2: The Mass Media and Mass Communication
- Page ID
- 294835
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\(\newcommand{\avec}{\mathbf a}\) \(\newcommand{\bvec}{\mathbf b}\) \(\newcommand{\cvec}{\mathbf c}\) \(\newcommand{\dvec}{\mathbf d}\) \(\newcommand{\dtil}{\widetilde{\mathbf d}}\) \(\newcommand{\evec}{\mathbf e}\) \(\newcommand{\fvec}{\mathbf f}\) \(\newcommand{\nvec}{\mathbf n}\) \(\newcommand{\pvec}{\mathbf p}\) \(\newcommand{\qvec}{\mathbf q}\) \(\newcommand{\svec}{\mathbf s}\) \(\newcommand{\tvec}{\mathbf t}\) \(\newcommand{\uvec}{\mathbf u}\) \(\newcommand{\vvec}{\mathbf v}\) \(\newcommand{\wvec}{\mathbf w}\) \(\newcommand{\xvec}{\mathbf x}\) \(\newcommand{\yvec}{\mathbf y}\) \(\newcommand{\zvec}{\mathbf z}\) \(\newcommand{\rvec}{\mathbf r}\) \(\newcommand{\mvec}{\mathbf m}\) \(\newcommand{\zerovec}{\mathbf 0}\) \(\newcommand{\onevec}{\mathbf 1}\) \(\newcommand{\real}{\mathbb R}\) \(\newcommand{\twovec}[2]{\left[\begin{array}{r}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\ctwovec}[2]{\left[\begin{array}{c}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\threevec}[3]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\cthreevec}[3]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\fourvec}[4]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\cfourvec}[4]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\fivevec}[5]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\cfivevec}[5]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\mattwo}[4]{\left[\begin{array}{rr}#1 \amp #2 \\ #3 \amp #4 \\ \end{array}\right]}\) \(\newcommand{\laspan}[1]{\text{Span}\{#1\}}\) \(\newcommand{\bcal}{\cal B}\) \(\newcommand{\ccal}{\cal C}\) \(\newcommand{\scal}{\cal S}\) \(\newcommand{\wcal}{\cal W}\) \(\newcommand{\ecal}{\cal E}\) \(\newcommand{\coords}[2]{\left\{#1\right\}_{#2}}\) \(\newcommand{\gray}[1]{\color{gray}{#1}}\) \(\newcommand{\lgray}[1]{\color{lightgray}{#1}}\) \(\newcommand{\rank}{\operatorname{rank}}\) \(\newcommand{\row}{\text{Row}}\) \(\newcommand{\col}{\text{Col}}\) \(\renewcommand{\row}{\text{Row}}\) \(\newcommand{\nul}{\text{Nul}}\) \(\newcommand{\var}{\text{Var}}\) \(\newcommand{\corr}{\text{corr}}\) \(\newcommand{\len}[1]{\left|#1\right|}\) \(\newcommand{\bbar}{\overline{\bvec}}\) \(\newcommand{\bhat}{\widehat{\bvec}}\) \(\newcommand{\bperp}{\bvec^\perp}\) \(\newcommand{\xhat}{\widehat{\xvec}}\) \(\newcommand{\vhat}{\widehat{\vvec}}\) \(\newcommand{\uhat}{\widehat{\uvec}}\) \(\newcommand{\what}{\widehat{\wvec}}\) \(\newcommand{\Sighat}{\widehat{\Sigma}}\) \(\newcommand{\lt}{<}\) \(\newcommand{\gt}{>}\) \(\newcommand{\amp}{&}\) \(\definecolor{fillinmathshade}{gray}{0.9}\)- 2.1: The Public Sphere
- This page discusses Jürgen Habermas' concept of the public sphere as a space for public discourse and opinion formation, emphasizing its evolution in the digital age with social media's role in empowering citizens. It recognizes limitations in inclusivity within Habermas' ideal model and underscores the public sphere's significance in understanding media's impact on democracy and societal engagement.
- 2.2: Technology and Mass Media
- This page outlines the evolution of mass media, emphasizing its reliance on technology to disseminate information from a single sender to a broad audience through channels like print, radio, and digital platforms. It traces the rapid advancements from oral traditions to the internet and prepares for an exploration of mass media's historical development, underscoring its significant impact on society.
- 2.3: Books – The beginning of Printed Mass Media
- This page examines the evolution of printing techniques, emphasizing China's early invention of movable type by Bi Sheng and the significance of the Diamond Sutra. It compares these advancements to Gutenberg's innovations in the mid-1450s, which made book production accessible and boosted literacy. Additionally, the page mentions the beginnings of publishing in South Africa from 1796, highlighting the broader impact of printing on knowledge dissemination beyond elite groups.
- 2.4: Newspapers
- This page discusses the evolution of newspapers from the advent of printing presses, highlighting the first regular newspaper in 1631 Paris, early South African publications, and ownership challenges. It notes the current decline in traditional newspaper circulation due to online media, the need for new revenue models, and the continued relevance of community newspapers that cater to hyperlocal audiences.
- 2.5: Magazines
- This page highlights the differences between magazines and newspapers in terms of publication frequency and content focus, noting magazines' appeal to specific interests. It traces the history of South African magazines since 1822 and mentions influential publications. The rise of major media companies in the 20th century is discussed alongside industry challenges, including closures and ownership changes.
- 2.6: Radio
- This page explores the evolution of audio and visual media, emphasizing their accessibility over printed media. It traces radio's origins from the telegraph and highlights figures like Guglielmo Marconi and Lee de Forest. The summary details the growth and commercialization of radio technology in South Africa, noting the rise of community broadcasting and the representation of diverse languages in the medium.
- 2.7: Television
- This page examines the history of television, focusing on pioneers such as Paul Nipkow and Philo Farnsworth who shaped its transition from mechanical to electronic formats. It notes that television was introduced late in South Africa in 1976 under apartheid restrictions, initially with few channels. The late 1990s saw the emergence of private and satellite channels, broadening access.
- 2.8: The Internet
- This page discusses the transformative impact of the internet on mass media and journalism, highlighting the shift towards user choice in news and entertainment. It outlines the evolution of digital media from technological innovations and emphasizes Tim Berners-Lee's contributions to web accessibility. The page also notes the emergence of media convergence, where journalists need to be versatile and adept across various platforms to succeed in the modern media landscape.
- 2.9: Who are the audience?
- This page highlights the importance of understanding audiences in journalism, stressing that journalists need to grasp their audience's interests to create relevant content. It outlines tools for audience analysis, such as analytics and focus groups, and discusses the impact of "prosumers" who actively participate in content creation. The page emphasizes the need for interactive engagement with audiences and building relationships to maintain loyalty in a shifting media environment.
- 2.10: Media Effects
- This page examines audience interactions with media through various models of media effects. It starts with the hypodermic needle model, indicating passive reception, illustrated by the panic from "The War of the Worlds." It introduces Lazarsfeld's two-step flow model, emphasizing opinion leaders' influence, and the uses and gratifications model that highlights active audience engagement.
- 2.11: The Functions of the Mass Media
- This page highlights the functions of mass media, including information dissemination, interpretation, education, social bonding, and entertainment. It notes that increased media availability has fostered competition, sometimes resulting in premature reporting. New media, especially social media, mirrors these functions by connecting people and offering educational content.
- 2.12: Some Functions of Journalism
- This page discusses the critical roles of mass media in liberal democracies, including monitoring government actions and promoting transparency. It highlights challenges such as rising distrust and fake news impacting traditional media's agenda-setting power, alongside the growing influence of social media. Additionally, the media's responsibility in fostering transformation and peace in postcolonial societies through diverse representation and local news is emphasized.
- 2.13: Media Qwnership
- This page addresses concerns over media ownership and bias, showing that a few large companies dominate most outlets, risking monopolies and censorship. In South Africa, major players like Arena Holdings and Media24 overshadow independent voices. It discusses media convergence's impact, leading to reduced local news coverage, and highlights social media's role in expressing public dissatisfaction with mainstream media representation.