Appendix B: Understanding Mass and Mediated Communication

Actively Evaluate Media Messages

Putting together all of the previously mentioned skills, you can then critically evaluate media messages and become a more competent participant in mass communication. Ask yourself what was great about a television episode (was it insightful, clever, funny, or moving?) and what was poor (unbelievable, unrealistic, or clichéd?). Consider carefully what underlying themes or values are being presented in your entertainment and news content. Are these consistent with your own values? Should they be? Might these images be suggesting that you compromise your morals or engage in unhealthy behavior?

Take time to think critically about the messages you send as well as those you receive. Be mindful when posting on Facebook or Twitter: Are you respecting the privacy of others when you tag them in photos? Are the messages in your status updates appropriate? Is it fair to re-tweet an embarrassing post that the author might regret having written? Remember, as both a consumer and a producer of media messages, it’s up to you to communicate competently and ethically.

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Abigail’s Multimedia Family

At the beginning of this chapter, we talked about teenager Abigail and the many types of mass and mediated communication that she and her family use in a single day, much of it at the same time. Consider Abigail’s media experiences in light of what you’ve learned in this chapter.

Abigail is experiencing media convergence. She combines traditional forms of mass media—television and books—with more interactive computer technology as she streams her favorite shows on the Internet and comments on fan blogs. Traditional media are still prominent, but these media interact with her use of texting and social networking. Even her “family time” with her brother is connected to media (video games and television), as is her schoolwork.
Because of all of the different forms of media that Abigail has access to, she can be very selective about what she uses and why. She is not likely to bother with content that she doesn’t like or want. Thus, media content creators (filmmakers, television producers, and so on) must be sure to include messages that appeal to her and others in her demographic group.
Abigail uses Facebook not only to make connections with her peers but also to contribute her own comments and feelings about cultural phenomena, such as the Hunger Games trilogy and the actor Joseph Gordon-Levitt. This cultural bonding may build social capital among her network of friends.