"MEDIA and PERSUASIVE WRITING"
MEDIA and PERSUASIVE WRITING Defining media Traditional definition focuses on messages that originate from some institutional sources, travel through some channel and reach a large anonymous audience. Current environment, previously constrained by cost, individuals can now offer messages inexpensively thru Internet. Components of the media Media sources - the specific person or groups of people who produces messages for audiences. Media channel- the means used to transmit a message, including spoken words, print, TV, or Internet. Media content- the programming carried by a media channel and produced by a media source or organization. Components of the media News media- a specific type of media organization that is concerned with reporting on the state of current events. News- the content produced by news media. Media audience- the group of people who can potentially receive media content. Media- the web of message transmission. Sensory experience of media 1. Visual symbols 2. Music and auditory symbols. 3. Subliminal persuasion NEWSPAPER…it’s contribution to the persuasion process. 1. Use of wire services has shaped newspaper coverage.Strong agenda-setting by them. 2. Consolidation of ownership. Sacrifices news quality and sensationalize the news for profit. 3. Widespread presence of newspaper on the Internet. So audiences are becoming larger and heterogeneous. Speed of transmission. RADIO… contribution to the persuasion process Talk radio, Internet radio, satellite radio. TALK RADIO - fosters a sense of community for its listeners and gives them an opportunity to say what they have in their mind. TV… contribution to the persuasion process 1. Technological advances. Persuaders have more opportunity now to reach narrowly defined audiences. Eg: color, cable, video cassettes, direct- broadcast satellite systems. TV… contribution to the persuasion process 2. Cognitive effects. TV has changed the way we view time and space. TV has changed the way we process information TV… contribution to the persuasion process 3. Social Influence TV has become the most constant learning environment. It mirrors and leads society. TV has forced persuaders to use a style appropriate to it. INTERNET… contribution to the persuasion process 1. Can communicate instantly.Can even see the person. Exposed to other’s culture. Outcome- society becomes fractured, persuaders must adapt their traditional methods. 2. Gives more control over information- processing. Use hyperlinks- skip INTERNET… contribution to the persuasion process 3. Internet technology allows interactivity. Persuasive message sources has the ability to hear and respond to their users. (e-mail talk hosts; log on our votes on surveys) 4. Persuaders are able to target specific audiences. Convergence of Media The integration of voice, video and data technologies. Different media sources are combined into a vast network. TV & radio networks broadcast on the Net, newspaper and magazine are online. Impact of convergence media 1. Allows users immediate access to vast libraries of information 2. Allows mass customization. 3. Emphasizes the symbolic, mediated nature of the environment.