Unit 1. Media and Culture
The evolution of media has transformed society through various roles, including entertainment, education, public discourse, and government oversight. Media provides escape, information, and a platform for discussion on important issues, influencing societal values and perceptions. Technological innovations, from the printing press to the Internet, have shaped media industries and communication patterns, reflecting and shaping cultural norms and behaviors.
American households are immersed in a vast sea of media content, from traditional newspapers and television to online streaming and social media platforms. The ubiquity of media, in various forms, has redefined how information is accessed, consumed, and shared, with the average person interacting with an immense amount of data daily.
Media plays essential roles, such as entertainment, education, public discourse facilitation, and governmental oversight, impacting societal values, beliefs, and behaviors. Through storytelling and information dissemination, media shapes narratives and influences public opinion, serving as a mirror reflecting society's cultural norms and values.
The advent of new technologies, such as the printing press, radio, television, and the Internet, has revolutionized how information is disseminated, with each innovation leading to societal shifts and cultural changes. These advancements have both influenced and been influenced by evolving social values, reshaping communication landscapes and individual behaviors.
Free speech, a cornerstone of the American mass media landscape, is protected by the First Amendment, although limits exist based on social values. Definitions of obscenity and copyright laws are examples of legal constraints on free speech that have evolved over time, reflecting changing societal attitudes towards what is considered acceptable in media content.
Propaganda, a tool used to influence public opinion for ideological, political, or commercial purposes, can distort truths, selectively present facts, or appeal to emotions. The use of propaganda in media messaging highlights the power of communication in shaping beliefs and perceptions, illustrating how social values can be manipulated to serve specific agendas.
Gatekeepers in the media industry play a crucial role in curating and controlling the flow of information to the public. These individuals or entities decide which stories are shared, emphasizing certain narratives while potentially omitting others. Gatekeepers hold significant influence over the content we consume, shaping societal conversations and reinforcing dominant cultural norms.
Overall, the evolution of media, driven by technological advancements and societal values, has transformed how information is created, distributed, and consumed. From traditional newspapers to digital platforms, media continues to play a central role in shaping cultural narratives, reflecting and influencing the values and beliefs of society at large.
- Gatekeepers in the media, such as editors and reporters, impact what news is considered important, thus shaping societal values and beliefs through their biases.
- The lack of media coverage on events like the Rwandan genocide in 1994 due to gatekeeping potentially led to political inaction and countless deaths.
- Traditional media, with limited space and time, heavily relied on gatekeepers, while the internet allows for more diverse content and minimizes the gatekeeper function.
- The digital age has shifted gatekeeping roles to platforms like Twitter and YouTube, with less transparency on decision-making processes.
- Different cultures and subcultures present stories differently, showcasing their distinct social values and perspectives on media messages.
- Media literacy is vital in today's society to decode and analyze the vast amount of information transmitted through various media channels.
- Media literacy enables individuals to assess messages critically, understand biases, and evaluate the credibility and purpose behind media content.
- Understanding the creator, format, audience, content, and purpose of media messages helps individuals navigate through the vast and often conflicting information available.
- Considerations for evaluating media messages include the message’s author, format, audience, content, and purpose.
- Media literacy is crucial as individuals decode messages from various sources like individuals, companies, governments, or organizations.
- Analyzing current events online involves identifying the author, format, audience, content, and purpose of the chosen subject.
- Responses to critical questions should be a minimum of one paragraph each regarding changes in information perception, practicing media literacy, and public responsibility.
- End-of-chapter assessment questions cover topics like mass communication vs mass media, the role of media in society, historical events shaping mass communication, and the impact of convergence in the digital age.
- Critical thinking questions explore the history of media technology, the necessity of gatekeepers and tastemakers in mass media, changing cultural periods in the digital age, and the influence of cultural values on U.S. media law.
- Media literacy curriculum in schools and the need for it are considered, along with the role of consultants in helping organizations navigate the media landscape.
- Merlin Mann's work as a writer, speaker, and consultant is explored through his website, projects, fees, and opinions on social networking and public relations.
- Recommendations are provided for consultants to enhance organizations' media presence and reach their goals effectively
Unit 2 Different Styles and Models of Journalism
The rise of online journalism has reshaped the traditional newspaper industry significantly. Blogs have emerged as a new form of journalism, blurring the lines between traditional reporting and informal commentary. Blogs, although lacking in accountability compared to formal journalism, have impacted the way news is consumed by offering instant updates and breaking news stories before traditional print media.
Online journalism presents several advantages over print media, including the ability to break news instantly, availability of limitless writing space, and opportunities for aspiring journalists to enter the field. The case of the Drudge Report breaking the Bill Clinton/Monica Lewinsky scandal online before major print publications highlighted the timeliness and relevance of online news sources.
In the face of declining readership and competition from blogs, newspapers have transitioned to online journalism to remain competitive and reach wider audiences. Many newspapers have developed online versions of their print editions, offering readers accessibility to news at any time and from any location. Additionally, some smaller newspapers have entirely ceased their print publications in favor of online-only platforms to adapt to the changing media landscape.
The shift to online journalism has led to the emergence of beatbloggers who engage with readers, crowdsource ideas, and interact with audiences to enhance the reporting process. Major news websites are incorporating blogs into their platforms to attract a diverse audience and remain pertinent in the digital age. Moreover, online news sites like The Huffington Post and The Daily Beast are gaining popularity, signaling a shift towards digital news consumption and the growing influence of internet-based journalism.
- Former Vanity Fair editor Tina Brown cofounded and began serving as editor in chief of The Daily Beast.
- Brown revels in the immediacy and responsiveness of The Daily Beast's website.
- Large newspaper conglomerate GateHouse Media began publishing under a Creative Commons license in 2006.
- GateHouse's decision aimed to attract more online viewers and generate revenue for the newspapers.
- GateHouse’s move to CC license content was to facilitate bloggers in quoting stories, leading to increased traffic and search engine rankings.
- The modern online newspaper industry faces the challenge of profitability despite the shift from print to digital readership.
- Good newspapers like The New York Times and The Wall Street Journal provide better content in their online editions.
- Print revenue still surpasses digital revenue due to the struggle to make online newspapers profitable.
- The shift to online journalism requires newspapers to find viable revenue models as advertising is less lucrative online.
- Online journalism offers benefits such as breaking news in real-time and lack of space limitations compared to traditional print journalism.
- Print newspapers transitioning to online face challenges in adapting to the digital landscape and making the model profitable.
- The Internet has changed the way newspapers present news and how readers access information, impacting print newspapers' declining subscribership.
- Newspaper industry continues to evolve in the face of digital advancements to provide accurate and timely information.
- Career opportunities exist in newspaper journalism despite economic challenges and reduced staff in print newspapers.
- Journalists entering the field may need to adapt to new approaches in journalism to thrive in the transforming industry.
Unit 3 Print Media
- Ancient Egyptians traced back origins of books to papyrus scrolls
- Egyptians used various materials for writing before papyrus scrolls became common
- Papyrus scrolls became the standard writing surface in the Mediterranean by 6th century BCE
- Parchment emerged as a durable alternative to papyrus and led to the development of the codex form of book
- Woodblock printing in Tang Dynasty China around 700 CE marked a significant innovation
- Medieval book culture was dominated by monasteries where monks hand-copied texts in decorative manuscripts
- Johannes Gutenberg's invention of mechanical movable type in 1448 revolutionized book printing
- The Gutenberg Bible, printed in 1455, led to the commercial mass printing of books
- The printing press made book production faster, cheaper, and mass-produced
- The spread of printed books contributed to the Renaissance and increased literacy rates
- Copyright law evolved to protect authors and their works, starting with the Statute of Queen Anne in 1710
- The rise of the publishing industry helped authors produce and distribute their works
- Paperback books revolutionized the industry with the paperback revolution in the 1930s
- The second half of the 20th century saw consolidation in the U.S. book-publishing industry
- Electronic entertainment has impacted reading habits, with less time spent on reading
- Blockbuster syndrome in the publishing industry focuses on best-selling authors rather than emerging writers
- Advances are paid to authors with expectations of future royalties, impacting author earnings
- Publicity budgets for books with large advances often outweigh those with small advances
- The focus on blockbusters can hinder emerging authors from gaining recognition
- Many authors struggle due to limited advances and publicity budgets, leading to challenges in building an audience
- Blockbusters can be costly for publishers as they require high publicity budgets and attention
- Large advances for blockbusters may not pay off if copies don't sell well, discouraging unconventional books
- Success with blockbusters has seen best sellers selling more copies today but not increasing overall book sales
- Focusing on blockbusters has made literature a commodity, with little value placed on artistic merit
- Authors are rejecting the blockbuster model and turning to self-publishing or independent houses for creative control
- Book superstores like Barnes & Noble and Borders reshaped the retail sale of books but faced threats from online purchases
- Rise of book superstores led to price wars, with retailers like Amazon offering deep discounts to lure customers
- Discounting books heavily encourages high-volume selling, promoting safe publishing choices for popular authors
- E-books emerged as a cheaper alternative with no printing costs and retailers like Amazon discounted them heavily
- The emphasis on net profits in the book industry threatens literary value and sustainability over quantity
- Historical roots of newspapers date back to ancient Romans with Acta Diurna and the birth of the printing press by Gutenberg in 1440
- Early newspapers in Europe followed Dutch-style corantos or German-style pamphlets
- Colonial American newspapers like The Boston News-Letter and The Boston Gazette avoided politics at first but later engaged in political discourse
- The trial of John Peter Zenger marked a turning point towards freedom of the press in America
- The First Amendment guaranteed freedom of the press in the U.S., although the Sedition Act briefly restricted press freedom in 1798
- The emergence of the penny press in the 1830s democratized newspapers by making them affordable for the masses
- Wire services like the AP allowed for better news reporting and collaboration between major newspapers
- Yellow journalism, pioneered by Pulitzer and Hearst in the late 1800s, relied on sensationalism to sell newspapers, paving the way for tabloids
- Newspapers in the late 1800s engaged in price wars, hiring editors, and using sensationalist headlines to attract readers
- Hearst and Pulitzer sensationalized the Spanish-American War to sell papers
- Introduction of comic strips like the Yellow Kid and stunt journalism by Pulitzer, with Nellie Bly's investigative reporting
- Hearst and Pulitzer made significant contributions to the journalism industry with their media empires
- Early magazines in Europe originated as literary journals in the 17th century
- The magazine industry in the US flourished in the 1830s with a focus on amusement and wider audience appeal
- The Saturday Evening Post and Youth's Companion were successful mass magazines promoting wholesome content
- Magazine prices decreased in the late 19th century, attracting larger audiences and increasing advertising revenue
- The 20th century saw the rise of newsmagazines like Time and picture magazines like Life
- Transition to online technology in the late 20th and 21st centuries impacted the magazine industry, leading to digital adaptations
- Researching and analyzing the history of a favorite magazine can provide insights into its evolution and future trends
Unit 4 Electronic Media
Radio station WOXY was transformed by new owners in 1983, shifting from Top 40 to alternative rock with U2's iconic track. Despite challenges, WOXY gained recognition and even made it to Rolling Stone's top 15. In 2004, the station went off-air but found a last-minute investor for the online version. The station was later sold to Lala and then to Future Sounds Inc., ultimately shutting down in 2010 due to financial constraints.
Radio has had a significant influence on American culture, introducing new music genres like country and rock. It served as a medium of social cohesion, bridging diverse backgrounds. Radio news during critical events like floods in the 1930s conveyed the emotional impact to a wide audience, fostering national unity. The advent of radio also propelled consumer culture through advertisements.
Orson Welles's broadcast of War of the Worlds in 1938 showcased radio's powerful social influence, causing mass hysteria as listeners believed in a Martian invasion. This event underscored the intimate communication style of radio and its ability to captivate audiences. The aftermath of the broadcast revealed the extent of public trust in radio.
Radio revolutionized popular music by giving exposure to live performances, making jazz and classical music nationally popular. Regional music flourished on radio stations like Nashville's WSM, boosting artists such as Elvis Presley and Johnny Cash to stardom. Radio transformed music performances and provided a platform for musicians to gain fame.
Political radio has played a pivotal role in shaping public opinion. President Franklin D. Roosevelt's famous "fireside chats" demonstrated the power of radio in communicating important messages to the public. The repeal of the Fairness Doctrine in 1987 paved the way for the rise of AM talk radio, allowing hosts to express their views without the need for equal time to opposing perspectives.
The controversial nature of talk radio hosts like Howard Stern and Don Imus has led to conflicts between freedom of speech and the need for profitability. While radio personalities enjoy free speech protection, controversial remarks can lead to public outrage and potential job terminations. The dynamics of talk radio have evolved, with hosts using shock value to attract listeners and advertisers.
The influence of radio in shaping culture and politics is evident through various instances of societal impact. From promoting national unity through music to fostering political discussions, radio has been a powerful medium for communication. Despite facing challenges like controversial remarks by radio hosts, the legacy of radio as a mass communication tool remains significant in American culture.
Television in the 1950s mainly focused on domestic comedies that portrayed an idealized version of American family life, avoiding social issues like racial discrimination. Shows like Leave It to Beaver and The Donna Reed Show depicted traditional nuclear families with conservative values. Edward R. Murrow's See It Now challenged Senator Joseph McCarthy's aggressive tactics, showcasing TV's potential to influence viewers on political matters.
The 1960s saw television news broadcasts bringing real-world events into homes, from JFK's assassination to graphic images of the Vietnam War. Shows like Gunsmoke addressed social issues, adapting to the civil rights era. Escapist sitcoms like I Dream of Jeannie provided relief from the era's tensions, avoiding political unease. Television offered a dichotomy between escapist comedy and hard news during this period.
In the 1970s, television began reflecting changing social attitudes, diversifying families to address controversial issues like single parenthood and divorce. Feminist movements demanded equality, leading to shows like Maude, which tackled issues like abortion and gender roles. Sitcoms like All in the Family and The Mary Tyler Moore Show addressed racism, homophobia, and women's rights, reflecting the era's socially conscious audience.
- The Brady Bunch, a family favorite TV show from 1969 to 1974, featured a non-nuclear family, reflecting the increasing prevalence of blended families in American society.
- Controversial shows like Maude gained popularity in the 1970s, mirroring the evolving cultural and social values of the era.
- Saturday Night Live (SNL), a sketch comedy show that premiered in 1975, parodied contemporary popular culture and politics, showcasing political awareness in TV shows.
- Cable television gained popularity in the 1980s, diversifying the TV landscape with channels like CNN, ESPN, and MTV, impacting news, sports, and music programming.
- The 1980s saw a revival of family sitcoms like The Cosby Show and Family Ties, depicting modern family dynamics with working mothers and fathers involved in parenting and housework.
- Cable TV's rise in the 1980s led to a drop in network TV viewership, concerns about children's exposure to violence on TV, and a shift in audience preferences towards cable programming.
- Specialization in television programming emerged in the 1990s and 2000s catering to niche audiences such as cooking, music, news, and reality TV, reflecting market segmentation trends.
- Black Entertainment Television (BET), launched in 1980, was the first US network dedicated to African American viewers, addressing the underrepresentation of Blacks on television.
- Television remains a unifying cultural force during national crises, with news broadcasts playing a pivotal role in providing real-time coverage and shaping public opinion.
- Media coverage, especially on partisan news networks like Fox News and MSNBC, influences viewer opinions, potentially leading to increased political polarization.
- Television has portrayed controversial topics like single parenthood and LGBTQ relationships, influencing societal attitudes and shaping cultural acceptance.
- Reality television emerged as a significant cultural phenomenon, creating instant celebrities and influencing popular culture through shows like American Idol and Survivor.
- Video games have impacted mainstream culture by changing the perception of geek subculture, diversifying the age demographic of players, and enhancing interactivity and storytelling elements in games.
- Video games have influenced other media forms like television, film, music, and machinima, with adaptations, soundtracks, and machinima films created within the gaming realm.
- The acceptance and integration of video games into mainstream entertainment have transformed cultural perceptions and media consumption habits, blurring the lines between different forms of entertainment.
- Gamers have influenced professional filmmakers to use machinima for storyboarding and individuality in computer-generated shots
- Machinima is becoming mainstream through TV shows like South Park and channels like MTV2
- Educational video games help in developing math and grammar skills in children
- Video games improve visual skills and analytical thinking
- Video games are used for military training and educational purposes by various institutions
- There is a debate on whether video games can be considered art
- Roger Ebert argues that video games can never be art
- Some video games like Flower and Katamari series are considered art by many
- Video games contribute significantly to modern artistic culture
- Social media platforms like Facebook, Twitter, LinkedIn, Google Buzz, and MySpace provide a platform for users to create profiles
- Each social media platform caters to different demographics and purposes
- Twitter allows users to tweet short messages and is popular for breaking news and marketing
- Facebook has opened its doors to a wider audience and faced privacy concerns
- Blogs started as online diaries and have evolved to include social networking features
- Various social media platforms like YouTube, Wikipedia, Flickr, and Digg are part of Web 2.0
- Susan Boyle's viral success on YouTube highlights the power of viral marketing
- The success and challenges of viral marketing are evident in cases like Radiohead and Healthy Choice
- Memes like Rickrolling and Lolcats are popular examples of viral Internet trends
- Social media has benefits in communication, news distribution, and marketing, but also brings concerns about privacy and superficial information
- Online communities expose users to like-minded opinions, affecting their understanding of differing perspectives
- The Internet and social media have impacts on education, with debates on distractions like Facebook among students
- Privacy issues arise with excessive sharing of personal information on social media platforms
- Facebook's privacy settings have been a subject of controversy with changes to default sharing settings
- Google's social networking add-on Buzz faced privacy concerns leading to changes in privacy controls in response to user feedback
- Google Buzz integration with Gmail led to public exposure of users' most emailed contacts
- Facebook's privacy issues included third-party apps accessing user information without consent
- Social media has become a vital tool for marketers to target specific demographics efficiently
- Marketers aim to make content go viral through platforms like YouTube and blogs
- Facebook's Beacon faced backlash for sharing user purchasing information and was shut down
- Social media platforms like Twitter and Facebook played a significant role in political uprisings in the Middle East
- Users used social media to organize protests, share information, and communicate globally during the uprisings
- Social media's impact on advertising allows for direct targeting and personalized outreach to consumers
- Commerce plays a significant role in the profitability and sustainability of social media platforms
- Social networking sites continue to evolve, offering diverse features to cater to different demographics
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