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5 - Era of media ethics and governance (New landscape after 50's…

- - - - Church
      - Commons
      - Lord
  - - - freedom vs. protection (e.g.: horror movie flyer)
- - - - formal responsibilities
      - bound by law (like citizens)
      - rules are framed negatively
      - no effective external pressure, thus no rules, thus most ruthless survive
    - - Two concepts
        
        Traditional mass concept
        
        mass has political, military and economic power
        
        problem: individually smart people act stupid in group
        
        masses need to be controlled with mass comm
        
        mass has to be won over, kept busy and entertained
        
        mass fickle, prone to spontaneous outbursts
        
        Cultural approach
        
        groups are grounded in social reality more than masses
        
        group: based on emotions and sense of belonging
        
        this is not how reality works
        
        groups have more power in media relations than masses
        
        criticises traditional mass concepts
        
        from unitary (one mass) to pluralism model (many different groups that overlap)
        
        about communication: needed to connect with people and to belong to a group and to calibrate with these groups
        
        groups are created by communication and maintained by culture
        
        Main elements
        
        result of communication
        
        changing
        
        shared experience
        
        follows fixed patterns
        
        communicated of time/space via text/symbols/rituals
        
        Mass concept
        
        social contract between rules and citizens
        
        people that live in country are a mass that can be governed with mass comm
  - - - social obligations
      - responsibility: how to behave responsible
      - self-regulation: come up with own rules/ideals
    - - room and fear for government interference
      - no complete freedom
      - professional codes of conduct needed #