Media

• No man is an island, just like people, no state can live without any other person
• Communication


  A natural and inescapable fact of life
• Communicare


  To share
• Communis

  Working together
• Littlejohn and Foss (2008): 'Scholars and experts in the field'
• Bulan and de Leon (2009): 'Practical Speech Fundamentals'
• Communication Theory Models


  • Transmission Model
  • Ritual or Expressive Model
  • Publicity Model
  • Reception Model
• Transmission Model


  The most popular, includes the concept of noise (Claude Shannon & Warren Weaver)
• Ritual or Expressive Model


  An alternative way of looking at how communication works
• Publicity Model


  Explains that communication involves audiences
• Reception Model


  Communication as an open process, accounts for factors that affect how communicators are influenced when they send and receive a message (David Berlo)
• The function of communication is to inform
• Mass media


  Large numbers of people receive information
• Media


  A combination of physical objects used for communication
• Mass media forms

  • TV
  • Radio
  • Print
• Media Modality


  The nature of the message
• Media Format


  The way the data is arranged
• Information


  The content that is shared during communication
• Media literacy


  The ability to identify, understand, interpret and use mass media
• Information literacy


  The ability to recognise when information is needed and have the ability to locate, evaluate, and use effectively the needed information
• Technology literacy


  The ability to use digital technology
• Automaticity


  Automatic response
• Normalization


  The state where our minds operate without any conscious effort from us, as the mass media continually reinforces certain behavioral patterns of exposure
• Endocrine glands include the pituitary gland, thyroid gland, parathyroid glands, adrenal glands (including the adrenal medulla), pancreas, ovaries/testes, and pineal gland.
• Marshall McLuhan


  Famous for the phrase "the medium is the message" and is the proponent of the media theory on technological determinism
• Technological determinism


  The belief that society is driven by changes in media and communication technology
• McLuhan (2007) explained that society adapts to advances in technology, thus, changing cultural, political, and even historical aspects of that society
• Mobile phone and a computer


  • How these two gadgets changed the way people live their lives today
• Social change is typically associated with technological advancement
• Hot media


  Forms requiring little involvement from the audience, e.g. film and television
• Cool media


  Forms with high-level user interactivity, e.g. video games, online media platforms
• McLuhan's three most significant inventions in communication


  • Phonetic alphabet
  • Printing press
  • Telegraph
• Four main periods in the history of communication


  • Tribal age
  • Literacy age
  • Print age
  • Electronic age
• McLuhan's (1989) idea of the "global village" was evident in the electronic age
• The electronic age is the age of sound and tactile sense of reception
• The information age is the digital or new media age where everything relied heavily in the use of computers to run major industries
• The infrastructure age is where digital technology and Internet become pervasive
• Cultural determinism


  The view that culture and society shapes technology, not the other way around
• Traditional media


  One-directional media experience, limited sense receptors used
• New media


  More interactive experience, audiences more involved and able to send feedback simultaneously