Perception, Psychological Factors that Influence Perception in Mass Communication

Perception, Psychological Factors that Influence Perception in Mass Communication

Q.5:Define perception and identify some psychological factors that influence perception. Also highlight the role of perception in mass communication.   Perception: Much of the research showing that perception is influenced by assumptions has come from a group of researchers working at one time or another at Princeton University. These researchers, who have included Adelbert Ames, Jr., Hadley Cantril, Edward Engels, Albert Hastorf, William H. Ittelson, Franklin p. Kilpatrick, and Hans Tech, have presented what has been called the transactional view of perception. The concept is abstract and somewhat philosophical, but essentially it means that both the perceiver and the world are active participants in an act of perception (Tech & MacLean, 1962). The transactional thinkers have developed a number of convincing demon­strations that perception is based on assumptions. One of the most striking, invented by Adelbert Ames, Jr., is called the monocular distorted room. This room is constructed so that […]

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Use of Survey Research, Content analysis, Experimental Design and Case studies

Q.4:Explain why do researchers use survey research content analysis, experimental design and case studies in media research. How these techniques are different from one another?   Survey Research: The sample survey is used to answer questions about how a large number of subjects feel, behave, or are, especially with regard to variables that change over time. Survey research is the study of a portion or sample of a specific “population” (magazine subscribers newspaper readers, television viewers, the population of a community or state). If done according to statistical principles, generalizations can then be made from the sample to the population with a certain degree of assurance or confidence. A sample is less costly than a census, which is an enumeration of all the members of a population. A census allows statements to be made about actual population parameters. However, the sample, which is less costly than a census, forces the […]

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The Impact of New Technology on Communication Theory

In your view how does the new technology of communication influence mass communication theory and practice?  The Impact of New Technology on Communication Theory The new technologies are introducing many changes to mass communication, and communication theories must be developed or revised to keep up with the changes. One of the ways the new technology is affecting mass communication in general is by giving the user more control over the communication process. Cable television channels and videotapes give the audience member access to specialized programs and material, far beyond what is available on the three commercial television networks and public television. Videotext and Teletext offer the user a wide selection of news stories or other information. CompuServe, a computer information service that can be accessed through home computers, has 550,000 subscribers (Couzens, 1989). One CompuServe service called “Quest” gives users access to more than 700 data bases, each of them […]

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Theories of Mass Communication

What does communication theory deal with? What are those theories of mass communication which are relating to the concerns of users? Discuss the various hierarchies of media effects.   Mass communication is part skill, part art, and part science. It is a skill in the sense that it involves certain fundamental learnable techniques such as focusing a television camera, operating a tape recorder, and taking notes during an interview. It is an art in the sense that it involves creative challenges such as writing a script for a television documentary, developing a pleasing and eye-catching layout for a magazine advertisement, and coming up with a catchy, hard-hitting lead for a news story. It is a science in the sense that certain verifiable principles involved in making communication work can be used to achieve specific goals more effectively. Many people want to pigeonhole mass communication as involving one or two of […]

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Effects of Information Technologies

With the existing new technologies and innovations emerging every other day, the information technology is an increasingly interesting platform not just for developers, but also for all sorts of non-technical common people. With the need for making things easier in the daily life and with the technological advancements, more and more daily activities are shifting online. Having said this, the web can be a very useful tool as well as an intimidating proposition at the same time. Computer based technology and information systems are actually quite large and vast spread in their utility, have broader spectrum and details. For instance when anyone uses the web for browsing, sending or receiving e-mails, playing online games or even sharing multimedia files with others, all the data has to pass through a set of complicated networks and soft-wares. There are many processes involved that are responsible for management of such systems. The prime […]

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Communication satellite

Communications satellite is an artificial satellite stationed in space for the purpose of telecommunications. Modern communications satellites use a variety of orbits including geostationary orbits, Molniya orbits, other elliptical orbits and low (polar and non-polar) Earth orbits. For fixed (point-to-point) services, communications satellites provide a microwave radio relay technology complementary to that of communication cables. They are also used for mobile applications such as communications to ships, vehicles, planes and hand-held terminals, and for TV and radio broadcasting, for which application of other technologies, such as cable television, is impractical or impossible A satellite in a geostationary orbit appears to be in a fixed position to an earth-based observer. A geostationary satellite revolves around the earth at the same angular velocity of the earth itself, 360 degrees every 24 hours in an equatorial orbit, and therefore it seems to be in a fixed position over the equator. The launch of […]

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