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- 1.1: Media, Society, Culture and You
- The purpose of this chapter is to define media, society and culture broadly. Additionally, the term "communication" is defined in its many forms. Chapters 2 and 3 deal with communication theory in more detail. Digital culture is covered in depth in Chapter 2. We will discuss media literacy and media studies in Chapter 3, but we have to learn to walk before we run, as the saying goes.
- 1.2: Digital Culture and Social Media
- Media studies refers to the broad category of academic inquiry analyzing and critiquing the mass media, its products, possible effects of messages and campaigns, and even media history. this chapter continues with a deeper discussion of identity in the digital age and covers privacy and surveillance as well as the praxis of digital culture as defined by scholars. The term “praxis” here refers to how a theory plays out in actual practice.
- 1.3: Media Literacy and Media Studies Research
- This chapter gives you some tools developed by mass communication scholars to develop your critical eye when viewing messages as products in the mass media. This chapter defines “media literacy” and touches on some key mass communication theories that are absolutely not meant to be left to molder in the digital cloud where this text”book” lives. Take these theories out, apply them and see how they work. Find out how useful they can be and what their limitations are.
- 1.4: Film and Bricolage
- Whether you are a YouTube producer or enjoy making Instagram stories every day, you can be an intertextual storyteller with tools readily available on the mass market. The “readily available” part calls to mind the concept of bricolage, which in intertextual storytelling means taking the images, sounds and words readily available to you, along with the recording and editing tools that are also available, and making stories intended for others to appreciate.
- 1.5: Television through Time
- This chapter discusses the nature of television content as the medium evolved throughout the second half of the 20th century. It then briefly discusses the role of the television industry in society by examining the ways we watch TV and its possible impacts on our health. Finally, this chapter covers the medium’s influence on popular culture.
- 1.6: Music Recording, "Sharing" and the Information Economy
- This chapter about recorded music focuses mostly on the changing industry. But as you consider the industry from an academic perspective, don’t lose sight of your relationship with music. What you enjoy is an expression of yourself and of your personal culture. Preserving the emotional impact of music should concern us all, even if we are more or less enthusiastic about preserving the old order of the recording industry and the interests of the Recording Industry Association of America (RIAA).
- 1.7: Radio Broadcasting, Podcasting and "Superbug Media"
- This chapter discusses the history of radio broadcasting including its potential as a tool of propaganda, the relationship between radio and the music industry, the social reach of broadcasting, as well as the rise of podcasting. Finally, persevering podcasts have something to teach us about how to make successful digital products and brands.
- 1.8: Digital Gaming
- Video games — including arcade games, console games (often with online multiplayer modes), mobile games for smartphones, online-only games including MMORPGs (massively multiplayer online role-playing games) and open environment games like Minecraft — all have narratives to follow and widely varying levels of production value. They rival films as the most immersive medium in mass communication, and they can be much more personal.
- 1.9: Newspapers and Digital News
- We live in a digital media environment awash with information. Only a portion of the messages on social media come from professional news organizations that work to reinforce their stories with balanced fact-seeking and fact-checking. Preserving carefully reported, factual news is in the interest of the republic. The slow journalism movement seeks to protect accuracy and care in journalism.
- 1.10: Advertising, Public Relations and Propaganda
- As this chapter progresses, it defines the core concept of advertising in more depth. Then, it discusses the history of advertising. It defines two general strategies or approaches known as “above-the-line” and “below-the-line” advertising before examining in detail the “advertising funnel,” or “purchase funnel.” A few other basic theories are introduced. There are sections on content marketing and other forms of persuasion.