Appendix B

Understanding Mass and Mediated

Communication

• Define mass and mediated communication

• Describe how the business of media and the principle of free speech shape the many kinds of media content you encounter

• Define two explanations for the effects of mass media

Chapter Outcomes

• Articulate how media exert influence on your attitudes or behaviors

• Describe how the convergence of media technologies can enhance or hinder your participation in the social and political process

• Practice five skills for becoming a more mindful and literate media consumer

Chapter Outcomes (cont.)

The Nature of theMedia

• Defining Mass and Mediated Communication– mediated: technology is used to

deliver messages between sources and receivers

– mass: mediated communication on a very broad scale

The Nature of theMedia (cont.)

• Mass communication before the Internet included:– Extremely large audiences– Professional communicators– Little interactivity or opportunity

for feedback

• Still typical of publishing, broadcasting, and entertainment industries

The Nature of theMedia (cont.)

• Media convergence:– Merger of traditional mass

communication with digital computing and telecommunication technologies

– Affects shape and influence of mass media content

The Nature of theMedia (cont.)

• The Pervasiveness of Media– Mass media is continuously available

to many people.– media multitasking: using more

than one media type at the same time

Understanding Mass Media Messages

• The Business of Media– Sources of revenue from consumers

and advertising •Exponentiality

– Broad versus narrow appeal•Low culture •Narrative complexity, narrowcasting

– Minimizing risk through audience research, self-censorship

Understanding Mass Media Messages (cont.)

• Free Speech and Media Bias– The First Amendment

• Even when speech is offensive, the government cannot ban it, punish it, or restrict it, except under very rare circumstances.

Understanding Mass Media Messages (cont.)

• Free Speech and Media Bias– Electronic Media Regulation

• Broadcasters must serve the public interest.

• Cable and satellite providers are less restricted.

• Government can impose restrictions that serve a “compelling government interest.”

– Indecency rules, mergers

Understanding Mass Media Messages (cont.)

• Free Speech and Media Bias (cont.)

– Media Bias• Both news and entertainment express

some degree of bias.• Most people consider news to be biased

against their own side.• Related to the economics and constraints

of the news-gathering process

Effects of Mass Media

• Selectivity and the Active Audience– The uses and gratifications

perspective considers what we do with media.

– We tend to select media that reinforces existing attitudes.

– The third person effect assumes negative media messages have a greater influence on others than on ourselves.

Effects of Mass Media (cont.)

• Influences on Attitudes and Behaviors– social cognitive theory: behaviors

are learned by watching our models– cultivation theory: correlates

attitudes and heavy media viewing– agenda setting: media affects which

issues we think about in the first place

Converging Media Technologies

• Democratic and Social Participation– Traditional media sources serve as

the gatekeepers that control information.

– Internet and social media have:• Connected marginalized voices • Built social capital• Empowered individuals (citizen

journalists)• Created a marketplace of ideas

Converging Media Technologies (cont.)

• Barriers to Participation– Digital divide– Ineffective participation – Information overload

Becoming a More Mindful Media Consumer

• Monitor your media use and exposure.

• Consider the source of media messages.

• Be aware of media effects.• Understand the grammar of media.• Actively evaluate media messages.