Scribd Logo
Upload

Welcome to Scribd!

  • 8 views

    W1 Mass Comm, Culture and Media Literacy

    Uploaded by

    gogulamathe shamugam
    This document provides an overview of an introduction to mass communication module. It includes information about the lecturer, learning outcomes, assessment methods, resources, and the topics of the first lecture - mass communication, culture, and media literacy. Key concepts that will be covered in the lecture are defined, including mass communication, its relationship to culture and media literacy, and models of communication including Shannon-Weaver and Schramm models.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    W1 Mass Comm, Culture and Media Literacy

    Uploaded by

    gogulamathe shamugam
    8 views24 pages
    This document provides an overview of an introduction to mass communication module. It includes information about the lecturer, learning outcomes, assessment methods, resources, and the topics of the first lecture - mass communication, culture, and media literacy. Key concepts that will be covered in the lecture are defined, including mass communication, its relationship to culture and media literacy, and models of communication including Shannon-Weaver and Schramm models.

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document provides an overview of an introduction to mass communication module. It includes information about the lecturer, learning outcomes, assessment methods, resources, and the topics of the first lecture - mass communication, culture, and media literacy. Key concepts that will be covered in the lecture are defined, including mass communication, its relationship to culture and media literacy, and models of communication including Shannon-Weaver and Schramm models.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    8 views24 pages

    W1 Mass Comm, Culture and Media Literacy

    Uploaded by

    gogulamathe shamugam
    This document provides an overview of an introduction to mass communication module. It includes information about the lecturer, learning outcomes, assessment methods, resources, and the topics of the first lecture - mass communication, culture, and media literacy. Key concepts that will be covered in the lecture are defined, including mass communication, its relationship to culture and media literacy, and models of communication including Shannon-Weaver and Schramm models.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 24

    COM62704

    INTRODUCTION TO
    MASS COMMUNICATION

    WEEK 1 - MASS COMMUNICATION,


    CULTURE AND MEDIA LITERACY
    Overview and Introductions
    ▪ Introduction to your Module Lecturer
    ▪ Module Learning Outcomes
    ▪ Assessment Methods
    ▪ Teaching and Learning
    ▪ Resources and learning materials
    ▪ Lecture 1: Mass Communication, Culture, and Media
    Literacy
    Lecturer Information
    Lecturer’s Name:
    Ms Gogulamathe Shamugam @ Ms Gogu

    Functional Area(s):
    School of Media and Communication

    Email:
    [email protected]

    Contact: Telegram

    Background:
    Corporate Sectors :

    Education Sectors :
    Module Learning Outcomes
    1. Identify the key theories, concepts and perspectives relevant to mass media
    and communication.

    2. Discover current developments impacting the mass media landscape such


    as concentration of ownership, globalisation, convergence and digitisation.

    3. Analyse current media industry issues or developments and apply key


    concepts or perspectives from media scholars and practitioners to explain
    the current phenomenon impacting media and communication which will be
    essential for planning of media strategies.

    4. Reflect on the role and influence of mass media and communication on


    culture, society, politics and other contexts to exhibit proficiency at media
    literacy.
    Assessment Methods
    Assessment components:
    • Assignment weighted at 100%
    • Individual Assignments (50%)
    • Group Assignment (50%)
    Module Learning Programme
    Assessment Task Weight Due Date
    Outcomes Assessed Learning Outcome
    Assignment 1:
    Part A: Individual In-class Assessment 20% Weeks
    1 1
    Part B: Online Quiz 10% 5,11

    Assignment 2:
    Group Report Essay 20% 2 4 Week 7

    Assignment 3:
    Individual Assignment (Reflective
    20% 4 8 Week 14
    Essay)

    Assignment 4:
    Final Group Project Video 30% 3 2 Week 12

    • Final Exam - NO
    Get Module Information,
    Materials and Updates via

    Your TIMeS Module Site

    https://times.taylors.edu.my/course/view.php?id=72382
    Module Resources and Textbooks
    1. Baran, S. (2020). LooseLeaf for Introduction to
    Mass Communication: Media Literacy and Culture.
    10th ed. Boston: McGraw Hill.

    2. Hanson, R.E. (2021). Mass Communication: Living


    in a Media World. 8th ed. New York: SAGE
    Publications.

    3. Other online resources & references will be used


    throughout the semester. You can refer to the
    module outline for the full list.
    Any Question
    WEEK 1 LECTURE

    MASS
    COMMUNICATION,
    CULTURE AND
    MEDIA LITERACY
    Learning Objectives

    ▪ Able to understand the meaning of mass communication,


    mass media and its characteristics.

    ▪ To have understanding on basic communication models


    in communication.

    ▪ Able to learn the relationship between mass media


    culture and media literacy.
    WHAT IS MASS COMMUNICATION?
    What is Mass Communication?

    INTERPERSONAL vs MASS COMMUNICATION

    INTERPERSONAL MASS COMMUNICATION


    • Two or more individuals come together • Mass communication is a type of
    to exchange the message in a given communication with the large group
    social context. of audience, using mass media.
    • It tends to inform, educate, advise, • It tends to inform, educate, entertain
    warn, order, suggest, motivate and and persuade.
    persuade. • Expands with technological
    • Expands from the evolution of advancement.
    mankind. • Delayed feedback
    • Instant feedback
    CHARACTERISTICS OF MASS COMMUNICATION
    1. Directs messages toward relatively large, heterogeneous and
    anonymous audience.
    2. Messages are transmitted publicly
    3. Short duration message for immediate consumption
    4. Feedback is indirect, non-existent or delayed
    5. Cost per exposure per individual is minimum
    6. Source belongs to organization or institutions
    7. Mostly one way
    8. Involves good deal of selection that is, medium chooses its audience
    (newspaper for literates) and audience choose media (poor, illiterates
    select radio)
    9. There is need for fewer media to reach vast and widespread audience
    because of wide reach of each
    10. Communication is done by social institutions which are responsive to
    the environment in which they operate
    Media Use Statistics

    Source: https://www.frankwbaker.com/mlc/media-use-statistics/
    Now tell me
    Who involves in Mass Communication?

    • Journalism
    • Entertainment
    • Events
    • Advertising
    • Music
    • Marketing
    • Video Games
    • Social Media
    • Public Relations
    Basic Communication Model

    OMMUNICATION
    PROCESS -
    hanon-Weaver
    ommunication
    Model

    Linear Communication Model by Shannon-Weaver


    SCHRAMM MODEL
    What is Mass Communication?
    OF MASS
    COMMUNICATION
    The process of creating shared meaning
    between the mass media and their audiences

    Schramm mass communication model is the


    extended version of the Shannon-Weaver
    model

    MASS In Schramm’s mass communication model,


    COMMUNICATION feedback is referred as “delayed inferential
    feedback.”
    DEFINED
    This feedback is indirect rather than direct.

    Example: TV stations, must wait a day, at the very


    minimum, and sometimes a week or a month, to
    discover the ratings for new programs
    Culture and communication are inseparable,
    and mass communication, as we’ve seen, is a
    particularly powerful, pervasive, and complex
    form of communication
    MASS COMM,
    CULTURE & Media literacy—the ability to effectively and
    efficiently comprehend and use any form of
    MEDIA mediated communication.

    LITERACY
    Technology has encouraged the evolution of
    mass communication and its relevant culture –
    from prints to electronics and new media
    A critical thinking
    skill enabling
    An understanding
    audience members
    of the process of
    to develop
    mass
    independent
    ELEMENTS OF judgments about
    communication
    media content.
    MEDIA
    LITERACY
    An awareness of
    Strategies for
    the impact of
    analyzing and
    media on the
    discussing media
    individual and
    messages.
    society.
    Scan for Attendance

    https://forms.gle/vRrD3SV63fbtg6Qf7

    You might also like