AUDIENCE THEORIES: USES, RECEPTION, AND EFFECTS

AUDIENCE THEORIES: USES, RECEPTION, AND EFFECTS

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 […]

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THE EMERGENCE OF CRITICAL AND CULTURAL THEORIES

Chapter#8: THE EMERGENCE OF CRITICAL AND CULTURAL THEORIES OF MASS COMMUNICATION

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 […]

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FOCUS ON FUNCTIONALISM AND CHILDREN

FOCUS ON FUNCTIONALISM AND CHILDREN

MOVING BEYOND LIMITED EFFECTS: FOCUS ON FUNCTIONALISM AND CHILDREN Functionalism Theoretical approach that conceives of social systems as living organisms whose various parts work, or function, together to maintain essential processes Communication systems theory Theory that examines the mass communication process as composed of interrelated parts that work together to meet some goal Social cognitive theory Theory of learning through interaction with the environment that involves reciprocal causation of behavior, personal factors, and environmental events THEORIES OF THE MIDDLE RANGE AND THE FUNCTIONAL ANALYSIS APPROACH Merton (1967, p. 68) described middle-range theory as follows: Middle-range theories consist of limited sets of assumptions from which specific hypotheses are logically derived and confirmed by empirical investigation. These theories do not remain separate but are consolidated into wider networks of theory. These theories are sufficiently abstract to deal with differing spheres of social behavior and social structure, so that they transcend sheer description […]

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THE RISE OF LIMITED-EFFECTS THEORY

THE RISE OF LIMITED-EFFECTS THEORY

THE RISE OF LIMITED-EFFECTS THEORY Two wars—one imaginary, one real—helped move mass communication theory away from notions of powerful and subversive mass media to a more moderate and benign view. The War of the Worlds researchers, led by Hadley Cantril, were part of a vanguard of social scientists who transformed our view of how media influence society. Within twenty years of Welles’s broadcast, the way many scholars looked at mass media had been radically altered. They no longer feared media as potential instruments of political oppression and manipulation, but instead portrayed mass communication as a relatively benign force with much potential for social good. Researchers gradually came to see media’s power over the public as limited—so limited that no government regulations were deemed necessary to prevent manipulation. limited-effects perspective The guiding idea that media have minimal or limited effects THE DEVELOPMENT OF LIMITED-EFFECTS THEORY The people who developed limited-effects theory […]

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Unpacking Political News

Unpacking Political News

Unpacking Political News The first portion of the chapter reviews the impact of journalistic routines on political news-gathering. The second part looks at the role played by organizational forces, a topic that brings us eyeball to eyeball with controversies involving Fox News. The third section explores the ways that an array of economic factors shape news. The final portion describes the complex ways that the larger political system influences news, particularly coverage of recent wars. MEDIA ROUTINES What are media routines? They are defined as “those patterned, routinized, repeated practices and forms that media workers use to do their jobs”. From a professional perspective, routines enable reporters to gain information efficiently, providing tried-and-true methods to determine which information should pass through the informational gates and which should be discarded. There are three key routines: (1) Ethically based and journalistic news values; (2) Reliance on sources; (3) Dependence on informational channels. […]

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Literature Review or What is Review of literature?

Literature Review

Review of literature What is a review of literature? What steps must you take in preparing to write a literature review? Writing the introduction Writing the body Writing the conclusion What is a review of literature? The format of a review of literature may vary from discipline to discipline and from assignment to assignment. A review may be a self-contained unit — an end in itself — or a preface to and rationale for engaging in primary research. A review is a required part of grant and research proposals and often a chapter in theses and dissertations. Generally, the purpose of a review is to analyze critically a segment of a published body of knowledge through summary, classification, and comparison of prior research studies, reviews of literature, and theoretical articles. What steps must you take in preparing to write a literature review? There are a number of steps to undertake […]

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Major Players of Satellites Communication

Satellites Communication Applications and Uses.

Major Players of Satellites Communication A communications satellite is an artificial satellite stationed in space for the purposes of telecommunications. Modern communications satellites use geosynchronous orbits, Molniya orbits or low Earth orbits. Geostationary orbits The geostationary orbit is useful for communications applications because ground based antennae, which must be directed toward the satellite, can operate effectively without the need for expensive equipment to track the satellite’s motion. Especially for applications that require a large number of ground antennae (such as direct TV distribution), the savings in ground equipment can more than justify the extra cost and onboard complexity of lifting a satellite into the relatively high geostationary orbit. The first geostationary communications satellite was Anik 1, a Canadian satellite launched in 1972. The United States launched their own geostationary communication satellites afterward, with Western Union launching their Westar 1 satellite in 1974, and RCA Americom (later GE Americom, now SES […]

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