Media Thought Tree

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Mass Media The very idea of Mass Media is changing as there is a shift from top down media consumed by all, to new media that is focused and networked to other media sources focused on the same limited audience

New Media More interactive with the audience, less on a one way communication

Media has become less on a one way path for ideas to travel. With the increase in technology, audiences authorship has increased to the point that anyone can create media that is accessable by the masses

Focuse on Networks and catering media to the target audience Although the original idea may be the same, depending on the form the media takes, the audience may construct a different meaning. A Harry Potter book and Movie may tell the same story, but not mean the same thing to their respective audiences.

In traditional educatinal settings, the teacher is NOT always part of the network that their students are part of and as a result a deep divide is created

In education this can be seen in small schools, chater schools and Day schools

Network of media focused to an audience: Example Harry Potter (books, websites, video games, movies, cheeseburgers?) It is important to note what is included and excluded within each network of media

Media Studies Focus on new media; text, internet

Media Education 70's "Add on" skills Seen as Vocational training and skill focused

Information Literacy

Media Literacy Hobbs Credible, Value

Mass Communications 60's Looking at films, TV, Newspapers, radio Focus on the idea of communication to the Masses

Protectionist stances towards consumers of media

Protect Kids from media

Interested in the effects on media on the population "observed measured behavior" Stimulus and response

Cultural Studies 1960's (UK) Focuses on the role media plays in our everyday lives Comments on ideas of power and ideology

Berger- Camera as the Mechanical Eye changing how we see

Frankfurt School 1920-1930's

"Culture Industry"

Concerned with propoganda and the way that mass media is "duping" the public

Media Family Tree

Literacy Theory 1880's-1930's Levis "Crisis of Culture"

Radio, Film and low level novels are contributing to this "low" culture that the elite minority is drastically opposed to. This elite minority is to determine what is the "finest human experiences"