rider mass media summer 2008 week one lectures

The Dynamics of Mass Communication, Joseph Dominick, “The Internet and the World Wide Web”, Chapter 12, pg. 291

5. Send IM4. Pay Bills3. Buy Things2. Get the Latest News 1. Use E-mail

"[We are]in an era in which the consumer controls his or her media. From the Internet to the Apple iPod to digital radio to a dizzying

array of mobile devices, technology has handed the public the power to choose the exact nature of their entertainment." Advertising Age

“I’ve often thought it would be helpful if we could see “signal bars” over people’s heads…instead of cell phone reception, these bars would show the effect of every

interaction.” Stephen M.R. Covey

• What have you misunderstood lately?o In conversations with your friendso With your parentso In using the Internet, television or radioo In reading a paper, magazine or billboard

• When you misunderstand what do you do?• What conditions would make it easier to

understand a message?

• Find ways to connect to your audience• Directly relate topic to them• Listen for feedback • Adjust communication accordingly

These are part of your discussion questionaire for the week, review and then complete it via the week's tasks as listed on Moodle

Communication Theories in Action, by Julia T. Wood & Michelle T. Violanti

• Verbal communication is more important than nonverbal communication

• Most communication involves telling stories

• It is impossible not to communicate• Theories are used by academics and

not lay people

Adapted from:\The Dynamics of Mass

Communication, Joseph Dominick

• Mass communication is only produced by complex and formal organizations

• Mass communication has multiple gatekeepers

• Mass communication needs a great deal of money to operate

• Mass communication organizations exist to make a profit and are highly competitive

• It is natural to want to communicate• It affects our well being• People without close friends have greater levels

of anxiety & depressiono Heart disease is more common o Lower self esteem

• It has meaningo It is an everyday affair- we create it.o It is the lifeblood of relationshipso It helps us to clarify feelings & behaviorso It gives us a sense of realityo It gives us information

• It’s a processo It is forever changing

• It’s systemico It involves many different parts

• It’s symbolico Verbal and nonverbal representations

• Communication Between People

Is fragile especially when technology is involved

1948

• Who (speaker) --> What (message) --> Channel (or medium) --> Whom (audience or listener)= Effect

• What are the limitations of the theory?

• Physical• Psychological• Physiological• Semantic

• Shannon-Weaver Model of Communication

• Feedback component of both the communication participants

• Ethical concerns of control• Linear and limits human communication

o Feelings, motives & history

• Communication is irreversible• Communication is inevitable• Communication may not go as planned• Mood can change meanings

• Effective Communication is the Sender’s Responsibility

• Listening is Passive• Talking Has More Advantages than

Listening

• Events-Sources-message-COMMUNICATOR-message-audience

• Shows that the media does not originate the message, they rely on sourceso Sources choose the information/messages to give to

reporters o Gatekeepers: people in the mass media who control the

flow of information. Editors, producers, music directors, news directors

• Intrapersonal • Interpersonal• Group Communication• Public Communication• Mass Communication• Organization Communication• Intercultural Communication

• Acknowledging others who enter our personal space

• Selective communication in personal wayso I-It Communicationo I-You Communicationo I-Thou Communication

• Categorizing: Who is who in your communication environment?

• Face to Face o Various contexts and number of people

• Computer Generatedo Teleconferencingo User-Generated

• Telephone & Voice Mail• Written (email, instant messaging/same timing,

faxing, hard copies)

• The growth of the Internet has blurred the boundaries of interpersonal and mass communicationo E-mailo Blogging

• Permanence in this communicationo File storageo File sharing

• Source and Receiver are separated o By timeo By space

• Communication via an electronic mediumo Using refers to a large organization communicating

public messages to the scattered masses• WWW redefines this with individuals becoming

mass communicators• No longer is the source the initiator of the mass

communication

• Let’s Learn More About You…• Take a look at the bios posted for those in this

classo Consider these features when posting on

people's discussion forumso Be openo What did you learn?o What surprised you?

• We will use technology• We will use the participatory web!

o Let’s look at the course at a glance (please review the syllabus)

• Audience segmentation• Convergence• Increased audience control• Multiple platforms• User-generated content

• Audiences are more selectiveo They have more programming choices

• Content is geared toward specific audienceso Exceptions of mass audience-appeal programs

Super Bowl – American Idol - Titanic – 9/11 Attacks

• Corporateo One company offers all the service needed

• Operationalo Combined media efforts

• Deviceo Functions of two or three devices into one

• Remotes• Time-shifting• Video on demand• File sharing

• Everything-Everywhere• Content is available on as many screens as

possible

2004 O’Reilly Media thrusts Web 2.0 into the limelight – a mystifying buzzwordToday A virtual shorthand, letting us generate, publish and share information over the Internet

“Web 2.0 and Its TechnologiesFor Collaborative LibraryCommunication”, Multimedia & Internet@Schools, Robert Lackie, 2006

• •Read-only web vs. read/write web • •Yahoo mail vs. Gmail • •E-mail vs. IM • •Newsletters vs. blogs • •Static vs. dynamic • •Isolated vs. interactive

"If you look through the years, the queen's always kept up to date with Changes in technology," a spokeswoman for Buckingham Palace said. In fact, the monarchy has had its ownWeb site for the past decade, and the queen made her Christmas message available as a podcast for the first time two years ago. International Herald Tribune, Dec. 24, 2007

• Encourages participation• Collaborative-limits roadblocks in communication

and meeting times• Efficient-shortens project times• Easy• Organized• Free!

• The small screen takes over the big screen• We take it all with us

o Mobile access is anywhereo Laptops, iPods, iPhone

• Surveillance o Serves to provide information fast and accurate to the

public• Interpretation

o Provide meaning and significance of events• Linkage

o Connect members of society with similar interests• Transmission of values

o Portray our society• Diversion

o Entertainment and Escape

• We have needs and the media or non-media satisfy them for us.

• Cognitiono To obtain information

• Diversiono Relief of boredom, relaxation and emotional release

• Social Utilityo Conversational currency

• Withdrawalo Takes one away from society

• 1920’s & 1930’s Media reach audiences through politics

• Soon after we see the rise in advertising• Then young audience’s became susceptible to the

harmful influences of entertainment

• Hypodermic Syringe Theory (1977)o Events (television and gaming) act on audiences like a

direct drug injectiono Audiences are passive and addictiveo Media-makers inject a kind of instant fix into the

audience

• Audiences and Political Persuasiono Audiences filter political messages to fit their ideological

and political stanceso Audiences have pre-existing ideas and are not easily

swayedo People do things with the media

• Reception Theory or Audience Positioning Theoryo The relationship between media content and audienceo The viewer of a film is drawn in to the narrative flow via the

camerao The filmmaker imposes meanings on the audience via the

camera angles usedo The viewer is “sutured” or sewn into the narrative and creates

a relationship with the character(s). o Point of View (POV)

Let’s see what you think???Is blogging a virtual form of Robin Hood or just bunch of words and opinions from someone? Then there’s what Kevin says “YouTube is an open mike night on the world’s largest stage.” Take a the link and find out!

Blogging

Changing the way media are used and media uses us

A brief history of where they came from and how they have evolved into today’s

new media

• Cable Televisiono CATV- Community Antenna Television

• Direct Broadcast Satelliteso A direct competitor to cable

• The Interneto Birthed by the US Department of Defense

in the 1970s

A brief history of where they came from and how they have evolved into today’s

new media

• Cable Television- Featureso Today more than 66 million HH subscribe

to cableo Satellite supported

First Satellite occurred in 1962- Telestar Superstations Pay Television Segmentation

• Deregulation Must-carry Retransmission

• Telecommunications Act of 1996

Phone companies enter the cable business

Cable companies enter the phone business

Bundling!!! Thanks to Voice-over-Internet protocol (VOIP)

• Audience Fragmentation• Direct Broadcast Satellite• Internet TV and Streaming• Podcast/Vodcast

o iPod

• Video On Demand• HDTV• DVRs• Mobile Media• PPV

• Local Origination• Local Broadcast Channels• Superstations• Pay Television

o Reduce Churn• Pay Per View

o Besides local advertising, subscription fees support cable television

Broadcasting to Narrowcasting to Microcasting http://vidbits.blogspot.com/2008/06/you-are-media.html

• The birth of the WWWo Hypertext

• Browserso Making it easier for consumers to search the web

• Search Engineso Googleo Yahoo!

• Broadband• WiFi (Wireless Fidelity)• WiMax (Extending the boundaries)

• Web Sites• Web Pages• Web 2.0

“Web 2.0 invites us to breakthe sacred rules, reinventing what we know with a sense of openness.”

Source- Debbe Kennedy, president and CEO of the Global Dialogue Center, Communication World,Jan/Feb 2008

• “The technologies that define it have everything to do with what is important to all of us as communicators — connecting people, helping leaders share their messages in the most powerful ways, and using virtual technologies to bring people together across differences and distance.”

Source- Debbe Kennedy, president and CEO of the Global Dialogue Center, Communication World,Jan/Feb 2008

• The Internet continues to generate new applications that not only foster individual expression, but also cohesive development.

• Current research in computer-mediated communication (CMC) have revealed interesting trends in the way individual identity is presented, language is used and interactions have transpired (Calvert, 2003)

Firstmonday.org

Go On the Web & Leave SomethingValuable Behind

• Igniting tremendous interest in all areas

“In ten years, (CEOs) will communicate directly with customers, employees and the broader business community through blogs.”Source: Jonathan Schwartz, CEO of Sun Microsystems

• File sharingo Flickro Del.icio.us social bookmarking tool

• Bloggingo Wordpresso Blogger

• Podcasting & Vodcastingo Archive.orgo YouTube

• Wikiso Collaborative Authoring

• RSS Feeds (Really Simple Syndication)to websites you subscribe• Google Reader- http://google.com/reader • Virtual projects

o Google docs- http://docs.google.com • Managing events

o Google calendar- http://google.com/calendar

• Encourages participation• Collaborative-limits roadblocks in communication

and meeting times• Efficient-shortens project times• Easy• Organized• Free!

• Fear• Confusion• Organizational Obstacles• Rely on someone else to do it

“Workgroups with technically savvyindividuals will benefit, but workgroups or business units without a grasp of Web 2.0 will never know what they are missing, and will suffer against competitors who are able to leverage Web 2.0 tools to improve business processes, thus reducing costs and adding to the bottom line.”

Irwin Lazar, Business Communications Review, August 2007

• Create a Blog find out• Use RSS to subscribe to other blogs and forms of

web 2.0• Set up your own RSS reader• Start formulating an RSS strategy• Develop internal RSS guidelines

Source- Michael Rudnick, Watson Wyatt as published inBusiness Communicator, 2006

• Instant publishing of text or graphics without sophisticated technical knowledge

• Comments or feedback to each post blogs • Archive past blog posts by date• RSS Feeds for updates on blogs you want to revisit

***These features distinguish blogs from other forms of CMC. They provide new opportunities for people to present and express themselves online***

• Google purchased in 2003• User-friendly• Combines all forms of Web 2.0

www.del.icio.us.com/scarbonaro

www.scarbonaro.blogspot.com

Too much of a good thing

• New Model for Newso More accountable to the public

• Lack of Gatekeeperso Web 2.0o No guarantees

• Information Overloado Too much informationo Too many emails

30 to 50 emails 2hrs to recover

Too much of a good thing

• Privacy Concernso Mistakeso Identity thefto Misrepresentation

• Escapismo Internet Addiction

Create a site to sell thingsCreate a site that is sticky

Sell advertising

For this week

Complete all readingAnswer the questionaireComplete forum post and make sure you comment on at least two other postsPlease make sure you write professional- each post and comment should be as it was a published essay