Department Of Communication And Media Studies

Published Date: 02 Nov 2017

Student Name: 0……………………………………….………..…..

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Subject Name: Introduction to Mass Comm Programme: Diploma in Mass Comm

Subject Code: MCD 1013

Lecturer/Tutor: Timothy Chan

Assignment Number/Title: Media Diary

Due Date: 11 October 2012, Thursday

Assignment Weightage: 20%

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Intro to Mass Communication

(MCD 1013)

Name: Daryl Justin De Rozario

Student ID: 0106775

Semester / Year: Semester 1/ 2013

Department: Department of Communication and Media Studies

Outline

Thesis Statement: The psychological as well as the sociological impact of advertising media can shape thoughts of the audience regarding potential choices.

Chapter 1 Introduction

Overview

Objective of my research

Chapter 2 Literature Review

2.1 History of Mass Media

2.2 Revolution of Mass Media

2.3 Influence of Mass Media

Chapter 3 Methodology

3.1 Profile of subjects

3.2 Instrument used

3.3 Sample of collection

Chapter 4 Results and Discussion

4.1 Data Analysis

4.2 Limitation of Study

Chapter 5 Conclusion

Day/Time

Medium

Location

Activities

Intentional

Exposure?

Thoughts

Sunday

7.50-8a.m

iPod

My bed

Update myself on my friend’s check-ins on foursquare as well as Groupon deals

Intentional

Check-ins by friends help introduce the places they have been to me as well as certain great deals that are being sold on Groupon

Sunday

8-9.30a.m

Billboards, posters

LDP

Going to church

Unintentional

Along the LDP highway has a couple billboards like one about upcoming movies.

Sunday

9.30-10.30 a.m

Billboards, posters

Taman Megah

Went to have breakfast at a Restaurant

Unintentional

Saw a political campaign poster of a Minister’s wishes for upcoming Chinese New Year celebration.

Sunday

10.30 -11a.m

Billboards, poster

LDP

On the way to Paradigm Mall to have a movie marathon with friends

Unintentional

While on the way, I saw a Chili’s poster announcing its newly opened outlet at Paradigm Mall

Sunday

11a.m -3pm

Projector Screen

GSC cinema, Paradigm Mall

Watching movies with friends

Unintentional

Saw a couple advertisements about Hennessy, Coca Cola, & Nikon

Sunday

3.30 p.m-4p.m

Posters

Paradigm Mall

Having tea before heading home

Unintentional

Saw many poster promoting sales as well new eatery.

Chapter 1 Introduction

Overview

Mass Media consist of various means of conveying a message to a large group of people and as the technology advanced, more media channels have appeared to take over traditional mainstream media as such, the Internet. Such are known as broadcast media which transmit their information electronically consisting of the television, radio, short movies and film.

Traditionally, information is channeled through print media consisting of newspapers, posters, pamphlets, as well as magazines. The Internet media however triumphs the rest at this moment as it is able to reach a worldwide audience simultaneously within cost efficient methods as well as easy accessibility.

Also, there is another existing form of mass communication which is the outdoor media that consist of billboards, placards and signs that are placed strategically along major road ways, on buildings, moving vehicles as well as skywriting

With such existing channels for media to be delivered, there would be doubts whether the messages is successfully delivered to targeted audiences. Furthermore, understanding the advertisements would benefit from not falling for their marketing schemes.

1.2 Objective

The main objective of this research is to find out the exposure of mass media in my daily life by keeping track of the amount of media I encounter throughout the day. Last but not least, this research is also conducted to understand the influence of mass media onto myself in hopes of cultivating a more understanding society.

Chapter 2 Literature Review

2.1 History of Mass Media

The birth of mass communication can be traced back to the birth of written production that could store knowledge. With the invention of printing press, a new medium of communication was opened in a form of mass communication we recognize today. (Ramey, Carl R, 2007)

Print media is one of the oldest forms of media although it was deemed too expensive to be called mass medium as the lower classes of society could not afford printed materials such as books.

Newspapers on the other hand were developed to reach a mass audience directly with the invention of the high-speed rotary steam printing presses. The invention of the telegraph on the other hand changed the way information could be conveyed as it separates communication from transportation, allowing information to be transmitted instantaneously rather than wait to be transported from point A to point B. (Ramey, Carl R, 2007)

One of the greatest inventions yet is the invention of the Internet as now, messages can be conveyed wirelessly. Moreover, information can be stored in cloud, so there is no chance that information could be lost with connection. Furthermore, information can be transmitted in real time to a large group of audience cost effectively.

2.2 Revolution of Mass Media

The word revolution often means a sudden or a violent change however changes can also be subtle over years and even decades. Unlike many wars and overthrowing governments, information revolution creates changes whether intended or not that sticks, becoming a part of the ever-changing society.

Information revolution has been identified into six periods in Western history ranging from the Eight B.C to the near future. (Fang, Irving 1997) The first revolution has been characterized as the Writing Revolution mainly in Greece where writing is used to store knowledge so that the human mind is no longer constrain to limitation of memory.

The second revolution is known as the Printing Revolution with the invention of the high-speed rotary steam printing presses. With printed materials, information and messages is spread through many layers of the society. Printing also has helped in many fields such as personal alterations, religious, educational, economic, and political agenda. Printing then were marked as the beginning of the modern world.

The third revolution is known as the Mass Media, began with the invention of the telegraph changing the way messages can be conveyed to the masses where literacy came within reach. The fourth revolution then came to be known as the Entertainment Revolution when technology advancement allowing the creation of stored sound, affordable cameras as well as motion photography is made available. Stories were able to be conveyed from written material to a more audio and visual allowing the public to enjoy even further the entertainment constriction within the illiterate as well the literate.

The fifth revolution known as the Communication Toolshed Home allowing homes to become central location for receiving information as well as entertainment with the advancement of technology of telephone, broadcasted channels of television and radio. From that forth, media of communication have become inseparable from our lives with many worrying the effect it has on our daily lives.

The sixth known revolution is the Information Highway which is constructed as a convergence between computers, broadcasting, satellite as well as other visual technologies.

2.3 Influence of Mass Media

With the advancement in technology, growth within mass communication cannot be avoided that it shapes lives as well as destroys. So without doubt mass communication affects affect its audiences.

Various studies have shown that media nowadays does in fact affect public opinion. A study, shown by Becker, Anne E has shown in 1998, within 3 years since its first air programs on television has its effect on adolescent ethnic Fijian girls in a setting of rapid social and economic change.

Furthermore, there were other studies that shown that throughout our daily lives, media has insinuated its ideas into our consciousness at every turn many which shows unrealistic stereotypical perceptions. In certain views, the media has shown men and women are portrayed to be reflected according to socially reflected views of the gender.

One of the most common media’s portrayals of stereotypical gender role is the dependency of women on men. An example of this claim can be shown through Walt Disney’s animated film, The Little Mermaid whereby the mermaid quite literally gave up her identity as a mermaid in order to be acceptable to her human lover.

Chapter 3 Methodology

3.1 Profile of subject

In this media diary, the profile subject is me;

Daryl Justin De Rozario at the age of 22 years old is within the age of young adults mostly targeted by most mass communication companies because of the vulnerabilities as well as easily influenced. Also, as Asians in the Asian culture are known to be more emotional beings than their counterparts from the Western culture building a close relationships with brands that affects their lives.

3.2 Instrument used

The instrument used to record this media diary is my iPod as well as a notebook to capture my thoughts on various mass media I came across.

3.3 Sample of collection

As I did not possess a camera, I couldn’t record my findings through a visual understanding. Although one of the most memorable advertisement billboard I have seen as well as remember was in 2008, when a guy propose to his girlfriend at that time. Below is a picture of it back then.

billboardproposal.jpg

Chapter 4 Results and Discussion

4.1 Data Analysis

Having starting the day by checking my iPod which is connected to the Internet, I am able to see my friend’s check-ins at various places. This then introduces the idea or thoughts of trying out new places as it may well be an new eatery place or just a new place of entertainment. With the growth of technological application of Foursquare, newly opened business are able to promote themselves to a large audience cost effectively. Groupon also is a business application that help sells other small and large business products to a large audience. Not only do they sell products, they also sell services.

The time spent of highways especially when it is always congested is also strategically creative as people often spend a lot of time in the car not doing any other thing than looking out of their cars. This is proven when I have recorded my time spent on the LDP Highway for almost approximately 30 minutes even for a short distance depending on the traffic that day.

Cinemas on the other hand, are also one of a strategically creative way as most viewers are stuck in the cinema hall not knowing when the movie will start. One of the most memorable advertisements I have seen was the Heineken advertisement where a bunch of ladies were screaming when they saw a room filled with shoes and were cut short when they hear more high-pitched screaming coming from the other room, only to find the husbands screaming to a room filled with shoes. This advertisement plays on the stereotyping of men and women of beers and shoes respectively. Also, they play on the humor part of the audience’s brain. Psychologically effective as humans find things attractive when they can laugh to it.

4.2 Limitation of Study

Conducting this media diary, I have encountered many limitations to my study to better understand the mass media surrounding me. Firstly would be my lack of a camera to help me record my findings through a visual lens. Secondly is my limitation of memory power as a human being.

Thirdly, lack of evidential support throughout my study as this would not help make it credential other than having research material access.

Chapter 5 Conclusion

With this I would like to conclude my study of psychological and sociological impact of advertising media in our daily lives does in fact shape our choices regarding branding choice to purchasing of daily living products.