MASS MEDIA AND COMMUNICATION IN THE US RALUCA MOLDOVAN

COURSE Benedek Szidonia

COURSE I 26th April

Understanding mass media, mass communication and the importance of media literacy
Oscar Wilde: journalism rules forever visit in America Varieties of communication. The development of mass communication is a 20th century phenomenon brought about by high speed newspaper presses, radio, film, TV and the internet. These forms of communication represent mass communication because they address a large group of people that are geographically distant, extremely diverse and anonymous to the creators and distributors of news. The fact that mass media addresses so many people means that it may not please everyone. The tendency in the last 300 years has been audience fragmentation. Media try to identify niche audiences and create products addressed to their needs. Mass communication is obviously a mass production process by which content is created to reach millions of people. The industrial nature of this process is a big part of mass communication. If we were to define communication in its simplest form, we would say that communication is: the message, the building block, the bedrock of communication, exchange of messages, if occurring among individuals it is interpersonal, or between individuals and institutions. We can further subdivide communication by speaking of mediated interpersonal communication. Communication assisted by a device. Technology becomes the vehicle, the tool by which we communicate. Small group communication up to 3 individuals. Organizational communication occurs in a formal working environment. Public communication All communication involves messages and in order for them to be exchanged, seven elements come into play making the exchange possible: 1. The source originator of message

MASS MEDIA AND COMMUNICATION IN THE US RALUCA MOLDOVAN

COURSE Benedek Szidonia

2. Encoding process by which the source translates their thoughts and ideas so that they can be perceived by human senses. 3. Transmitter physically sends out the message 4. The channel a pathway through which the transmitter sends all features of the message 5. Decoding the conversion of transmitted impulses into signs that the brain perceives as meaningful 6. The receiver the person/s/organizations that receive the message 7. Feedback that occurs when the receiver responds to the message of the source by means of another message The transmission and reception of messages may often be affected by noise, a generic factor used by environmental, mechanical sounds that interfere with the message. Differences between communication and mass communication. Interpersonal c. Message Uses all the senses Mediated in. c. Typically and/or visual Source An individual By brain Channel The air an An individual an Mass c. verbal Typically and/or visual One or more verbal

organizations Encoding individuals By individuals By an organization and technology The air and

brain and technology The air, technology

technology Receiver A few individuals in A the same location few or in many Typically, the people locations in many different

individuals same location

Decoding

By brain

an

individuals By technology and an By technology and individuals brain brain

Feedback

Immediate and direct

Immediate or delayed, Immediate or delayed,

MASS MEDIA AND COMMUNICATION IN THE US RALUCA MOLDOVAN

COURSE Benedek Szidonia

generally direct Noise Environmental, mechanical semantic Environmental, and mechanical semantic, environmental sometimes caused by organizations

generally indirect Environmental, and mechanical, semantic, with sometimes caused by organization

Mass communication is the industrialized production and multiple distribution of messages through technological devices. These technologies are grouped into mass media outlets. Companies that send out messages via mass media these companies are interested in one thing: money. Thats why the products they provide are essentially commodities, goods, no differen t than anything we buy in the store. Mass media industry, unlike others, is characterized by a much much higher degree of innovation, since they serve completely different needs. The way in which they produce their goods and how they sell them are completely different so innovation is crucial. Media scholars identify 4 major uses of mass media: enjoyment, companionship, surveillance and interpretation. Mass media acts as social currency. The relationship of mass media to culture: mass media is used very often to present ideas upon culture, sometimes taking the form of prejudices. The relationship may be expressed in 3 main ways: 1. Mass media direct peoples attention to codes of acceptable behavior within society 2. Mass media tell us what and who counts in our world 3. Media tell us what people think about us as a group and what people like us think of others These types of interactions are pretty straightforward. 2 arguments in the criticism of this relationship: 1. Mass media propagate stereotypes and prejudice

MASS MEDIA AND COMMUNICATION IN THE US RALUCA MOLDOVAN

COURSE Benedek Szidonia

2. Mass media reinforce and share dominant ideologies WAG THE DOG MOVIE

COURSE II 5th March Continuation Media literacy The ability to access, analyze, evaluate and communicate messages in a variety of ways. National Leadership Conference on Media Literacy 6 foundation principles to teach people media literacy skills: 1. Media materials are constructed media products are not pure reality, the way in which they are constructed reflects the bias of the writer, of the owner, etc. 2. Media materials are created and distributed within a commercial environment corporations are in business in order to make money, their biggest source being advertising 3. Media materials are created and distributed within a political environment the way society is governed, specific regulations, decisions by courts of law about restrictions, efforts of interest groups to change what media do be aware of the politics and ideology behind media products 4. Media present their ideas within the primary genres of entertainment, news, information, education and advertising category governed by specific rules and conventions, these conventions shape the way media is presented to audiences 5. People are active recipients of media messages people should be active recipients, bring their own personalities into the information they get from media, our reaction to news varies from person to person

MASS MEDIA AND COMMUNICATION IN THE US RALUCA MOLDOVAN

COURSE Benedek Szidonia

6. Media representations play a role in the way society understands its reality These principles should teach us media literacy skills, including but not limited to: An understanding of the commercial forces behind media materials: how firms in various branches make money, how advertising fits into that, whats the role of market research in the work of producers and distributors Awareness of political influences that shape media materials Ability to examine media contents systematically for broadly cultural specifically commercial and political meanings: ex. The popularity of TV shows reflecting broad trends of American culture such as American Idol, Master Chef America Ability to think through the ethical implications of the activity of media companies: moral dilemmas created as a result of commercial or political pressures Understanding of research on medias implications on individuals in society Awareness of the way in which the public can influence the production and distribution of media materials To sum up: A media literate person should be knowledgeable of media influences that guide companies, up to date on political issues relating to the media, sensitive to ways of seeing media content as a means of learning about culture, sensitive to the ethical dimensions of media activities and able to enjoy media materials in a sophisticated manner in a way above the average Joe.

MASS MEDIA AND COMMUNICATION IN THE US RALUCA MOLDOVAN

COURSE Benedek Szidonia

Formal and informal control on media content government regulations and ethical concerns Laws and guidelines influence the way media companies produce, distribute or exhibit materials for audiences. Media scholars identify 4 major approaches to media: 1. Authoritarian (high level of government control): aims at controlling what the population sees, reads and hears through media outlets. This approach is adopted by dictators who want to keep themselves and their click (posse) in control over society with the claim that they are rescuing their people from evils society experienced in the past. This approach does not require that all media outlets be owned by the government, however it does require that the owners of mass media outlets support the authoritarian government. Examples: Nazi Germany, Fascist Italy, Kaddafi regime, Saddam in Iraq, Burma, Uzbekistan, Syria, Iran. 2. Communist: shares with the previous approach the fact that government leaders believe they should determine what the population sees, reads, hears, etc. The difference lies in the way they justify this control. Communism is inspired by Marx, Engels, Lenin. Media was important in teaching the values of communism media should primarily serve as education vehicles and thats why all media should be in the hands of the government. (Lenin) 3. Libertarian: Freedom of the press the government should not interfere. Represents the ideal model but it does not necessarily mean it actually exists. It is in contradiction to the previous two. Libertarians believe that individuals are perfectly capable of making decisions for themselves. They believe that any interference in the media infringes upon the rights of the individual and the government should only intervene when society cant be served by the people going about their business. Principle: free-flowing media system. 1644, Aeropagitica by John Milton (Paradise Lost): he argues in favor of the concept called marketplace of ideas. Competing points of view fight for public approval. 4. Social responsibility: most popular in todays democracies. It shares the same belief as the libertarian one, namely the importance of the individual and the marketplace of ideas. The real competition of ideas will never happen in the absence of government action to

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COURSE Benedek Szidonia

encourage companies to be socially responsible. The role of the government is to make sure that companies allow and encourage social responsibility in the media so that this marketplace can actually exist. The whole idea behind this approach is to strike a balance between the needs and rights of the individual, companies and those of the society. Government regulations are influenced by political, economic, cultural influences and all of these can be found in the way in which U.S. government regulates media. The most important document that regulates media content in the U.S. is the 1st right in the Bill of Rights, the 1st Amendment. The amendment seems to rule out any sort of government involvement. But it is not reality. Congress makes no law the federal branches of government could not make laws abridging (limit) press freedom. Gitlow vs. NY in the Supreme Court the law of the State should be overruled by the 1st amendment. Thus, the 1st amendment should be interpreted as government and its agencies, regardless of the location. The press broadened meaning, achieved through political and juridical decisions. It now refers to other media too. Limitations approved: restrictions applicable to everyone, without political bias, serve a significant government interest, leave ample opportunity for communication to take place. Political speech most protected, followed by issues of public concern, then speech about public figures, then interpersonal communication, then commercial speech, indecency, obscenity. Types of media regulations: Regulation of content before distribution: prior restraint. The supreme court rules that this restraint violates the 1st amendment, however they specified circumstances in which such censorship may occur. These always have to do with public good. The legal precedent for prior restraint is a 1931 supreme court decision in the case of Near vs. Minnesota. Malicious, scandalous and defamatory circulation, an anti-Semitic publication. Injunction: court order requiring persons to refrain. Cases involving obscenity, national security, military operations, clear and present danger to public safety, copyright, courtroom proceedings, education, commercial speech may allow for prior restraint.

MASS MEDIA AND COMMUNICATION IN THE US RALUCA MOLDOVAN

COURSE Benedek Szidonia

Three principles: an average person applying current standards of the community would have to find that the work as an entirety reflects an obsessive interest in sex. The work has to portray in a clearly offensive manner certain sexual conduct, specifically described as unallowable by state law. A reasonable person has to agree that the works lacks serious literary, artistic, scientific or political usefulness. National security: nowadays we are in the midst of another form of interpretation of what it means. Military operations. Regulation of content after distribution: individual company. Defamation, libel, slander. For defamation to stick: the defamatory statements were published, they identified the plaintiff, harmed the plaintiff, the defendant was at fault, they were false. Defense to libel happens in 3 forms: truth, privilege and fair comment and criticism. FCC federal communications commission. Rules: equal time rule broadcasters should give equal amounts of time to political candidates. Fairness balance in presenting controversial issues. Privacy if harmed, calls for legal intervention; may be harmed in four major ways: false light, appropriation (unauthorized use of persons name or likeness), public disclosure (private life of individual, form of invasion of privacy), intrusion (intentionally invades private life). Defenses against privacy issues: consent, truth, newsworthiness. In addition to these rules, we may speak of economic regulations. There are 2 common types of regulations: anti-trust laws and direct regulation by government agencies. Anti-trust laws: trusts are economic organizations aiming to achieve a monopoly. Control of media. Direct regulations: FCC and FTC (federal trade commission) creating order within the industry, protecting consumer, encouraging competition. Restricting government documents is a way of restricting information. Evidentiary privilege: a journalists right not to name confidential sources. Freedom of information act: citizens can request government records and reports that have not been made public so long as those reports do not involve the following: national security, agency

MASS MEDIA AND COMMUNICATION IN THE US RALUCA MOLDOVAN

COURSE Benedek Szidonia

interpersonal activities, statutory exemptions, trade secrets, personal privacy, interagency memos, police investigations, information about oil and gas wells, protection of government financial institutions. Sunshine laws: which ensure government meetings and reports are made available to the press and public. Implemented in 1977. Shield-laws: journalists covering their sources offer them protection.

COURSE VI April 2nd

Press in the post-revolutionary period Political party press Large circulation newspapers allied themselves with various political parties. Federalists and anti-federalists (Jeffersonian). Both parties recognized the importance of appealing to public opinion and so they tried to attract newspapers mostly by financing them. The period was called the dark age of journalism by some historians, because the press was not supposed to serve as party watchdogs. The most important papers were published by John Fenno for federalists and Philip Fruneau for anti-federalists. Gazette of the U.S., launched in 1789 and The National

MASS MEDIA AND COMMUNICATION IN THE US RALUCA MOLDOVAN

COURSE Benedek Szidonia

Gazette, published in 1791. Extremely patriotic press. Bill of rights: 1st Amendment. Federalists supported the Constitution, the anti-federalists feared that the Constitution would create a despotic government. Federalist papers; best known comments on the constitution. Federalist papers first appeared as editorials in New York Independent Journal and numbered 85 articles. The authors included Hamilton, Madison, John Jay. Hamilton was the driving force behind the federalist paper (financially). The magazine marked the beginning of the party press era. The paper was published in New York and became the leader of Federal opinion and was circulet in all 13 states. Hamilton was secretary of treasury. When the capital moved to Philadelphia, the paper moved there as well, so New York was left without a federalist paper. Two more publishers moved to fill in. William Cobbett and Benjamin Russell. Porcupine Gazette and The Colombian. Jefferson, the leader of the anti-federalists, started own newspaper. Contributed financially until his resignation in 1793. After he was gone, Freneau lost financial support and the newspaper closed. Its place was taken by Benjamin Franklin Bache, who published the Aurora. Most newspapers were still weeklies, but circulation and subscription increased. The main source of money was not subscription, but financial aid from political parties. Papers became a natural source of political cohesion and nationalism. G. Washington was a frequent target of anti-federalist newspapers and had an ambivalent attitude towards the press, shared by many future presidents. It basically means he approved of the papers when they were favorable to his work, and against them when they persisted in attacking him. Several newspaper features emerged during Washingtons term, including the freedom to criticize a president in office, without suffering retribution and the ability to obtain information about government activities through a variety of open and undercover sources. Despite his ambivalence, Washington was a firm believer in the first amendment and refused to use the press as a personal tool. John Adams continued the same ambivalent attitude, maintaining silence in the face of newspaper tasks. Of the first 3 presidents, no one believed more in the freedom of the press than Thomas Jefferson. He actually believed it was more important to be informed, than to be governed. He understood that the efficiency of the press in a democracy is in direct proportion to the number of those who read newspapers. The first attempt of the government to limit the freedom of the press came in 1798, known under the term Alien and Sedition acts. Passed during Adams presidency and their role was to silence

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COURSE Benedek Szidonia

political descent in preparation of what the authorities believed was going to be a war with France. The sedition act: turned any false or scandalous writing against the government a crime punishable by fine and imprisonment. The act was used by the federalists to silence antifederalists.