Advertising & PR
Interpersonal communication
Talking to one other person
Uses & gratifications model
Active user seeking experiences that meet previously held attitudes, goals
Dunning-Krueger Effect
Cognitive bias where people with low knowledge overestimate their competence.
Newt Minow
1961 Federal Communications Commission chair; called TV a “vast wasteland.”
Four major Technology Companies
Intrapersonal Communications
Symbolic interaction model
media as conduit for interpersonal group, communication: reifying the immaterial
Two-Step Model
Media transmits an opinion & leaders transmit to followers.
Media -> Leaders -> Broader Audience
Mark Fowler
1980s Federal Communication Commission chair; described TV as just a “toaster with pictures” → deregulation.
Mass Communications
interaction with a very large group of people
Cultivation model
development of attitudes based on media consumption.
Four types of media effects
- Informational (message)
- Attitudinal (position)
- Behavioral (performance)
- Psychological (emotional)
Public Broadcasting Act
(1967): Created the Corporation for Public Broadcasting (CPB) to fund public TV/radio.
Media Literacy
an awareness of how the media shape our experiences.
Hardware model of media industries
The Post Office, it's the transmission substation, main station, substation, and reception all in one!
Role of medium in shaping message
Marshall McLuhan’s “the medium is the message” → medium influences how content is interpreted.
Telecommunications Act
(1996): Overhauled communications law, deregulated ownership, encouraged competition.
Registers of Media:
Cognition (what we know), Emotion (how we feel), Aesthetics (style and beauty), and Morality (values, ethics)
Federal Communications Commission
created in 1934 by the Federal Communication Act. Jurisdiction over radio, TB, telephony, cable, satellite communication.
Role of medium in shaping the audience
Surveillance – of environment: detect threats, identify opportunities.
Correlation of Forces – Organize information, resources to establish consensus.
Transmission of Culture – Passing values across generations.
Agenda Setting – Media doesn’t tell us what to think, but what to think about.
Six conglomerates controlling media in the U.S. (includes major production/distributing companies ordered by Market Corp.
Disney, Comcast, Sony, Warner Discovery, Paramount and Fox