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Mass Communication

posted Aug 29, 2011, 6:43 AM by Brandon Kuhl   [ updated Aug 29, 2011, 7:18 AM ]
Chapter One, "Mass Communication," has information regarding the media and the refined technological era.  In society, much of global news and life are being published through technology and the internet.  In the reading, the author discusses these sources and the varying ways in which one may retain their information.  With the invention of the smartphone, only further expanding the internet's grasp, news began to publish in a more contemporary style.  Within the passage, it is revealed that newspapers and television programming are losing their interests and audiences to the technological era.  Due to this, these sources must refine their approach, appealing to a more narrow audience.  The text also discusses exaggeration within the mass media; some may say yellow journalism in some cases.  I strongly agree with this point, though.  The media is defined by captivation and consistent entertainment.  If it is to lose this captivation, a reduction in a source's audience will inevitably correlate.  A strong example of this motive or behavior would undoubtedly be the Fox Network.  This network is composed of deception, stifling behavior, and biased actions.  Because of this, Fox Network can find themselves in a continuous critique, often being humiliated for their exaggeration. 

The text also depicts mass media.  Mass media is defined in the reading as "the channels of communication."  Any source who provides content such as music, movies, television, and gaming can be these channels.  Mass communication, defined as the "process of designing cultural messages and stories and delivering them to large and diverse audiences through media channels as old...and new."  "Old" would simply refer to any printed pieces, whereas "new" would depict the technological era and the internet.  Mass communication is a tool for the audience to obtain their information.  The reasoning for discussing this thoroughly is due to the altering society and ways in which information is truly obtained.  In the contemporary era, much of the global information is being published through the internet and devices such as smartphones, laptops, and ipads.  Unlike the "old" media, the rate at which an audience retains their news is much faster.  This lifestyle opposes tradition, much like varying other ideals within the contemporary society.  This new media option has a direct correlation with employment, due to the reduction in traditional occupations.  

Due to the reading in this passage, I have retained much knowledge on the subject of mass media and communication.  I also strongly agree with the idea that yellow journalism and exaggeration within media are prominent in modern society.  Without this exaggeration, captivation and viewing for a particular network or program will reduce.  After reading this chapter, I believe that communication and the media have significantly altered to the point where refinement needs to be made.  This refinement may contain the extinction of tradition all together.