RTF Blog Assignment # 3- Technological Change

     One of the main forces that shaped the influence of the radio industry in the 1920s is technological change. Technological change seems to be the most influential force of the radio industry in this time due to the formation of the wireless communications medium.  Radio was indeed the first wireless communications medium.  A man named Guglielmo Marconi developed basic principles of electromagnetism in the 19^th century in which our technology industry uses today.  This includes broadcast television and cell phones.

     Technological change has influenced the media in our world tremendously throughout history.  The printing press is one of the earlier examples of technological change in our society.  The printing press enabled mass communication, and the mass production of printed media.  Moreover, this early breakthrough in technology influenced future communication technology to be created, such as the radio.  Furthermore, technological change is continuing to be a driving force in media industries to this day.

     In the 1920s, technological change affected the evolution of the U.S radio system throughout World War 1.  During World War 1, the U.S Navy took over all radio.  This then forced manufacturers to pool patents in order to improve equipment.  The patent pool allowed the technological improvements of radio to become available to the public.  Instead of radio be used by an operator, it became wireless due to the technological changes.  Eventually, the creation of over 500 radio stations emerged in this decade.

-Here is an image of a man in World War 1 using Marconi wireless equipment.

http://www.google.com/imgres?imgurl=http://www.mhs.ox.ac.uk/marconi/exhibition/images/In%2520the%2520trenches%2520sml.jpg&imgrefurl=http://www.mhs.ox.ac.uk/marconi/exhibition/worldwarone.htm&usg=__0neyzTbr7j_RpVgSXmeetSwqY1s=&h=500&w=434&sz=147&hl=en&start=0&sig2=pjP3-ZFkxkne41KFKn2DNQ&zoom=1&tbnid=XE4KgG0tCvwwHM:&tbnh=144&tbnw=125&ei=CLKfTMSmGIj6swPd753WAQ&prev=/images%3Fq%3Dradio%2Bworld%2Bwar%2B1%26hl%3Den%26biw%3D1280%26bih%3D666%26gbv%3D2%26tbs%3Disch:1&itbs=1&iact=hc&vpx=315&vpy=163&dur=483&hovh=241&hovw=209&tx=100&ty=125&oei=CLKfTMSmGIj6swPd753WAQ&esq=1&page=1&ndsp=19&ved=1t:429,r:1,s:0

Blog Assignment #2- Cultivation Theory

     There are numbers of examples in which demonstrate the relations between the media’s worldview and real-life experiences.  A term that clearly defines these relations is known as cultivation theory.   “Cultivation theory argues that mass media exposure cultivates a view of the world that is consistent with mediated “reality” (Straubhaar, LaRose, Davenport 417).

     For example, a survey was given to tabloid news readers and broadsheet news readers.  A tabloid is a smaller, local, newspaper that covers entertainment.   Crime stories are included in these newspapers a long with gossip columns.   While broadsheet newspapers consists of a much larger format which covers more news rather than just entertainment.  The survey showed that 43% of tabloid readers believe crime has increased greatly over time while only 26% of broadsheet news readers believed so.  The survey also pointed out that tabloid readers were more than twice as likely to fear being mugged as broadsheet readers.  This example clearly shows the concept of cultivation theory due to the view created by the mass media on the tabloid readers.  Furthermore, there seems to be a correlation between the exposure of violent crimes on tabloid readers, and their real-life views/experiences of violent crime.  While on the other hand, very little exposure to violent crimes on the broadsheet readers caused them to be less affected by the media's world view.  Since the fears of being victims of crime increased significantly on the tabloid readers compared to the broadsheet readers, the tabloid readers’ real-life experiences confirmed the media’s view of violent crime.

http://www.guardian.co.uk/media/2003/jul/17/pressandpublishing.politics

Blog Assignment #1

     The concept of hegemony consists of an underlying consensus controlled by the people who own the means of production.  In doing so, the people who own major corporations can maintain their domination through the use of hegemony.  The media is greatly influenced by the concept of hegemony due to the underlying consensus being portrayed in today’s advertisements.  The media reflects the ideas given by the owners of major corporations.  Furthermore, I now have a better understanding of advertisements through the concept of hegemony. 

     After watching the crest advertisement below, I can see how the concept of hegemony was used within the commercial.  There are hidden messages in the advertisement which show women’s arousal to the product of Crest.  The Crest advertisement below(see link) shows Ryan Seacrest getting ready to work on a set with another woman.  During the process of him getting ready he uses the product Crest to help make his breath smell good.  As he is using the product there is a written message at the bottom of the screen that says, “Whitens teeth by removing surface stains.”  Later on in the advertisement it is easy to tell that this isn’t the only message that is being displayed. Once Ryan is shown on the set with the other woman, the woman becomes aroused due to Ryan’s teeth and breath.  In doing so, the woman moves closer into Ryan as he speaks.  Therefore, the hidden message in this commercial is dealing with woman’s arousal to the product of Crest.

     Examples like this commercial help me better understand how hegemony is used in today’s media.  Whenever I think of the term “hegemony,” I think of the ability of major corporations to control the underlying messages in today’s media.  These corporations affect the advertisements in our media by helping determine what is shown to the consumers of our economy.

http://www.youtube.com/watch?v=fuYQrCvPv_4