Summary of Understanding Media and Culture: An Introduction to Mass Communication
Version 2.0 by Jack Lule
Chapter 1 Media and Culture
Chapter 2 Media Effects
Chapter 3 Books
Chapter 4 Newspapers
Chapter 5 Magazines
Chapter 6 Music
Chapter 7 Radio
Chapter 8 Movies
Chapter 9 Television
Chapter 10 ...
Understanding Media and Culture, An Introduction to Mass Communication. Version 2.0 | Chapters 6-14 and 16 | Buas | Creative Business
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UNDERSTANDING MEDIA & CULTURE
AN INTRODUCTION TO MASS COMMUNICATION | VERSION 2.0
Jack Lule
Chapters 1-14 and 16
, Chapter 1 Media and Culture
1.1 The lost cell phone
- Example of someone who lost her cellphone – writer got his inspiration from The New York Times
Same story used in another book – shows symbolic the multitude between media and culture
- Understanding Media by Marshall McLuhan – book used as inspiration
Medium (broadcast/print/etc.) more important than media (content)
Affect the human central nervous system – medium is the message
- Culture = particular way of life and how life is acted out in work/practice/activities
1.2 Intersection of American media and culture
- Mass communication = communication transmitted to large segments of the population
Happens using all kinds of media
- Mass media = means of transmission for wide audience
- Culture = expressed and shared values/attitudes/beliefs/practices of a social group/organization
- In this book: the American experience
- 1960 first tv debate: John F. Kennedy vs. Richard Nixon – also broadcasted on the radio
Radio listeners considered it a tie, whereas tv viewers believed Kennedy was better
Changes in media technology have a big impact on culture
1.3 How did we get here? The evolution of media
- 2017: mobile facebook/snapchat/twitten – 7 out of 10 use social media to connect
- We are everywhere exposed to media
- 15th century: printing press by Gutenberg – cheaper and easier
- Newspaper previously used to connect with home, keep culture and national identity
- 1830 invention of the penny press: low price – more entertainment and murder/drama
- 20th century film and radio – boon for advertisers
- 1930s Great Depression (bad economy)
- 1837 the telegraph – fast long distance communication
- 1940s television – consumer based economy
Just three major networks controlled 90% of all aired programs
- 1980s cable television more channels
Tv sold advertising and commercial driven programs (CBS) – Britain used licensing fees (BBC)
Technologies form and cause cultural changes
- Why do media seem to play such a big role
Entertainment and imagination
Information and education
Public forum = discussion of important issues
Monitor government, business and institutions (journalists)
- Each media/medium has his own benefits – medium is the message
Internet seems to hold other media within it: webpage includes text/images/video
1.4 How did we get here? The evolution of culture
- Cultural period = time marked by way of understanding the world through culture & technology
- Modern age = post-Medieval era (1500) – modernity
Technological innovations, urbanization, discoveries and globalization
1. Early modern period: starts with printing press invention – 15th-18th century
Rising literacy rates educational reform
, 2. Late modern period – 18th-20th century
Industrial revolution in England, America and France
Change in production/economics/social/cultural – invention of steam power and machines
People moved to cities – manufacturing instead of an agriculture
Industrialized nation – focus on individual and rational thinking
Mass media: united people regional/social/cultural
Modernism = 19th/20th artistic movement: questioned limitations of ‘traditional’ art/culture
- Post-modern age = second half of the 20th century
Skepticism, self-consciousness, celebration of difference and modern conventions
Questioned of dismissed assumptions from the modern age
No believe in an objective truth of autonomous self
Reject grand narratives = large-scale theories that explain totality of human experience
Instead micro narratives = localized understandings of the world
Diversity of human experience
Mistrusted originality – borrowed across cultures and genres: long live the thief
1.5 Media mix: Convergence
- Media convergence = previously technologies come to share content, tasks & resources
Mobile phone: pictures, videos and calls = convergence
- 5 categories how media is consumed and produced (process)
1. Economic convergence: single company with multi kinds of media
2. Organic convergence: stories in different media platforms
3. Cultural convergence: stories in different media platforms
Participatory culture = consumers react/remix a culture
4. Global convergence: geographically distant cultures influencing
Cultural imperialism = developing countries pressured to shape corresponding institutions
5. Technological convergence: merging of technologies
- Generation gap because of cultural changes
- Convergence transformed who and how ‘old’ media is used
1.6 Cultural values shape media; Media shape cultural values
- Cultural values shape media and mass communication
- Value of free speech and press – however, shifted limits
Obscenity = offensive or disgusting by accepted standards
Copyright law = protect creative rights
- Organizations (government/school) shape media to promote their values
Can become propaganda = attempts to persuade an audience
- Gatekeepers = determine which stories make it to the public
1.7 Mass media and popular culture
- Popular culture = media/products/attitudes considered to be mainstream or part of everyday life
for example: American Idols | The Beatles | Jenny Lind
- tastemakers = mass media that encourages adoption of trends
also used to create demand for new products
now also professional tools Yelp | blogs | SMS | social media
- crowd-surfing = product reviews (tripadviser/yelp)
form of mass tastemaking – not very fair though
1.8 Media literacy
- Literacy = the ability to read and write
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