Lecture dynamics of mass communication (9th edition) chapter 3 joseph r dominick

THE DYNAMICS OF MASS COMMUNCATION Joseph R Dominick University of Georgia Athens McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved The Nature and History of Mass Communication McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Chapter Chapter Outline Historical and Cultural Context McGraw­Hill Eight Milestones in Human Communication Language Writing Printing Telegraph and Telephone Photography and Motion Pictures Radio and Television Digital Media Wireless Handheld Media Concluding Observations © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Eight Milestones in Human Communication  Language  Writing       Printing Telephone and Telegraph Photography and Motion Pictures Radio and Television Digital Media Wireless Handheld Media McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Eight Milestones Timeline Figure 3-1 Media Time Line McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Language ã • • • Made oral­based societies possible  Members needed exceptional memories Older people acted as “memory banks” Limited to “stored and accessible”  knowledge Challenges:  • – – – McGraw­Hill  Keeping information accurate Passing knowledge from one generation to next Keeping long­term records © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Writing • Sign Writing vs. Phonetic Writing – Graphical Symbols representing objects • Chinese Pictograms • Egyptian Hieroglyphics  – AbstractSymbols(alphabets) ã Phoenician24ưcharacteralphabet ã Romanưmodified26ưcharacterGreekalphabet McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Writing ã Clayvs.Paper – Cuneiform Sumeria wedge­shaped clay tablets – Papyrus  Egypt woven papyrus plants – Parchment Greece sheep/goat hides – Paper pressed wood / fiber  China pulp McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Writing • Social Impact of Writing – Social divisions:  literates vs. illiterates  – Access to information  Access to power – Enabled administration of ancient empires Changednatureofhumanknowledge Lawscodifiedanduniversally administered McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Writing ã WritingintheMiddleAges – – – – – – – – McGraw­Hill After fall of Rome: 6thC A.D Hand­copying limits supply of books Mistakes were cumulative Libraries were isolated No formal filing system or indexing Content: religious  lay, esp. admin Trade spreads, universities begin, AD 1150 European Scriptoria (writing shops) flourish  © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Printing China   – Paper; Block printing (oldest surviving  book 9th C); Movable type Korea  – Metal movable type 15th C Germany – Guttenberg – 15  C ­movable metal type  printing press th McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Printing Effects of Guttenberg’s printing press – – – – – – – Sped development of vernacular language Encouraged growth of literacy Transformed relationship of church and culture Luther’s Ninety­five Theses Vernacular Bible Facilitated scientific research Development of “news” McGraw­Hill  © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Printing  Technological determinism is the belief  that technology drives historical  change McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Telegraph and Telephone ã Telegraph :from30mph186,000mph Experiments late 1700s, workable systems 1830s – Samuel Morse: “What hath God wrought?”  • Cultural Impact – By 1866 U.S. cities and Europe linked together – Stabilized market prices MilitarytoolintheCivilWar Wireservicesbegan McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Telegraph and Telephone ã Western Union, not U.S. Post Office               The Telephone – No special keying skills required – Development of the switchboard – No intermediary party DominationofAT&T ã Developmentofglobalrealưtime McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Photography and Motion Pictures • Two inventions required – Focus light rays onto surface  • 1500s pinhole device, camera obscura, solves problem – Way to permanently store images • Daguerreotypes(glassplates)1830s ã Talbotinventsfilmpapersametime ã MathewBradysphotosofCivilWar1860s ã GeorgeEastmansBrownie1890s McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Photography and Motion Pictures • Popularization of photography • Advent of photojournalism – Life magazine – News becomes what can be shown  • Context of advent of motion pictures: – Industrialization   Urbanization    Immigration • Nickelodeons – 10,000 store­front theaters by 1910s – Help create film industry infrastructure McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Photography and Motion Pictures • Large motion picture companies  – Could afford feature­length films – By 20s dominated movie… • Production, Distribution, Exhibition • LindsaysTheArtoftheMovingPicture(1915) ã PayneFundStudies(early1930s) ã Newsreelsthebeginningofbroadcastnews McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Radio and Television • Radio development accelerated by WWI – Navy controls essential patents – Returning Signal Corps soldiers – Amateur radio clubs • • • •  Radio’s one­to­many format: “broadcasting”  Mass communication directly into each home Technical regulation by the FRC (1927)  Depression of the 1930s helped radio  programming McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Radio and Television Cultural impact of radio – Promotion of music • WSM’s “The Grand Old Opry”  – Advent of soap opera and children’s shows • “Captain Midnight” • “Amos ‘n’ Andy” – Worldwide live news coverage • World leaders: Hitler, Chamberlain • Commentatorsbecameradiopersonalities Primesourceofentertainmentbythe40s ã Primetimeprogramming McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Radio and Television • Television Development – Beginnings in 20s – Benefited by advances in electronics in WWII – “The Appliance to Get” post­WWII  • Cultural Impact of TV – – – – – USA saturated with television 7h/day Transformation of politics Standardization of popular culture “Annihilator of time and space” Reservoirofcommunalexperience McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Digital Media: Computers and The Internet ã Computers  – Make use of digital technology  – Can be connected to networks  • The Internet – The interconnection of millions of computers Worldwidedistributionofinformation Transformationof: ã community,accesstoinformation,lifestyle,thearts andtheeconomy McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Wireless Handheld Media Types of wireless technology: Cell phones Laptop computers Personal digital assistant (PDA) Characteristics: – Portability, Mobility – Interconnection capabilities – Blurring the distinction between mass and    interpersonal communication McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Concluding Observations  It’s difficult to accurately predict the  ultimate use of any new  communication medium.   While we can see some of the  possibilities of  digital and wireless  technology, it’s impossible to predict  their ultimately evolution McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved  ... World leaders: Hitler, Chamberlain • Commentators became radio personalities – Prime source? ?of? ?entertainment by the 40s • Primetimeprogramming McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved... Transformation? ?of? ?politics Standardization? ?of? ?popular culture “Annihilator? ?of? ?time and space” Reservoir? ?of? ?communal experience McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved...The Nature and History of Mass Communication McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Chapter Chapter Outline Historical and Cultural Context McGraw­Hill Eight