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MASS COMMUNICATION

MASS COMMUNICATION. THEORY. Positivistic/Post-Positivistic 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)

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MASS COMMUNICATION

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  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 COMMCultivation 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 THEORYMarshall 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

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