technologies
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How Media Are alikeHow Media Are alike
Gathering of Information
Processing Information Dissemination of
Information
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The Human FactorThe Human Factor
Economics Government regulations People’s habits Investments ($) …….
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People, Money and New People, Money and New technology technology
Manufacturers Software developers Marketing and Sales
Representatives Communication consultants Communication Companies Communication workers Regulators Consumers
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Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
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Economic Influences on the Economic Influences on the MediaMedia
Most media is privately owned operating within a capitalist system
Media as Economic entity Who owns them? How are they Financially supported? Who pays the bill? Sometimes they are provided special privileges
because they provide free information flow to the public.
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Continuing Search for Continuing Search for AudiencesAudiences
Audiences are linked to profits through advertising
Shifting fortunes of media organizations leads to hiring and firing of personal, softening of advertising market and a generalized worry about some media trends.
Economic trends in the media can also have impact on the public.
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The New Media GiantsThe New Media Giants
Time – Warner 1989 Cable & News Network NBC ABC BBC CBC Al-jazeera
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Media As BusinessesMedia As Businesses
Newspapers Magazines Books Movies TV Radio
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Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
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Politics and MediaPolitics and Media
Media Must Do Two things to survive in our system
• They must provide a Communication System for the Nation
• Media is an Advocate, and a bridge to its citizens; connecting social, economic and political institutions.
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Social Responsibility of MediaSocial Responsibility of Media
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Moral Values and MediaMoral Values and Media
Do parents have the right to protect their children from seeing morally challenging advertisements?
Adult rated Advertisements.
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Two ArgumentsTwo Arguments
Government should not intervene and let the society decide and regulate its own moral values. (Free Media)
Conservative argue government should be responsible for the regulation of Media to keep checks.
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National Crisis and MediaNational Crisis and Media
During times of national reporting some kinds of information can give enemy and advantage.
1940 US-Germany Spy game.
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Direct Censorship during Direct Censorship during WartimeWartime
Control of Information through deny of access to Media (TV, Print, Radio etc…)
Letting military scanners scan copies to protect information.
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Protection of reporter’s sources Protection of reporter’s sources
Should the source be revealed under special circumstances?
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Agents of Control over mediaAgents of Control over media
Courts and the freedom of Press vs Citizen’s Rights
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Legislators Legislators
Lawmakers PEMRA
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Executive BranchExecutive Branch
Includes host of Government departments and agencies.
Offices of Supreme Control (President’s House/ Prime Minister’s Secretariat
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Outside Pressure GroupsOutside Pressure Groups
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Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
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Advertising and mediaAdvertising and media
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Advertising and MediaAdvertising and Media
Advertising now compares with long standing institution like Schools and Church in the magnitude of its social influence.
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Advertising and MediaAdvertising and Media
It has vast power in shaping popular standards.
It is one of very few institutions which can exercise social control.
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What is advertising?What is advertising?
The action of attracting public attention to a product or business
Advertising is controlled; it is prepared in accordance with desires of the firm or group it represents.
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Content of AdvertisementsContent of Advertisements
To accomplish their goals, the advertisements must make a persuasive appeal
Some advertisement content makes direct appeal mentioning characteristics of their products.
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Advertising as an IndustryAdvertising as an Industry
Advertising Agencies Media Services
Organizations Suppliers of Supporting
Services Advertising Departments
in Retail Businesses Adver
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Advertising AgenciesAdvertising Agencies
Functions of Advertising Agencies
Planning
Creation and Execution
Coordination
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Inside Advertising AgenciesInside Advertising Agencies
Account Management The creative
Department Media Selection The research
department Internal Control
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Studying the effectiveness of Studying the effectiveness of AdvertisingAdvertising
Audience Research Media Research Copy Research
Age market segmentation
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Children and AdvertisingChildren and Advertising
To what extent children pay attention to commercials?
Can children distinguish between fact and fiction in an ad?
Do children buy as a result of commercial?
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Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
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Public Relations & Media Public Relations & Media
PR is a process and a communication activity which connects public with information and ideas.
Public attention and understanding are often vital to the success of any government policy, business practice as well as individual concerns.
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Individuals and Public Individuals and Public RelationsRelations
Individuals who want to achieve a positive public image through mass media face at least two types of problems:
1) Media and the organizations that service them are independent identities with their own goals, which might be far different from the publicity seekers.
2) There is a great competition for time and space in the news media, thus even some worthy individuals may not get media attention.
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Public Relations In Practice Public Relations In Practice
A group of professional communicators, who call themselves public relation practitioners, who have a code of ethics and a professional accrediting process.
According to Cutlip and Center any Public Relations Program must include four basic steps.
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PR in PracticePR in Practice
Fact Finding and Feedback Planning and Programming Action and Communication Evaluation
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What PR People DO?What PR People DO?
Writing Editing Media Relations and Placement Special Events Speaking Production Research Programming and Counseling Training and Management
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Public Relations IndustryPublic Relations Industry
Independent PR counselor or Agency PR Department of Business or Industry PR departments of Non Profit institutions Public sector PR Political Consultants Communication Policy Consultants Communication specialists in technical areas.
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Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
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The Surveillance function of The Surveillance function of the Press the Press
Inter-personal transmission of the news in early days.
How news facts get distorted? Direct Observation Expert opinion News Release Published Documents Public Records
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Strategies for Packaging the Strategies for Packaging the NewsNews
Impact Timeliness Prominence Proximity The bizarre Conflict Currency
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Styles of JournalismStyles of Journalism
Sensationalism Journalism Objective Journalism
Separating fact from opinion
Presenting an emotionally detached news
Striving for fairness and balance
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The New JournalismThe New Journalism
Scene setting Extended dialogue Point of view Interior Monologue ( thoughts of people who
were the news sources, might be included) Creation of composite characters
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Types of journalism continuedTypes of journalism continued
Precision Journalism Advocacy Journalism
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Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
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Media Support ServicesMedia Support Services
Role of Auxiliaries AP , UPI The Wire Services Cost efficiency across the nation An impact on content and style Yet another competitor (INS) International
News Service
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Wire services in PerspectiveWire services in Perspective
The importance of wire services exceeds the monetary worth.
About 95% of the newspapers subscribe to wire services.
Major newspapers and TV stations send their reporters and still subscribe to wire services.
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The supplement servicesThe supplement services
Competition between AP and UNI increased in 1980’s.
This lead to emergence of other services providers e.g Dow Jones providing financial services, women news services providing women related news.
New York Times wire services, providing selected news stories.
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The Syndicates The Syndicates
Usually provide entertainment and opinion related content for the newspapers. E.g comic scripts, editorial cartoons etc.
Acquiring Content Managing and Marketing content Influences of Syndicates
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Measuring ServicesMeasuring Services
Measuring Circulation Measuring broadcast audience Types of Ratings Rating = Household tuned to station / total TV
households x 100 Share = household tuned to station / households
using tv x100 Households using Tv (HUT) = Sets turned on / total
tv households x 100
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Continued …Continued …
Obtaining ratings People Meters Controversy The rating problems Rating and the news Measuring public opinion
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Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
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Role of media in our Society
Essential part of our society Symbol of strength in Society Knowledge function of Media (Awareness
function) Media Watchdog Commercialization of Media
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Media and Public opinion
Sensational depiction of News Stories
Race for gaining Television Rating Points (TRP’s)
Following up stories Media Stories: A point
to wonder
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Media in our lives
Weapons of Media Same Message different
ways At times money supersedes
news Influencing judgment Unessential activities
broadcasted again and again.
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Music IndustryMusic Industry
History of Music Development of Instruments Development of Recording Machines Juke Box Recording technologies Music as an Industry
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Method of Mass Method of Mass Communication ResearchCommunication Research
Sources of trust worthy knowledge Religion Interpretations by authorities (priests,
philosophers, kings) Tradition Common sense Research!
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Reasons for Conducting Reasons for Conducting ResearchResearch
Public concern about media effects Developing theories to explain media
influences. Solving practical problems
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Effects of Mass MediaEffects of Mass Media
Forces of Evil or saviors of democracy Early claims of great power The legacy of fear
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Postulates of Science and goals Postulates of Science and goals of media researchof media research
The assumption of order : Scientists always assume that objects and events that they are trying to study are regular in their behavior and their activities will form some kind of discoverable pattern.
Who? Says what? In what channel? To whom? With what effect?
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Continued …Continued …
The assumption of cause and effect:
Scientist believe that it is possible to explain when, how and when events occur..
The assumption of tentative truth:
Scientists do not believe that their conclusions ever provide a final answer , but instead a best possible answer.
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Basic Vs Applied ResearchBasic Vs Applied Research
Basic research is not undertaken to increase anyone’s profits , but to simply advance knowledge.
Applied or Proprietary is conducted for someone to benefit financially.
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Steps in scientific methodSteps in scientific method
Specifying the problem Reviewing previous results Making necessary observations Data processing and analysis Researching conclusions and interpreting
findings Reporting results
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Research designsResearch designs
Experiments Surveys Observational studies Content analysis
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Mass CommunicationMass Communication
Instructor: Jawad Gilani
www.jawadgilani.com
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Media Influences on Media Influences on IndividualsIndividuals
Early Researches: Large scale researches did not begin till late 1920’s.
A decade after world war I, researchers started working on studying changes in the society.
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THE MAGIC Bullet TheoryTHE MAGIC Bullet Theory
Theory is based on some very basic scientific assumptions which seemed very true at that time; concerning the fundamentals of human nature.
This theory was very consistent with public’s general view that the media had great power.
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Continued ..Continued ..
Before realizing the overwhelming power of leaning, psychological and social scientists were greatly influenced by the ideas of Charles Darwin.
Charles Darwin placed human beings in the same continuum as other animals.
Earlier , the religion was the most important influence.
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Continued …Continued …
Social scientists rejected religious beliefs and believed that human beings were guided by “instincts” over which people lacked rational control. OR by other unconscious processes which were NOT guided by intellect.
This was a frightening view which saw human beings as irrational creatures, who could be easily controlled by cleverly designed media.
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THE PAYNE fund StudiesTHE PAYNE fund Studies
By 1920’s , the general public was already becoming uneasy about the influences of movies on children.
In 1929, an estimated 40 million minors, including more than 17 million children under 14 years, went to see movies at least weekly.
The Motion Picture Research Council
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Continued ..Continued ..
Influences on everyday behavior. Changes in Children attitudes.Attitudes towards: WAR/ Gambling/ The
Chinese/ Punishment of Criminals.Implications of ResultsFindings of Payne Fund Studies seemed to give
the Bullet theory a considerable support.
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The Great PanicThe Great Panic
Radio Reports the invasion from Mars. On October 30th, 1938 people who were
listening to radio play on CBS, “Mercury Theatre of the Air” believed that United States was taken over by creatures from Mars.
Implication of Results: powerful effects , but not for all.
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Changing Perspective on Media Changing Perspective on Media Influences Influences
An increased importance of Social Categories.
Racial and Ethnic Groups Social institutions, family, Government …
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Media in Presidential Media in Presidential CampaignsCampaigns
How Media influences voters. Improved research Methods
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Children influenced by MediaChildren influenced by Media
Patterns of Viewing Uses of Programs Implications of results Violent content Social Learning from role models
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Media Influences on Society Media Influences on Society and Cultureand Culture
Two ways in which media can be instrumental in bringing change in the society.
A) Continuous presentation of information related to a particular event or issue, over an extended period of time ( Theory of accumulation of minimal effects)
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Continued …Continued …
A situation exists in which mass media begins to focus attention
Provide information consistently over a period of time.
People become increasingly aware Information provided by the media changes beliefs Those individual to individual changes accumulate
and become new form of shared orientation.
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Continued ..Continued ..
THE WATER GATE SCANDLE ( Exposing a President)
Extending democracy to all the citizens Redefining the WAR
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Theory of AdaptationTheory of Adaptation
We are constantly confronted with with innovations.
Innovation can be something adopted from another society or it can be something completely new.
People do not adapt to an innovation instantly even if the adaptation is logical and beneficial.
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Continued..Continued..
The key to understand the part played by the mass media in this form of social change is to look closely at the process of adaptation.
Five stages of adaptation theory.. Awareness stage Interest stage Evaluation stage Trial stage Adaptation stage
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Modeling theoryModeling theory
Under certain circumstances , individuals who view particular actions that are performed by another person, may adopt that behavior as a part of their personal habits.
Individual sees a form of action carried out by a model The individual identifies with the model The individual remembers and reproduces Performing the reproduced activity results in some
reward.
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Continued ..Continued ..
The positive reinforcement increases the probability that the person will reproduce the activity again.`
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Social Expectations TheorySocial Expectations Theory
What are the sources from which we acquire knowledge and social skills ?
From whom do we learn social expectations of others?
Social Organization Ranking Position
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Meaning TheoryMeaning Theory
Theory sees the meanings people hold as strongly influenced by their exposure to Mass Communication.
1) Meaning is linked to a label 2)A member of audience undergoes some
changed. 3) Individuals Communicate 4)As a result, behavior changes.
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Stereotype TheoryStereotype Theory
Clusters of negative meanings that are shared by many, concerning minority groups.
African-Americans Cold War /Russians Chinese/Immigrants