The main objectives of this learning module are:

1 – to understand the concept of media literacy and its social and political implications,

2 – to understand the term “culture” in all its complexity,

3 – to learn the role of Mass Media creating and reproducing culture,

4 – to become aware of the deep ethical implications of the process of mass communication in a plural and democratic society

and

5 – to become familiar with the most important laws and regulations that affect Mass Media.

Readings:

2.1 Media Literacy: A Critical Approach to Mass Media and Culture – by R. Campbell

2.2 Mass Media and Culture – by Creative Commons

2.3 Regulations and Ethics – by J. Turow

Media Literacy

Media literacy, as defined by Pavlik, is the “process of interacting with media content and critically analyzing it by considering its particular presentation, its underlying political or social messages, and ownership and regulation issues that may affect what media is presented in what form”.

Mass Media produce audiovisual artifacts that, as we we learned in the previous learning module, aim at satisfying some individual and social needs. Those audiovisual products that inform or entertain are shaped by large corporation with economic, ideological and political agendas the audiences are not necessarily aware of.

At the same time, the artifacts produced and distributed by the Mass Media are creating and reproducing culture.
The goal of this learning unit is to contribute to your media literacy. You should become a critical media consumer, i.e. an individual we can look behind the appearance, the façade of the media supply. Functional citizens also need to have a critical attitude toward their culture. The process of becoming media literate is essential to create critical citizens since Mass Media are the most frequent vehicle of culture.

Mass Media and Culture

Media Regulation

We have already discussed the role of the mass media as watchdogs. We analyzed it as the .“surveillance function” of media. That explains why media are considered the Fourth Power of the state – and also why there is such a strong interest to control media contents. Those who have this power, the gatekeepers, can play an essential role in the political game.

Public vs Private Media

In the following video we discuss the nature of media ownership.There are two basic types of ownership: public and private. Both public and private media system can appear in different formats depending on the social, economic and political characteristics of the state’s organization.

Public Media in the U.S.

Public

• Voice of America

Semi-public

• PBS (Public Broadcasting System)
• NPR (National Public Radio)

Private Media in the U.S.

In the united State, media are predominantly in private hands. Private is a broad and vague term. It can refer to very different business models, from a private individual – or family – that owns a newspaper, to large corporate conglomerates that own networks of media in different formats and platforms, plus other business not necessarily related to communication.

We will differentiate in this learning unit FOUR different private business models:

• Independent
• National or regional chains
• Cross-media ownership
• Conglomerate

New Media Impact

The following video analyzes the brutal penetration of new communication technologies is affecting the way we consume news.

New digital media have been regarded as an as an alternative to traditional media.

Communication scholars realized early in their brief history that they might challenge the power position of the legacy media.

In the third learning unit dedicated to the Mass Media Effects, we analyzed the digital revolution and explained the novelty of networked media. 

No heavy technological infrastructure is now needed to become a powerful actor in the media debate. Using Twitter, one single individual can reach audiences that were unthinkable for the most powerful TV networks (of course, it helps if you are or have been president of the United States).