Strategically Communicating

Summary of Chapters 1 to 3 in

Mediating the Message in the 21st Century

by Pamela J. Shoemaker and Stephen D. Reese

Chapter 1 Summary – Mediating the Message in the 21st Century

The first two chapters of Mediating the Message in the 21st Century by Pamela J. Shoemaker and Stephen D. Reese function largely as an introduction to explain to the reader the current state of the communications field in academics and how it has arrived at this point. One of the first points that the authors cover is to lay out the Hierarchical Influences Model as suggested and laid out by Gans and Gitlin. This model is built on a number of key ideas by which to analyze media content or at least to question or to understand the context that may determine the information we receive. These points are:

            Content is influenced by media workers’ socialization

            Content is influenced by media organizations and routines.

            Content is influenced by other social institutions and forces. 

            Content is a function of ideological positions and maintains the status quo.

Taking these ideas into consideration, the Hierarchical Influences Model lays out the notion that there are myriad dynamic forces by which media content is determined. From the macro to the micro, these are: Social Systems, Social Institutions, Media Organizations, Routine (Societal) Practices, and Individuals. Therefore, it is important not to become too fixated on any one particular level when attempting to analyze media content or communications, as any of these forces can be potentially having influence at any time.

The authors then go on to encourage the reader to think about how the media decides which particular content to feature or to air, as well as how it may then depict or frame the content itself to have certain influences on the viewer(s).

This chapter served as an introduction both of the historical context of the field of communication research, as well as the ideas which the authors will be working with and building on throughout the course of this book. Regarding the Hierarchical Influences Model and the earlier ideas on which it was built, I think that much like my general belief towards many things in life, truth can be found in nearly all of the ideas, and that no particular one can make a claim to be the full story or a comprehensive explanation.

Chapter 2 – Mediating the Message in the 21st Century

The second chapter builds on the introductory explanations of the first, and goes on to provide additional details about the study of communication. However, interestingly, this chapter begins by sounding largely economic, as the author right away focuses on the idea of production and control regarding the mechanisms of the media. One of the first details provided is another framework, this one developed by Harold Laswell, to study media content. Laswell’s main questions to consider are:

• Who?
• Says what?
• Through which channel?
• To whom?
• With what effect?

Then, the author highlights a key period in the field of communication studies, during which the Chicago and Columbia schools brought up a number of influential ideas. First, the Chicago school approached media and communication studies with the main belief that social sciences could be an important Progressive tool for tackling social problems, and that the mass media would play an important role in this. The founders of this school believed that the mass media could be used as a positive tool for the betterment of society and to build social consensus. Communication was pervasive, and essential to the maintenance of society and culture. The Columbia school then provided innovative theories building on these ideas, such as the two-step flow hypothesis as proposed by Katz and Lazarsfeld. They contended “that ideas often flow from the media to opinion leaders who in turn spread them to other less active members of the population.” (26) This was a unique and intriguing perspective to take.

Chapter 3 – Mediating the Message in the 21st Century

The author begins the third chapter with the main idea that media content is not an accurate reflection of reality. As the media have the power and control to frame or to depict certain events as they choose, so too the media have the power to amplify certain ideas or beliefs in society. As this chapter progresses, the author seems to be portraying him- or herself as making a strong case for the democratization of information, which in his or her eyes is currently far from being the case. Inequality lies not only in the amount of representation afforded to people and groups in the media, but also in their very access to vital information such as news. One significant section of this chapter is that in which the author lays out the idea of reality television news. This notion contends that the event as portrayed by the media does not reflect reality, and in fact becomes more of an event or spectacle than the actual one. It is almost as if through the media, reality is becoming fiction.

Our text book refers to the new media as “new forms of online media were invented and evolved quickly, beginning in the 1980’s, and were referred to collectively as the new media…” so I researched new media. These new media organizations are here to stay and have changed us.

The Urban Dictionary was a fascinating resource; check it out when you get a chance.  www.urbandictionary.com. I digress so here is the top definition for new media:

New media usually refers to a group of relatively recent mass media based on new information technology. Most frequently the label would be understood to include the Internet and World Wide Web, video games and interactive media, CD-ROM and other forms of multimedia popular from the 1990s on. The phrase came to prominence in the 1990s, and is often used by technology writers like those at Wired magazine and by scholars in media studies.
Here is my two cents on new media…it is a buzz word used by many and it shapes our daily lives. I hear it at work: blog, newspaper, tumblelog, wikileaks, reality tv, log on to your twitter account, facebook, media and more. The new media really does dictate our daily routines such as reading the newspaper online rather than in print or even viewing magazines from the iPad rather than purchasing one at the grocery store.  My parents still ready the paper every morning with their coffee then my mom goes on her computer to “surf.”  Sounds crazy but I’m looking forward to the new media organizations of the future!

In Chapter 7, page 165 (Kindle edition), there’s a discussion about journalist’s work, about what journalists should keep in mind while doing their work. However, a decision made by WorldPress photojournalism awards juries made everyone think beyond this. As the organization took down Giovanni Troilo’s first prize on Contemporary Issue catalogue, the reason was part of his photos were agains the rule by using flash, and misleading information. The controversy raised after the judge rewrote the photographer’s caption.

But now, as anyone with an social media account can become a news reporter, it raises questions about what audiences should know about photos, or any type of works classified as journalism. Trolio’s award got taken by using flash, which is the most common tool that every photojournalist will use when necessary. And why do the WorldPress draws the line between authentic journalistic work and others.

I think a journalistic moment occurs whether a journalist captures it or not. We all know the journalism standard, and I believe that anyone who’s providing a journalistic information will follow the same basic rule. The journalism world should remain the same, yet the only evolution that is occurring is in the willingness of some journalists, photographers, editors, and contest judges to compromise their standards and our industries ethics.

In “Why Apple will never bring manufacturing jobs back to the U.S.,” David Goldman states that Apple employs thousands of its own workers and engineers in China and about 700,000 assembly workers through a contractor. When Obama asked the late Steve Jobs in 2010 if it would be possible to ever bring those manufacturing jobs back to the U.S., Jobs didn’t think it would be possible.

Which reminds me of a passage I read in this week’s reading of “Media-Citizen Reciprocity as a Moral Mandate.”

“In order for US based media conglomerates such as AOL-Time Warner, Disney, Viacom, etc. to continue to be profitable and to extend their reach, they rely on the government to protect their interests domestically.”

So in the case of Apple bringing jobs back to the U.S., I thought it was interesting that, in this case, it is the opposite–where the government must rely on a media conglomerate like Apple to protect its interests.

While reading the first three chapters of Mediating the Message in the 21^st Century, I kept returning to the idea of very little research having been done on the influence of society on the media content prior to the 21^st century.

News stories are now spread over countless media outlets within minutes, if not seconds. We are accustomed to news stories “going viral”. And while the concept of society influencing media seems standard business now, finding ways to measure, track and analyze the ways in which it does is difficult.

The topic of cyberbullying can be used to illustrate the reciprocal relationship between society mass media. Once mass media began running stories about kids being bullied through social media, the topic went viral. With the sudden increase in coverage surrounding cyberbullying, society became much more sensitive to the topic. When a GOP staff member received heavy social media blacklash after criticizing the Obama daughters on their demeanors during the pre-Thanksgiving turkey pardoning ceremony, she ended up resigning from her job (http://www.cnn.com/2014/12/01/politics/gop-staffer-resigns-over-criticism-of-obama-daughters/ ).

Media reflects what is happening in society, there’s no doubt about that. And while the Hierarchical Mode is able to illustrate the reflexive way in which society and media continue to influence each other, is contains many variables and is non-specific in many aspects. Scholars must choose which measurements that need to be considered within context. What could be added to the current model to increase specificity in research?