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Teaching Mass Communication in the Era of Convergence with Richard Campbell and Christopher Martin

Macmillan Learning・2 minutes read

Teaching media history is essential to understanding the evolution of media and predicting future trends, with examples like online news platforms and cloud-based music services driving the shift. Integrating media history with media literacy enhances critical thinking skills and student engagement, especially in discussing current events and adapting to modern media habits like Twitter and Spotify.

Insights

  • The history of mass media provides valuable insights for predicting future trends, such as the shift towards online newspapers like annarbor.com and the dominance of major companies like Amazon, Google, and Apple in music distribution and publishing.
  • Integrating media history with media literacy is crucial for enhancing students' critical thinking skills and ability to analyze and critique media content effectively, with a focus on balancing historical context and engaging discussions while adapting teaching methods to modern media habits like using Twitter for assignments and discussions.

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Recent questions

  • How has technology impacted teaching history?

    Technology has rapidly evolved, posing challenges in education.

  • What are examples of media convergence in history?

    Ann Arbor News becoming annarbor.com showcases online shift.

  • Why is understanding media history important?

    Media history knowledge is crucial for students and businesses.

  • How has media consumption changed over time?

    Niche markets replace mass communication in media consumption.

  • What role does storytelling play in media consumption?

    Storytelling is essential in exploring generational differences in media.

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Summary

00:00

Challenges and trends in media history.

  • Teaching history in the age of convergence poses challenges due to rapid technological changes.
  • The history of mass media provides insights into predicting future trends.
  • Examples like Ann Arbor News becoming annarbor.com showcase the shift to online newspapers.
  • Convergence is not new and has historical roots, such as early radio and music convergence.
  • Amazon's success selling books online highlights the convergence of old and new media.
  • Understanding media history is crucial for students and businesses.
  • The shift from wired to wireless technology is evident in media history.
  • Niche markets and fragmented audiences are replacing mass communication.
  • Cable TV news reflects a return to a highly partisan era in media.
  • Storytelling and narratives are essential in exploring common ground and generational differences in media consumption.

16:45

Digital Transformation in Media and Entertainment Industry

  • In 2003, Reggie launched a successful legitimate music download service, paving the way for legal MP3 services and transforming the music industry.
  • The shift towards cloud-based music services is imminent, where music will be accessed and owned digitally without physical files.
  • Major companies like Amazon, Google, and Apple are becoming dominant in music distribution, mirroring the changes seen in the TV and film industries.
  • Television viewing is evolving towards online streaming services like Netflix, Hulu, and network streaming, impacting traditional cable providers.
  • The cable industry is facing challenges as consumers demand a la carte channel selection, similar to how music consumption has shifted.
  • The rise of online book sales, led by Amazon and the Kindle, has revolutionized the publishing industry, with other tech giants like Apple and Google entering the market.
  • Amazon's foray into publishing ebooks has disrupted traditional publishing models, akin to the historical vertical integration seen in the movie industry.
  • The significance of content delivery mediums versus content itself is a key question in media literacy, prompting discussions on the impact of digital versus physical content.
  • Media literacy plays a crucial role in teaching critical thinking skills, especially in understanding the historical context and evolution of media.
  • Integrating media history with media literacy enhances students' ability to analyze and critique media content effectively, setting the stage for advanced media literacy courses.

31:50

Engaging Students Through History and Media Trends

  • Balancing history and theory in a 100-level class is a challenge, ensuring both facts and engaging discussions are covered.
  • Teaching the concept of hegemony in a basic class was difficult, using examples like the state income tax situation in Tennessee to illustrate why people act against their economic interests.
  • Connecting historical events like the marketing of tobacco as "freedom for women" to concepts like hegemony and PR helps make history engaging for students.
  • Incorporating current events into classes, like discussing movie industry trends or media scandals, helps students relate to course material.
  • Students spending excessive time on Facebook is a recent concern, highlighting the need to adapt teaching methods to engage with modern media habits.
  • Engaging students in discussions about social media and using them as resources to understand current trends is beneficial for both teachers and students.
  • Students sharing their knowledge about new media platforms like Spotify or Twitter can enrich class discussions and keep the curriculum relevant.
  • Twitter is becoming more popular among students than Facebook, with its use in journalism and political campaigns being discussed in classes.
  • Incorporating Twitter into assignments, like live-tweeting events or using hashtags for discussions, can enhance student engagement, especially in online classes.
  • Addressing challenges in covering all chapters of a textbook by focusing on key interests and ensuring students read all chapters, even if some topics are not fully covered in class.

47:43

Enhancing Student Ownership in Honors Class

  • In an honors class, the instructor assigns students to introduce main themes and contemporary issues from chapters at the beginning of each class, enhancing student ownership and preparation.
  • A new intro to research methods class has been added to the department, making research methods less crucial, with flexibility to focus more on major events if needed.
  • The instructor struggles with adding new content, like a separate chapter on video games, relying on students' expertise and experiences to lead discussions on such topics.
  • The impact of WikiLeaks on news media and the role of journalists in circulating information is discussed, with references to Bill Keller's work and the importance of freedom of information in journalism.
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