Rabdan Academy Understanding Mass Media Presentation Powerpoint presentation : Documents attached including chapter 1Topic Chapter 1 : Understanding Mass M

Rabdan Academy Understanding Mass Media Presentation Powerpoint presentation : Documents attached including chapter 1Topic Chapter 1 : Understanding Mass Media Please follow the following instructions:Your Ppt should have 10-12 slides;You can use a video to explain the concepts you are talking about. The length of the video should not exceed 3 minutes;You should complete your discussion in 10-12 minutes;Use visuals/data/tables in your presentation; Fall 2019 -COM200 – CCMS – Zayed University
Chapter 1: Understanding Mass Media, Convergence, and the Importance of Media Literacy
MULTIPLE CHOICE QUESTIONS
1. Convergence takes place when content that has traditionally been confined to one medium
a. appears in a new medium
b. is bought by another corporation
c. appears in feature films
d. appears on multiple media channels
2. The development of new media channels encouraged the mass audience to
a. read more books
b. tune out completely
c. consolidate
d. fragment
3. The thing that makes mass communication different from other kinds of communication is
a. the industrial nature of the process
b. the potential for libel in the process
c. the interpersonal nature of the process
d. the fact that messages are involved in the process
4. In the communication process, the source
a. is the transmitter
b. encodes the message
c. is the same as the channel
d. decodes the message
5. In the mass communication process, feedback
a. is always immediate
b. is often indirect
c. is not considered as important as it is in interpersonal communication
d. is always negative
6. In the mass communication process, noise
a. is present in only some mass media, but not in all
b. does not concern the source
c. can be semantic
d. has been completely eliminated by improved technology
7. Mass communication involves
a. the industrial production of message
b. the multiple distribution of messages
c. technological devices
d. all of these
8. Mass media outlets are
a. technological instruments
b. limited to digital technology
c. companies that that send out messages via mass media
d. all of these
9. People tend to use mass media for purposes of
a. surveillance
b. oppression
Fall 2019 -COM200 – CCMS – Zayed University
c. contractual agreements
d. simulating
10. A parasocial interaction is an example of
a. companionship
b. a psychological connection with a media celebrity
c. how mass media can bring pleasure to lonely people
d. all of these
11. The credibility that people place on the interpretive positions that mass media take depends on
a. the style of graphics used to support the positions
b. the technological nature of the communication channel
c. the extent to which the individuals agree with the media content
d. all of these
12. Culture
a.
b.
c.
d.
does not include the mass media
can be understood as ways of life passed on to members of society
is the same thing as society
all of these
13. The mass media
a. direct people’s attention toward the codes of acceptable behavior
b. tell us what and who count in our world and why
c. help people to understand themselves
d. all of these
14. Stereotypes
a. are predictable depictions that reflect cultural prejudices
b. are present only in electronic media like television and radio
c. help limit the political and economic manipulation of audiences
d. all of these
15. The media literate person understands that media materials
a. are constructed
b. are created and distributed within a commercial environment
c. are created and distributed within a political environment
d. all of these
16. Mass media present their ideas
a. only within printed materials
b. within primary genres
c. unconstrained by the commercial environment
d. all of these
17. The media literate person regards people as
a. believing everything they hear on the radio
b. active recipients of media messages
c. consistently agreeing with everything they read
d. all of these
18. Media literacy skills include
a. an understanding of the commercial forces behind media materials
b. an awareness of political influences that shape media materials
c. an ability to think through the ethical implications of media firms’
d. all of these
Fall 2019 -COM200 – CCMS – Zayed University
19. An understanding of research on the mass media’s implications for the individual and for society
a. should be shared by scholars and researchers but not necessarily by the public
b. is an important part of being media literate
c. generally does not include an interest in cultural history
d. focuses solely on questions involving effects of violent programming on society
20. Critics of mass media are concerned that the media’s cultural presentations
a. encourages passive consumption
b. are encouraged by political and economic manipulation
c. diminish cultural quality
d. all of these
21. Using the media to learn about what is happening in the world around us is called
a. interpretation
b. parasocial interaction
c. social currency
d. surveillance
22. Which of the following is a form of mediated interpersonal communication?
a. the clothes you wear
b. a handshake
c. a phone call
d. a smile
23. A sound in the communication situation that interferes with the delivery of the message is known
as what?
a. noise
b. decoding
c. feedback
d. channel
24. Which technology transmits data in the form of strings of 0s and 1s?
a. amplitude modulation
b. frequency modulation
c. analog
d. digital
25. Imagine being at a lunch with friends but everyone is on their cell phones, sending text
messages, checking emails, or surfing the web. What does scholar Sherry Turkle call this era?
a. being alone together
b. suffering from parasocial dysfunction
c. eliminating quality time
d. suspending reality for artificial reality
26. Which one of these is not a quality of a media-literate person?
a. up-to-date on political issues relating to the media
b. able to enjoy media materials in a sophisticated manner
c. sensitive to the ethical dimensions of media activities
d. knowledgeable about the legal rights and responsibilities of the First Amendment
27. What did the arrival of many media channels (more radio and TV stations, the rise of video
recorders, the multiplication of cable networks, and the rise of the web) lead to?
a. audience consolidation
b. audience fragmentation
c. audience interpretation
Fall 2019 -COM200 – CCMS – Zayed University
d. audience surveillance
28. By definitions, social currency is when media content is used as __________ of exchange in
everyday interpersonal discussions.
a. tables
b. logs
c. coins
d. bonds
29. Which of these is not a skill-building category that is used as a media literacy tool?
a. consider authorship
b. identify the creative techniques
c. analyze the content
d. change the channel
30. On page 2 of your text, what U.S. President said that “Information is the oxygen of the modern
age?”
a. Clinton
b. Obama
c. Kennedy
d. Reagan
31. A cell phone call to your friend is an example of
a. Interpersonal Communication
b. Intrapersonal Communication
c. Mediated interpersonal communication
d. Mediated intrapersonal communication
To another person means interpersonal; the cell phone is what mediates it
32. A person who watches television in order to have some company is using which type of media
use?
a. Enjoyment
b. Companionship
c. Surveillance
d. Interpretation
Companionship means providing a sense of company
33. Watching the news to learn more about the world around you is an example of which type of
media use?
a. Enjoyment
b. Companionship
c. Surveillance
d. Interpretation
Surveillance refers to how we learn about what is happening in the world.
34. The repeated representations of various groups of people through both positive and negative
characteristics is a(n)
a. Stereotype
b. Ideology
c. Subculture
d. Parasocial
Fall 2019 -COM200 – CCMS – Zayed University
Stereotypes feature repeated uses of characteristics to represent groups of
people.
35. You are watching your favorite television show and suddenly the soundtrack switches to a
language you don’t understand. Your not understanding the language is an example of
a. Noise
b. Channel
c. Feedback
d. Encoding
Noise is anything that interferes with our understanding of communication
messages.
Fall 2019 -COM200 – CCMS – Zayed University
TRUE/FALSE QUESTIONS
1. Media content has very little value as social currency.
FALSE
2. Media uses such as enjoyment or companionship depend on a particular medium or genre.
FALSE
3. Most Americans spend less and less time with mass media.
FALSE
4. Convergence always involves more than one medium.
TRUE
5. Audiences are fragmenting.
TRUE
6. Because of audience fragmentation, people are calling for the end to using the term “mass
communication.”
TRUE
7. Media companies are engaged in mass production.
TRUE
8. Decoding is the process by which the receiver translates the source’s thoughts and ideas so that
they have meaning.
TRUE
9. Unlike interpersonal communication, the mass communication process seldom experiences
noise.
FALSE
10. Media companies produce materials that are commodities.
TRUE
11. America is characterized by the almost total absence of subcultures.
FALSE
12. Media literacy is the ability to access, analyze, evaluate and communicate messages in a variety
of forms.
TRUE
13. Media representations do not play a role in the way society understands its reality.
FALSE
14. A media literate person does not necessarily need to examine media content systematically for
broadly cultural as well as specifically commercial and political meanings.
FALSE
15. Catch phrases that enter our everyday speech demonstrate the influence of mass media.
TRUE
16. Transmission takes place when the source translates thoughts and ideas so they can be
perceived by the human senses.
FALSE
Fall 2019 -COM200 – CCMS – Zayed University
17. Individuals can get just about any gratification they are seeking from just about any program or
any kind of mass media materials.
TRUE
18. The understanding of some the creative techniques involved in the production of media is part of
media literacy.
TRUE
19. The consequences of audience segmentation are a social issue raised by media literacy
advocates.
TRUE
20. Reading a book on an eReader or tablet is an example of media convergence
TRUE
Content available through digital devices is available through multiple devices.
21. The mass production process creates content with potential for reaching millions of people.
TRUE
The entire mass communication process is founded on the principles of reaching millions
of people. Large audiences are key to the industry’s survival.
22. Following a celebrity through social media, such as Facebook, Twitter, and Tumblr, and feeling
involved with their lives describes an example of parasocial interaction.
TRUE
Parasocial interaction describes the mental connections people develop with celebrities
through various media. They provide a sense of bonding, even though the celebrity has no
idea who they are.
23. Subcultures are threatening to the overall culture and are not tolerated in most cultures.
FALSE
While they might seem odd, subcultures are actually not considered threatening.
24. The mass media have the power to tell us who is important in our society and why.
TRUE
Television shows show us what leaders might look like and they cover famous people in
their news coverage.
Fall 2019 -COM200 – CCMS – Zayed University
ESSAY QUESTIONS
1. Explain the elements involved in mass communication.
Seven elements: source, encoding, channel, receiver, decoding, feedback, noise.
2. What are the four ways in which people use media?
Uses: enjoyment, companionship, surveillance, interpretation.
3. Discuss the role of mass media in creating culture.
Mass media: focus people’s attentions on norms of behavior, create hierarchies of power,
and construct identities.
4. Discuss the six foundational principles of media literacy.
Media materials are constructed, created and distributed within a commercial and political
environment, present their ideas within primary genres of entertainment, news,
information, education, and advertising; people are active recipients of media messages.
5. Provide some criticisms of mass media’s influence on culture.
Use stereotypes that reflect and/or create cultural prejudices; emphasize political
ideologies/beliefs about who should hold greatest power within a culture and why; media
representations detract from the quality of American culture and encourage manipulation
of audiences.
Mass media circulate words, sounds, and images that surround us. Too often, we immerse
ourselves in media materials without asking where they come from, what meanings they might
have, and what their consequences might be. This section introduces media literacy and applies it
to some basic but crucial questions. What is mass communication and how does it work? What
roles do governments, businesses, academic researchers, members of the public, advocacy
organizations, and culture play in what we read, see and hear? This section—and the sections
that follow— aim to help you become a critical consumer by encouraging you to ask questions—
and get answers—about the media you use. chapters understanding the !”#$%&'(#%)*+,&./0123!”#$%&&456517&&,32,&+!&&+%8″&9 one nature of mass media part one
understanding the nature of mass media !”#$%&'(#%)*+,&./0123!”#$%&&456517&&,32:&+!&&+%8″&6 After studying this chapter, you will be able
to: 1 Discuss the differences among interpersonal communication, mediated interpersonal
communication, and mass communication 2 Explain why an unorthodox definition of mass
communication makes the term especially relevant in today’s media environment 3 Explain the
meaning and importance of culture’s relationship with the mass media 4 Analyze the ways in
which the mass media affect our everyday lives 5 Explain what the term media literacy means 6
List the key principles involved in becoming media literate 7 Discuss the importance of
developing media literacy skills for the classroom and for professional and community life 8
Explain current and future trends in mass communication UNDERSTANDING MASS MEDIA
AND 1 THE IMPORTANCE OF MEDIA LITERACY !”#$%&'(#%)*+,&./0123!”#$%&&456517&&,32:&+!&&+%8″&, Media Today “Your TV is ringing.” Maybe
you saw the Verizon ad that shows a cellphone with a TV attached to it—pointing out that you
can talk on the phone and watch TV at the same time, on one piece of equipment. If you saw it,
you might have said, “cool,” or “I want that,” or “what a ridiculous thing to do.” But Verizon
could have gone further. The ad could have pointed out that some of the company’s cellphones
also let you watch movies, play video games, download and listen to music, and read a
newspaper or magazine. It’s an exciting time to study mass communication. None of the
activities described above could have been attempted on a cellphone (call it a mobile device) just
a few years ago. They raise questions about the impact that these and other technologies will
have on us, our society, and the content of TV, movies, video games, music, newspapers,
magazines, and movie companies. In fact, the transformations are so great that you have the
opportunity to know more than conventional experts, to challenge traditional thinking, and to
encourage fresh public discussions about media and society. Consider the mass media menu that
Americans have today. Instead of three or four TV channels, most Americans receive more than
fifty and a substantial number receive one hundred and fifty and more. Radio in urban areas
delivers dozens of stations; satellite radio brings in hundreds more, and music streaming on the
Web—sometimes called Internet radio—is carried out by countless broadcast and non-broadcast
entities. The advent of home computers, VCRs, CD players, DVDs, and DBS has brought far
more channels of sights and sounds into people’s lives than ever before. So has the Internet and
the World Wide Web, the computer network that Americans use to interact with information,
news and entertainment from all over the nation and the world. Research indicates that
Americans typically spend an enormous amount of time with mass media.1 Think about your
own media habits. How close do you come to the average 32 hours a week (about 4.5 hours a
day) of television that Americans view on the traditional TV set as well as online? What about
radio? Studies suggest that Americans listen to around 15 hours a week of radio in the regular
broadcast mode, via satellite channels or from their online feeds. Do you do that, or do you
instead listen to recorded music on your iPod or on your MP3 or CD player? Studies show that
Americans spend an average of about 3.5 hours a week with recorded music, but college students
undoubtedly do more of it. And what about your time reading books, newspapers and
magazines? Data show that on average Americans spend about 8 hours a week with one or
another of these, both their printed versions and their websites. Just a few years ago, media such
as television, radio, books and newspapers seemed pretty separate. It was clear what content
from each medium looked or sounded like, and it would have been foolish to suggest that
newspaper articles and television programs would show up on the same channel. Today, with the
rise of new computer technologies that we will explain in the coming pages, this “foolishness” is
exactly what has happened. The access people have on the Internet to content from different
types of media is part of a process called convergence. Convergence takes place when content
that has traditionally been confined to one medium appears on multiple media channels. The
media of mass communication, then, are an integral part of our lives, occurring in a wide variety
of settings. In this chapter, we will explore and define communication, media, and culture, and
we will consider how the relationships among them affect us and the world in which we live. We
will also consider why the term mass communication remains relevant in the twenty-first
century, contrary to what some writers say. In fact, the changes taking place in the media system
actually make a rethought and redefined version of the term more important than ever. “Whoever
controls the media controls the culture.” – ALLEN GINSBERG, POET “Information is the
oxygen of the modern age.” – RONALD REAGAN, US PRESIDENT !”#$%&'(#%)*+,&./0123!”#$%&&456517&&,32:&+!&&+%8″&: Varieties of Communication To understand
why some writers suggest that the term mass communication doesn’t connect to what’s going on
in today’s world, we have to look at how the term has traditionally been used. Over the past one
hundred years, people who wrote about mass communication tended to relate it to the size of the
audience. That made a lot of sense back then. From the mid-nineteenth century onward, new
technologies such as high-speed newspaper presses, radio, movies, and television provided
access to the huge “masses” of people. Not only were those audiences very large, they were
dispersed geographically, quite diverse (that is, made up of different types of people), and
typically anonymous to the companies that created the material. The essential reason
newspapers, radio, television, and other such media were considered different from other means
of communication had to do with the size and composition of the audience. This perspective on
mass communication worked very well until the past couple of decades when the key aspects of
the traditional definition of mass communication as reaching huge, diverse groups no longer
fit.The reason is that the arrival of media channels—including the growing number of radio and
TV stations, the rise of the VCR, the multiplication of cable networks, and the rise of the Web—
led to audience fragmentation (see Figure 1.1). That is, as people watched or read these new
channels, there were fewer people using any one of them. Because these new media channels do
not necessarily individually reach large numbers of people—the “masses”—some writers
suggested that we can abandon the term mass communication. However, the view in this book is
that mass communication is still a critically important part of society. In our view, what really
separates mass communication from other forms of communication is …
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