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LANGUAGE OF RADIOAND
MEDIA THEORIES
Roselle Nicodemus
Julienne Vega
Arade Villena
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Language of Radio
Descriptive
Precise
Repetitive An element of nowness (Hilliard, 1967)
Permits its audience a subjective as well as an
objective orientation
Entertaining
Relatable
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Theories on Media Effects
CULTIVATION THEORY
Developed by George Gerbner
Media cultivates social paranoia
Violence as a part of everyday life Viewer profile (television types)
Heavy viewer: watches TV for four hours or more
Light viewer: less time spent watching TV, more selective
(turns off TV after having watched a show that they like)
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CULTIVATION THEORY
Gerbners Findings
1) Chances of involvement with violence
2) Fear of walking alone at night
3) Perceived activity of the police
4) General mistrust of people: Mean World
Syndrome
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CULTIVATION THEORY
Mainstreaming
The process of
blurring, blending and
bending that heavyviewers undergo
TV homogenizes its
audience
Resonance
First hand experiences
on violence are
resonated throughsymbolic interpretation
on screen
Real life=TV,
TV=violent, reallife=violent
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CULTIVATION THEORY
Fear: a paralyzing emotion
Worry can make people prisoners in their own
homes, change the way they vote, affect how they
feel about themselves Heavy TV viewing affects a persons world view
Therefore, it is important who gets to tell the stories
within a culture
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AGENDA SETTING THEORY
Developed by Maxwell McCombs and Donald
Shaw
Watergate incident
The media does not tell us what to think, but what to
think about (agenda setting function)
We look to professionals for cues on where to focus
our attention
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AGENDA SETTING THEORY
Observation: people only attend to news that does
not threaten their established beliefs
People who have a willingness to let the media
shape have a high need for orientation (index ofcuriosity).
Who sets the agenda for media? The gatekeepers
of media or the media elite
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SPIRALOF SILENCETHEORY
Pioneered by Elisabeth Noelle-Neumann
Refers to the increasing pressure people feel to concealtheir views when they think they are the minority andability of people to openly express themselves when
they are the majority Fear of isolation
Media mutes the minority while it glorifies majority
At the same time media can make the majority look like
a minority Minorities that are unafraid of being isolated have the
chance of swaying and molding public opinion
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SPIRALOF SILENCETHEORY
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MAGIC BULLETTHEORY OR THE
HYPODERMIC NEEDLETHEORY
Media injects information into the audiences heads
Treats the audience as passive receptors of information
Shapes peoples opinions, manipulates their thoughts
States that the audience will take in and believe anything
the media shares
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SYMBOLICINTERACTIONISMGeorge Herbert Mead
Humans acts toward people or things on the basis of the meanings they assign to
those people or things.
-Herbert Blumer
Meaning is not inherent in an object but, instead, it is based on
how we interpret the world, and make use of symbols around us
Language, symbolisms and social interaction allow us to
formulate concepts and thought processes
Basically refers to the effects of language of the one who
speaks to the one who hears
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SEMIOTICSRoland Barthes
Discipline studying everything which can be used in order to lie, because ifsomething cannot be used to tell a lie, conversely it cannot be used to tell the truth;
it cannot, in fact, be used to tell at all.
-Umberto Eco
Process of interpreting signs, the meaning of sign relation
Connotation - seemingly straightforward, but subtlycommunicates ideological or connotative meaning
Reality as a system of signs
SIGNIFIER (physical form, image) + SIGNIFIED (meaning
associated with image) = SIGN (inseparable combination of
signifier and signified)
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Theories on Influence
SOCIAL JUDGEMENTTHEORY
The amount of discrepancy between the position advocated and the
stance of the listener is what makes or breaks a persuasive attempt.
Attitude scale on our minds.
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Peoples perceptions are altered dramatically by
group membership. Different person espousing the same position may
differ considerably in their tolerance around this
point.
Ego-involvement refers to how crucial an issue is in
our lives.
Once weve judged a new message to be within our
latitude of acceptance, we will adjust our attitudesomewhat to accommodate that new input.
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COGNITIVE DISSONANCETHEORY
C.D. The distressing mental state that people feel when they findthemselves doing things that dont fit with what they know, or having
opinions that do not fit with other opinions they hold.
The tension of dissonance motivates us to changeeither our behavior or our belief in an effort to avoid
that distressing feeling.
Belief and attitude changes that take place because
of cognitive dissonance.
Not only do we tend to listen to opinions and select
materials that are consistent with our existing beliefs,
we usually choose to be with people who are like us.
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Selective Exposure Prevents Dissonance
Mass media have a minimal effect on their audience . Because
the audience tends to turn a blind eye to information.
People tended to select information that lined up with what
they already believed and ignored facts or ideas that ran
counter to those beliefs.
Postdecision Dissonance Creates a Need for Reassurance
Motivates us to seek reassuring information and social support
for our decision.
Minimal Justification for Action Induces a Shift in Attitude
A claim that the best way to stimulate an attitude change in
others is to offer just enough incentive to elicit counterattitudinal
behavior.
Compliance without inner conviction.
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POLITICALECONOMY VIEW
IDEOLOGY. Meaning in the service of power.
Here, Marx directly links ideology to the ruling class, which derives itspower from its control of capital.
The role of the media here is that of legitimation through theproduction of false consciousness, in the interests of the class whichowns and controls the media.
Ownership is considered the primary means through which the rulingclass exerts control over media institutions.
A political economy approach leads us to expect that capitalist-owned media decisions and content will tend to favor those witheconomic power.
Media content is a cultural commodity of a capitalist system.
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Variations in Ideology by Funding Source
Altschull starts with the assumption that media reflect theideology of those that finance them, or pay the piper.
Whether the press is called free or state-controlled, it reflects
the ideology of the paymaster.
Instrumental Variation of Political Economy The media can be considered an important elite power
group.
The business class has mobilized to stave off public opinion and
the possible consequences of additional government regulation.These strategies take advantage of the professional
occupational routines of journalists to further the corporate
ideology.
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Elite News Source Structure
By relying on repeatable formulas, entertainment programsencourage a feeling of social stability resistant to substantial
social change.
Prefers recurring format of balancing commentators or guests
that present any disagreement within an adequate comfortzone.
A Propaganda Model
Media serve the dominant elite.
Carrying out their function is said to recquire systematicpropaganda.
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Herman and Chomskys 5 news filters:
(1) the size, concentrated ownership, owner wealth, and profitorientation of the dominant mass-media firms;
(2) advertising as the primary income source of the mass media;
(3) the reliance of the media on information provided by government,business and 'expert' funded and approved by these primary sources andagents of power;
(4) 'flak' as a means of disciplining the media; and
(5) 'anti-communism' as a national religion and control mechanism.
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The government is able to produce great quantities of
authoritative news through its vast information staff, andcorporations have large budgets for public relations efforts that
effectively subsidize the cost of information gathering for the
media (Gandy, 1982).
The conservative critique of media bias grants major power to
the journalists who makes news decisions, leading right-wing
media research to focus on documenting individual political
bias among the gatekeepers.
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References:
Aspinall, Richard. Radio Programme Production; a Manual for Training. Paris:
Unesco, 1973.Hilliard, Robert L., ed. Radio Broadcasting: An Introduction to the Sound Medium.
Hastings House, 1967.
Henneke, Ben G. The Radio Announcer's Handbook. New York: Rinehart, 1948.
The Spiral of Silence Theory. Communication Theory. 2010.http://communicationtheory.org/the-spiral-of-silence-theory/. Retrieved
November 14, 2011.The Spiral of Silence Theory. Changing Minds. 2011.
http://changingminds.org/explanations/theories/spirals_silence.htm. RetrievedNovember 14, 2011.
Spiral of Silence Theory in Mass Communication Context. Honors: Spring 2001Capstone Workbook. 2001.http://www.uky.edu/~drlane/capstone/mass/spiral.htm. Retrieved November
14, 2011.Shoemaker, Pamela J. (1996). Mediating the Message: theories of influences onmass media content2ndEdition. Whiteplains,N.Y.: Longman, c1996
Griffin, Emory. (2009.) A First Look at Communication Theory 7th Edition.N.Y.10020, McGraw Hill Companies, Inc.