rider mass media summer 2008 week one lectures

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Page 1: Rider Mass Media Summer 2008 Week One Lectures
Page 2: 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

Page 3: Rider Mass Media Summer 2008 Week One Lectures

"[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

Page 4: Rider Mass Media Summer 2008 Week One Lectures

“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

Page 5: Rider Mass Media Summer 2008 Week One Lectures

• 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?

Page 6: Rider Mass Media Summer 2008 Week One Lectures

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

Page 7: Rider Mass Media Summer 2008 Week One Lectures

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

Page 8: Rider Mass Media Summer 2008 Week One Lectures

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

Page 9: Rider Mass Media Summer 2008 Week One Lectures

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

Page 10: Rider Mass Media Summer 2008 Week One Lectures

• 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

Page 11: Rider Mass Media Summer 2008 Week One Lectures

• 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

Page 12: Rider Mass Media Summer 2008 Week One Lectures

• It’s a processo It is forever changing

• It’s systemico It involves many different parts

• It’s symbolico Verbal and nonverbal representations

Page 13: Rider Mass Media Summer 2008 Week One Lectures

• Communication Between People

Is fragile especially when technology is involved

Page 14: Rider Mass Media Summer 2008 Week One Lectures

1948

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

• What are the limitations of the theory?

Page 15: Rider Mass Media Summer 2008 Week One Lectures

• Physical• Psychological• Physiological• Semantic

Page 16: Rider Mass Media Summer 2008 Week One Lectures

• Shannon-Weaver Model of Communication

Page 17: Rider Mass Media Summer 2008 Week One Lectures

• Feedback component of both the communication participants

• Ethical concerns of control• Linear and limits human communication

o Feelings, motives & history

Page 18: Rider Mass Media Summer 2008 Week One Lectures
Page 19: Rider Mass Media Summer 2008 Week One Lectures

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

Page 20: Rider Mass Media Summer 2008 Week One Lectures

• Effective Communication is the Sender’s Responsibility

• Listening is Passive• Talking Has More Advantages than

Listening

Page 21: Rider Mass Media Summer 2008 Week One Lectures

• 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

Page 22: Rider Mass Media Summer 2008 Week One Lectures

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

Page 23: Rider Mass Media Summer 2008 Week One Lectures

• 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?

Page 24: Rider Mass Media Summer 2008 Week One Lectures

• 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)

Page 25: Rider Mass Media Summer 2008 Week One Lectures

• 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

Page 26: Rider Mass Media Summer 2008 Week One Lectures

• 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

Page 27: Rider Mass Media Summer 2008 Week One Lectures

• 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?

Page 28: Rider Mass Media Summer 2008 Week One Lectures

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

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

Page 29: Rider Mass Media Summer 2008 Week One Lectures

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

Page 30: Rider Mass Media Summer 2008 Week One Lectures

• 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

Page 31: Rider Mass Media Summer 2008 Week One Lectures

• Corporateo One company offers all the service needed

• Operationalo Combined media efforts

• Deviceo Functions of two or three devices into one

Page 32: Rider Mass Media Summer 2008 Week One Lectures

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

Page 33: Rider Mass Media Summer 2008 Week One Lectures

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

possible

Page 34: Rider Mass Media Summer 2008 Week One Lectures

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

Page 35: Rider Mass Media Summer 2008 Week One Lectures

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

Page 36: Rider Mass Media Summer 2008 Week One Lectures

"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

Page 37: Rider Mass Media Summer 2008 Week One Lectures

• Encourages participation• Collaborative-limits roadblocks in communication

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

Page 38: Rider Mass Media Summer 2008 Week One Lectures

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

o Mobile access is anywhereo Laptops, iPods, iPhone

Page 39: Rider Mass Media Summer 2008 Week One Lectures

• 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

Page 40: Rider Mass Media Summer 2008 Week One Lectures

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

Page 41: Rider Mass Media Summer 2008 Week One Lectures

• Cognitiono To obtain information

• Diversiono Relief of boredom, relaxation and emotional release

• Social Utilityo Conversational currency

• Withdrawalo Takes one away from society

Page 42: Rider Mass Media Summer 2008 Week One Lectures

• 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

Page 43: Rider Mass Media Summer 2008 Week One Lectures

• 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

Page 44: Rider Mass Media Summer 2008 Week One Lectures

• 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

Page 45: Rider Mass Media Summer 2008 Week One Lectures

• 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)

Page 46: Rider Mass Media Summer 2008 Week One Lectures

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

Page 47: Rider Mass Media Summer 2008 Week One Lectures

Changing the way media are used and media uses us

Page 48: Rider Mass Media Summer 2008 Week One Lectures

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

Page 49: Rider Mass Media Summer 2008 Week One Lectures

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

Page 50: Rider Mass Media Summer 2008 Week One Lectures

• 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)

Page 51: Rider Mass Media Summer 2008 Week One Lectures

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

o iPod

Page 52: Rider Mass Media Summer 2008 Week One Lectures

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

Page 53: Rider Mass Media Summer 2008 Week One Lectures

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

o Reduce Churn• Pay Per View

o Besides local advertising, subscription fees support cable television

Page 54: Rider Mass Media Summer 2008 Week One Lectures

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

Page 55: Rider Mass Media Summer 2008 Week One Lectures

• The birth of the WWWo Hypertext

• Browserso Making it easier for consumers to search the web

• Search Engineso Googleo Yahoo!

Page 56: Rider Mass Media Summer 2008 Week One Lectures

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

• Web Sites• Web Pages• Web 2.0

Page 57: Rider Mass Media Summer 2008 Week One Lectures

“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

Page 58: Rider Mass Media Summer 2008 Week One Lectures

• “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

Page 59: Rider Mass Media Summer 2008 Week One Lectures

• 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

Page 60: Rider Mass Media Summer 2008 Week One Lectures

• 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

Page 61: Rider Mass Media Summer 2008 Week One Lectures

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

• Bloggingo Wordpresso Blogger

• Podcasting & Vodcastingo Archive.orgo YouTube

Page 62: Rider Mass Media Summer 2008 Week One Lectures

• 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

Page 63: Rider Mass Media Summer 2008 Week One Lectures

• Encourages participation• Collaborative-limits roadblocks in communication

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

Page 64: Rider Mass Media Summer 2008 Week One Lectures

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

Page 65: Rider Mass Media Summer 2008 Week One Lectures

“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

Page 66: Rider Mass Media Summer 2008 Week One Lectures

• 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

Page 67: Rider Mass Media Summer 2008 Week One Lectures

• 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***

Page 68: Rider Mass Media Summer 2008 Week One Lectures

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

www.del.icio.us.com/scarbonaro

www.scarbonaro.blogspot.com

Page 69: Rider Mass Media Summer 2008 Week One Lectures

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

Page 70: Rider Mass Media Summer 2008 Week One Lectures

Too much of a good thing

• Privacy Concernso Mistakeso Identity thefto Misrepresentation

• Escapismo Internet Addiction

Page 71: Rider Mass Media Summer 2008 Week One Lectures

Create a site to sell thingsCreate a site that is sticky

Sell advertising

Page 72: Rider Mass Media Summer 2008 Week One Lectures

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