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The Media in a nutshell

Principle 1 : The media are fundamentally constructions
All media are carefully assembled, edited, selected and designed constructions.
They show us a selected and often unrepresentative view of the world even
though it seems to be true. We must learning to distinguish the reality from the
reflection.
The media is a tool.
It is inherently prone to bias depending on who has greater control of its use. (the government ? businesses ? the public ?)

Principle 2 : Audiences negotiate meaning
The audiences are not passive recipients of media messages.
Rather we filter media content and messages through a complex nexus of our own nature and needs including our existing beliefs and value systems.

Reference : http://www.ced.appstate.edu/departments/ci/programs/edmedia/medialit/article4.html

CONVENTIONAL MEDIA
one-way
presents reality
shapes the future by projecting ideals
more easily controlled by government

NEW SOCIAL MEDIA
interactive
mobile
viewer is also the content
creator
online communities
openness & content sharing
citizen journalism
engagement & discussion
shapes behaviours and attitudes of modern society
narcissism
Who’s watching who ? And who is watching the watcher ?
uniting or dividing?
problem for censors – rapid spread
The control & hijacking of discourse : silent majority vs vocal minority
Is the majority always right ?

GOVERNMENT PROPAGANDA
overt campaigns
direct censorship
indirect messages through state-commissioned programmes, movies or websites

new media : encourage engagement OR try to build “firewall” ?

CORPORATE ADVERTISING
direct buying of advertising space and time
product placement in programmes

new media : the power of the ‘like’ button & customer reviews


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