1. MASS COMMUNICATION

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

3. 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)

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

5. CULTIVATION THEORY
2 mechanisms
Mainstreaming
Resonance

6. 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

7. USES & GRATIFICATION THEORY – Katz, Blumer & Gurevitch

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

9. 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

10. SPIRAL OF SILENCE THEORY ‘ Elisabeth Noelle-Neumann

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

12. 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

13. MEDIA ECOLOGY THEORY Marshall McLuhan

14. MEDIA ECOLOGY
Technology affects life

15. MARSHALL MCLUHAN
“The medium is the message.”

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