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Policy Issues Surrounding Broadcasting  

Hilde Van den Bulck

In Europe and elsewhere broadcasting is considered by some a “thing of the past,” and broadcasting policy subsequently as hard to develop or even no longer relevant. Broadcasting has indeed seen a considerable number of changes since its inception in the 20th century and this has created policy challenges brought on by the evolving market for audio-visual content, policymakers, and various stakeholders. In its early and “golden” years, broadcasting policies where incited by a social responsibility in thinking about the relationship between the media and the state, resulting mostly in public service broadcasting monopolies. In the 1980s these monopolies were replaced by a liberalization of broadcasting policies and markets which led to a multichannel, commercializing television landscape. Digitization and ensuing and ongoing convergence have further changed the media landscape in recent decades, questioning old boundaries between once distinct media types and markets and opening up traditional media markets to new players. As a result, the traditional process of production and distribution, the valorization of this work in the different phases hereof (the so-called value chain), and the accompanying distribution of costs and revenues (the business model) have been and are being subjected to considerable changes. For instance, “free-to-air,” that is, traditional linear broadcasting, has stopped being the only channel of distribution as “video-on-demand” (VoD), pay television, “over-the-top content”-services (OTT), and other platforms and services bring products to new and different markets, allowing for a diversification across several valorization “windows.” Broadcasting has evolved into an audiovisual industry which poses new challenges to media policymakers as the ex ante testing for new public services and signal integrity cases illustrate. Broadcasting thus is not so much dying as constantly transforming, posing ever new changes to policymakers.


Communicating about Genes, Health, and Risk  

Roxanne L. Parrott, Amber K. Worthington, Rachel A. Smith, and Amy E. Chadwick

The public, including lay members who have no personal or familial experience with genetic testing or diagnosis, as well as individuals who have had such experiences, face many intrinsic decisions relating to understanding genetics. With the sequencing of the human genome and genetic science discoveries relating genes to cancer, heart disease, and diabetes, the scope of such decisions broadened from prenatal genetic testing related to reproductive choices to genetic testing for contributors to common causes of morbidity and mortality. The decision about whether to seek genetic testing encompasses concerns about stigma and discrimination. These issues lead some who can afford the cost to seek screening through online direct-to-consumer sites rather than in clinical settings. Many who may benefit from genetic testing lack awareness of family health history that could guide physicians to recommend these diagnostic tests. Families may not discuss health history due to genetic illiteracy, with the public’s genetic illiteracy increasing their illness uncertainty and decreasing the likelihood that physicians will engage in conversations about personalized medicine with their patients. Physicians may nonetheless order genetic tests based on patients’ symptoms, during preoperative workups, or as part of opportunistic screening and assessment associated with a specific genetic workup. Family members who receive positive genetic test results may not disclose them to life partners, other family members, or insurance companies based on worries and anxiety related to their own identity, as well as a lack of understanding about their family members’ risk probability. For many, misguided beliefs that genes absolutely determine health and disease status arise from media translations of genetic science. These essentialist beliefs negatively relate to personal actions to limit genetic expression, including failure to seek medical care, while contributing to stereotypes and stigma communication. As medical science continues to reveal roles for genes in health across a broad spectrum, communicating about the relationships that genes have for health will be increasingly complex. Policy associated with registering, monitoring, and controlling the activities of those with genetic mutations may be coercive and target individuals unable to access health care or technology. Communicating about genes, health, and risk will thus challenge health communicators throughout the 21st century.



Nathan A. Crick

When John Dewey announced that communication was the most wonderful of all affairs, he recognized the centrality of communication within the tradition of American pragmatism. In other traditions of philosophy, such as idealism or empiricism, communication certainly played a role, but usually it was a secondary function of transmitting ideas from one mind to another. In idealism, ideas were discovered through intuitive revelation of the whole and only later expressed through transcendent eloquence, whereas in empiricism, particular data was attained purely by the senses and communication served a kind of documentary function of fact gathering. Pragmatism, however, inverted this traditional hierarchy. By arguing that the meaning of our ideas was only found in their effects and consequences in experience, particularly those consequences brought about through shared experience, pragmatists made communication both the origin and consummation of knowledge—regardless if that knowledge was practical, scientific, aesthetic, or social. Consequently, pragmatists believed that improving the quality of communication practices was central to improving not only the state of knowledge but the quality of our experience living together in a common world.


The ABCs of Media and Children: Attention, Behavior, and Comprehension  

Ellen A. Wartella, Alexis R. Lauricella, Leanne Beaudoin-Ryan, and Drew P. Cingel

This is an advance summary of a forthcoming article in the Oxford Research Encyclopedia of Communication. Please check back later for the full article. Children are and have been active media users for decades. Historically, the focus on children and media issues have centered on the concerns and consequences of media use, generally around violence. In the last 40 years, we have seen a shift to study children and media from a more holistic approach, to understand both the positive and negative relationships between children and media use. Further, the recognition of the very important developmental differences that exist between children of different ages and the use of grand developmental theories, including those by Piaget and Vygotsky, have supported the field’s understanding of the unique ways in which children use media and the effects it has on their lives. Three important constructs related to a more complete understanding of children’s media use are the ABCs (attention, behavior, and comprehension). The first construct, attention, focuses on the way in which children’s attention to screen media develops, how factors related to parents and children can direct or influence attention to media, and how media may distract attention. The second construct is the behavioral effect of media use, including the relationship between media use and aggressive behavior, but importantly, the positive effect of prosocial media on children’s behavior and moral development. Finally, the third construct is the important and dynamic relationship between media and comprehension and learning. Taken together, these constructs describe a wide range of experiences that occur within children’s media use.


Advertising and Persuasion  

Kevin D. Thomas

This is an advance summary of a forthcoming article in the Oxford Research Encyclopedia of Communication. Please check back later for the full article. When discussing the relationship between advertising and persuasion the focus typically centers on the intended effects of advertising, which include increasing brand awareness, piquing brand interest, promoting brand use, and fostering brand loyalty. As such, the impact of advertising and persuasion is generally discussed in terms of market metrics. Did the advertising campaign lead to increased brand awareness, more favorable attitudes toward the brand, or increased consumer trial or retention? Structuring the relationship between advertising and persuasion in such a narrow fashion dismisses the broad array of unintended social effects associated with advertising, such as how race, gender, class, and sexuality are perceived and lived. While the goals of advertising explicitly exist within the realm of marketplace economics, its pervasive use of cultural symbols as a tool of persuasion squarely places it beyond the confines of mere business logic and in the domain of social learning. So while the messages communicated by advertisers are deliberately designed to impact how individuals relate to brands, those same messages also influence how individuals perceive themselves and relate to each other. Given the ways in which advertising serves as a marketing tool and socialization agent, the depth and breadth of its persuasive reach can only be understood when the intended and unintended effects of its output are examined in tandem.


Drone Journalism, Privacy Law, and Journalism Ethics  

Courtney Barclay and Kearston Wesner

This is an advance summary of a forthcoming article in the Oxford Research Encyclopedia of Communication. Please check back later for the full article. Drones armed with cameras have allowed journalists to capture images from new perspectives and in places previously unreachable. Footage of volcanic eruptions, war-torn villages, and nuclear disaster areas have all been made possible with drone technology. However, this same technology presents risks to personal privacy. Since before Warren and Brandeis penned the oft cited Right to Privacy, newsgatherers have tested the boundaries of society’s notion of privacy. The development of new technologies at the time, such as the snap camera, made photography a faster, more efficient endeavor. Warren and Brandeis recognized that the increased photographic recording of society threatened individual privacy on a scale never before imagined. More than a century later, the use of new technology—drones outfitted with cameras and other imaging devices—has once again ignited debate over how to protect an individual’s privacy while ensuring journalists’ ability to gather news. The traditional remedy for intrusive journalism has been through tort law, which requires an individual to show that she or he had a reasonable expectation of privacy. By and large, these laws have favored journalists; however, that result is usually based on the fact that the newsgathering activity occurred in a public place rather than any recognition of the importance of newsgathering. State lawmakers have begun to address drone photography with a wide variety of approaches that would move away from this public place exception—from prohibiting photography over private property to prohibiting any photography without someone’s consent, even in a public place. The press has recognized the cost to individual privacy incurred by use of technologies such as drone photography. Professional codes of ethics instruct journalists to minimize harm to the public, requiring an “overriding” public interest to invade someone’s privacy. The Professional Society of Drone Journalists’ Code of Ethics addresses the additional responsibilities inherent to drone technology. Under this code, journalists should record only public spaces and delete any images of individuals in a private space. Drone technology represents only one of the latest developments in surveillance used for law enforcement, commercial enterprise, and journalism. However, its growth and the gaps in privacy tort law underscore the importance of strong codes of ethics that serve the interests of both newsgathering and individual privacy.


Facework and Culture  

Vail Fletcher

This is an advance summary of a forthcoming article in the Oxford Research Encyclopedia of Communication. Please check back later for the full article. Facework represents an important mediation of the intersection between an individual’s private self-conception and the individual’s need to cooperate—or not—in a society, especially at the interpersonal and organizational levels of communication. More clearly, facework builds on the notion of a metaphorical ‘face’, which represents how an individual is viewed—that is, respectfully or not—by others in an interaction. Facework is, then, in its basic form, the interpersonal skills or strategies (i.e., work) needed to maintain or elevate, and in some cases, hinder, others’ perception of an individual’s right to deserve respect. Culture mediates this interaction even further by dictating whose face an individual should be most concerned (i.e., face-concern) with during an interactional exchange. For example, individualistic cultures (e.g., United States, Canada, Germany) prioritize that individuals generally should be most concerned with protecting their own sense of respect (i.e., self-face) while interacting or in conflict, while collectivistic cultures (e.g., China, South Korea, Japan) prioritize the focus on maintaining the other individual’s (i.e., other-face) sense of dignity and respect in an interaction. Yet, individuals in either individualistic or collectivistic cultures may also choose to try to enact concern with both themselves and others in an interaction (i.e., mutual-face). Other iterations of facework strategies and/or concerns—all at least partially mediated by cultural values and social norms—have emerged, including: face-negotiating, face-constituting, face-compensating, face-honoring, face-saving, face-threatening, face-building, face-protecting, face-depreciating, face-giving, face-restoring, and face-neutral. Notions of face and facework has also given rise to several face-oriented communication theories such as Face-Negotiation Theory (FNT), which aims to examine and predict, generally, how individuals in various cultures might negotiate and manage conflict(s) and conflict styles. Original understandings of face are primarily grounded in Erving Goffman’s sociological work on facework and Penelope Brown and Stephen Levinson’s Politeness Theory, works that have been used to examine and compare communication practices in multiple intercultural and cross-cultural contexts.


Media Literacy  

Renee Hobbs

This is an advance summary of a forthcoming article in the Oxford Research Encyclopedia of Communication. Please check back later for the full article. The concept of media literacy has been circulating in the United States and Europe since the beginning of the 20th century as a means to acknowledge the set of knowledge, skills, and habits of mind required for full participation in a contemporary media-saturated society. The concept continues to morph and change as a result of rapid changes in digital media, mass media, social media, popular culture, and society. There are a number of competing approaches to media literacy in the United States and around the world. But the acquisition of digital and media literacy competences cannot be conceptualized merely as a set of technical and operative skills; rather, these competencies are embedded in a process of cultural change. Empowerment and protection have long been identified as the two overarching themes in the media literacy education community, reflecting a dynamic and generally productive tension between those who see media literacy education as a means to address the harms, risks, and challenges of growing up in a media and technology-saturated cultural environment and those who see media literacy as a tool for personal, social, cultural, and political empowerment. Contributing to these distinctive perspectives is the rise of a community of scholars and practitioners who conceptualize media literacy as an expansion of literacy, which has traditionally been understood as the sharing of meaning through spoken and written language. Media literacy can also be understood as a form of advocacy or as a social movement, aimed in particular at young adults, children, and parents; many see it as a specialized academic field associated with either media studies or education. A set of key concepts and core principles have been developed as a result of increased contact among members of the media literacy community, through national and international conferences and increased publication in academic journals. These concepts emphasize the relationship between authors and audiences, messages and meanings, and representation and reality. Among educational practitioners and scholars, an interest in media literacy pedagogy has developed to explore how critical analyses of media texts, tools, and technologies are integrated into elementary, secondary, and higher education, as well as in libraries, museums, and other informal learning settings. As media literacy has entered the education and cultural system, a number of policy issues have emerged. The rise of media literacy in Europe, led by a mandate from the European Commission, has exacerbated an interest in examining policy issues that either support or limit the implementation of media literacy education in relation to economic development or the preservation of cultural heritage. Today, media literacy initiatives occurs in many nations; it is evident that differences in cultural values, press freedoms, media systems, education structures, education policy, and media technology all shape the specific direction, goals, implementation, and assessment of media literacy initiatives.


Political Entertainment: Historical Traditions and Contemporary Genres  

Heather LaMarre

This is an advance summary of a forthcoming article in the Oxford Research Encyclopedia of Communication. Please check back later for the full article. The term “political entertainment” refers to a broad category of literature, media, and performance art in which politics and entertainment are comingled. Because of its varied and complex nature, there is no singular definition for political entertainment. However, to be considered as such, the content should have a primary or secondary political focus and generally include implicit or explicit references to socio-political issues. Within political entertainment expository, rhetorical and narrative structures are used to offer socio-political information, commentary, or critique. The content ranges from historical accounts to contemporary issues and often includes some type of moral imperative, civics lesson, policy preference, or desired outcome. Sometimes the purpose is simply to entertain, while other times the purpose is to engage, inform, or persuade mass audiences. Moreover, political entertainment is multi-functional, offering audiences a variety of ways to consume hedonic and eudaimonic political content. In recent decades, there has been a marked increase in political entertainment such as documentaries, fictional dramas, historical reenactment films, political music, animated series, and online videos. These forms range from short films, one-time events, and single audio tracks to feature length films, serial productions, and full television series. On a global scale, political podcasting has become increasingly infused with entertainment. Sometimes referred to as alternative or emergent media, political satirists and public opinion leaders use online formats to offer entertaining political commentary and social critique outside the bounds of traditional media systems. Additionally, made-for-cable, online, and on-demand outlets such as original HBO and Netflix series are quickly gaining ground as alternative political entertainment formats. The mixing of entertainment and news has also created a popular form of political entertainment known as soft news, infotainment, or news hybrids. These take the form of morning and daytime talk shows, online and cable news programs, radio, television, and podcast opinion shows, etc. With the increase in partisan political news and the proliferation of subscription-based outlets, it has become increasingly difficult to separate traditional news and opinion from news hybrids and related forms of political entertainment. The roots of political entertainment can be traced back to ancient Egypt, Greece, and Rome, wherein satire (the earliest known form) was found in literature, graphic, and performing arts. Satire, as the forbearer of political entertainment, was traditionally studied from a humanist tradition and remains an important aspect of literary studies. Contemporary political entertainment research has broadened to include multiple disciplinary perspectives, mediated formats, cross-cultural orientations, and international viewpoints. Modern political entertainment literature traverses the humanities and social sciences, offering critical, qualitative, and quantitative assessments of the nature, content, and impact these media have on different democratic societies.


Tourism and Intergroup Communication  

Hiroshi Ota

This is an advance summary of a forthcoming article in the Oxford Research Encyclopedia of Communication. Please check back later for the full article. Tourism connects people across geographical, chronological, and cultural borders. In Henri Tajfel’s terms, it is a prime example of intergroup process where collective and interpersonal factors play major roles. People become tourists to fulfill their self-derived motivations, including sensation-, novelty-, and pleasure-seeking, or even good will. Their motivations to travel are influenced by group-related factors, such as media portrayals of the destination and the sense of connectedness to the place of visit. Moreover, contextual variables, such as the presence of diplomatic relations or the level of peace and security, should indicate whether the borders are permeable and open to the tourists, and if the destination is accessible as a viable option for them to visit. Needless to say, simply wanting to be different from one’s everyday selves or desiring to be in a different environment are legitimate reasons for one to be a tourist. Tourists have contact with other people at various phases of their travel to and from their destinations. Through contact, tourists as guests communicate with their hosts, who are local residents of the destination and tourism-related service providers. Guest-host contact often takes place in limited contexts, and tends to be fleeting, non-intimate, and power-structured, often cast in a “they-us” frame. However, such contact can ultimately bring important social consequences to the tourists and to the destination. Communication accommodation holds an important key to some of the major outcomes of host-guest contact. Accommodation involves adjustment of one’s linguistic and non-linguistic behaviors during communication for smooth interaction and social approval from others. Successful contact through accommodation can bring positive outcomes to the communicators such as an increase in positive attitudes toward the other and advances in intercultural communication competence, while exploitation, deception, and maintenance of power-differentiated relations are also likely associated with communication accommodation. Likewise, contact between tourists and local residents has potential to contribute to long-term changes in the macro cultural milieu of the destination, including the resurgence or erosion of the traditional culture and languages, increased presence of foreign languages, and building of peaceful relationships between societies, all of which in turn become precursors to the further development of tourism.