文法学院 广电14-1班王巧颖 11144467
Chapter 6 summary
Chapter six is about mass communication.
Frame work
Introduction
Characteristics of mas communication Run-for-profit as a business The nature of mass Broadcast/evening
Communication Large and Differentiated Audiences Delayed of absent feedback
Involved with governmental organizations Affects our perceptions of the world The technological dimension Technological limitation
Of mass communication Impacts of technological innovations Rating The business dimensions Quality
Of mass communication Profit
Cross-ownership Employees
The cultural dimensions media content Of mass communication media structure
Governmental and agency regulation licensing and censorship issues
Summary
Introduction
The mass media—print, television, radio, cinema, etc.—play important roles in our daily lives. They are pervasive.
The nature of mass communication
1.Characteristics of mas communication the characteristics of mass communication isInexpensive and Widespread
2.Run-for-profit as a business Mass communications are created by media industries.Mass media for the purpose of profit operation
3.Broadcast/evening The audience of mass communications varies in size, but it is potentially an extremely large one.
4.Large and Differentiated Audiences In mass communication, feedback possibilities are absent or delayed.
5.Delayed of absent feedback In mass communication, feedback possibilities are absent or delayed.Absent or delayed feedback is very much unlike other
communication situations in which one's feedback has an immediate effect on what happens next. In the case of the mass media, we are the passive recipients, for the most part, of messages aimed at us by communication professionals.
6.Involved with governmental organizations Unlike other forms of communication, the messages of mass media industries are involved with governmental regulations applying to their content and distribution. Mass media industries have to interact with government organizations such as the Federal Communications Commission.
7.Affects our perceptions of the world All communication affects our perceptions of the world because we gain information about the world from our interactions through it. Yet, the pervasive nature of the mass media, the amount of time we spend using the media, and the large extent to which we rely on the media for information about our world give it enormous powers to affect our perceptions of reality.
The technological dimension of mass communication
Technology has freed human communication from the limitations of time and
space.Although technology has made the mass media possible, there are still some limitations it places upon the messages we are able to send.
1.technological limitation In some cases, the limitations are directly attributable to technology. In other cases, it is the interaction of technology with government agencies or with human priorities which impose the limitations.In some cases, we have to live with technological limitations in the mass media because of governmental restrictions on imports.
2.impacts of technological innovations Technological innovations in the mass media have many impacts on our lives,we do not have very good means of predicting the impacts technology will have upon us.
The business dimensions of mass communication
1. Rating To command such large advertising dollars, media industries have to prove that they can provide a captive audience. For the broadcast industries, ratings—the determination of how many viewers watch or listen to a given program—are critical.
2. Quality By and large, if a television network had to choose between producing a show that was an overwhelming hit in the ratings game and one that was only watched by a few but was highly regarded for its quality, networks would choose numbers over quality. The Corporation for Public Broadcasting, National Public Radio, and other non-profit or governmentally-supported mass communication
networks are left with the responsibility for “quality programming.” 3. Profit The fact that media industries are profit driven means that
non-economically viable messages seldom make their way into the cultural mainstream.
4. Cross-ownership Good business practices necessitate consolidating as much effort as possible to save duplication. As a result, mass media industries are characterized by their interconnectedness.
5. Employees The mass media industries employ more than a million people in the creation and distribution of books, newspapers, periodicals, motion pictures, and radio and television programs.
The cultural dimensions of mass communication
The mass media and the culture are in a complex relationship. the media reflect its values. Yet, as powerful forces for shaping opinion in their own right, the mass media are also in a position to alter culture. The media are both projectors and reflectors of cultural reality. These industries play a large role in structuring how we look at the world and what it is that we see.
1.media content Because the mass media tend to simplify in order to make use of the formats and stories most accessible to a mass audience, we tend to get a vision of the world which is not as rich and diverse as the real one. The media do not capture the pluralism that made the United States the dynamic nation that it is
2.media structure In this culture, mass media industries produce ephemera by design. The media industries rely heavily on conventions—familiar plots, figures, and settings—because formulaic works can be produced more quickly than unique ones. Projects that are in production for inordinately long periods of time run the risk of costing more than they can earn.
Governmental and agency regulation
1.Licensing and censorship issuesHistorical precedent, legal precedent, and the First Amendment all protect print media from most licensing and censorship attempts. The First Amendment forbids the federal government from telling the press what it can and cannot print, and protects the right of the print media to editorialize, to present one side without giving equal time to another side.
2.FCC The FCC, authorized as the Federal Radio Commission under the 1927 Radio Act, regulates broadcasting by controlling access to the airwaves.
3.Self-Regulation Mass media content is also constrained by advertising and media industries themselves in an effort at self-regulation.
Summary
This section summarizes the contents of this chapter.
相关推荐：
loading