Scribd Logo
Upload

Welcome to Scribd!

  • 49 views

    English For The Media: Tran Quang Huy, MBA

    Uploaded by

    Việt
    This document introduces concepts related to mass media and its influence on culture. It defines mass communication, mass media, and culture. It then discusses how mass media affects culture through propaganda and persuasion, its influence on behaviors like violence and sex, and by transmitting cultural messages through celebrities. Finally, it notes that new digital media have revolutionized how people access and share media content in a participatory way, rather than just replacing old forms of media.

    Copyright:

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

    English For The Media: Tran Quang Huy, MBA

    Uploaded by

    Việt
    49 views12 pages
    This document introduces concepts related to mass media and its influence on culture. It defines mass communication, mass media, and culture. It then discusses how mass media affects culture through propaganda and persuasion, its influence on behaviors like violence and sex, and by transmitting cultural messages through celebrities. Finally, it notes that new digital media have revolutionized how people access and share media content in a participatory way, rather than just replacing old forms of media.

    Original Title

    ESP. C2

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document introduces concepts related to mass media and its influence on culture. It defines mass communication, mass media, and culture. It then discusses how mass media affects culture through propaganda and persuasion, its influence on behaviors like violence and sex, and by transmitting cultural messages through celebrities. Finally, it notes that new digital media have revolutionized how people access and share media content in a participatory way, rather than just replacing old forms of media.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    49 views12 pages

    English For The Media: Tran Quang Huy, MBA

    Uploaded by

    Việt
    This document introduces concepts related to mass media and its influence on culture. It defines mass communication, mass media, and culture. It then discusses how mass media affects culture through propaganda and persuasion, its influence on behaviors like violence and sex, and by transmitting cultural messages through celebrities. Finally, it notes that new digital media have revolutionized how people access and share media content in a participatory way, rather than just replacing old forms of media.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 12

    ENGLISH FOR

    THE MEDIA

    Tran Quang Huy, MBA


    Chapter 2
    Introduction to
    Mass Media
    INTRODUCTION TO MASS MEDIA

    1. DEFINITION OF MASS COMMUNICATION, MASS MEDIA AND CULTURE

    2. MEDIA AFFECTS CULTURE

    3. MEDIA THEORIES
    MEDIA AND CULTURE

    • Distinguish between mass communication and mass media

    • Define culture
    What is MASS
    COMMUNICATION &
    MASS MEDIA?

    Mass communication refers to communication


    transmitted to large segments of the population
    The transmission of mass communication happens
    using one or more of many different kinds of media

    Mass media refers to those means of transmission


    that are designed to reach a wide audience
    • Newspapers MEDIUM -> MEDIA

    • Magazines

    • Radio

    • Television

    • Books

    • Music

    • Film

    • Social Media

    • Advertising and Public Relations


    What is CULTURE?
     All this mass communication over mass media takes place
    among people in a particular time and place. Those
    people share ideas about reality and the world and
    themselves. They act out those ideas daily in their lives,
    work, and creative expressions, and they do so in ways
    that are different from other people in other places and
    other times. We can use culture to refer to the acting out
    of these shared ideas.
     Culture is the expressed and shared values, attitudes,
    beliefs, and practices of a social group, organization, or
    institution.
    MEDIA AFFECTS CULTURE

    • The different ways mass media affects culture

    • The media sends cultural messages

    • The ways new media have affected culture


    MEDIA AFFECTS CULTURE

    • Propaganda and persuasion


    • Media effects and Behaviors
    - Violence and the Media
    - Sex and the Media
    • Cultural Messages and the Media
    • New media and Society
    MEDIA AFFECTS CULTURE
    • Propaganda and persuasion have long been a part of the
    interactions between media and culture.

    • Most studies on media and behavior do not establish direct links


    between the two but do reveal important correlations among
    media, violence, and sexual behavior.

    • Through the media, celebrities have come to signify important


    cultural values and tendencies, and they transmit specific cultural
    messages.

    • New digital forms of media have revolutionized the way people


    access and consume media content. Rather than simply replacing
    old media, however, new forms of media encourage participatory
    media consumption and content migration.
    MEDIA EFFECTS THEORIES

     Agenda-Setting Theory
     Uses and Gratifications Theory
     Symbolic Interactionism
     Spiral of Silence
     Media Logic
     Cultivation Analysis
    1. Explain how the media has affected culture. Be sure to discuss
    the following topics and to provide examples of each.
    - Propaganda and persuasion
    - Behavior
    - Cultural messages
    2. How has new media affected literacy and information
    consumption? How is this different from older forms of media?

    EXERCISE

    You might also like