Prepared by Kyo ZapantaFor COM 630Studying Theory, Doing Research1What Theory is

What Theory is Not

References are not theories

Data are not theories

Variables are not theories

Diagrams are not theories

Hypotheses are not theoriesIntegrating Theory and Research

(1) Theory as paradigm

What do we believe exists? (Ontology)

How can we know reality? (Epistemology)

How can we produce reliable and valid knowledge? (Methodology)

How can we collect data? (Methods)

(2) Theory as lens

(3) Theory as new knowledgeModels of Social ResearchThinking Quantitatively and Qualitatively

QuantitativeDeals with figuresAttempts to generalizeObjectiveDeductive

QualitativeSeeks to understanddeals with experiencesSubjectiveInductiveTheory of Media vs. Theory of Society

Social TheoryUsed to interpret social phenomenon

Media TheoryUsed to interpret media phenomenon in relation to societyExamples of Social Theory

Functionalist TheoryEvery part has a role or function

Liberal TheoryFreedom of individual; reason over anything

Conflict Theorysocial change due to struggle in opposing views (conflicts)

POVERTY (functionalist)serves as an incentive Encourage people to work harder

POVERTY (liberal)Problem that reflect our incomplete state of developmentWill vanish when we improve

POVERTY (conflict)Imposed and reflects power among social groups Will continue until those harmed enforce changeExamples of Media Theory

(1) Effects Theorywhat the media do to the audience

Copycat murderDaniel Bartlam, copied Coronation Street villain John Stape

Moral Panicsituation is out of control in some way, and represents a threat to the moral order

(2) Uses and Gratification Theorywhat the audience does with the mediaSELF ACTUALIZATION creativity, pursue inner talent, fulfillmentESTEEM acceptance, valued by othersBELONGING LoveSAFETY/SECURITY Finance, healthPHSYIOLOGICAL air, water, food, clothing, shelter

Why People Use Media InformationPersonal Identityintegrationentertainment

(3) Reception Theorywhat the audience do to mediaMessage is polysemic

Audience Decode Media DifferentlyDominant/Preferred > shared ideologiesNegotiated > share some ideologiesOppositional > rejects the code

What affects decision to accept or reject?MoodAgeLife experienceCultureBeliefGenderconcerned with what the mediaoughtto be doing in society rather than what they actually do.

Six Normative Theories of Mass Media

Authoritarian TheoryMedia is controlled by a ruling groupCan be invoked under extreme condition

Libertarian TheoryComplete freedom of public expressionMedia is representative agency or watchdogNo censorship

Social Responsibility TheoryMedia is accountable to societyMedia is free but with obligationsMedia should represent all social groups

Soviet Communist Press TheoryCommunist PressNo profit motiveMedia should act in the interest and control of the working class

Development Media Theorymedia freedom, should be subordinated to requirements of economic, social and political developmentThere is no bad newsBad news must be treated very carefully

Democratic Participant TheoryThe new media trends and developments in the worldIt stands for defense against commercialization and monopolyResistant to centralism and bureaucracyThe Changing Times

New Media (McLuhan 1950s)this revolution produced classrooms without wallsHis formulations became prophetic for Internet Utopians in the 1990sMcLuhan was wired long before the editors of Wired magazine were born. WIRED Magazine

Second Media Age (1990s)declared the end of broadcast and the rise of interactive networkseveryone is able to be a broadcaster. (Gilder)audiences and consumers simply would not tolerate the passivity demanded of themenabling a system of multiple producers, distributors, and consumers

Media Convergencethe Internet will be allDigitalization as basis for convergence (Owens, Negroponte, Gilder)Digital platform as the basis for interoperability thru common language (Jenkins, Kittler)erasing the very notion of medium itself (Kittler

Areas of concernContent Reliability Integrity and e-commerceImmediacy and ErratumPhoto ManipulationCommunity Publishing