Download - MASS COMMUNICATION
![Page 1: MASS COMMUNICATION](https://reader035.vdocument.in/reader035/viewer/2022062218/56816820550346895dddb020/html5/thumbnails/1.jpg)
MASS MASS COMMUNICATIONCOMMUNICATION
![Page 2: MASS COMMUNICATION](https://reader035.vdocument.in/reader035/viewer/2022062218/56816820550346895dddb020/html5/thumbnails/2.jpg)
THEORYTHEORYPositivistic/Post-Positivistic/Post-PositivisticPositivistic– Law-like & causalLaw-like & causal
Interp./CriticalInterp./Criticalshapes the way shapes the way we view. Is a lenswe view. Is a lens
![Page 3: MASS COMMUNICATION](https://reader035.vdocument.in/reader035/viewer/2022062218/56816820550346895dddb020/html5/thumbnails/3.jpg)
THEORIES OF MASS THEORIES OF MASS COMMUNICATIONCOMMUNICATION
Cultivation Theory (Wood, 2008)Cultivation Theory (Wood, 2008)Uses & Gratification (Wood, 2008)Uses & Gratification (Wood, 2008)Spiral of Silence Theory (West & Spiral of Silence Theory (West & Turner, 2007)Turner, 2007)Media Ecology Theory (West & Media Ecology Theory (West & Turner, 2007)Turner, 2007)
![Page 4: MASS COMMUNICATION](https://reader035.vdocument.in/reader035/viewer/2022062218/56816820550346895dddb020/html5/thumbnails/4.jpg)
THEORIES OF MASS COMMTHEORIES OF MASS COMMCultivation Theory - GerbnerCultivation Theory - Gerbner
Cultivation – a Cultivation – a cumulative process cumulative process by which TV fosters by which TV fosters beliefs about social beliefs about social realityreality
![Page 5: MASS COMMUNICATION](https://reader035.vdocument.in/reader035/viewer/2022062218/56816820550346895dddb020/html5/thumbnails/5.jpg)
CULTIVATION THEORYCULTIVATION THEORY2 mechanisms2 mechanisms
– MainstreamingMainstreaming
– Resonance Resonance
![Page 6: MASS COMMUNICATION](https://reader035.vdocument.in/reader035/viewer/2022062218/56816820550346895dddb020/html5/thumbnails/6.jpg)
ASSUMPTIONS OF CULTIVATION ASSUMPTIONS OF CULTIVATION THEORYTHEORY
TV is different from other forms of TV is different from other forms of mass mediamass mediaTV shapes our society’s way of TV shapes our society’s way of thinking & relatingthinking & relatingThe influence of TV is limitedThe influence of TV is limited
![Page 7: MASS COMMUNICATION](https://reader035.vdocument.in/reader035/viewer/2022062218/56816820550346895dddb020/html5/thumbnails/7.jpg)
USES & GRATIFICATION USES & GRATIFICATION THEORY – Katz, Blumer & THEORY – Katz, Blumer &
GurevitchGurevitch
![Page 8: MASS COMMUNICATION](https://reader035.vdocument.in/reader035/viewer/2022062218/56816820550346895dddb020/html5/thumbnails/8.jpg)
USES & GRATIFICATIONUSES & GRATIFICATIONReasons for UseReasons for Use– Passing TimePassing Time– CompanionshipCompanionship– EscapeEscape– DiversionDiversion– Personal IdentityPersonal Identity– Connection to otherConnection to other– Separation Separation – ExcitementExcitement– Obtaining InfoObtaining Info
![Page 9: MASS COMMUNICATION](https://reader035.vdocument.in/reader035/viewer/2022062218/56816820550346895dddb020/html5/thumbnails/9.jpg)
ASSUMPTIONS OF ASSUMPTIONS OF USES & GRATIFICATIONUSES & GRATIFICATION
Audience is active & its media use is Audience is active & its media use is goal orientedgoal orientedLink to need gratification to medium Link to need gratification to medium choice goes to audiencechoice goes to audienceMedia compete for need satisfactionMedia compete for need satisfactionValue judgments of media content Value judgments of media content can only be assessed by audiencecan only be assessed by audience
![Page 10: MASS COMMUNICATION](https://reader035.vdocument.in/reader035/viewer/2022062218/56816820550346895dddb020/html5/thumbnails/10.jpg)
SPIRAL OF SILENCE THEORY ‘SPIRAL OF SILENCE THEORY ‘Elisabeth Noelle-NeumannElisabeth Noelle-Neumann
![Page 11: MASS COMMUNICATION](https://reader035.vdocument.in/reader035/viewer/2022062218/56816820550346895dddb020/html5/thumbnails/11.jpg)
SPIRAL OF SILENCESPIRAL OF SILENCEMedia influence is Media influence is gradualgradual
– If in majority - If in majority - encouragedencouraged
– If in minority – If in minority – discourageddiscouraged
Ergo – majority ideas Ergo – majority ideas are discussedare discussed
![Page 12: MASS COMMUNICATION](https://reader035.vdocument.in/reader035/viewer/2022062218/56816820550346895dddb020/html5/thumbnails/12.jpg)
ASSUMPTIONS OF SPIRAL OF ASSUMPTIONS OF SPIRAL OF SILENCE THEORYSILENCE THEORY
Society threatens deviant ind. with Society threatens deviant ind. with isolation & fear of isolation is isolation & fear of isolation is prevalentprevalentFear causes ind. to assess climate of Fear causes ind. to assess climate of opinionopinionPublic behavior is affected by public Public behavior is affected by public opinion assessmentopinion assessment
![Page 13: MASS COMMUNICATION](https://reader035.vdocument.in/reader035/viewer/2022062218/56816820550346895dddb020/html5/thumbnails/13.jpg)
MEDIA ECOLOGY THEORYMEDIA ECOLOGY THEORYMarshall McLuhanMarshall McLuhan
![Page 14: MASS COMMUNICATION](https://reader035.vdocument.in/reader035/viewer/2022062218/56816820550346895dddb020/html5/thumbnails/14.jpg)
MEDIA ECOLOGYMEDIA ECOLOGY
Technology affects Technology affects lifelife
![Page 15: MASS COMMUNICATION](https://reader035.vdocument.in/reader035/viewer/2022062218/56816820550346895dddb020/html5/thumbnails/15.jpg)
MARSHALL MCLUHANMARSHALL MCLUHAN
““The medium is the The medium is the message.”message.”
![Page 16: MASS COMMUNICATION](https://reader035.vdocument.in/reader035/viewer/2022062218/56816820550346895dddb020/html5/thumbnails/16.jpg)
ASSUMPTIONS OF MEDIA ASSUMPTIONS OF MEDIA ECOLOGYECOLOGY
Media infuse every act and action in Media infuse every act and action in societysocietyMedia fix our perception & organize Media fix our perception & organize our experiencesour experiencesMedia tie the world togetherMedia tie the world together