Student Learning Guide MODULE 1: THE NATURE OF MASS COMMUNICATION

Learning Objectives 1. Explain how mass communication differs from personal communication. 2. Describe how mass communication affects culture. 3. Define the terms “media literacy” and “marketplace of ideas.” 4. Describe the effects of digitization on the nature of mass communication. 5. Define the terms “media convergence” and “media consolidation.”

Video Summaries Video

Meet the Mogul: An Interview with Sumner Redstone

Clip 1.1:

Journalist Don Dahler interviews one of the most powerful executives in the mass media industry, Sumner Redstone, focusing on an experience that Redstone narrowly survived.

Video

Who’s Listening In, and Why Does It Matter?

Clip 1.2:

Experts from the FBI and the American Civil Liberties Union discuss the government wiretapping program known as Carnivore. Consider the distinction between private and public communication as you watch this clip.

Video

Reality TV: What Does It Say About Us?

Clip 1.3:

Journalists Ted Koppel and John Donvan examine the cultural phenomenon of “reality” TV shows and their implications for society.

Observation Questions for Video Clips

Module 1: The Nature of Mass Communication ALLYN & BACON MASS COMMUNICATION STUDENT LEARNING GUIDE

Directions: Watch the video clips, paying particular attention to their implications for mass communication. Answer the questions below that your instructor assigns. Support your answers by citing specific examples from the video clip in question. In addition, integrate what you have learned from reading your course textbook, as well as class lecture and class discussion about the nature of mass communication.

Video Clip 1.1: 1.

Meet the Mogul: An Interview with Sumner Redstone

Why do you think Sumner Redstone agreed to participate in this interview? To what extent might he have screened the interviewer’s questions ahead of time?

Response ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ 2.

This segment is just the first few minutes of an hour-long TV show. In what ways do these opening minutes make you want to watch, or not watch, the rest of the show?

Module 1: The Nature of Mass Communication ALLYN & BACON MASS COMMUNICATION STUDENT LEARNING GUIDE

Response ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________

Video Clip 1.2: 3.

Who’s Listening In, and Why Does It Matter?

Do you expect the government wiretapping described in this segment to apply primarily to mass communication, or to interpersonal communication?

Response ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ 4.

Do you expect the public debate over government wiretapping to become more vehement, or less so, in the near future? Explain your answer.

Module 1: The Nature of Mass Communication ALLYN & BACON MASS COMMUNICATION STUDENT LEARNING GUIDE

Response ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________

Video Clip 1.3: 5.

Reality TV: What Does It Say About Us?

Describe the media messages sent by “reality” TV shows, and those sent by this discussion of the shows.

Response ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ 6.

Do you think “reality” TV appeals to viewers who are highly media literate? Why or why not?

Module 1: The Nature of Mass Communication ALLYN & BACON MASS COMMUNICATION STUDENT LEARNING GUIDE

Response ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________

Next Step Questions Directions: Answer the assigned questions below. In your answers, integrate your readings from your course textbook, class lecture and discussion, and examples from the video clips you watched.

Module 1: The Nature of Mass Communication ALLYN & BACON MASS COMMUNICATION STUDENT LEARNING GUIDE

7.

Discuss the pros and cons of media consolidation, or concentration of ownership. How does media consolidation affect various stakeholders, such as media gatekeepers, content providers, investors, and consumers?

Response ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________

8.

Explain why media digitization may increase the government’s difficulty in apprehending illegal activity while preserving the basic freedoms guaranteed by the Constitution.

Module 1: The Nature of Mass Communication ALLYN & BACON MASS COMMUNICATION STUDENT LEARNING GUIDE

Response ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________

9.

Name some reasons why TV producers choose to air “reality” shows and why viewers choose to watch them. In what ways do the shows tend to serve private interests? the public interest?

Response ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________

Module 1: The Nature of Mass Communication ALLYN & BACON MASS COMMUNICATION STUDENT LEARNING GUIDE

Multiple Choice Questions 1.

What does Sumner Redstone have to do with the phenomenon of media consolidation, or concentration of ownership?

A.

Redstone is introduced as the chairman and CEO of Allyn & Bacon, the publisher of your textbook.

B.

Redstone is introduced as the chairman and CEO of Viacom, a giant media enterprise.

C.

Very little – Redstone is a professional tennis player.

D.

Redstone is introduced as the producer of ABC’s “Nightline” television program.

Correct:

B. (Objective 5)

2.

One form of communication that wiretapping cannot touch is:

A.

interpersonal communication.

B.

mass communication.

C.

asynchronous communication.

D.

unmediated communication.

Correct:

D. (Objective 1)

3.

By being fans of a certain TV show, viewers are sharing:

A.

interpersonal communication.

B.

an element of cultural identity.

C.

the categorical imperative.

D.

3-D faxes.

Correct:

B (Objective 2)

Connecting to the Web

Module 1: The Nature of Mass Communication ALLYN & BACON MASS COMMUNICATION STUDENT LEARNING GUIDE

Weblink 1.1

Viacom: A Major Player on the Mass Media Scene http://www.viacom.com/ Visit the home page of Viacom to learn more about this media conglomerate.

Weblink 1.2

Scope Out the FBI http://www.fbi.gov Learn more about the Federal Bureau of Investigation by visiting its home page.

Weblink 1.3

The ACLU: A Watchdog for Individual Freedoms http://www.aclu.org Visit the home page of the American Civil Liberties Union, one of the largest organizations dedicated to defending individual rights.

Weblink 1.4

“Survivor” on the Internet http://www.cbs.com/primetime/survivor/ Visit the home page of “Survivor” and consider the media messages it sends.

Module 1: The Nature of Mass Communication ALLYN & BACON MASS COMMUNICATION STUDENT LEARNING GUIDE

Collaborative Activities 1.

Explore the websites of media conglomerates such as Viacom, AOL Time Warner, and Disney. Assign each member of your group to report on a given segment of the website. What commonalities and distinctions do you observe from one company’s site to another?

2.

Research the phenomenon of government surveillance. Assign each group member to use a certain type of media, such as newspapers, books, government websites, non-government websites, etc. Share your findings.

3.

Imagine that your group must develop a “reality” TV show. Assign each group member the role of one or more constituencies, such as network executives, content providers, commercial sponsors, contestants, etc. Consider each constituency’s concerns and how you can devise a show that will address them.

Module 1: The Nature of Mass Communication ALLYN & BACON MASS COMMUNICATION STUDENT LEARNING GUIDE