1. Appendix B
Understanding
Mass and Mediated
Communication

2. • Define mass and mediated
communication
• Describe how the business of media
and the principle of free speech shape
the many kinds of media content you
encounter
• Define two explanations for the effects
of mass media
Chapter Outcomes

3. • Articulate how media exert influence on
your attitudes or behaviors
• Describe how the convergence of
media technologies can enhance or
hinder your participation in the social
and political process
• Practice five skills for becoming a more
mindful and literate media consumer
Chapter Outcomes
(cont.)

4. The Nature of the
Media
• Defining Mass and Mediated
Communication
– mediated: technology is used to deliver
messages between sources and
receivers
– mass: mediated communication on a
very broad scale

5. The Nature of the
Media (cont.)
• Mass communication before the
Internet included:
– Extremely large audiences
– Professional communicators
– Little interactivity or opportunity
for feedback
• Still typical of publishing, broadcasting,
and entertainment industries

6. The Nature of the
Media (cont.)
• Media convergence:
– Merger of traditional mass
communication with digital computing
and telecommunication technologies
– Affects shape and influence of mass
media content

7. The Nature of the
Media (cont.)
• The Pervasiveness of Media
– Mass media is continuously available to
many people.
– media multitasking: using more than
one media type at the same time

8. Understanding Mass
Media Messages
• The Business of Media
– Sources of revenue from consumers
and advertising
• Exponentiality
– Broad versus narrow appeal
• Low culture
• Narrative complexity, narrowcasting
– Minimizing risk through audience
research, self-censorship

9. Understanding Mass
Media Messages (cont.)
• Free Speech and Media Bias
– The First Amendment
• Even when speech is offensive, the
government cannot ban it, punish it, or
restrict it, except under very rare
circumstances.

10. Understanding Mass
Media Messages (cont.)
• Free Speech and Media Bias
– Electronic Media Regulation
• Broadcasters must serve the public interest.
• Cable and satellite providers are less
restricted.
• Government can impose restrictions that
serve a “compelling government interest.”
– Indecency rules, mergers

11. Understanding Mass
Media Messages (cont.)
• Free Speech and Media Bias (cont.)
– Media Bias
• Both news and entertainment express
some degree of bias.
• Most people consider news to be biased
against their own side.
• Related to the economics and constraints
of the news-gathering process

12. Effects of Mass Media
• Selectivity and the Active Audience
– The uses and gratifications
perspective considers what we do
with media.
– We tend to select media that reinforces
existing attitudes.
– The third person effect assumes
negative media messages have a
greater influence on others than on
ourselves.

13. Effects of Mass Media
(cont.)
• Influences on Attitudes and
Behaviors
– social cognitive theory: behaviors
are learned by watching our models
– cultivation theory: correlates
attitudes and heavy media viewing
– agenda setting: media affects which
issues we think about in the first place

14. Converging Media
Technologies
• Democratic and Social Participation
– Traditional media sources serve as the
gatekeepers that control information.
– Internet and social media have:
• Connected marginalized voices
• Built social capital
• Empowered individuals (citizen
journalists)
• Created a marketplace of ideas

15. Converging Media
Technologies (cont.)
• Barriers to Participation
– Digital divide
– Ineffective participation
– Information overload

16. Becoming a More
Mindful Media
Consumer• Monitor your media use and
exposure.
• Consider the source of media
messages.
• Be aware of media effects.
• Understand the grammar of media.
• Actively evaluate media messages.