How do media affect us? Are we media literate? Werner Heisenberg in The Physicist’s Conception of Nature relates a timeless, allegorical story about the role of technology in our lives and questions if our interactions are mindful or thoughtless in regards to change. In Heisenberg’s analogy, the wise old, Chinese sage warns us about the delicate balance between humans, nature, and technology. Show
In this connection it has often been said that the far-reaching changes in our environment and in our way of life wrought by this technical age have also changed dangerously our ways of thinking, and that here lie the roots of the crises, which have shaken our times and which, for instance, are also expressed in modern art. True, this objection’s much older than modern technology and science, the use of implements going back to our earliest beginnings. Thus, two and a half thousand years ago, the Chinese sage Chuang-Tzu spoke of the danger of the machine when he said: As Tzu-Gung was [traveling] through the regions north of the river Han, he saw an old man working in his vegetable garden. He had dug an irrigation ditch. The man would descend into the well, fetch up a vessel of water in his arms and pour it out into the ditch. While his efforts were tremendous the results appeared to be very [meager]. Tzu-Gung said, “There is a way whereby you can irrigate a hundred ditches in one day, and whereby you can do much with little effort. Would you not like to hear of it?” Then the gardener stood up, looked at him and said, “And what would that be?” Tzu-Gung replied, “You take a wooden lever, weighted at the back and light in front. In this way you can bring up water so quickly that it just gushes out. This is called a draw-well.” Then anger rose up on the old man’s face, and he said, “I have heard my teacher say that whoever uses machines does all his work like a machine. He who does his work like a machine grows a heart like a machine, and he who carries the heart of a machine in his breast loses his simplicity. He who has lost his simplicity becomes unsure in the strivings of his soul. Uncertainty in the strivings of the soul is something which does not agree with honest sense. It is not that I do not know of such things: I am ashamed to use them.”
a response to received communication
What is interpersonal communication?
communication between 2 or 3 people
What is encoding and decoding?
Encoding is the transformation of a message into an understandable form of signs and symbols. Decoding is interpreting these symbols.
What is the Osgood Schram model of communication?
This model shows the ongoing and recirprocal nature of communication. There is no source. no receiver, and no feedback.
anything that interferes with successful communication.
the means of sending information; plural form is media
the means of sending information to a larg number of people
What does media consist of?
Radio, newspaper, television, books, magazines, movies, sound recordings, cell phones, and computer networks
What is mass communication?
the proecess of creating shared meaning between the mass media and their audiences.
What is inferential feedback?
indirect feedback that is gained by inference rather than specifically communicated means of response
What is the cultural definition of communication?
James W. Carey devised this definition that proposed communication and reality are linked as communication is the foundation of our culture and its primary maitenance mechanism.
What is dominant culture, or mainstream culture?
the culture patterns that seem to hold sway with the majority of people
What is a bounded culture, or co-culture?
small sub-cultural groups that exist within the national culture
What is technological determinism?
The idea that machines and their developments drive economic and cultural change.
the ability to effetively and efficiently comprehend and use any form of mediated communication
What is a literate culture?
a culture with a written language as a major means of communication
What is an oral or preliterate culture?
a culture without a written language, spoken word is primary means of communication.
"talking chiefs" within certain African and Eskimo cultures who would provide oral histories of their people
What are ideogrammatic alphabets?
alphabets that are picture based
What is a syllable alphabet?
alphabets that employ sequences of vowels and consonants; words
What is the earliest example of a syllable alphabet?
Sumerian Cuneiform 1800 B.C.
What was the early medium used by the Egyptians, Greeks, and Romans?
rolls of sliced strips of reed pressed together
a writing material made from prepared animal skins
The ability to effectively and efficiently comprehend and use written symbols
What changes did writing bring?
1. meaning and language became more uniform 2. The culture's memory, history, and myth could be recorded on paper
What are some characteristics of oral cultures?
1. the meaning and language is specific and local 2. knowledge must be passed on orally 3. memory is crucial 4. myth and history are intertwined
Who invented the printing press and why is this invention important?
Johannes Gutenburg; it allowed for mass communication
What are the characteristics of media literacy?
1. critcal thinking enabling audience to make judgements 2. an understanding of the process of mass communication 3. an awareness of the impact of media on individual and society 4. strategies for analysis and discussion 5. understanding of media content as insight to our culture 6. ability to enjoy understand and appreciate media content 7. development of effective and responsible production skills 8. an understanding of the ethical and moral obligations of media practitioners
What are media literacy skills?
1. ability/willingness to make an effort to understand content and pay attention 2. understanding and respect for the power of media messages 3. ability to distinguish emotional from reasoned reactions when responding to content and acting 4. development of heightened expectations of media content 5. a knowledge of genre conventions and ability to recognize when they are being mixed 6. The ability to think critically about media messages no matter how credible the sources 7. a knowledge of the internal language of various media and the ability to understand its effects, no matter how complex
What is the third person effect?
the common attitude that others are influenced by media messages but we are not
categories of expression within certain media
the standardized style elements of a genre |
An understanding of and respect for the power of media messages
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