Lecture 2 Flashcards
(32 cards)
Mass Media Purpose:
to inform, create awareness of issues, entertain, transmit culture, persuade
News media viewed:
as the bad guys, having a job to do
Media is:
mass communication vehicle, info delivery system, news/entertainment source, a business – delivers ads, packages news as a commodity and expenditure
News media is not:
a conspiracy, promotional vehicle, or “purchased” (favours) – although there are exceptions
Goal of Media Relations:
to obtain accurate/fair/balanced coverage - contain, clarify, correct
Gatekeepers:
owners, editors, producers, publishers – make decisions on what is covered - power to shape messages that reach us
Marx:
the class which has the means of material production at its disposal, has control at the same time over the means of mental production
Agenda Setters:
media raise awareness of issues they believe to be important to public - not telling them what to think but what to think about - but who is informing media and for what purpose
Watch Dogs:
aimed at holding institutions/public personalities accountable for impact their actions have on society
Powerbrokers:
influence perception and alter balance of power - ability to and can influence many people on a national level - has credibility - what is reported can shape public perception of an issue.
Role of Media (Manufacturing Consent):
not only to entertain/inform audiences, but to shape/support societal beliefs/values/social codes
Political Economy (Manufacturing Consent):
capitalism has emphasis on market as most efficient way of generating wealth/maximising public good
Economic Determinism (Manufacturing Consent):
info we receive through media is controlled by those who own it - therefore they control the info we receive
Media Filters (Manufacturing Consent):
size/ownership/profit orientation of mass media; advertising license to do business; sourcing mass-media news; flak and the enforcers; anti communism as a control.
Size/Ownership/Profit orientation:
views of media owners are supported by messages conveyed through media companies/products - info/tone aligns w views/values of media owner - info that challenges owner’s view is not presented
Advertising License to do business:
media is business, create products desired by the public as vehicles to deliver advertising, ads pay for program production - companies want products displayed to as many people as possible and have influence on content created by media
Sourcing mass-media:
news in constant need of material - gov’t and large private comps need visibility - parties form mutually beneficial relationships to meet demand for news that is inexpensive and easy to get – enhances possibility that spokespeople/content experts chosen by media share common belief system w/i media company
Flak:
a negative response to a program/statement made in the media - letters/petitions/complaints can impact media on a large enough scale - media may have to defend its statement or may face legal action - those who produce flak attempt to draw attention to cause by organizing large campaigns to correct statements made/reshape material content – major producer is gov’t who steps in to correct news/bring views back into the acceptable range
Anti Communism as control measure:
US has long opposed communism, seen as threat to “american way” - this rhetoric makes way into media as means to marginalize dissent against American ideologies - an “us against them” enviroment - American way of life is portrayed to be superior
Audience Factors on Mass media:
Size, Longevity (loyalty/interest), Specialization (fragmentation), Audience Expectations (ind. interests/content/format)
New Media (BUT NOT MEDIA RELATIONS):
SM, email, IM, Text, chat, wiki, blogs, RSS etc – complementary/supplementary to media relations - never use these! And never use media as a public
new media characteristics
fragmented audiences
peer-to-peer networking
less face-to-face
info sent globally in seconds
anyone can publish
Effects of new media:
peer to peer sharing, instantaneous info, news media monitor to id leads, print posting updates to webpage/SM sites - Tv posting links to print, radio & print posting video - trying to provide info at pace desired by the wired
McLuhan Technological Determinism:
medium is the message - theory that tech has greater impact on shaping culture than the messages sent using it - ie town crier, newspaper, telegraph, telephone, radio, tv, smartphones
