MASS COMMUNICATION.

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Presentation transcript:

MASS COMMUNICATION

THEORY Positivistic/Post-Positivistic Law-like & causal Interp./Critical shapes the way we view. Is a lens

THEORIES OF MASS COMMUNICATION Cultivation Theory (Wood, 2008) Uses & Gratification (Wood, 2008) Spiral of Silence Theory (West & Turner, 2007) Media Ecology Theory (West & Turner, 2007)

THEORIES OF MASS COMM Cultivation Theory - Gerbner Cultivation – a cumulative process by which TV fosters beliefs about social reality

CULTIVATION THEORY 2 mechanisms Mainstreaming Resonance

ASSUMPTIONS OF CULTIVATION THEORY TV is different from other forms of mass media TV shapes our society’s way of thinking & relating The influence of TV is limited

USES & GRATIFICATION THEORY – Katz, Blumer & Gurevitch

USES & GRATIFICATION Reasons for Use Passing Time Companionship Escape Diversion Personal Identity Connection to other Separation Excitement Obtaining Info

ASSUMPTIONS OF USES & GRATIFICATION Audience is active & its media use is goal oriented Link to need gratification to medium choice goes to audience Media compete for need satisfaction Value judgments of media content can only be assessed by audience

SPIRAL OF SILENCE THEORY ‘ Elisabeth Noelle-Neumann

SPIRAL OF SILENCE Media influence is gradual If in majority - encouraged If in minority – discouraged Ergo – majority ideas are discussed

ASSUMPTIONS OF SPIRAL OF SILENCE THEORY Society threatens deviant ind. with isolation & fear of isolation is prevalent Fear causes ind. to assess climate of opinion Public behavior is affected by public opinion assessment

MEDIA ECOLOGY THEORY Marshall McLuhan

MEDIA ECOLOGY Technology affects life

MARSHALL MCLUHAN “The medium is the message.”

ASSUMPTIONS OF MEDIA ECOLOGY Media infuse every act and action in society Media fix our perception & organize our experiences Media tie the world together