Media Mass Communication

Visual Methodology – Short Notes

Visual methodology is the study of visual materials such as photographs, paintings, films, advertisements, and other images to understand how they produce and communicate meaning. The visual world is not innocent or completely neutral because images are influenced by culture, society, technology, choices, and power.

Vision

Vision is the physiological capability of seeing through the human eyes. It is our physical ability to see the world.

Visuality

Visuality means the socially and culturally constructed way of seeing. It asks how we see, what we are allowed or made to see, and what remains unseen. Therefore, vision is the ability to see, while visuality is how society and culture influence our way of seeing.

Scopic Regime A scopic regime refers to the social and cultural system that determines what is seen and how it is seen. Therefore, both what we see and how we understand what we see are culturally constructed.

The idea “Seeing comes before words” means that a child can look at and recognize people and objects before the child can speak or use language to describe them.

Researching Visual Materials

When researching visual materials, we should not assume that photographs, paintings, or other images are neutral. We should examine how they are produced, what they show, what they hide, and how they influence our way of seeing.

Visual representations produced by a particularscopic regime are important because they are closely connected with social power and social relations.

Ocularcentrism

Ocularcentrism means the centrality or importance of visual seeing. It is associated with the idea that “seeing is believing.”

Modern forms of knowledge often connect seeing with knowing. In other words, modern society tends to believe that if something can be seen, observed, measured, or visually represented, then it can be known.

However, seeing does not always mean knowing the complete truth because images are created through particular technologies, choices, perspectives, and social contexts.

Visual Culture

Visual culture studies the social effects of images and visual discourse. It examines how images create and communicate meanings in society.

Images themselves mean and communicate. They can invite us to see something in a particular way. They can also visibilize or make certain social differences and power relations visible, while invisibilizing or hiding others.

The meaning of an image also depends on the social context in which it is viewed. Different audiences may understand the same image differently because audiences negotiate with its meaning and ways of seeing.

Methodological Tools: Sites and Modalities

The methodological tools for researching visual materials include sites and modalities.

Sites

Sites are the places or stages at which the meaning of an image is made.

There are three important sites:

Site of production leads to the image itself leads to the site of viewing/audience

The site of production is where the image is created. The image itself can then be examined. Finally, we consider where and how it is seen by different audiences.

Modalities

Each site can be studied through three modalities:

Technological, compositional, and social.

These help us understand how an image is produced and how its meaning is created.

Site of Production – Technological

The technological modality looks at the technology used to make an image. The technology can influence the form, meaning, and effect of an image.

For example, a photograph, painting, film, or digital image is produced through different technologies, and these technologies affect how the final image looks and communicates.

Compositionality

Compositionality concerns the visual features and organization of an image. It also involves genre, which is a way of classifying visual images into groups.

Images belonging to the same genre usually share certain features, objects, locations, and conventions. For example, documentary street photography, fashion photography, portrait photography, landscape photography, and food photography have different conventions.

Social Modality

The social modality examines the social and political identities involved in making an image. It asks:

Why was this image made? What motivated the creator? What social or political ideas influenced its production?

This can also be connected with auteur theory, which gives importance to the creator's individual vision and style.

Compositional Interpretation

Compositional interpretation is a method of looking very carefully at the content and form of an image. It asks both what is shown and how it is shown.

We examine:

content, colour, spatial organization, light, and expressive content.

Composition

Composition means the arrangement and placement of visual elements in a work of art.

By studying composition, we understand how different elements are organized and how that organization creates meaning.

Image Content

Image content means what the image actually contains or represents.

First, we identify the genre or classification of the work and then identify its main subject.

For paintings, genres may include historical portraits, landscapes, and still life.

For photography, genres may include fashion, portrait, candid, street, food, and documentary photography.

Colour

Colour can be used to stress or emphasize particular elements of an image. When interpreting colour, we ask which colour is used, why it is used, and why another colour was not used.

We also consider the harmoniousness of colours.

Colour can be understood through H.S.V: Hue, Saturation, and Value.

Hue

Hue means the actual colour, such as red, blue, green, or yellow.

Saturation

Saturation means the purity or intensity of a colour.

High saturation implies vivid, strong, intense colour.

Low saturation implies muted, soft, or nearly neutral colour.

When interpreting saturation, we ask why and where high or low saturation is used and what effect it creates.

Value Value means the lightness or darkness of a colour.

High value implies colour is close to white/light.

Low value implies colour is close to black/dark.

When interpreting value, we ask why a particular area has high or low value and what effect the lightness or darkness creates.

Monochrome

Monochrome means using one colour or different tones of one colour.

A black-and-white photograph is an example of monochrome because it uses different tones ranging from white to grey to black. A sepia image is another example.

When interpreting monochrome, we ask:

Why has one colour or a limited range of tones been used, and what effect does monochrome create?

It can create effects such as a historical, serious, dramatic, nostalgic, or artistic feeling, depending on the image and context.

Super-Short Revision Remember the whole lecture like this:

Vision leads to physical ability to see.

Visuality implies a socially and culturally constructed way of seeing.

Scopic regime implies determines what is seen and how it is seen.

Ocularcentrism implies importance given to seeing; “seeing is believing.”

Visual culture leads to studies the social meanings and effects of images.

Sites leads to where meaning is produced: production leads to image leads to audience/viewing.

Modalities leads to technological plus compositional plus social.

Compositionality implies careful study of how visual elements are arranged.

Genre leads to classification of visual images.

Composition  arrangement/placement of visual elements.

Image content arrow what the image contains/shows.

Colour rightarrow examine hue plus saturation plus value plus monochrome.

Hue approaches actual colour.

Saturation tends to intensity/purity of colour.

Value tends to lightness/darkness.

Monochrome leads to one colour or different tones of one colour ## 1. Advertising and Advertisement *Advertising* is a planned, organized, and generally paid form of communication used to inform, persuade, remind, and influence a target audience about a product, service, idea, or organization. The word comes from the Latin root advertere, meaning “to turn towards” or “to direct attention towards.”* Advertising communicates through words, pictures, colour, music, sound, action, and other visual or audio elements.

An *advertisement (ad)* is the actual individual promotional message created as part of the advertising process. Therefore, *advertising is the overall process, while an advertisement is the individual message or material.*

Advertising is usually *paid, non-personal communication* from an *identifiable source. It may promote **products, services, or ideas*.

## 2. Major Components of Advertising

The major components are:

greater than *Payment:* The advertiser pays for the communication.

^{*} *Non-personal communication:* It usually addresses a large or defined audience rather than one person individually.

greater than * Identifiable source: * The audience can identify the advertiser.

* *Message:* It may communicate information about products, services, or ideas.

## 3. Advertising Tripod The advertising process involves three major participants:

Advertiser arrow Advertising Agency arrow Media arrow Audience

The *advertiser* may be a manufacturer, retailer, company, government organization, N.G.O, committee, or institution. The advertiser pays for the advertisement.

The *advertising agency* creates advertisements on behalf of clients. It may develop the idea, write the copy, design the advertisement, produce it, and buy media space or time.

The *media* carry the advertisement to the audience. Examples include television, newspapers, magazines, radio, posters, cinema, websites, and social media.

## 4. Role of Advertising

Advertising performs several functions. It:

1. Increases *brand awareness*.

2. Informs consumers about products and services.

3. Encourages *non-users to try* a product.

4. Maintains the loyalty of existing customers.

5. Creates positive beliefs and attitudes toward a brand.

6. Provides information about features, price, benefits, and availability.

7. Generates consumer requests or responses.

8. Encourages consumers to take action, such as purchasing, visiting a store, calling, or visiting a website.

## 5. aida Model

Advertising often follows the *aida model*:

- star A – Awareness/Attention: star Make the audience notice the advertisement.

- asterisk I - Interest: asterisk Create interest in the product.

- star D - Desire: star Make the audience want the product.

- asterisk A – Action: asterisk Encourage the audience to take action.

In simple form:

Notice leads to Become interested leads to Want it leads to Act ## 6. History of Advertising

Advertising has existed since ancient times. In early societies, * oral advertising ^{*} was common, with sellers using their voices and sometimes sounds or instruments to attract customers. Ancient China is associated with early forms of oral promotion, while ancient Egypt, Greece, and Rome used written signs and other forms of commercial communication.

Later, advertising appeared through wall paintings, inscriptions, signs, handbills, trade cards, and posters. The invention of the printing press greatly expanded print advertising because information could be reproduced and distributed to larger audiences. Colonization, newspapers, magazines, radio, television, cinema, and eventually the internet contributed to the development of modern advertising.

## 7. Major Categories of Advertising

There are four broad categories:

#### Product Advertising

Promotes a specific product, such as a phone, perfume, car, food, or shampoo.

#### Cause Advertising

Promotes a social, environmental, public-health, or other social cause. N.G.O's and public-interest organizations commonly use it.

#### Lifestyle Advertising

Associates a product with a particular lifestyle, identity, personality, status, or way of living. #### Corporate Image Advertising

Promotes the *image, reputation, and values of a company* rather than a particular product.

## 8. Types of Product Advertising #### Informative Advertising

Provides information about the product's features, uses, price, or benefits.

#### Persuasive Advertising

Attempts to convince consumers to choose or buy a particular product.

#### Reminder Advertising

Reminds existing consumers about a familiar brand or product.

#### Problem-Solution Advertising

Presents a problem and shows the advertised product as the solution.

#### Testimonial Advertising Uses the statement or experience of a customer, expert, celebrity, professional, or influencer to support the product.

### Teaser Advertising

Provides incomplete information to create *curiosity and anticipation*, often before a product or campaign is fully revealed.

## 9. Types of Advertising According to Medium

Print advertising appears in newspapers, magazines, brochures, flyers, leaflets, and posters.

Radio advertising uses speech, music, sound effects, and voice because it has no visual component.

Television advertising combines moving images, words, sound, music, acting, and storytelling.

Video/digital advertising appears on websites, social media, video platforms, and digital applications.

Search engine advertising appears in search results when advertisers pay to promote their products or services for particular search terms.

Carousel advertising is a digital advertisement containing several images, videos, or cards that users can swipe or scroll through within one advertisement.

## 10. Immersive Advertising: A.R and V.R *A.R (Augmented Reality)* adds digital elements to the real world. For example, a cosmetics advertisement may allow a user to see how a particular lipstick or makeup product looks on their face through a phone camera.

* V.R (Virtual Reality) * creates a completely virtual or simulated environment, usually experienced through a V.R headset.

Therefore:

A.R equals Real world plus digital elements

star V.R equals Completely virtual environment star ## 11. Copywriting *Copywriting* is the art and process of writing persuasive text for advertisements and promotional communication. The person who writes advertising copy is called a *copywriter*.

Copywriting aims to attract attention, communicate benefits, create desire, persuade the audience, and encourage action. A copywriter considers the target audience, their needs, the product's benefits, and the desired response.

## 12. Main Parts of an Advertisement

A typical advertisement contains several important elements:

#### Headline/Title

The main and usually most noticeable line of the advertisement. Its purpose is to attract attention and create interest.

#### Visual

The photograph, illustration, product image, graphic, colour, or artwork used to communicate the message visually.

#### Body Copy

The main written content that explains the product's features, benefits, uses, qualities, price, or offer.

#### Brand Name/Logo

Identifies the company or brand responsible for the advertisement. #### Tagline/Punchline

A short, memorable phrase associated with the brand or advertisement. It helps create brand identity and makes the advertisement easier to remember.

### Call to Action (C.T.A)

Tells the audience what to do next, such as *"Buy Now," "Order Today," "Visit Our Website," "Call Now,"* or *"Learn More."* #### Contact Information

Provides ways to reach the advertiser, such as a telephone number, website, email address, or physical address.

#### Colour

Colour is an important design element that can create particular moods and associations. For example, black and gold may suggest luxury, while green may suggest nature or freshness.

#### Coupon An optional promotional element that gives a discount or special offer and encourages consumers to respond.

## 13. Print Advertisement

A *print advertisement* is an advertisement published in a printed medium such as a newspaper, magazine, brochure, flyer, leaflet, or poster. It combines *written language, visual elements, typography, colour, and layout* to communicate a persuasive message.

The main parts of a print advertisement are:

*Headline to Visual to Body Copy to Brand/Logo to Tagline/Punchline to C.T.A/Contact Information*

Colour, price, special offers, and coupons may also be included.

## 14. Advertisement Layout

An *advertising layout* is the arrangement of the different elements of an advertisement on the page.

A good layout uses:

**Balance* - elements are visually balanced.

Alignment - elements are arranged neatly.

* *Contrast* - differences in size, colour, or typography make important elements stand out.

* *White space* - empty space prevents the advertisement from becoming crowded.

**Unity** - all elements work together as one coherent design.

## 15. Methods of Persuasion

Advertising uses different methods to influence consumers:

Emotional appeal: Uses feelings such as happiness, love, fear, pride, or nostalgia.

**Rational appeal:** Uses facts, statistics, features, and logical arguments.

**Celebrity/Influencer appeal:** Uses a famous person to promote the product.

** Testimonial: * Uses the positive experience or opinion of a customer or expert.

* *Bandwagon:* Suggests that many people already use the product, encouraging others to join them.

Fear appeal: Presents a problem or danger and offers the product as a solution.

* *Scarcity:* Creates urgency by suggesting that an offer or product is available for a limited time or in limited quantity.

Humour: Uses comedy to attract attention and make the advertisement memorable. * *Status/Luxury appeal:* Connects the product with success, wealth, beauty, prestige, or sophistication.

## 16. Effective or Good Advertisement

A good advertisement is not simply attractive; it must *achieve its communication objective*. It should attract attention, communicate clearly, be relevant to its target audience, persuade the audience, be creative and credible, remain memorable, and encourage action.

An effective advertisement should answer three questions:

asterisk What is being advertised?

greater than * Why should I care? *

*What should I do?*

Thus, a good advertisement combines *strong content, persuasive copy, effective visuals, appropriate layout, clear branding, and a strong call to action*.

#### Final Formula to Remember *Advertising = Paid + Planned + Persuasive Communication* *aida equals Awareness slash Attention arrow Interest arrow Desire arrow Action* *Advertisement = Headline + Visual + Copy + Brand/Logo + Tagline + C.T.A* *Good Advertisement = Attention + Clarity + Creativity + Relevance + Persuasion + Memorability + Action*

Journalism

Journalism is the process or practice of collecting, verifying, producing, and disseminating news and information to the public. Its main purpose is to keep people informed about important events and issues in society.

Role of Journalism in Society

Journalism informs the public, explains events and their consequences, monitors powerful people and institutions, exposes corruption and injustice, and provides a forum for public discussion and criticism. It helps create an informed society and supports democratic participation.

Principles of Good Journalism

The major principles are:

- Obligation to truth - journalists should provide accurate information.

Loyalty to citizens - journalism should serve the public.

Discipline of verification – information must be checked before publication.

Independent monitor of power - journalism should watch powerful institutions.

Independence from those they cover – journalists should remain free from outside influence.

Forum for public criticism and compromise – media should provide space for different opinions.

Public, comprehensive and proportional news - reporting should be meaningful, complete, and give issues appropriate importance.

Rights and responsibilities of citizens – citizens have the right to reliable news and the responsibility to evaluate and share information responsibly.

Important Types of Journalism

Investigative journalism involves deep research to uncover hidden information such as corruption, fraud, crime, or abuse of power.

Watchdog journalism monitors powerful people and institutions and holds them accountable. Investigative journalism and watchdog journalism are closely related, but investigative journalism emphasizes uncovering hidden information, while watchdog journalism emphasizes monitoring power.

Broadcast journalism presents news through television and radio, using speech, sound, images, video, interviews, and live reports.

Online journalism or digital journalism distributes news through the internet. It is fast and can be continuously updated, but journalists must still verify information before publishing.

Photojournalism uses photographs to report and communicate news. A powerful photograph can communicate an event quickly and emotionally.

News

News is information about recent or relevant events in the world or in a particular area of activity that is published in newspapers or online portals or broadcast on radio or television. News generally has relevance, usefulness, or interest for its audience.

$ ^{**} $Hierarchy* - important information receives greater attention.

Types of News

Hard news or straight news is a factual and concise presentation of important events that have just happened or are about to happen. It provides facts, reasons, and implications and answers the 5W's and 1H: Who, What, When, Where, Why, and How. It commonly follows the inverted pyramid, where the most important information comes first, followed by supporting and less important details. It should be concise and impartial.

Soft news focuses on human interest and less immediate events, such as arts, sports, entertainment, lifestyle, and celebrities. It often focuses on people and issues that affect readers' lives.

Feature stories provide detailed descriptions or analysis of an event, person, or idea and usually contain more background and human-interest elements than straight news.

Editorials develop an argument about an issue and attempt to influence readers' opinions. An editorial normally represents the official view of an editorial board, which decides its position through discussion and deliberation. It provides an opportunity to express viewpoints on current events and topics.

Gatekeeping

Gatekeeping is the process of selecting, filtering, and shaping information before it reaches the public. Gatekeepers may include journalists, editors, producers, platform moderators, and algorithms. They decide what information is important enough to publish and what should be excluded.

Gatekeeping therefore affects what the public knows and does not know, how the media represents social reality, and the limits of journalistic freedom within institutional systems.

Agenda Setting

Agenda setting explains how news media influence which topics people consider important in public discourse. Media organizations prioritize some issues and marginalize others by deciding how much attention they receive. Thus, media can influence the salience or importance of topics on the public agenda.

Difference: Gatekeeping decides what information reaches the public, while agenda setting influences which issues the public considers important.

Yellow Journalism

Yellow journalism is a sensational style of journalism that exaggerates, distorts, or invents stories to attract audiences and profit, often sacrificing accuracy and ethics.

It became especially associated with the fierce competition in the 1890s between Joseph Pulitzer's New York World and William Randolph Hearst's New York Journal.

Its major features include:

Sensational headlines and exaggeration

Fear-based framing

Fabrication and mis/disinformation

Visually loaded and attention-grabbing presentation

Modern forms such as clickbait and sensational tabloid-style news

In short, yellow journalism prioritizes attention and profit over accuracy and journalistic ethics.

Noam Chomsky – Media Control: The Spectacular Achievements of Propaganda

Introduction: Propaganda Model and Democracy The Propaganda Model was developed by Edward S. Herman and Noam Chomsky in their 1988 book Manufacturing Consent: The Political Economy of the Mass Media. It explains how mass media can influence public opinion and create support for the interests of powerful political and economic groups. Chomsky argues that propaganda is a major form of control in a democratic society. He famously says, “Propaganda is to democracy what the bludgeon is to a totalitarian state.”

Chomsky distinguishes between democracy in theory and democracy in practice. Ideally, democracy is a society where people are free to manage their own affairs and have access to open and free information. In practice, however, important decisions may be made by leaders and powerful institutions, while ordinary people receive selected information and have limited participation. This creates spectator democracy, where citizens become spectators rather than active participants.

1. Early History of Propaganda

Chomsky explains the development of modern propaganda through Woodrow Wilson's administration during World War 1. The American population was largely pacifist, but Wilson's government wanted to enter the war. The government therefore created the Committee on Public Information (C.P.I), or Creel Commission, to influence public opinion. Through the media, intellectuals, and other influential groups, Germany was presented as a cruel and dangerous enemy.

Propaganda successfully changed public opinion and turned a "pacifist population into a hysterical, war-mongering population." Chomsky shows that propaganda can therefore create fear and hatred and gain public support for war.

Chomsky also discusses the Red Scare after World War 1. Fear of radicals, socialists, communists, and activists was encouraged to weaken radical thinkers, labor organizations, and trade unions. It also restricted freedom of political thought and the press. Thus, propaganda could be used to control opinion, weaken opposition, and protect existing power structures.

2. Spectator Democracy

Chomsky describes two groups in society: a small specialized class that makes important decisions and the majority called the “bewildered herd.” The ordinary population is expected to be “spectators and not participants.” People may vote for leaders, but they are not expected to actively manage public affairs. Media, education, and popular culture can help keep this majority passive, distracted, and easier to control. Thus, spectator democracy creates a gap between active decision-makers and passive citizens.

3. Public Relations

Chomsky explains how public relations can be used to shape public opinion. The Wagner Act of 1935 gave workers the right to “self-organization.” When workers became organized and won legislative victories, powerful business interests saw this as a threat. During the 1937 steel strike, P.R techniques were used to weaken labor by promoting vacuous or empty slogans such as “Americanism,” “our code,” and “common interests.” The Mohawk Valley Formula also used systematic methods to break strikes. Edward Bernays described “engineering consent” as “the essence of democracy.” The idea is that instead of forcing people, powerful institutions can shape their opinions so that people voluntarily support certain interests.

4. Representation as Reality

Chomsky argues that people understand many events through media representation because they do not experience wars and international events directly. Two important methods of controlling representation are reconstructing or falsifying history and creating “monsters” or dangerous enemies. The enemy is presented as cruel and threatening, while the government presents itself as the protector.

Chomsky uses the Vietnam War to show how history, responsibility, and casualties can be selectively represented. Therefore, media representation can shape what people understand as reality.

1. Communication

Communication is the process of sending, receiving, and creating shared meaning through messages. It is a way of sharing ideas, information, feelings, opinions, and knowledge. Communication can be verbal or non-verbal. Verbal communication uses spoken or written words, while non-verbal communication uses facial expressions, gestures, body language, images, signs, silence, etcetera

Communication is not simply sending a message. The receiver must understand the message and respond to it. Therefore, communication is a reciprocal, ongoing process involving feedback.

Lasswell's Model Who  Says What  In Which Channel  To Whom  With What Effect?

Basic Linear Model

Source arrow Encoder arrow Message arrow Decoder arrow Destination

A source creates the message; the encoder converts the idea into communicable form; the message is the information; the decoder interprets it; and the destination receives it. A linear model mainly presents communication as a one-way process.

Intrapersonal Communication

Communication that happens within a person's own mind, such as thinking, planning, remembering, or talking to oneself mentally.

2. Medium and Media

A medium is a channel or means through which a message is communicated, such as television, telephone, radio, or newspaper.

Media is the plural of medium and refers to different communication channels collectively.

A medium of mass communication is a channel capable of carrying messages to a large number of people, such as television, radio, newspapers, websites, and social media.

3. Mass Communication

Mass communication is the process of producing and distributing messages to a large and diverse audience through technological media. It operates on a large scale, volume, speed, geographical range, and technological system.

Mass communication involves:

Sender leads to Message leads to Medium leads to Large Audience leads to Feedback

The audience receives, decodes, interprets, and responds to messages. In traditional mass communication, feedback is often delayed, indirect, inferential, or indirect rather than immediate.

Mass communication is usually supported by organized institutions and technologies that produce and distribute a large amount of media content.

Main characteristics:

Large scale and volume

Large and diverse audience

Wide geographical reach - High speed of distribution

- Dependence on technology

- Organized production and distribution

- Messages or media products

- Feedback that may be delayed and indirect

4. Meaning of “Mass” in Mass Communication

The word mass does not only mean "many people." It refers to an audience that is generally:

- Large - may include thousands or millions of people.

- Diverse - people differ in age, education, culture, interests, and social background.

- Geographically dispersed - people may be located in different cities, countries, or regions.

- Relatively anonymous – media producers usually do not personally know every receiver.

- Connected through technology – communication reaches them through organized media systems.

Thus, mass refers to the large scale, diversity, geographical spread, and relative anonymity of the audience.

5. Mass Media Mass media are the tools, channels, and technologies used to distribute messages to a large number of people.

Examples include:

: Math summary: This expression defines mass communication as a process. It further specifies that mass media consists of the tools and channels utilized within that process.

6. Broadcasting and Narrowcasting

Broadcasting means sending a message to a large and general audience.

Example: National television news.

Broadcasting equals One leads to Many

Narrowcasting means sending specialized content to a particular audience or interest group.

Example: A sports channel or an educational YouTube channel.

Narrowcasting equals One arrow Specific Group

Main Difference

Broadcasting Narrowcasting

Large general audience Specific audience

General content Specialized content

Wide reach Targeted reach

7. Three Types of Media

Print Media

Uses printed words and images.

Examples: newspapers, magazines, books, journals.

Broadcast Media Distributes content mainly through radio and television.

Examples: radio programs, T.V news, T.V dramas.

Digital/New Media

Uses digital technology and the internet.

Examples: websites, online newspapers, social media, YouTube, podcasts, streaming platforms.

8. New Media

New media refers to digital and internet-based forms of communication involving the combination of text, sound, images, video, and other digital elements.

New media are different because the audience can become active participants and content creators, rather than remaining only receivers.

Important Features of New Media

Digital and internet-based

Interactive - users can respond and communicate.

Participatory - users can actively participate.

On-demand – content can be accessed whenever needed.

Pervasive - widely present in everyday life.

User-generated – ordinary users can create content.

Searchable – information can be easily searched.

Stored and retrieved digitally.

Processed and transformed using computers.

Hyperlinked – one piece of information can connect to another.

Hyperlink

A hyperlink is a clickable connection that takes a user from one digital page or piece of information to another.

9. Major Types of New Media

Online newspapers/news portals - digital versions of news media.

Content platforms – platforms for sharing and accessing digital content.

Social media - platforms for creating, sharing, and interacting with content.

Virtual Reality (V.R) - creates an immersive computer-generated environment.

Augmented Reality (A.R) - adds digital elements to the real-world environment.

Streaming - allows online access to audio or video content.

Digital communication tools - messaging, email, video calls, etcetera

10. Old/Traditional Media Old media refers to traditional forms of mass media that existed before modern internet-based digital media.

Examples:

Newspapers

Magazines

Radio

Television

Books

In old media, audiences were generally treated as receivers, and communication was more one-way. Feedback was limited compared with new media.

Old Media vs New Media

Old Media:

Mostly one-way

Audience mainly receives

Limited feedback

Fixed schedules

Professional producers

Less interactive New Media:

More interactive

Active audience

Immediate feedback possible

On-demand

Users can create content

Highly participatory

11. Media Literacy

Media literacy is the ability to access, understand, analyze, evaluate, and create media messages in different forms and to participate responsibly in media.

It means being able to understand media texts such as news, advertisements, films, television programs, photographs, websites, and social media posts instead of accepting everything blindly.

Media Literacy Includes:

Access - finding and using media.

Understand - understanding the meaning of a media message.

Analyze - examining who created the message, how it was created, and what techniques are used.

Evaluate - judging whether the message is accurate, reliable, biased, or misleading.

Create - producing media such as videos, advertisements, blogs, podcasts, or posts.

Participate - using and sharing media responsibly.

It also involves awareness of the production, distribution, reception, interpretation, and post-processing of media materials.

Skills of a Media-Literate Person

A media-literate person can:

Think critically

Check facts

Identify bias

Identify the purpose of a message

Recognize the target audience

Understand media techniques

Evaluate sources Create media content

Participate responsibly

Stay informed about media issues

Final Revision

Remember the whole chapter through this sequence:

Communication sharing ideas and creating meaning

Medium to one channel of communication

Media leads to different communication channels

Mass Communication to communicating messages to a large audience

Mass Media to tools used for mass communication >→ less than /large general audience to specific audience

Old Media to print, radio, television

New Media to digital, internet-based, interactive media

Media Literacy Access, Understand, Analyze, Evaluate, Create, Participate

And the most important definition to remember is:

Mass communication is the large-scale, technology-based process of producing and distributing messages to a large, diverse, geographically dispersed audience