Mass Communication Talk

Hypothesis in Mass Communication & Media Research Method

February 28, 2017 No Comments

Hypothesis in Mass Communication Research Method

Hypothesis: A hypothesis is a tentative statement about the relationship between two or more variables. A hypothesis is a specific, testable prediction about what you expect to happen in your study. A hypothesis predicts what the researchers expect to see, the goal of the research is to determine whether this guess is right or wrong. When conducting an experiment, researchers might explore a number of factors to determine which ones might contribute to the ultimate outcome. In many cases, researchers may find that the results of an experiment do not support the original hypothesis. When writing up these results, the researchers might suggest other options that should be explored in future studies. There are many ways to come up with a hypothesis. In many cases, researchers might draw a hypothesis from a specific theory or build on previous research. A hypothesis states what we are looking for. When facts are assembled, ordered and seen […]

Theories of Mass Communication

Different Media Theories Used in Mass Communication

February 28, 2017 No Comments

Mass communication Theories is the main stream subject of this era and Researchers a lot of research work is doing in this field.

Theories of Mass Communication

MEDIA AND CULTURE THEORIES: MEANING-MAKING IN THE SOCIAL WORLD

February 4, 2017 No Comments

MEDIA AND CULTURE THEORIES: MEANING-MAKING IN THE SOCIAL WORLD Symbolic Interactionism Symbolic Interactionism Theory that people give meaning to symbols and that those meanings come to control those people Social Behaviorism View of learning that focuses on the mental processes and the social environment in which learning takes place Symbolic interactionism was one of the first social science theories to address questions of how communication is involved with the way we learn culture and how culture structures our everyday experience. Symbolic interaction theory developed during the 1920s and 1930s as a reaction to and criticism of behaviorism, and it had a variety of labels until Herbert Blumer gave it its current name in 1969. One early name was social behaviorism. Unlike traditional behaviorists, social behaviorists rejected simplistic conceptualizations of stimulus response conditioning. They were convinced that attention must be given to the cognitive processes mediating learning. They also believed that […]

Theories of Mass Communication

THE ROLE OF MEDIA IN THE SOCIAL WORLDNCE THEORIES

January 30, 2017 No Comments

Chapter#10: AUDIEMEDIA AND SOCIETY: THE ROLE OF MEDIA IN THE SOCIAL WORLDNCE THEORIES: USES, RECEPTION, AND EFFECTS Information (Innovation) Diffusion Theory In 1962, Everett Rogers information/ innovation diffusion theory Theory that explains how innovations are introduced and adopted by various communities Meta Analysis Identifies important consistencies in previous research findings on a specific issue and systematically integrate them into a fuller understanding Early Adopters In information/ innovation diffusion theory, people who adopt an innovation early, even before receiving significant amounts of information Change agents In information/ innovation diffusion theory, those who directly influence early adopters and opinion leaders Strengths Weakness 1. Integrates large amount of empirical findings into useful theory 2. Provides practical guide for information campaigns in United States and abroad 1. Is linear and source-dominated 2. Underestimates power of media, especially contemporary media 3. Stimulates adoption by groups that don’t understand or want the innovation Social Marketing Theory […]

Theories of Mass Communication

AUDIENCE THEORIES: USES, RECEPTION, AND EFFECTS

January 30, 2017 No Comments

Chapter#9: AUDIENCE THEORIES: USES, RECEPTION, AND EFFECTS Audience Theories: From Source-Dominated to Active-Audience Propaganda theories are concerned with audiences. The power of propaganda resides in its ability to quickly reach vast audiences and expose them to the same simple but subversive messages. In these theories, the propagandist dominates the audience and controls the messages that reach it. The focus is on how propagandists are able to manipulate audiences using messages that affect them as the propagandist intends. Most are source-dominated theories. They center their attention primarily on message sources and content, not on the audiences the sources want to influence. As media theories have developed, this focus has gradually shifted. As early as the 1940s, the work of people like Herta Herzog, Paul Lazarsfeld, and Frank Stanton reflected at least the implicit concern for studying an active, gratifications-seeking audience. Lazarsfeld and Stanton (1942) produced a series of books and studies […]

Theories of Mass Communication

THE EMERGENCE OF CRITICAL AND CULTURAL THEORIES

January 27, 2017 No Comments

Chapter#8: THE EMERGENCE OF CRITICAL AND CULTURAL THEORIES OF MASS COMMUNICATION In this chapter, we will trace the emergence of theories directly addressing questions about the way media might produce profound changes in social life through their subtle influence on the myriad of social practices that form the foundation of everyday life. These new perspectives argued that media might have the power to intrude into and alter how we make sense of ourselves and our social world. Media could alter how we view ourselves, our relationship to others, even the image that we have of our body. Culture The learned behavior of members of a given social group CHANGING TIMES Media have become a primary means by which most of us experience or learn about many aspects of the world around us. Even when we don’t learn about these things directly from media, we learn about them from other people […]