We also discuss the opportunities mass communication and culture offer us and the responsibilities that come with those opportunities. We investigate how communication works, how it changes when technology is introduced into the process, and how differing views of communication and mass communication can lead to different interpretations of their power. In this chapter we define communication, interpersonal communication, mass communication, media, and culture and explore the relationships among them and how they define us and our world. In fact, like 60% of Americans, you're involved with media on your smartphone first thing in the morning, even before you get out of bed (Hunter, 2014).

It's not yet 9:00, and already you're involved in mass communication. You walk to class together, talking about last night's The Walking Dead episode. Hopping off the bus at the campus stop, you run into your friend Chris. You fire up your tablet and bury yourself in Snapchat, Twitter, and your favorite news app, scanning the lead stories and the local news and then checking out Doonesbury and Garfield. Rejecting that as a film choice for the weekend, you sit down next to a teenager listening to music on his Beats headphones and playing a video game. As the bus rolls up, you can't help but notice the giant ad on its side: another Transformers movie. No time for breakfast you grab a Nature Valley granola bar and your tablet and head for the bus stop. You need to talk to your roommate about cleaning up!Īfter showering, you quickly pull on your Levi's, lace up your Nike cross-trainers, and throw on an Under Armour jacket. As you head toward the bathroom, your bare feet slip on some magazines littering the floor-Wired, Rolling Stone, People. You stop for a moment and listen: The economy is showing stronger signs of rebounding, brightening the employment picture for new college grads several states are considering providing free high-speed Internet to all students to improve their access to the digital world chaos continues to sweep across the Middle East and you deserve a break today at McDonald's.

In the living room, you find your roommate has left the television on. Unbeatable Price!'īefore you get up, though, you take a quick pass at Facebook and Instagram. But before you do, she adds, listen to a few words from your friends at Best Buy electronics, home of fast, friendly, courteous service-'Expert Service. It's Beyoncé, the last few bars of 'Hold Up.' The upbeat DJ shouts at you that it's 7:41 and you'd better get going.

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