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Summary Media and Communication Theory
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Chapter 1. Media/Society in a Digital WorldAll media devices:
- Radio
- Tv by cable
- Tv by satellite
- Tv by fiber optic
- Broadband video
We navigate through a dense media environment unprecedented in the 21st human history. We are the audience
for this vast sea of media content but sometimes we also help circulate and create it ourselves through our socials.
Embracing new technology leads to a continues change in the media equipment landscape - smartphones vs
telephone landlines.
Devices that can connect to the internet are available to most Americans. About 95% of adults have a cell phone of
some sort 77% have a smartphone. 78% of US adults have a desktop or laptop computer, and 51% have a tablet.
Radio is a nearly universal presence in US households and automobiles, reaching more Americans in any given week
than any other media platform
“Communication media”- the different technological processes that facilitate communication between the sender
of the message and the receiver of the message.
“internet of things” (IoT)— the network of internet connected objects enables machine-to-machine (M2M)
communication. This will link media devices with each other and with non-media gadgets, altering the landscape
again.
All the media devices are an indication of the large amount of time Americans spend using various medias.
With all ages being exposed to media, it can be argued that media are the dominant social institution in
contemporary society. Reducing/replacing the influence of older institutions - school, religion, or even family.
“Media/Society” - The pervasive presence of media, society and media fused to one. Media are is central to our
daily lives that we often use more than one at the time - Multitasking. Without media our world would become
smaller, because the pace of information reaching us would be greatly decreased, we would only know from direct
experience. Even our perception would be different, with no media to compare ourselves against.
Media (printer, tv, telephone, cable, film) is plural to medium, derived from latin - medius. Communication Media
are different technological processes that facilitate communication between sender of a message and the receiver
of the message. Each media/medium produces a different experience for the user.
Two types of communication
1. Interpersonal Communication- involve a single known receiver, one to one, and is very interactive. SENDER -
MESSAGE- MEDIUM - RECEIVER
2. Mass Communication- Known senders are sending a message to an a large number of unknown receivers, One
to many, tends to involve a large and unknown audience, and feature limited to no interaction. SENDER -
MESSAGE - MEDIUM - RECEIVERS
Both of these types of communications are called “mediated communication”. The different technologies that
make up the medium are what result in different communication experiences.
, Traditional mass media are characterized by single sender and a potentially large and typically unknown set of
receivers. Senders and receivers using such media traditionally have limited or no interaction.
The internet blurred the lines between these two types of communication, enabling users to play different sorts or
roles if they choose.
“User” - Encompass the dynamic the full range of activities that interplay between media industries and
nonprofessional media users, instead of “receiver”.
The internet enabled people to be more active, than they could with traditional media.
With the Internet users can be more active in:
1. Choosing what media content
2. When they will use it - podcast, streaming services, etc.
3. Distributing of the media content - sharing, promoting,
4. Interacting on the media content - competing, responding, etc.
5. Creating own media content - photos, videos, reviews, podcasts
With this level of users activity, traditional mass communication models fail to capture the dynamic interplay that
potentially exists between the media industry and nonprofessional media users.
Simpli ed Model of Media and The Social World by 'Croteau & Hoynes' 2019
1. Users - who actively consumer and create content created by industry professional, replace “Receivers”.
Users may be influencer by the content, they must interpret, and construct meaning from it (very important
part of media process).
2. Content - reflects the wide range of media subjects experienced by users,
replace “Message”.
3. Technology - to isolate the material element of media, replaces “Medium”.
4. Industry - The entire organisational structure that makes up the media, incl all
media personnel. the professional & commercial nature of media organisations
most media content, replaces ‘Sender’. This component affected by changes in
technology, but also influences the direction and application of technology. The media industry is also the
producer content.
Because users are more active now, The model is circular, rather than linear to show the endless feedback/
interactive loop the occurs among the components of the model. The model is embedded with a vital new element
‘the social world’, which include a variety of social forces and non-media actors that affect the communication
process - Government regulations and culture norms.
The media world described by this model includes both traditional mass media and internet based communication.
People are the medium through which media content, social factor, and technology affect each other. Industry is the
medium through which technology, content and social factors affect each other.
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,Difference between sociological perspective and media & communication studies
The field of media & communication is defined by a particular substantive area of interest, whereas sociology is a
perspective that is applied to a wide range of substantive areas.
“Media industry” - the entire organizational structure that makes up the media, including all media personnel. The
media industry is affected by changes in technology but is also instrumental in influencing the direction and
application of technology. The media industry is the producer of the media content.
“Social world” - all the social elements included in the four main boxes. Some of these elements are crucial for an
understanding of the workings of the media and thus van be thought of as being at the center of the model.
“Social construction of reality” - the process of shaping reality a through social interaction. While reality exist we
must negotiate the meaning of that reality. Reality is a social construction! The act of actively creating meaning.
Although reality exits, we must negotiate the meaning of that reality.
A sociological perspective encourages us to see and understand the relationship between individual and the
broader social context in which they live. A person does not make an “individual” decision, they are influenced by
the social context in which they live in.
‘Socialisation’ - the and in doing so we develop a sense of self.
‘Social structure’ - Any recurring pattern of social behaviour. indicates any recurring pattern of social behaviour.
This can restrictive or coercive; stop people from doing something. An example the perfect family - heterosexual
marriage, house, kids, husband words, mom raise children. Helped people fit neatly into defined roles, however
they were limited the options for people. For Examples, dads were denied the experience of racing their children,
woman were denied for their skills or paid employments, etc.
To best understand media, we need to see it as a social institution comprising various elements that constantly
interact. This push pull interaction between elements of our model reflects sociology’s broader interest in the role of
structure and agency.
“Structure” ( Constrain/Recurring patterns) - constraint on human action. What choices are influenced or
constrained by other things and thus not so autonomous. E.g patterns, taken for granted ways of doing thing,
routines, tv history, economic considerations, genres commerce.
“Agency” (Independent action) - “The capacity of acting and willing subjects within existing societal and social
structures to exercise choice”. indicates independent, intentional, and undetermined human action. Intentional and
undetermined human action. What choices are based purely on autonomous decision, actions, and creativity.
- Human agency - e.g personal style, creative decisions, personal preferences.
One key sociological concern is the tension between structure and agency. While structure
constrains agency, it is human agency that either alters or maintains social structures.
Facts on Structur and Agency
- There is (infinite) tension between structure and agency
- Structure is partially shaped by agency
- One can be more shaping than the other
, The advents of mass communications and mass media - large scale, one-way flow of content, A known sender and
an anonymous audience.
3 levels of structural constraint and agency:
1. Relationships among institutions - how does media industry influence other social structures? How do social
structures, such as government/economy affect the media industry?
2. Relationships within an institution - How does media industries structure affect media personnel, indirectly
media content? How do media personnel influence media content & organisations?
3. Relationships between an institution and public - How does the media industry influence users? How do the
choices and actions of users affect the media industry?
The production of society:
1. People create society
2. Over time, these creations come to seem objectively real
3. People internalize the norms and values of their culture
Why we need media and communication theories - many assumptions about the effect of media, media have
become dominant social institution in our society, media are a powerful socialising agent.
Why sociological perspective are important - it focuses on social relationships Between the media and other social
institution, within the media, between the media and the public.
1920s - Bell and howel 2709 movie camers was invented
1925 - Ica Bobby 35 mm film projector invented & Embassy theater in NY
1942 - Golden age of cinema, Rocherster NY
1946 - Kate Smith studio performance, for radio broadcast
1958 - Families watching tv, tv was distrubuted nation wide.
Traditional media/ pre digital/ analgo New Media
One to many One to many as well as many to many
Known sender, unknown receivers Known senders and receivers, but also anonymity
Producers and receivers are distinguishable Distinction with producer and receivers is fading
One-way communication Interactive
With the TV coming it could be seen on the graph that cinema attendees went down. However tv is not the cause,
but it is related.
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