Benchmarking

1075 WordsJul 2, 20115 Pages
Chapter 1 – Mass Communications: A Critical Approach Culture and the Evolution of Mass Communication * Culture * can be narrowly associated with art – forms of expression such as music or painting that provide enlightenment or insight * can also be viewed as a broader category that includes the entire spectrum of ways that people express themselves at particular historical times * including art, beliefs, customs, games, technologies, traditions, and institutions * it also encompasses modes of communication * the process of creating symbol systems that convey information and meaning * is made up of the products a society makes and the processes that create those products * can be…show more content…
* In this model there are: Senders –> transmit mass media messages –> through a mass media channel –> to the Receivers * This model also includes gatekeepers who act like filters A Cultural Approach to Mass Communication * Individuals and societies bring diverse meanings to messages – based on factors such as gender, age, educational level, ethnicity, and occupation – that affect how they perceive information and the media. * Audiences seek messages that reflect their own ideas and values, a phenomenon known as selective exposure The Stories Media Tell * As its most significant level, mass media and its stories can influence an entire society or nation’s perception of events The Impact of Media in Everyday Life * The ancient Greek scholar Plato created what became known as the classical view on art: art should instruct and uplift people but not glorify evil. * Today, advancements in technology, particularly the Internet, have allowed culture to grow and spread quickly, causing public outcry over the quality and content of information and messages available. Culture as a Skyscraper * High culture * ballet, classical music, art museums, classical literature * “good taste” * generally supported by highly educated people and those with money * Low culture * rock music, comic books, and video games * culture of the “masses” * pop
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