CULTURE MEDIA & SOCIETY Course Instructor: Madiha BashirBooks & References * Culture, Society and the Media by Tony Bennett, James Curran, Michael Gurevitch, Janet Wollacott * Media Studies 101, A Creative Commons TextbookWhy does Media Education matter? * We should be aware of things that influence daily life * Media is everywhere / Media is our environment * We are influenced by media in a way, we even do not realize (if something is in the environment all the time, you stop paying attention to it) * Media is produced by an industry — by people we do not even know * Makes people active agents and helps them to see the world more clearly * Media education does not show how you should act in the world — But gives an understanding what media have — people are free to make choices themselvesWhat is mass communication & culture? Communication defined as: Who (source) Says what? (message) Through which channel? (medium) To whom? (receiver) 5 ‘Asource sends a message through a medium toareceiver producing some effectOsgood and Schramm lel (1954) * Known as a circular model because it indicates that messages can go in two directions. * Hence, once a person decodes a message, then they can encode it and senda message back to the sender. They could continue encoding and decoding into a continuous cycle. This revised model indicates that: 1) communication is not linear, but circular; 2) communication is reciprocal and equal; 3) messages are based on interpretation; 4) communication involves encoding, decoding, and interpreting The benefit of this model is that the model illustrates that feedback is cyclical. It also shows that communication is complex because it accounts for interpretation. This model also showcases the fact that we are active communicators, and we are active in interpreting the messages that we receive.Osgood and Schramm’s Model 54) Encoder Decoder Interpreter Interpreter Decoder Encoder * Encoding: transferring a message into understandable signs or symbols (speaking, writing, etc.) * Decoding: Signs or symbols are interpreted (listening, reading, watching, etc.)Mass Medium * A telephone is the medium that carries my voice to the receiver across town/other location * When the medium is a technology that carries messages to a large number of people (e.g. news paper, radio, television) we call it mass medium (plural: media) * Mass Communication is the process of creating shared meaning between the mass media & their audiencesTypes of Communication Typeof communication Invapersonel Interpersonsl Small group Ogg er of participantsInterpersonal vs. Mass Communication ‘Mass Communication Imagine Enertainment produces 24 Nature Consequences Is fet tl ego? Tae viol new apach“the media are not the holders of power, but they constitute by and large the space where power is decided.” Manuel Castells Communication Power published 2009ulture Media & Society Basic concepts and models for the scientific study of media and communication, and to demonstrate how the media are related to culture and society, and it offers an overview of how media can be studied — as structure, production, content and from an audience/reception point of view.Basic Concepts Society not only continues to exist by transmission, by communication, but it may fairly be said to exist in transmission, in communication. John Dewey in Democracy and Education, 1916Communication The imparting or exchanging of information by speaking, writing, or using some other medium. e-“,e ae FEEDBACY Sender RecieverMedia can help to create awareness among the people faster than any other thing. In fact, mass media can have a great impact on peoples’ lifestyles and culture. For example, girls living in a conservative country or girls who are growing up ina conservative culture can be prompted and motivated to wear short dresses by watching TV shows or by following another country’s culture. They might consider by wearing short dresses they can become cool just like the TV personalities they admire. Good Through television, one can create social awareness about many social and economical issues like COVID,Child Abuse, and so on which are For example, television channels organizes TV shows which focuse on making people aware of the harsh realities of life. It mainly discusses and provides possible solutions relating to the various social issues. It aims to empower citizens with informations. Hence, through this type of shows, many people hold campaigns, demonstration, and protests in order to demand justice.