Mass Communication

Mass Communication

MASS COMMUNICATION THEORY Positivistic/PostPositivistic 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 societys 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

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