Download Theories of Mass Comm | COMM 3200 - THEORIES OF MASS COMMUNICATION and more Quizzes Theories of Communication in PDF only on Docsity!
Why is Comm. Studies interdisclipnary in
nature?
It borrows from Psych, Lit, Linguistics, Phil, Journ, Comp Sci,
all different kinds of disciplines of studies.
TERM 2
Critical Theory
DEFINITION 2 (Marxism) the origins are usually found in the work of the Frankfurt School, but there are several variants, especially the cultural and the political economy forms. The first of these has been associated with structural and semiological interpretations of texts and also with audience reception analysis and ethnography. The second has generally engaged with issues of structure ad ownership and control of the media. Critical theory is often regarded as an alternative to empirical, behaviourist, or scientific approaches to the study of mass media. Its by definition normative, involving notions of an alternative and better form of society and media system. TERM 3
Communication Process
DEFINITION 3
(Harold D Lasswell) Who says what? On through which
channel? To whom? With that effect?
TERM 4
Mediation
DEFINITION 4 an alternative to the idea of cause and effect, we can consider the media to provide occasions, links, channels, arenas and platforms for information and ideas to circulate. By way of the media, meanings are formed and social and cultural forces operate freely according to various logics and with no predictable outcome. The process of mediation inevitably influences or changes the meaning received and there is an increasing tendency for reality to be adapted to demands of media presentation rather than vice versa. TERM 5
S-R Model
DEFINITION 5
Stimulus Response (Psych.) VVVV Sender Receiver
(Audience) (Comm.) This model is outdated Tends to give too
much power to sender Emphasis on 1-way comm., too linear
5 Key Words in Mass Comm.
1. Sender 2. Message 3. Channel: Comm. Chanel Mass Media newspaper, TV, radio, internet 4. Medium : Must reach many it uses tech devices source and destination 5. Feedback: In mass Comm. a. Content mass message what is communicated? b. Form mass media how is the message communicated? TERM 7
4 kinds of theories
DEFINITION 7
1. Social Scientific: General statements/ understandings based on systematic and objective observation of media and other factors (computer software) 2. Normative: how media should be operated based on social values (could be very political) (different cultures different norm) 3. Operational: practical ideas collected and used by media workers in their work 4. Everyday/Commonsense knowledge based on the personal experience with media TERM 8
levels of comm study
DEFINITION 8 International communication- comes at the top Intercultural communications- communication between different cultures Mass communication- communication on societal level, larger scale Interpersonal communication- communication between two or more people Intrapersonal communication- communication between yourself [within] TERM 9
Quantitative
DEFINITION 9
its quick and efficient. It is number- based. It is an industry-
dominant method.
TERM 10
Qualitative
DEFINITION 10
It is a human based [ex- film review.] It is more of a human
experience, more in- depth.
Cultural Studies (Cont.)
organization of the conditions of production -text- based
studies- can be anything as long as you assign it a meaning -
studies of lived culture--- follow anthropology tradition
(ethnographic, historic, semiotic looks at how people are
encultured or contextualized)
TERM 17
Classic Marxism
DEFINITION 17
big system theory for social change. It stresses economic
ownership. It supports the power theory of media control and
class interests. For example, false consciousness and surplus
value. [ example of this: telling miners to be content]
example of surplus value [exploitation] It emphasized change
of society, a war on material structure.
TERM 18
Neo Marxism
DEFINITION 18
Focuses more on idealogies [its more pragmatic.] than on
material structures. It wants more of a change in the social
system and still emphasizes media ideological effects.
Emphasize less on material social change. They fought for
the rights of the neglected.
TERM 19
Chicago school-
DEFINITION 19 It is an American school. Some of the scholars are Robert Park, Herbert Blumer, G.H. Mead, Thomas Dewey, and others. It addressed the concerns of the large scale of immigration from Europe in the 1900s- 1920s It highlighted social cohesion & integration. [unifying] They advocated that the entire country should unite as one. They claimed that mass media were a potential force of for a new kind of cohesion----powerful force to unite nation. Example: Why not use media to educate immigrants? TERM 20
Chicago School (Cont.)
DEFINITION 20
They claimed that mass media were a potential force of for a
new kind of cohesion----powerful force to unite nation.
Example: Why not use media to educate immigrants?
Frankfurt School- school of Communication
It is a German school. It is strongly influenced by Marxism. They would think America media is oppressive because it is too commercialized. They tried to find problems in the system. FF Insitute of Social Research--- Marxist schoolcritical theory They promote alternative views and see dominant commercial culture and media as being manipulative & oppressive. The leading scholars are: Theodor Adorno, Max Horkheimer, Herbert Marcuse, Leo Lowenthal, Jurgen Harbermas They contribute to the critical analysis of modern culture & society. Example; they find malpractices in the media The disadvantages: 1. They have no universal research method. 2. They spend more time highlighting the problems, but not enough time finding a solution. TERM 22
Frankfurt School (cont.)
DEFINITION 22
They contribute to the critical analysis of modern culture &
society. Example; they find malpractices in the media The
disadvantages: 1. They have no universal research method.
2. They spend more time highlighting the problems, but not
enough time finding a solution.
TERM 23
4 Models of Communication
DEFINITION 23
- transmission--- info transfer [i-phone, internet] - really appropriate to media activities which are instructional, informational, propagandist in purpose 2. rit ritual or expressive [ anthropology]--- shared understanding and beliefs. Emphasizes comm religious practices. Better able to capture which elements include art, drama, and the many symbolic uses of communication. Also applies to reality tv formats. Publicity [advertising/ PR model]- grip public attention w/ one direct economic goal [industry- oriented] Reflects central media goals of attracting audiences for purposes of prestige or income. It covers media activity that is engaged in advertising and PR TERM 24
4 Models of COmm (Continued)
DEFINITION 24 Reflects central media goals of attracting audiences for purposes of prestige or income. It covers media activity that is engaged in advertising and PR. 1. Reception - encoding [assign meaning to something put meaning into text] and decoding [deciphering the meaning]--- how polysemic [ multiple] meanings from a media text. Reminds us that the seeming power of media to mold, express, or capture is partly illusory since the audience in the end disposes. TERM 25
4 models of communication (cont.)
DEFINITION 25
How to use reception model to see how much people
respond to tv? 1. how the producers try to capture/ entertain
the audience
Dominant paradigm--- (p.
Whatever is main stream Ex: west- centered theory--- liberal but linear Functionalistic Quantitative researchindustry dominant A liberal pluralist Media effects on audiences are direct and linear Media viewed either as a potential social problem or means of persuasion Is still with us, still fits the conditions of contemporary media operat. TERM 32
Alternative Paradigm
DEFINITION 32
Focuses more on human experience Qualitative methods---
(good complimentary method to quanitative method)
Political or ideological concerns Rejection of the transmission
model of communication Adoption of the interpretive and
constructionist perspective Wide concern with inequality and
sources of opposition in society
TERM 33
Functionalism
DEFINITION 33
Satisfy social needs and wants Focus on maintaining status
quo Maintain social order Conflict: not address social
problems
TERM 34
Transmission Model
DEFINITION 34
preferred perspective of media industry
TERM 35
What is mass media?
DEFINITION 35
1. Print media and broadcast media (audio and video) 2. New
(electronic) media--- telematics media (computer based),
digital media 3. New media--- trend originated in Japan
