The Audiences' Interpretation: Do audience members have the power to subvert messages brought to them by the mass media?

Just like any message a sender delivers to a receiver through a medium, mass media can be misinterpreted or distorted. When viewing, reading, or listening to a mass media message, every single audience member interprets the information differently. This confusion or difference of comprehension is also known as aberrant decoding, which means, "individuals generally do not code texts in the ways that those who create them want them decode, because people bring different educational levels, backgrounds, interests, and so on to each text" (Berger 106).

In other words, movies, music, and other forms of mass media all mean different things to different people. For example, the controversial film Natural Born Killers, was condemned by critics for being too violent and even accused of causing real copycat crimes. However, according to Internet Movie Database, director Oliver Stone, "always maintained that the film is a satire on how serial killers are adored by the media for their horrific actions, and that those who claim the violence in the movie itself is a cause of societal violence have missed the point of the movie entirely"(imdb.com). 

Since the majority of mass media is profit based, it attempts to reach and connect with their audience in a way that will be entertaining or informative in order to benefit financially. Therefore, mass media producers target specific audiences and tailor the message towards them to avoid a misunderstanding.This is why rating systems are helpful in determining if certain films or albums are appropriate for certain age groups.

Works Cited

Berger, Arthur Asa. Essentials of Mass Communication Theory. Thousand Oaks: Sage Publications,    1995. Print.

"Natural Born Killers." IMDb. IMDb.com, n.d. Web. 30 Aug. 2012. <http://www.imdb.com/title/tt0110632/>.

Simplifying Life and Work: How did the computer make the transition to everyday technology?

According to Communication in History, the combination of microchip technology, personal computers, and accessible information-processing capacities have contributed to the computer's progression (274). In addition, the book also credits, "the rapid proliferation of networks--best typified by the global internet, corporate intranets, and the World Wide Web--permitting an expanding range of administrative uses, research, education, public expression, art, social activity, and commerce" (Crowely 274).

In other words, the evolving use of the computer has started a new media revolution and influences many aspects of everyday life. The computer has transitioned from just being a machine used by the military and large companies to having a place in every home and office. The computer has changed the way society functions and communicates. Moreover, it has seamlessly become a part of our social lives and workplaces due to the tasks that computers have made easier, faster, and more interesting. For my own personal work experience, I know don't going back to an era without computerized cash registers. Every transaction would take twice as long and the inventory count would be inaccurate. In addition, the ability to socialize and connect with people made computers a part of daily life. Through Facebook, I have been able to keep in touch with old friends and family that live in different states throughout the country. For example, my cousin Melissa's husband, Caleb, is in the military and moves constantly. Despite the distance, I have been able to see her children grow up and keep tabs on her life thanks to the computer and the internet. 

Printing Press, Television, and the Internet What three technologies made the greatest impact on mass communication?

While there have many mediums have impacted mass communication, in my opinion, the three technologies that have changed the course of history are the printing press, television, and the internet. First, the printing press made books more available and affordable for all members of society. Influential ideas and thoughts contained in the written word could be mass produced and distributed.

Second, television also impacted the way that mass communication was consumed by the public. Television allowed the media to enter the households throughout the world to inform, entertain, and engage the audience. Instead of going to the theater to see a movie along with a newsreel, television brought the experience home. Now, TV has began a center point in every house and connects with its programming.

The third technology to impact mass communication is the internet. This recent technology continues to change our everyday lives. It gives society access to a wealth of information endless amounts of entertainment, and connects us to millions of people. It is probably one of the most significant inventions of in history. 

Closing the Digital Divide Gap: Explain the concept of the digital divide. Why does the digital divide exist? List and explain three actions by the government, corporations, or individual that would help eliminate the divide.

According to Media Impact, digital divide, "is the term used to describe the lack of access to digital technology among low-income, rural, and minority groups" (Biagi 373). In other words, in today's technology reliant society, those that do not have access are falling behind in the digital curve and suffering the consequences. This divide can be responsible for limiting job opportunities, access to the latest news, and communication with friend, family, and business correspondence.

This divide exists due to the fact that some people cannot afford to buy the expensive equipment and services necessary while others, like seniors, are reluctant to adapt to new technology. However, computers and other forms of digital technology are quickly becoming a necessity for numerous everyday. In the near future, everything will be done online, from paying your bills to shopping. For students, the internet is a now critical part of the homework process. The people that are unable to buy or understand how to use technology will be helpless.

Therefore, several actions are needed to help close the digital divide gap. First, the Government is currently investing money into the FCC's National Broadband Plan which expands the broadband infrastructure nationwide. According to the plan, the broadband internet is, "changing how we educate children, deliver health care, manage energy, ensure public safety, engage government, and access, organize and disseminate knowledge" (broadband.gov). Second, corporations, like Charter and AT&T, need put their greedy motives aside and make the internet affordable more affordable for all households instead of raising prices and even creating monopolies in some area. Third, access to the internet and educational material is needed to help teach how to use the internet effectively. Individuals could donate their time and volunteer in senior centers in order to teach the elderly how to use the internet.

Works Cited

"National Broadband Plan Executive Summary."National Broadband Plan. Federal Communication Commission, n.d. Web. 27 Aug. 2012. <http://www.broadband.gov/plan/executive-summary/>.

Old Timey Internet: Why was the telegraph considered the Victorian internet?

Technology can be used to further the range of communication. According to an article published in an 1852 edition of Scientific American, " no invention of modern times has extended its influence so rapidly as that of the electric telegraph" (Crowley 105). Similar to the internet, the telegraph was an invention that allowed people from all over the world to communicate and connect with each other. When the telegraph came along, the popularity of the medium was immediate and the impact was felt all over the globe. Like the internet, news and events could be transmitted right after they occur. Instead of waiting for the mail or the newspaper, this technology could leak the story to the public instantly. After the potential was realized, the telegraph wires quickly went all over the United States, then throughout other countries. 

Permanent Record: Why is the typed word so powerful? Why is it tempting to misuse this power online? What positive things can social networking sites achieve when used to their full potential?

The typed word is extremely powerful due to the fact that it is permanently recorded. Moreover, unlike a verbal conversation, the typed word can be viewed by more than just the intended audience for long periods of time, especially if it is on the internet. Therefore, written statements can come back to haunt you and even effect your future. For example, some employers are checking their current employees and applicants Facebook pages for comments or pictures that may indicate anything scandalous. However, people continue to post inappropriate statements because they are not aware of all of the ramifications.

In addition, cyber bullying has become a problem over the last several years. It is tempting for some to misuse the power of written word online because it is so easy to post a comment about anything. When someone is angry and rants online, those heat of the moment statements can lead to hurt feelings and trouble later on. It is also easier to say frank or hurtful comments when the intended target is not actually there; people do not see the pain that their words have inflicted.

On the other hand, social networking sites can be used for positive interactions. It is a medium to connect people with friends and family. Also, it can be used to further your career by networking with businesses. 

Unfair Representation: How well and how fairly do you believe African Americans, Latinos, and other ethnic groups are represented in American media?

While the representation of different ethnic groups have progressed over the last several decades in American media, there is still room for improvement. Over the years, depictions of races in mass media have lead to both positive and negative stereotypes. In the early days of mass media, the majority of coverage was only geared towards white people. In addition, the small amount of representation of different ethnic groups other than Caucasian was usually racist and full of prejudice.

For example, according to IMDB.com, the radio program "The Amos n' Andy Show" was the only show about African Americans, but it was outrageously voiced by white actors. Later, the television version of that show was cancelled when, "the NAACP complained of how they believed blacks were being depicted on this show"(www.imdb.com). In the decades to follow, depictions of minorities did increase and became more realistic, balanced, and positive.

However, even today, the media unfortunately still focuses more on covering Caucasians' perspectives. For example, my husband is of Hispanic descent and he commented not too long ago that there are not enough shows starring or featuring minorities. In fact, I can't think of a television show on now starring a Hispanic actor or actress. They are usually only sidekicks or background characters. 

Works Cited

"The Amos 'n Andy Show."IMDb. IMDb.com, n.d. Web. 23 Aug. 2012. <http://www.imdb.com/title/tt0043175/trivia>.

Commercial Amusement: What did the early motion pictures do to change mass communication?

The invention of motion pictures changed the way audience were able to experience entertainment. Films allowed the public to experience the same sights, images, and stories throughout the country. Similar to other mass media mediums, such as the radio and later television, movies gave the public a common bond. In film's early history, the new technology was viewed as, "a commercial amusement" which also included dance halls and penny arcades (Crowley 164). 

Unlike these other venues, this new invention was able to bring a single experience to a mass audience in every part of the world and revolutionized mass communication. Films could be viewed all over so the geographic location didn't matter: movies could be watched by people in both rural and urban areas. 

Unlike theater, movies were an art form that could be repeated in exactly the same manner and could vicariously experience the stories. Therefore, the masses were able to see the exact same performance in numerous areas. Moreover, the movie studios began to understand their audiences, they attempted to appeal to them with certain genre and stars.  

Kids and Older Adults:Which audience age category is most attractive to today's moviemakers? Why?

According to Media/Impact today's movies are geared towards, "children and people over 30" (Biagi 148). While the child demographic made sense to me, I found the fact about older people be a little surprising. I always felt the studios geared movies towards teenagers and younger adults because they typically have more disposable income to spend on going movies. However, I suppose due to the fact that older adults typically make more money later in their careers.

In addition, younger people are probably turning to cheaper sources of entertainment, such as video games and the internet, instead of shelling out $12.00 for one movie. On the other hand, older adults still prefer to go movies to get their cinematic fix. Also a large percentage of them also like to take their children or grandchildren as part of a tradition. Since their audiences are made of these demographics, movie studios are making more films to appeal to these age groups. For example, Pixar is a successful company that turns out a number a family oriented animated 3-D films each year. Parents and grandparents know that the kids will love it and usually the filmmakers attempt to make it enjoyable for the adults as well.

Mr. DeMille, I'm ready for my close-up: The American Film Institute has ranked Sunset Blvd. as one of the 100 best American films of the 20th century, in your opinion why is the film still celebrated today?

Sunset Blvd is not only an excellent film, but also a Hollywood history lesson. The director, Billy Wilder, created an eduring film that continues to intrigue audiences today. In fact, it has some of the most famous lines and characters in film history.

Similar to Singin' in the Rain, Sunset Blvd accurately portrays the fate of many silent film stars after sound revolutionized the movie industry. Suddenly many stars found themselves with no money or jobs thanks to the new invention. While Singin in the Rain in the took a humorous approach to the subject, Sunset Blvd. shows the dark side of Hollywood. In fact, many of the topics discussed in the movie are still part of the industry's seedy underbelly which partly explains the ongoing fascination with the film. Sunset Blvd dealt with enduring topics such as fading youth, greed, fame, and murder. Due to the cutthroat nature of the business, the pursuit of everlasting fame and wealth still leads to tragic circumstances for many people.

In addition, like Norma Desmond, many fading and aging stars still have delusions of grandeur which ultimately leads to their demise. Many former stars can't give up their diva attitudes even though career has faded. Since they do not have a grip on reality, they take extreme measures to stay famous. For example, just look at all lengths that aging celebrity go through just to stay looking young in the hopes of continuing their career. Eventually, many of them end up getting so much plastic surgery that they do not even look human anymore and can't find any roles. Like in the film, our culture is still obsessed with celebrities. Moreover, we also have a fascination with scandals. Lucky for stars of the golden age of Hollywood, TMZ and The National Enquirer didn't exist back then.

Scandals Lead to Change: How did the quiz show scandals of the 1950s affect the relationship between advertisers and networks? Is the relationship between advertisers and networks different or the same today?

The quiz show scandals of the 1950s, such as the one involving Twenty-One, changed the way the networks produce their programs. Before the scandals, networks and advertisers collaborated on their programs' content. At first, this was a mutually beneficial arrangement. This was due to the fact that advertisers could promote their products and networks had programming that brought in viewers as well ad revenue.

However, it was eventually discovered that the quiz shows were rigged in order to draw in a larger audience. The fallout from the scandal led to the public losing trust in both the networks and advertisers. People now realized not everything that the media presented was necessarily undisputed truth. Ultimately, networks are the gatekeepers, it is a business, so their bottom line goal is to make money. However, they have a responsibility to the public and their close relationship with advertisers lead to bias and greed.

Therefore, networks had to separate themselves the advertisers to regain the trust from their audience. Today, advertisers and networks still collaborate, but the programs content is not determined by the advertisers. Now, products are featured, but it is not the focus of the show. For example, on America's Next Top Model, the prize to be featured in a Cover Girl ad campaign, but Cover Girl does not produce the show or determine the content.  

Rating Systems: What was the social impact of TV?

Television has become one of the most important inventions of the last century. It has the ability to connect and inform millions of people. With such a large audience, television programmers have the responsibility to present content that is acceptable to both viewers and sponsors. From the beginning of television's history, networks have attempted to find the delicate balancing act of finding programs that get the audiences attention, but do not cause the sponsors to pull their financial backing. However, television programmers are in the entertainment business to ultimately make money. To help minimize

complaints, networks began to comply with sets of rules and standards. For example, according to Communication in History, after pressure from such organizations as the FCC, Catholic Church, and even congress, networks began to follow the Television Code in 1951 (228).

While both society, standards, and rating criteria have changed significantly on what is acceptable, television still attempts to appease the masses. In my opinion, censorship is not acceptable in any mass communication medium. Everyone has their own opinion of they find offensive. However, if the gatekeepers, such as the television programmers, alert parents and concerned citizens about any material that may be questionable it can prevent any issues. Now with the new television ratings system and new technology, like the V-chip, it allows for parents to make decisions for their own children.

Crowley, David, and Paul Heyer. Communication in History: Technology, Culture, Society. Boston: Ally & Bacon, 2011. Print.

Competition Breeds Innovation: The competition between television manufactures helped produce better, less expensive television sets for the consumers. Compare the competition between television manufacturers during the 1940s and 1950s with computer companies today.

Regardless of the decade, people will always want technology with the best quality at the lowest price. Electronics are the medium that the majority of the public receives their entertainment and news from. They have become an essential part of our everyday lives. Therefore, companies are always trying to come up with the next big thing to gain an edge on their competition. Luckily for consumers, competition also breeds innovation.

In the 1940s and 1950s, families wanted the latest and greatest television to view their favorite programs on. According to the article, "Vintage Televisions", television sets had their largest growth period 1946 through 1955 (www.collectorsweekly). The article went on to state that television manufacturing companies, like RCA, GE, and Zenith dominated the market. The size of the screen and set varied and changed over the years to meet the needs of the consumers and television programmers. New gimmicks and technology helped TV companies. For example, when the networks began producing television shows in color, TV companies began to sell the new technology, and tried to make their product better than their competitors.

Similarly, computer companies and television manufactures both strive to put their products in the homes of the consumers. Now that computers are evolving into the preferred medium, companies are in fierce competition to make the better product. For example, Apple and Microsoft are constantly trying to one up each other. However, Apple is dominating with their superior operating system and innovations such as iTunes.

"Vintage Televisions." Collectors Weekly. N.p., n.d. Web. 16 Aug. 2012. <http://www.collectorsweekly.com/radios/televisions>.

Throwing Stones at Giants: What was Edward R. Murrow's style of journalism and what impact did it have on the field journalism?

Similar to Woodward and Bernstein, Edward R. Murrow used the field of journalism to uncover and expose a political atrocity. Like the majority of the country, Murrow knew that Senator Joseph McCarthy exploited the fear of communism to gain political power by essentially conducting witch hunts to weed out the "reds". He took advantage of Americans during the turbulent decade following World War II and used his influence to silence his opponents. In addition, McCarthy also used that power to unjustly persecute anyone that opposed him or his ideals.

However, Murrow was a brave and respected anchorman that used editorial and investigative journalism to bring this injustice to light. While most people were fearful that voicing their opinion on the matter would land them on McCarthy's blacklist, Murrow used his his show "See It Now" to tell the American people just how corrupt and backwards the Senator's policies had become. Murrow's journalistic integrity influenced the field of broadcasting and journalism. He presented a well researched story with reliable sources, stated the facts with limited bias, and was brave enough to cover controversial topics regardless of the impact on his career. He was more concerned with presenting the public with facts, rather than entertainment. Without him blazing the trail, we would not any whistle blowing reporters to uncover scandals. 

Orson Welles' Great Radio Hoax: Would the same panic occur if the War of the Worlds scandal occurred today?

In order to incite the same panic caused by Orson Welles' War of the World in today's society, it would take much more than just one media outlet reporting the event to make it believable. Our culture is so media savvy that the radio hoax would have been discovered within seconds of surfing the web or flipping channels. To convince people nowadays, a story has to be reported by more than one source and the events or aftermath filmed. In other words, with such far fetched story, everyone would want to see it with their own eyes. Furthermore, living in a post 9/11 world, people are much more sensitive to stunts that would cause a panic. If Orson Welles had managed to pull off the same stunt today, people would have been outraged and he probably would have some legal consequences. 

Cutting Out the Middleman: How have recent technologies affected the music recording and performance industry in ways other than file sharing?

Technology has significantly transformed the music industry in both positive and negative ways. First, devices such as iPods have made digital music files the most popular and preferred format. On the bright side, digital music files do not take up any physical space and can store thousands of albums. iPods contains our entire music library and makes it all accessible anywhere. Music can be purchased online instantly. However, this new format has practically made record stores obsolete, which is a loss of not only jobs, but an entire culture. I loved going to places like Vintage Vinyl and talking to the staff about music. In addition, album covers are less important and has become a lost art form. I can't think of any iconic album covers from the past several years. The combination of the internet and digital music has also changed the way bands connect and promote their music. In fact, record companies have become less critical to bands' success due to the fact that new technology has changed how people buy and hear about music. In fact, many new bands have been discovered online instead of a record company. Some musicians are also cutting out the middle man and selling their music directly to their listeners. For example, bands like Radiohead and Nine Inch Nails released their latest albums online for free and asked their fans just to make a donation. 

Radio Days: What impact did radio have on society?

Whereas newspapers and books can only provide dated information, radio allowed news, music, and stories to be shared instantaneously. In the early and golden age of radio, broadcasts were listened to by practically everyone. As a result, radio became a powerful and influential medium in society. Moreover, radio revolutionized the way audiences received their news and entertainment until the invention of the television and later the internet became the preferred mediums. During its heyday, families gathered around the radio to hear their favorite shows and personalities. Along with playing a variety of music, a number of shows that were geared towards specific audiences kept people glued to their radios. For example, shows such as Major Bowes and His Original Amateur Hour developed a following and people tuned in at the same time each week (Crowley 202). It was similar to the popularity of current shows, like American Idol and America's Got Talent. In addition, radio also granted advertisers a new way to reach consumers, politicians a platform to sway voters, and listeners to stay informed with up to the minute news. 

Swaying Opinions:What are the agenda setting and gate-keeping functions of media?

According to Essentials of Mass Communication Theory, agenda setting is, "the theory that institutions of mass communication determine not what we think, but what we think about it. They set the agenda for our decision making and thus influence our social and political lives"(Berger 170). In other words, the specifically chosen content of the mass media affects our opinion on everyday topics. How we perceive the content is determined by how the media presents the content. For example, while all news stations are supposed to be objective in their political opinions, clearly Fox News leans towards the right and CNN leans towards the left. The majority of viewers realize this bias and select their preferred news channel accordingly. However, some viewers can be swayed by the media and instead of gathering the facts, they rely only on what the media chooses to tell them. Along with agenda setting, the gate-keepers are, "the individuals in media organizations who decide what will be shown or written" (Berger 64). In the mass media, the people in charge of the companies or corporations determine what content is presented to the audience. As a result, they have a large responsibility provide the information in an accurate and timely manner, especially in the news media. For example, in the magazine industry, as shown in the film Shattered Glass, the editor has the obligation to the readers that the stories are the truth. 

Stephan Glass was an Excellent Liar and a Horrible Reporter: Why did Stephen Glass do what he did? What ethical flags does it raise for communicators?

Stephen Glass composed articles for New Republic magazine that were entirely fabricated or contained only bits and pieces of the truth. Glass was able to get away with it for so long due to the fact that he was entertaining, charismatic, and a former fact checker that knew how to cover up his lies. The depths he went to cover up his lies was astonishing, like the fake telephone numbers, notes, and websites. Even when he was cornered and confronted, he was not able to fess up and come clean. Along with his fake stories, he was able to create this fake office persona with false modesty, entertaining stories, empty compliments, which made him extremely likable in the workplace. Although he may have had a psychological disorder, he knowingly lied because he wanted attention and praise. He was a pathological liar that was determined to get people to like him, respect his work, and receive a Pulitzer. However, he did not ethics or patience to build a real body of work worthy of the distinguished award. He knew that sensationalized and entertaining stories would garnish him the attention and accolades that he craved. If he would have just worked harder to seek out actual stories instead of cooking his pieces, he would have made an excellent journalist, like Chuck Lane. Glass raised several ethical flags that should have caught by the editors of the New Republic right away since it is a prestigious magazine that influenced policies makers. It is the responsibility of communicators, especially in the news industry, to present the facts of an event accurately and objectively. While he was an excellent liar, there were several warning signs that his editors and colleagues at the New Republic were not able to pick up on due to the fact that they liked him. For example, his first editor, Michael Kelly, was not able to objectively review Glass' work because they were friends. When a couple elements of his story, "Spring Breakdown" did not add up, Kelly only made one phone call that didn't exactly clear With such a exaggerated story being published in the "in flight magazine of Air Force One", he should have looked into it a little further.

Magazines for Everyone: Why do today's magazines target specialized audiences for readership? Give at least three examples of this phenomenon and the reason for each.

Currently, the magazine industry attempts to produce content for specific audiences in order to appeal to a niche market and increase their profits. There is a magazine for every type of hobby, interest, and lifestyle. Each of those specialized magazines also gives companies an opportunity to connect and advertise to their merchandise to their intended market. For example, if you read Cat Fancy, there will advertisements of products, like litter boxes and toys, throughout the magazine. Personally, while I love cats, I tend to read more entertainment magazines, like Entertainment Weekly and People, but I like to branch out occasionally and pick up something like Newsweek to stay informed about current events. Three examples of magazines geared toward specific readerships include Vogue, Cosmopolitan, and

Better Homes and Gardens. First, Vogue is geared towards fashionable affluent women. Even though I can't afford the majority of the merchandise featured in the magazine, I love to flip through Vogue and get fashion ideas. Next, Cosmopolitan appeals to women with their fashion tips and relationship advice.

Finally, Better Homes and Gardens, interest homeowners that are concerned with trends and updates for their home. 

A Picture is Worth a Thousand Words:How did photography impact communication history?

The invention of photography changed communication history due to the fact that now everyone view events with their own eyes instead of relying on illustrations or written descriptions. Major historical events could be shared through photographs and be viewed by future generations that would not have gotten the opportunity with this invention. Moreover, photography allows for situations to be visually recorded and experienced by the masses. As a result, technology used in the mass media, like photography, can influence and revolutionize the way people communicate with each other. For instance, photojournalism changed the way papers report the news to the public. Photography was first introduced in the 1800s and was eventually utilized by the newspaper industry. Now readers actually could see a picture of the event or person while reading the corresponding article. Later, other areas of mass media, like advertising and magazines, have been able to use photography to their advantage as well. 

Previewing Content: How can cognitive dissonance help you as a communicator?

According to The Essentials of Mass Communication Theory cognitive dissonance is, "the psychological conflict that results within a person when he or she holds clashing beliefs or or when his or her actions and beliefs are opposed to each other." (Berger 171). For communicators working in the mass media industry, cognitive dissonance can actually be helpful. This is due to the fact that consumers will not want to seek out content that already know will offend their sensibilities. In other words, if you already know a certain subject is not your cup of tea, you will not seek it out, be shock by the content, and then write an angry letter which is fortunate for mass media communicators.Therefore, if communicators provide brief descriptions of the content, people can decide if it will either appeal to them or potentially anger them. For example, movie trailers help allow the audience learn what a film about and then they can decide if it sounds like something they would be interested in seeing. If someone doesn't like horror movies, chances are that they will not go see the next Resident Evil movie and be outraged by the content. Since it is general knowledge that those films are pretty violent and gory, viewers know what they are getting into when they enter the theater.

Berger, Arthur Asa. Essentials of Mass Communication Theory. Thousand Oaks: Sage Publications, 1995. Print.