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Media, Society, Culture and You MEDIA, SOCIETY, CULTURE AND YOU Mark Poepsel Southern Illinois University Edwardsville Southern Illinois University Edwardsville Media, Society, Culture and You Mark Poepsel This text is disseminated via the Open Education Resource (OER) LibreTexts Project (https://LibreTexts.org) and like the hundreds of other texts available within this powerful platform, it freely available for reading, printing and "consuming." Most, but not all, pages in the library have licenses that may allow individuals to make changes, save, and print this book. Carefully consult the applicable license(s) before pursuing such effects. Instructors can adopt existing LibreTexts texts or Remix them to quickly build course-specific resources to meet the needs of their students. Unlike traditional textbooks, LibreTexts’ web based origins allow powerful integration of advanced features and new technologies to support learning. The LibreTexts mission is to unite students, faculty and scholars in a cooperative effort to develop an easy-to-use online platform for the construction, customization, and dissemination of OER content to reduce the burdens of unreasonable textbook costs to our students and society. The LibreTexts project is a multi-institutional collaborative venture to develop the next generation of open-access texts to improve postsecondary education at all levels of higher learning by developing an Open Access Resource environment. The project currently consists of 13 independently operating and interconnected libraries that are constantly being optimized by students, faculty, and outside experts to supplant conventional paper-based books. These free textbook alternatives are organized within a central environment that is both vertically (from advance to basic level) and horizontally (across different fields) integrated. The LibreTexts libraries are Powered by MindTouch® and are supported by the Department of Education Open Textbook Pilot Project, the UC Davis Office of the Provost, the UC Davis Library, the California State University Affordable Learning Solutions Program, and Merlot. This material is based upon work supported by the National Science Foundation under Grant No. 1246120, 1525057, and 1413739. Unless otherwise noted, LibreTexts content is licensed by CC BY-NC-SA 3.0. Any opinions, findings, and conclusions or recommendations expressed in this material are those of the author(s) and do not necessarily reflect the views of the National Science Foundation nor the US Department of Education. Have questions or comments? For information about adoptions or adaptions contact [email protected]. More information on our activities can be found via Facebook (https://facebook.com/Libretexts), Twitter (https://twitter.com/libretexts), or our blog (http://Blog.Libretexts.org). This text was compiled on 09/23/2021 TABLE OF CONTENTS Media, Society, Culture, and You is an approachable introductory Mass Communication text that covers major mass communication terms and concepts including "digital culture." It discusses various media platforms and how they are evolving as Information and Communication Technologies change. 1.1: MEDIA, SOCIETY, CULTURE AND YOU The purpose of this chapter is to define media, society and culture broadly. Additionally, the term "communication" is defined in its many forms. Chapters 2 and 3 deal with communication theory in more detail. Digital culture is covered in depth in Chapter 2. We will discuss media literacy and media studies in Chapter 3, but we have to learn to walk before we run, as the saying goes. 1.2: DIGITAL CULTURE AND SOCIAL MEDIA Media studies refers to the broad category of academic inquiry analyzing and critiquing the mass media, its products, possible effects of messages and campaigns, and even media history. this chapter continues with a deeper discussion of identity in the digital age and covers privacy and surveillance as well as the praxis of digital culture as defined by scholars. The term “praxis” here refers to how a theory plays out in actual practice. 1.3: MEDIA LITERACY AND MEDIA STUDIES RESEARCH This chapter gives you some tools developed by mass communication scholars to develop your critical eye when viewing messages as products in the mass media. This chapter defines “media literacy” and touches on some key mass communication theories that are absolutely not meant to be left to molder in the digital cloud where this text”book” lives. Take these theories out, apply them and see how they work. Find out how useful they can be and what their limitations are. 1.4: FILM AND BRICOLAGE Whether you are a YouTube producer or enjoy making Instagram stories every day, you can be an intertextual storyteller with tools readily available on the mass market. The “readily available” part calls to mind the concept of bricolage, which in intertextual storytelling means taking the images, sounds and words readily available to you, along with the recording and editing tools that are also available, and making stories intended for others to appreciate. 1.5: TELEVISION THROUGH TIME This chapter discusses the nature of television content as the medium evolved throughout the second half of the 20th century. It then briefly discusses the role of the television industry in society by examining the ways we watch TV and its possible impacts on our health. Finally, this chapter covers the medium’s influence on popular culture. 1.6: MUSIC RECORDING, "SHARING" AND THE INFORMATION ECONOMY This chapter about recorded music focuses mostly on the changing industry. But as you consider the industry from an academic perspective, don’t lose sight of your relationship with music. What you enjoy is an expression of yourself and of your personal culture. Preserving the emotional impact of music should concern us all, even if we are more or less enthusiastic about preserving the old order of the recording industry and the interests of the Recording Industry Association of America (RIAA). 1.7: RADIO BROADCASTING, PODCASTING AND "SUPERBUG MEDIA" This chapter discusses the history of radio broadcasting including its potential as a tool of propaganda, the relationship between radio and the music industry, the social reach of broadcasting, as well as the rise of podcasting. Finally, persevering podcasts have something to teach us about how to make successful digital products and brands. 1.8: DIGITAL GAMING Video games — including arcade games, console games (often with online multiplayer modes), mobile games for smartphones, online-only games including MMORPGs (massively multiplayer online role-playing games) and open environment games like Minecraft — all have narratives to follow and widely varying levels of production value. They rival films as the most immersive medium in mass communication, and they can be much more personal. 1.9: NEWSPAPERS AND DIGITAL NEWS We live in a digital media environment awash with information. Only a portion of the messages on social media come from professional news organizations that work to reinforce their stories with balanced fact-seeking and fact-checking. Preserving carefully reported, factual news is in the interest of the republic. The slow journalism movement seeks to protect accuracy and care in journalism. 1 9/23/2021 1.10: ADVERTISING, PUBLIC RELATIONS AND PROPAGANDA As this chapter progresses, it defines the core concept of advertising in more depth. Then, it discusses the history of advertising. It defines two general strategies or approaches known as “above-the-line” and “below-the-line” advertising before examining in detail the “advertising funnel,” or “purchase funnel.” A few other basic theories are introduced. There are sections on content marketing and other forms of persuasion. BACK MATTER INDEX GLOSSARY 2 9/23/2021 CHAPTER OVERVIEW FRONT MATTER TITLEPAGE INFOPAGE TABLE OF CONTENTS 1 9/23/2021 Southern Illinois University Edwardsville Media, Society, Culture and You Mark Poepsel This text is disseminated via the Open Education Resource (OER) LibreTexts Project (https://LibreTexts.org) and like the hundreds of other texts available within this powerful platform, it freely available for reading, printing and "consuming." Most, but not all, pages in the library have licenses that may allow individuals to make changes, save, and print this book. Carefully consult the applicable license(s) before pursuing such effects. Instructors can adopt existing LibreTexts texts or Remix them to quickly build course-specific resources to meet the needs of their students. Unlike traditional textbooks, LibreTexts’ web based origins allow powerful integration of advanced features and new technologies to support learning. The LibreTexts mission is to unite students, faculty and scholars in a cooperative effort to develop an easy-to-use online platform for the construction, customization, and dissemination of OER content to reduce the burdens of unreasonable textbook costs to our students and society. The LibreTexts project is a multi-institutional collaborative venture to develop the next generation of open-access texts to improve postsecondary education at all levels of higher learning by developing an Open Access Resource environment. The project currently consists of 13 independently operating and interconnected libraries that are constantly being optimized by students, faculty, and outside experts to supplant conventional paper-based books. These free textbook alternatives are organized within a central environment that is both vertically (from advance to basic level) and horizontally (across
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