Sec 3 Mass Media as a Social Institution

Sec 3 Mass Media as a Social Institution

Objectives:

How did the mass media develop as an institution? 

What is the nature of mass media in the United States? 

Can't Live without it!!!

• Newspaper

• Magazines

• TV

• Social Media

• How much time do you think you spend on these activities? 

• The average American spends four months of the year using media! 

The Institutionalization of Mass Media  

• The mass media are instruments of communication that reach large audiences 

• The emergence of mass media as a social institution is a fairly recent event. 

• Driven by a series of intellectual and technological innovations. 

• Developments during the Industrial Age transformed media into a central force in society. 

Writing and Paper 

• People in the earliest nomadic societies had little need for any form of media. 

• Relied on spoken word

• With the development of agriculture, societies became more complex. 

• Need for recording

• The Sumerians, who flourished more than 5,000 years ago in what is Iraq today, produced a form of writing called cuneiform, 

•  When the printing press was developed and paper became more commonly used. 

The printing Press 

• Each book handwritten

• During the 1450s Johannes Gutenberg, a German goldsmith, developed movable metal type

• The production of books became relatively inexpensive,

• This changed with the Industrial Age and the development of electronic media

• telephone,graph, tubes

Multiple Choice

Which of the following is a type of broadcasting media?

• Facebook

• Television

• The Times

• Newsweek

Multiple Choice

Which of the following is a type of electronic media?

• Television

• Magazine

• Facebook

• Music

Multiple Choice

Which of the following is a type of print media?

• Newspaper

• Facebook

• Radio

• Movies

Multiple Choice

All of the following are examples of mass media EXCEPT

• Boones Mill Town Council meeting

• Fox News Website

• The Washington Post

• CNN News

The Information Society 

• The digital computer, completely transformed the way people store and access information. 

• Thousand paper forms of media stored in all one spot

• The Internet, introduced for commercial use in the 1990s, revolutionized the way people communicate and access information. 

• With a few clicks anyone be and "expert", have a platform, become a star

• The digital divide--the gulf between those who have ready access to computers and the internet, and those who do not

Mass Media in the United States 

• Media can be grouped into four categories: print, audio, visual, and online. 

• Which is used the most and how has it changed?

• The Media the ever present conventional model of agenda setting holds that mainstream media influences the public agenda by leading audience attention one way

Print Media 

• Hard Copy print

• The United States has about 1,300 daily newspapers

• About 38 percent of American adults regularly read a daily newspaper. 

• Printed press dying?

• Electric press over paper

• Time saver, read anywhere

Audio Media 

• Sound recordings and radio are the two major categories of audio media.

• About 15,330 radio stations broadcast in the United States today. 

• Podcasts over 1,750,000

•  In addition, listeners now have several choices of digital audio services, such as iTunes, Pandora, and Spotify.  

• Information on the go

• Creating opinion leaders

Visual Media 

• Tv, news, documentary, real tv

• Of all media, television reaches one of the largest audiences in the United States.

• American homes have television sets, with an average of 2.9 sets per home. 

• In the past the major broadcast networks dominated television in the United States. 

• Now what?? what replaces tv? Fake news

Multiple Choice

What's Mass Media?

• Instruments of communication that reach large audiences with no personal contact between senders and receivers.
• Idea that mass media is merging and are no longer separate entities.
• Community in which exchange of information is the main social economic activity.
• It can be used to shop, source of information, entertainment and source of news

Multiple Choice

True or false: Media can persuade you to do something?

• True

• False

Multiple Choice

Which is the best tip on using eletronic media safely?

• set a time limit to yourself

• never do your homework while watching tv

• don't use it in your bedroom, don't eat while you're searching the net and take a break

• pay attention to your appetite and do some exercise

Online Media 

• The most recent media development is the Internet. 

• Offers multiple services

• A recent study found that 74 percent of Americans have Internet access at home. 

• One stop shop even social capital

• Telecommunications act 1996 , V-Chip

Convergence 

• Some media specialists believe that the media are merging and are no longer separate entities. 

• Newspapers are now laid out and typeset by computers. In addition, Many daily newspapers have their own Web Sites. 

• Some scholars think that this convergence may lead to the development of a single com. munications medium based on computer technology. 

Media Consumption 

• On average, each American spends nearly 5,700 hours a year using the media! 

• As of 2015, television was still the most popular medium, but the Internet had become a very close second.

• In 2018, Americans aged 18-34 spent an average of 35 hours a week consuming digital media, while Americans aged 70 or older averaged only 13 hours a week. 

Open Ended

What type of media is in the US

Poll

This lesson was

• Understandable

• Objective driven

• Gave examples

• Needs help

Poll

I understood this lesson

• very well

• good

• ok

• need review

Open Ended

I can answer at least one objective.