{"id":512,"date":"2015-10-30T20:07:19","date_gmt":"2015-10-30T20:07:19","guid":{"rendered":"https:\/\/courses.candelalearning.com\/zelixcst110\/?post_type=chapter&p=512"},"modified":"2015-11-03T22:48:02","modified_gmt":"2015-11-03T22:48:02","slug":"mass-communication-study-guide","status":"web-only","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/zelixcst110v2\/chapter\/mass-communication-study-guide\/","title":{"raw":"Mass Communication Study Guide","rendered":"Mass Communication Study Guide"},"content":{"raw":"

Mass Communication <\/span><\/h2>\r\n

\u201cthe process whereby media organizations produce and transmit messages to large publics and the process by which those messages are sought, used, and consumed by audiences\u201d <\/span><\/p>\r\n

\u201conly one of the processes of communication operating at the society-wide level, readily identified by its institutional characteristics\u201d <\/span><\/p>\r\n

Mass Communication is the public transfer of messages through media or technology driven channels to a large number of recipients from an entity, usually involving some type of cost or fee (advertising) for the user. <\/span><\/strong><\/p>\r\n\r\n

Mass Communication <\/span><\/h3>\r\n
    \r\n\t
  1. is the dependence on a media channel to convey a message to a large audience.\r\n<\/span><\/li>\r\n\t
  2. the audience tends to be distant, diverse, and varying in size depending on the medium and message.\r\n<\/span><\/li>\r\n\t
  3. mass communication is most often profit driven, and feedback is limited.\r\n<\/span><\/li>\r\n\t
  4. because of the impersonal nature of mass communication, participants are not equally present during the process.\r\n<\/span><\/li>\r\n<\/ol>\r\n

    Functions of Mass Communication <\/span><\/h2>\r\n

    Surveillance<\/span><\/p>\r\n

    Correlation <\/span><\/p>\r\n

    Sensationalization <\/span><\/p>\r\n

    Entertainment <\/span><\/p>\r\n

    Transmission <\/span><\/p>\r\n

    Mobilization <\/span><\/p>\r\n

    Validation<\/span><\/p>\r\n\r\n

    Mass Communication and Popular Culture <\/span><\/h2>\r\n

    Culture is comprised of shared behaviors, values, beliefs, and attitudes that are learned through socialization. As\u00a0Brummett explains, \u201cpopular culture are those systems or artifacts that most people share or know about\u201d <\/span><\/p>\r\n

    High Culture consists of those media that are generally not produced for the masses, require a certain knowledge base, and typically require an investment of time and money to experience them. <\/span><\/p>\r\n

    \u201cPop culture refers to mass-mediated kinds of \u2018low\u2019 art such as television commercials, television programs, most films, genre works of literature, and popular music\u201d <\/span><\/p>\r\n\r\n

    Grounding Theories of Mass Communication <\/span><\/h2>\r\n

    Magic Bullet Theory<\/span><\/strong>: (also called the hypodermic needle theory) suggests that mass communication is like a gun firing bullets of information at a passive audience. <\/span><\/p>\r\n

    Two-Step Flow Theory<\/strong>: <\/span>suggests that mass communication messages do not move directly from a sender to the receiver. Instead, a small group of people, gatekeepers, screen media messages, reshape these messages, and control their transmission to the masses. <\/span><\/p>\r\n

    Multi-step Flow Theory<\/span><\/strong>: suggests that there is a reciprocal nature of sharing information and influencing beliefs, attitudes, and behaviors <\/span><\/p>\r\n

    Uses and Gratification Theory<\/span><\/strong>: suggests that audience members actively pursue particular media to satisfy their own needs <\/span><\/p>\r\n

    Cultivation Theory<\/span><\/strong>: <\/span>questions how active we actually are when we consume mass communication <\/span><\/p>\r\n\r\n

    Media Literacy <\/span><\/h2>\r\n

    Media Literacy is our awareness regarding our mediated environment or consumption of mass communication. It is our ability to responsibly comprehend, access, and use mass communication in our personal and professional lives. <\/span><\/p>\r\n\r\n

    Skills we can develop in order to be media literate <\/span><\/h3>\r\n