• major source of information and enterntainment
• Includes
• Books, films, TV, radio, newspapers, magazines  

Evolution 

of 

Mass Communication

(4 Epochs)

• Tribal Epoch
•  Talking (hearing), face to facev
• Literate Epoch
•  Alphabet (Sight), mass messages
• Print Epoch
•  Book (sight), telegraph
• Electronic Epoch
•  Telegraph (hearing) Electronic media revived oral tradition

Theories 

of 

Mass Communication 

(5)

• Hypodermic Needle Model; Media is injected directly into vulnerable passive audiences
• Uses and Gratificatoins; attend for pleasure and purpose
  
• Agenda setting; media establishes agenda by spotlight some issues and not others
  
• Cultivation theory; tv distorts viewers image of the real world
  
• Cultural studies; provides a message that shapes culture

Types 

of 

Cultural studies 

(3)

• Textual analysis; set of related facts presented to you about culture
• Audience studies; study the audience
• Political Economy; provides critical analysis of tensions between the current corporate media system and democratic ideals and practices

Guidelines 

for 

Engaging Mass Communication

• Develop media literacy 
• Realistically assess media's influence
• Become aware of patterns in media
• actively interrogate media messages
• expose yourself to a range of media sources
• focus on your motivations for engaging media
• Then, respond actively