last updated 8/27/2014

Characteristics of a MASS MEDIUM

• Large (Anonymous), Heterogeneous Audience - Wide distribution

• Mediated Message - Technical intervention (channel, 1 primary sense?)

a. noise (physical and psychological)

b. rapid transmission of transient mmessages

• Limited feedback - Impersonal (organizational) source

a. limited message adaptation

b. simplistic message - lowest common denominator & very common references

• Weak but cumulative effects of multiple, reinforcing messages.
   

Functions of the Mass Media

• Serve Economy - ads, profits of media, product info, consumer society

• Entertain - comedy/music/drama/sports (even news and infotainment), combat loneliness, develop culture

• Inform - news, sports, politics, ads too, show the world (provides interpretations)

• influence - agenda setting (focus attention), persuasion (politics, commercial ads, PSAs), stereotypes, passivity or activation, hopelessness.

• Binds Society together
   

1. agenda setting (??)
2. norms and culture establishment
3. (behavior) modeling
4. reinforcement of previous views
5. creation of new views/understanding

Form groups of 5 or so and answer the following questions  (Be ready to report back to the class): 

• What actions and attitudes constitutes being a “good citizen”?
   

• Some people argue that we all are supported by our communities as we grow up and that as an adult we should give back that support in some way.  Assuming you agree, what are some ways you can/will GIVE BACK, after you graduate?
   

• What skills are required to be a good citizen, fully engaged in civic life?