Mass Comm.

  1. –Midlist
    write books that have literary merit but are not obvious blockbusters.
  2. is the leading bookstore in cyberspace.
  3. small
    • •is
    • a publisher with a few employees and minimal facilities.
  4. Publishers
    • •usually
    • specialize in the types of books they produce
  5. •A developmental editor
    works with the author, going over each chapter and suggesting changes, new directions, things to add, and things to cut.
  6. •An acquisition editor
    acquires books to be published.
  7. ŸEducational
    include textbooks for elementary, secondary, college, and vocational schools.Many believe that educational books will be the great growth industry of 21stcentury publishing.
  8. Trade Books
    • account for largest share of books sold.
    • Trade books are fiction and nonfiction that are sold to the general public.
  9. Dime and Pulp
    Early paperbacks
  10. •The Industrial Revolution
    • –Machine-made
    • paper - wood pulp -
    • cheaper

    • –Publishers
    • tried to disguise books as both newspaper and magazines to take advantage of
    • lower postage rates.

    • –In
    • 1914
    • Congress
    • established a special postal “book
    • rate”
    • because it realized that the distribution of books was good for the country.
    • (media mail)
  11. McGuffey’s Eclectic Readers
    • used
    • pictures to reinforce vocabulary.
  12. –Universal
    education became law in the United States in the 1820s.
  13. first
    colony to pass a law requiring that every child be taught to read.
    –1642 Massachusetts-
  14. The
    Library Company of Philadelphia was founded by
    • Benjamin
    • Franklin
  15. rag
    • To this day, the best papers still have a
    • certain amount of cotton or linen fiber
  16. Printing changed the world from one
    • Ÿoral
    • culture to literature
    • culture.
  17. Ÿ. His
    invention was one of the prototypes of mass production and sparked a
    Johannes Gutenberg
  18. codex
    • The
    • first book to resemble today’s familiar form was produced on parchment
    • by the Romans
  19. papyrus
    • a reed that grew in ancient Egypt
    • alongside the Nile

    3000 B.C. earliest paper
  20. ·      Catharsis
    is the idea that viewing violence actually reduces violent behavior because it satisfies a person’s aggressive drive.
  21. o  Agenda-setting
    telling them what to think about
  22. George Gerbner’s cultivation theory
    • o  predicts that over time. Media use will “cultivate” a
    • particular view of the world within users
  23. §  Laggards –
    resistant to change
  24. §  Late
  25. §  Early
    Majority –
    careful informed decisions
  26. §  Early
    Adopters –
    Quick but informed
  27. §  Innovators-
    extroverts, eager to try new stuff
  28. diffusion of innovation theory
    • o  five types of people have different levels of willingness
    • to accept new ideas from the media:
  29. o  Individual
    difference theory looks at how media users with different characteristics are affected in different ways by the mass media.
  30. o  Socialization:
    an important part in the process of social modeling in which a child learns the expectations, norms, and the values of society.
  31. Social learning theory
    • is based on the assumption that people learn to
    • behave by observing others, including those portraying in the mass media.
  32. ·      Later studies, minimal-effects model which predicts
    that media will have little influence on behavior
  33. The Payne Fund
    • ·      studies supported the powerful-effects model, which
    • predicted that media will have an immediate and potent influence on their
    • media. (HYPODERMIC NEEDLE)
  34. Theory
    • is a set of related statements that seek to
    • explain and predict behavior
  35. ·      Two step
    created by opinion leaders of communication
  36. ·      Opinion
    someone who knows stuff about something
  37. ·      Selective retention
    caused people with different views to remember the same event differently
  38. ·      Content
    analyses demonstrated that the vastmajority of movies dealt with crime, sex, and love.
  39. The Payne Fund
    • ·      conducted 13 separate investigations into the
    • influence movies had on the behavior of children
  40. ·      Propaganda
    is information that is spread for the purpose of promoting a doctrine or cause
  41. Censorship
    Legal: Forbidding or restricting a form of expression before it is made

    • To some –
    • government prosecution of communications activity after the fact

    • ·     
    • Others – any
    • restriction of communications activity
  42. Mediated Interpersonal Communication


    The sharing of personal messages through some form of interposed device (communication via the telephone, e-mail, text messages etc.)
  43. What is a Gatekeeper?
    • ·     
    • Controls what goes out to people
  44. “Mass Communication”
    • ·     
    • Mediated messages transmitted to large, usually
    • widespread audiences.
  45. Mediated Communication                                                                              

    Messages conveyed through a medium rather than face-to-face
  46. Career Preparation
    • 1.    
    • Name a job where you will NOT use any form of
    • media

    • 2.    
    • How could your job affect the media

    • 3.    
    • How could your job be affected by the media
  47. Media Criticism
    • the analysis used to assess the effects of media on
    • individuals, on societies, and on cultures.

    •             CRITICISM=
    • not negative

    •             We all use
    • it!
  48. What is media literacy?
    • ·     
    • The ability to understand and make productive
    • use of the media in one’s life
Card Set
Mass Comm.
Chapters 1-3