How has new media affected literacy and information consumption? For example, after the USS Maine sunk off the coast of Havana, Cuba, some newspapers blamed the Spanish—even though there was no evidence—fueling the public’s desire for war with Spain. Kakutani, Michiko. One nuanced look at the Internet’s effect on the way a culture processes and perceives information states that literacy will not simply increase or decrease, but will change qualitatively (Choney, 2010). These values are perhaps most visible in celebrities and the roles that they adopt. We also live in a society that depends on the media as a source of entertainment and information. The present-day, pejorative connotation of propaganda stems from the full utilization of mass media by World War I–era governments to motivate the citizenry of many countries to go to war. Media content analysis – an overview Media content analysis is a specialized sub-set of content analysis, a well-established research methodology. In his book Convergence Culture: Where Old and New Media Collide, Henry Jenkins offers a useful definition of convergence as it applies to new media: “By convergence, I mean the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behavior of media audiences who will go almost anywhere in search of the kinds of entertainment experiences they want (Jenkins, 2006).”. Researcher Jane Brown thinks part of the reason children watch sexual content is related to puberty and their desire to learn about sex. introduction to Propaganda, by Edward Bernays (Brooklyn, NY: IG Publishing, 2005), 11. The media can give us information to tell us what a product, service or message is. Violent, sexual, and compulsive behaviors have been linked to media consumption and thus raise important questions about the effects of media on culture. This ended up in a CNN report on anti-American protests, and public outrage over the use of Bert made Ignacio’s original site a much-imitated cult phenomenon. Baron makes the point that all communication revolutions have created upheavals and have changed the standards of literacy and communication. That person in turn describes it to a coworker without having seen the original context. Analyze cultural messages that the media send. Advertising icons developed during the early 20th century, such as Aunt Jemima and the Cream of Wheat chef, similarly reflected and reinforced a submissive, domestic servant role for African Americans. As people move away from the in-depth coverage of an issue they can receive in print media to getting more information from social media, they consume increasing amounts of their information in soundbites, shared snippets of news that may be slanted, inaccurate, or completely fake. The role of propaganda and persuasion in the mass media is a good place to start when considering various types of media effects. How to Write Media Analysis Papers. Civil rights leaders, social reformers, and other famous public figures have come to represent important cultural accomplishments and advancements through their representations in the media. A Bangladesh-based publisher looking for images of bin Laden found the collage on the Internet and used it in an anti-American protest poster, presumably without knowledge of who Bert was. Thanks to new media, consumers now view all types of media as participatory. To write this type of essay, the writer needs to understand the media landscape where the presentation of certain crucial issues is determined. Rather than simply replacing old media, however, new forms of media encourage participatory media consumption and content migration. The United States—in contrast to other nations where media are held in check—has encouraged an independent commercial press and thus given the powers of propaganda and persuasion to the public (Starr, 2004). This dialogue is an important one; after all, mass media have long been used to persuade. Neuendorf (2002) describes content analysis as “the primary message-centred methodology” (p. 9) and cites studies such as … Understanding Media and Culture by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted. Mentat Kilbernes – Columbine Massacre RPG – CC BY-NC 2.0. While many parents are hesitant to discuss sex with their children, the media can act like a “super peer,” providing information in movies, television, music, and magazines (Dohney, 2006). In an infamous example of the new power of print media, some newspapers encouraged the Spanish-American War of 1898 by fabricating stories of Spanish atrocities and sabotage (Jowett & O’Donnell, 2006). Media content analysis is the deconstruction of pieces of media with tendency towards either quantitative or qualitative research methods. As audiences become more adept at navigating media, this trend will undoubtedly increase. When images of Abraham Lincoln or Susan B. Anthony appear in the media, they resonate with cultural and historical themes greatly separated from mere fame. Another important development in the media’s approach to information is its increasing subjectivity. Media analysis papers examine how media portrays people, products or issues. Customized news feeds allow individuals to receive only the kinds of news and information they want and thus block out sources that report unwanted stories or perspectives. They're especially helpful to nonprofit organizations and businesses that work with stereotyped groups or issues. New media—the Internet and other digital forms of communication—have had a large effect on society. These are strong arguments, but even in Plato’s day they had been rendered moot by the success of the written word. New digital forms of media have revolutionized the way people access and consume media content. Like any type of communication, propaganda is not inherently good or bad. For example, studies have found that some young people who play violent video games reported angry thoughts and aggressive feelings immediately after playing. Preparing the Media Analysis Report. Media content analysis, also referred to as media analysis, is a subset of content analysis. Other famous stereotypes—such as the Lone Ranger’s Native American sidekick, Tonto, or Mickey Rooney’s Mr. Yunioshi role in Breakfast at Tiffany’s—also reinforced American preconceptions about ethnic predispositions and capabilities. Media messages can range from overt statements to vague expressions of cultural values. A self-produced video on the YouTube website that gains enormous popularity and thus receives the attention of a news outlet is a good example of this migration of both content and audiences. “Studying Media Effects on Children and Youth: Improving Methods and Measures, Workshop Summary,” March 2–3, 2006, The National Academies Press, http://www.nap.edu/openbook.php?record_id=11706; “Media Influence on Youth,” Crisis Connection, http://www.crisisconnectioninc.org/teens/media_influence_on_youth.htm. Increasingly, media outlets cater to this habit of searching for specific bits of information devoid of context. In his book on technology and communication, A Better Pencil, Dennis Baron discusses this issue: For Plato, only speech, not writing, can produce the kind of back-and-forth—the dialogue—that’s needed to get at the truth…the text, orphaned by its author once it’s on the page, cannot defend itself against misreading…. The tragedy and its aftermath captured national attention, and in the weeks following the Columbine High School shootings, politicians and pundits worked to assign blame. Today, information is easier to access, thus more likely to traverse several forms of media. Older-media consumption habits required in-depth processing of information through a particular form of media. Adams, Jill U. On Monday, June 21, 2010, for example, a spokesperson for Rolling Stone magazine first released quotes from a story featuring General Stanley McChrystal publicly criticizing members of the Obama administration on matters of foreign policy. Throughout the 1990s, basketball player Michael Jordan appeared in television, film, magazines, and advertising campaigns as a model of athleticism and willpower. For example, the massively popular talent show American Idol combines an older-media format—television—with modern media consumption patterns by allowing the home audience to vote for a favorite contestant. Media messages are not limited to overt statements; they can also use emotions, such as fear, love, happiness, and depression. You will learn more about the impact of sexual content in the media in Chapter 14 “Ethics of Mass Media”. A recent study by researchers at the University of North Carolina entitled “Sexy Media Matter: Exposure to Sexual Content in Music, Movies, Television, and Magazines Predicts Black and White Adolescents’ Sexual Behavior” found that young people with heavy exposure to sexually themed media ranging from music to movies are twice as likely to engage in early sexual behavior as young people with light exposure. For example, Benjamin Franklin’s famous illustration of a severed snake with the caption “Join or Die” serves as an early testament to the power and use of print propaganda (Jowett & O’Donnell, 2006). An individual may read an article on a news website and then forward part of it to a friend. A Better Pencil: Readers, Writers, and the Digital Revolution (New York: Oxford University Press, 2009), 5. “10 Years Later, the Real Story Behind Columbine,” USA Today, April 13, 2009, http://www.usatoday.com/news/nation/2009-04-13-columbine-myths_N.htm. Analyze cultural messages that the media send. People had learned to trust and use certain kinds of writing—legal texts, public inscriptions, business documents, personal letters, and even literature—and as they did so, they realized that writing, on closer examination, turned out to be neither more nor less reliable or ambiguous than the spoken word, and it was just as real (Baron, 2009). Garth S. Jowett and Victoria O’Donnell, Propaganda and Persuasion (Thousand Oaks, CA: Sage, 2006), 60–61. For example, consumers read, watched, or viewed a news report in its entirety, typically within the context of a news publication or program. These emotional reactions partially account for the intense power of media in our culture. “Texts Without Context,” New York Times, March 17, 2010, http://www.nytimes.com/2010/03/21/books/21mash.html. In his book The Creation of the Media, Paul Starr argues that the United States, as a liberal democracy, has favored employing an independent press as a public guardian, thus putting the media in an inherently political position (Starr, 2004). Video game defenders argue that violent people can be drawn to violent games, and they point to lower overall incidence of youth violence in recent years compared to past decades (Adams, 2010). Consider this flow: The video appears and gains notoriety, so a news outlet broadcasts a story about the video, which in turn increases its popularity on YouTube. Although some of those fighting the war had little understanding of the political motivations behind it, wartime propaganda convinced them to enlist (Miller, 2005). A number of studies have verified certain connections between violent video games and violent behavior in young people. Media analyses can be used to identify messages, examine how those messages are framed, and see how existing coverage of an issue could be improved. But did violent video games so desensitize the two teenagers to violence that they could contemplate such a plan? Whether actual or fictional, celebrities and their assumed roles send a number of different messages about cultural values. Analyzing Media Messages is a primer for learning the technique of systematic, quantitative analysis of communication content. When media consumers hear only the information they want to, the common ground of public discourse that stems from general agreement on certain principles inevitably grows smaller (Kakutani, 2010). The printed Rolling Stone issue featuring the article hit newsstands Friday, 2 days after McChrystal had been replaced (Timpane, 2010). Critical analysis writing means evaluation of author’s work where it can be a news article analysis, a research journal article, a book, transcript of a conference or even a movie. These are the items … Goodman, Peter. Miller, Mark Crispin. How is this different from older forms of media. Benjamin Franklin used a powerful image of a severed snake to emphasize the importance of the colonies joining together during the American Revolution. The Internet has made an incredible amount of new information available to the general public. Although many consider celebrity culture superficial and a poor reflection of a country’s values, not all celebrities are simply entertainers. Although the literacy rate in classical Greece was well below 10 percent, writing had become an important feature of the culture. Understand, analyze, evaluate, and use different types of print, digital, and multimodal media. “Violent Films May Cut Real Crime, Study Finds,” New York Times, January 7, 2008, http://www.nytimes.com/2008/01/07/technology/07iht-violence.4.9058958.html. 1.2 Intersection of American Media and Culture, 1.5 The Role of Social Values in Communication, 3.3 Books and the Development of U.S. Popular Culture, 4.3 Different Styles and Models of Journalism, 4.4 How Newspapers Control the Public’s Access to Information and Impact American Pop Culture, 4.5 Current Popular Trends in the Newspaper Industry, 5.3 The Role of Magazines in the Development of American Popular Culture, 5.4 Major Publications in the Magazine Industry, 5.5 How Magazines Control the Public’s Access to Information, 5.7 Influence of the Internet on the Magazine Industry, 6.3 The Reciprocal Nature of Music and Culture, 6.4 Current Popular Trends in the Music Industry, 9.2 The Relationship Between Television and Culture, 9.3 Issues and Trends in the Television Industry, Chapter 10: Electronic Games and Entertainment, 10.4 The Impact of Video Games on Culture, 10.6 Blurring the Boundaries Between Video Games, Information, Entertainment, and Communication, Chapter 11: The Internet and Social Media, 11.4 The Effects of the Internet and Globalization on Popular Culture and Interpersonal Communication, Chapter 12: Advertising and Public Relations, 13.3 The Internet’s Effects on Media Economies, 14.4 Ethical Considerations of the Online World, 15.7 Media Influence on Laws and Government, 15.6 Digital Democracy and Its Possible Effects, 16.1 Changes in Media Over the Last Century, 16.3 Modern Media Delivery: Pros and Cons, 16.5 Privacy Laws and the Impact of Digital Surveillance, 16.6 Mass Media, New Technology, and the Public.
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