DOCSLIB.ORG

Media Influence: Communication Theories

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Media Influence: Communication Theories MEDIA INFLUENCE: COMMUNICATION THEORIES Hypodermic Needle Agenda Setting Reinforcement Theory Uses & Gratification Encoding/Decoding Theory Function Theory Theory YEAR 1920 - 1940 1972 1960 1974 1980 THEORIST Various Maxwell McCombs Joseph Klapper Jay Blumler Stuart Hall Donald Shaw Elihu Katz OVERVIEW A linear communication theory This theory suggests that the Klapper argued that the The Uses and Gratification Stuart Hall’s which suggests that the media media can’t tell you what to media has little power to Theory looks at how people Encoding/Decoding Theory has a direct and powerful think but it can tell you what influence people and it just use the media to gratify a suggests that audience influence on audiences, like being to think about. Through a reinforces our pre-existing range of needs – including derive their own meaning injected with a hypodermic process of selection, omission attitudes and beliefs, which the need for information, from media texts. These needle. and framing, the media have been developed by personal identity, meanings can be focuses public discussion on more powerful social integration, social dominant, negotiated or particular issues. institutions like families, interaction and oppositional. schools and religion entertainment. organisations. AUDIENCE Audiences are passive and Audiences are active but, Audiences are active and Audiences are active and Audiences are active in homogenous, this theory does not when it comes to making exist in a society where they can have power over the decoding media account for individual differences. important decisions like who are influenced by important media. If people don’t messages. They can to vote for, they draw on social institutions. This theory watch a television program, accept or reject parts of information that is particularly considers the total situation. it won’t rate and it will be the text based on their salient at the time. taken off the air. personal beliefs or attitudes. EVIDENCE This theory is often supported by Typically, evidence In ‘The Effects of Mass Uses and Gratification The idea of early moral panics, including the supporting this theory shows a Communication’, Klapper theorists examine what encoding/decoding is not Orson Welles War of the Worlds correlation cites hundreds of studies that people do with the media supported by evidence. It is broadcast in 1938. Presented in between the number of news support his theory, including a and maintain that the best a way of thinking about the the form of a news bulletin, this stories on an issue and how 1948 study which revealed way to find out is by asking communication process broadcast led some to believe important people think the that voters were predisposed audiences. A recent study which prioritises audience that the world was being invaded issue is. McCombs cites a to opinions and beliefs held of how young people use and culture. This theory by martians. The belief that the study that by their families, including social networking - ‘Hanging shifts our attention to the media has a direct and powerful revealed in the early 1980s one young man who said he out, messing around and reception of media texts effect on audiences was also there was a correlation was going to vote geeking out’ - took this and how meaning is supported by the Payne Fund between the rise in 'ailing Democratic because his approach, asking young created. studies. economy' headlines and grandfather would skin him if people how and why they poor consumer sentiment. he didn’t. use social networking sites. STRENGTHS Although many people still talk The way people receive The strength of this theory is Uses and Gratification is an Only three decoding about the media in this way, this media is changing, instead of that it moves the discussion approach to studying the positions. These three WEAKNESS theory is disregarded as an mainstream media like about media influence away media, rather than a theory categories are not outdated way of thinking about newspapers and television, from the assumption of influence. It has been supported by empirical media influence. Audiences are people now get information that the media has a direct criticised for its vague evidence. The theory does more active than this theory from the internet. Does this and powerful influence on definition of important consider the importance of suggests. affect the media’s ability to audiences, considering the concepts. culture in determining set agendas? total situation. dominant messages. .
Load more

Recommended publications
  • Instructional Communication 8 the Emergence of a Field
    Instructional Communication 8 The Emergence of a Field Scott A. Myers ince its inception, the field of instructional communication has Senjoyed a healthy existence. Unlike its related subareas of communi- cation education and developmental communication (Friedrich, 1989), instructional communication is considered to be a unique area of study rooted in the tripartite field of research conducted among educational psychology, pedagogy, and communication studies scholars (Mottet & Beebe, 2006). This tripartite field focuses on the learner (i.e., how students learn affectively, behaviorally, and cognitively), the instructor (i.e., the skills and strategies necessary for effective instruction), and the meaning exchanged in the verbal, nonverbal, and mediated messages between and among instructors and students. As such, the study of instructional com- munication centers on the study of the communicative factors in the teaching-learning process that occur across grade levels (e.g., K–12, post- secondary), instructional settings (e.g., the classroom, the organization), and subject matter (Friedrich, 1989; Staton, 1989). Although some debate exists as to the events that precipitated the emer- gence of instructional communication as a field of study (Rubin & Feezel, 1986; Sprague, 1992), McCroskey and McCroskey (2006) posited that the establishment of instructional communication as a legitimate area of scholarship originated in 1972, when the governing board of the Inter- national Communication Association created the Instructional Communi- cation Division. The purpose of the Division was to “focus attention on the role of communication in all teaching and training contexts, not just the teaching of communication” (p. 35), and provided instructional communication researchers with the opportunity to showcase their scholarship at the Association’s annual convention and to publish their research in Communication Yearbook, a yearly periodical sponsored by the Association.
    [Show full text]
  • Social Scientific Theories for Media and Communication JMC:6210:0001/ 019:231:001 Spring 2014
    Social Scientific Theories for Media and Communication JMC:6210:0001/ 019:231:001 Spring 2014 Professor: Sujatha Sosale Room: E254 AJB Office: W331 AJB Time: M 11:30-2:15 Phone: 319-335-0663 Office hours: Wed. 11:30 – 2:30 E-mail: [email protected] and by appointment Course description and objectives This course explores the ways in which media impact society and how individuals relate to the media by examining social scientific-based theories that relate to media effects, learning, and public opinion. Discussion includes the elements necessary for theory development from a social science perspective, plus historical and current contexts for understanding the major theories of the field. The objectives of this course are: • To learn and critique a variety of social science-based theories • To review mass communication literature in terms of its theoretical relevance • To study the process of theory building Textbook: Bryant, J. & Oliver M.B. (2009). Media Effects: Advances in Theory and Research. 3rd Ed. New York: Routledge. [Available at the University Bookstore] Additional readings will be posted on the course ICON. Teaching Policies & Resources — CLAS Syllabus Insert (instructor additions in this font) Administrative Home The College of Liberal Arts and Sciences is the administrative home of this course and governs matters such as the add/drop deadlines, the second-grade-only option, and other related issues. Different colleges may have different policies. Questions may be addressed to 120 Schaeffer Hall, or see the CLAS Academic Policies Handbook at http://clas.uiowa.edu/students/handbook. Electronic Communication University policy specifies that students are responsible for all official correspondences sent to their University of Iowa e-mail address (@uiowa.edu).
    [Show full text]
  • COMMUNICATION STUDIES 20223: Communication Theory TR 11:00-12:20 AM, Moudy South 320, Class #70959
    This copy of Andrew Ledbetter’s syllabus for Communication Theory is posted on www.afirstlook.com, the resource website for A First Look at Communication Theory, for which he is one of the co-authors. COMMUNICATION STUDIES 20223: Communication Theory TR 11:00-12:20 AM, Moudy South 320, Class #70959 Syllabus Addendum, Fall Semester 2014 Instructor: Dr. Andrew Ledbetter Office: Moudy South 355 Office Phone: 817-257-4524 (terrible way to reach me) E-mail: [email protected] (best way to reach me) Twitter: @dr_ledbetter (also a good way to reach me more publicly) IM screen name (GoogleTalk): DrAndrewLedbetter (this works too) Office Hours: TR 10:00-10:50 AM & 12:30 PM-2:00 PM; W 11:00 AM-12:00 PM (but check with me first); other times by appointment. When possible, please e-mail me in advance of your desired meeting time. Course Text: Em Griffin, Andrew Ledbetter, & Glenn Sparks (2015), A First Look at Communication Theory (9th ed.). New York: McGraw-Hill. Course Description From TCU’s course catalog: Applies communication theory and practice to a broad range of communication phenomena in intrapersonal, interpersonal and public communication settings. You are about to embark on an exciting adventure through the world of communication theory. In some sense, you already inhabit this “world”—you communicate every day, and you may even be very good at it. But, if you’re like me, sometimes you might find yourself wondering: Why did she say that? Why did I say that in response? What there something that I could have said that would have been better? How could I communicate better with my friends? My parents? At school? At work? If you’ve ever asked any of these questions—and it would be hard for me to believe that there is anyone who hasn’t!—then this course is for you! By the end of our time together, I hope you will come to a deeper, fuller understanding of the power and mystery of human communication.
    [Show full text]
  • Introduction to Communication Theory ❖ ❖ ❖
    01-Dainton.qxd 9/16/2004 12:26 PM Page 1 1 Introduction to Communication Theory ❖ ❖ ❖ recent advertisement for the AT&T cellular service has a bold A headline that asserts, “If only communication plans were as simple as communicating.” We respectfully disagree with their assess- ment. Cellular communication plans may indeed be intricate, but the process of communicating is infinitely more so. Unfortunately, much of popular culture tends to minimize the challenges associated with the communication process. We all do it, all of the time. Yet one need only peruse the content of talk shows, classified ads, advice columns, and organizational performance reviews to recognize that communication skill can make or break an individual’s personal and professional lives. Companies want to hire and promote people with excellent communi- cation skills. Divorces occur because spouses believe that they “no longer communicate.” Communication is perceived as a magical elixir, one that can ensure a happy long-term relationship and can guarantee organizational success. Clearly, popular culture holds paradoxical views about communication: It is easy to do yet powerful in its effects, simultaneously simple and magical. 1 01-Dainton.qxd 9/16/2004 12:26 PM Page 2 2 APPLYING COMMUNICATION THEORY FOR PROFESSIONAL LIFE The reality is even more complex. “Good” communication means different things to different people in different situations. Accordingly, simply adopting a set of particular skills is not going to guarantee success. Those who are genuinely good communicators are those who under- stand the underlying principles behind communication and are able to enact, appropriately and effectively, particular communication skills as the situation warrants.
    [Show full text]
  • Communication Theory and the Disciplines JEFFERSON D
    Communication Theory and the Disciplines JEFFERSON D. POOLEY Muhlenberg College, USA Communication theory, like the communication discipline itself, has a long history but a short past. “Communication” as an organized, self-conscious discipline dates to the 1950s in its earliest, US-based incarnation (though cognate fields like the German Zeitungswissenschaft (newspaper science) began decades earlier). The US field’s first readers and textbooks make frequent and weighty reference to “communication theory”—intellectual putty for a would-be discipline that was, at the time, a collage of media-related work from the existing social sciences. Soon the “communication theory” phrase was claimed by US speech and rhetoric scholars too, who in the 1960s started using the same disciplinary label (“communication”) as the social scientists across campus. “Communication theory” was already, in the organized field’s infancy, an unruly subject. By the time Wilbur Schramm (1954) mapped out the theory domain of the new dis- cipline he was trying to forge, however, other traditions had long grappled with the same fundamental questions—notably the entwined, millennia-old “fields” of philos- ophy, religion, and rhetoric (Peters, 1999). Even if mid-century US communication scholars imagined themselves as breaking with the past—and even if “communica- tion theory” is an anachronistic label for, say, Plato’s Phaedrus—no account of thinking about communication could honor the postwar discipline’s borders. Even those half- forgotten fields dismembered in the Western university’s late 19th-century discipline- building project (Philology, for example, or Political Economy)haddevelopedtheir own bodies of thought on the key communication questions. The same is true for the mainline disciplines—the ones we take as unquestionably legitimate,thoughmostwereformedjustafewdecadesbeforeSchramm’smarch through US journalism schools.
    [Show full text]
  • Information Theory and Communication - Tibor Nemetz
    PROBABILITY AND STATISTICS – Vol. II - Information Theory and Communication - Tibor Nemetz INFORMATION THEORY AND COMMUNICATION Tibor Nemetz Rényi Mathematical Institute, Hungarian Academy of Sciences, Budapest, Hungary Keywords: Shannon theory, alphabet, capacity, (transmission) channel, channel coding, cryptology, data processing, data compression, digital signature, discrete memoryless source, entropy, error-correcting codes, error-detecting codes, fidelity criterion, hashing, Internet, measures of information, memoryless channel, modulation, multi-user communication, multi-port systems, networks, noise, public key cryptography, quantization, rate-distortion theory, redundancy, reliable communication, (information) source, source coding, (information) transmission, white Gaussian noise. Contents 1. Introduction 1.1. The Origins 1.2. Shannon Theory 1.3. Future in Present 2. Information source 3. Source coding 3.1. Uniquely Decodable Codes 3.2. Entropy 3.3. Source Coding with Small Decoding Error Probability 3.4. Universal Codes 3.5. Facsimile Coding 3.6. Electronic Correspondence 4. Measures of information 5. Transmission channel 5.1. Classification of Channels 5.2. The Noisy Channel Coding Problem 5.3. Error Detecting and Correcting Codes 6. The practice of classical telecommunication 6.1. Analog-to-Digital Conversion 6.2. Quantization 6.3 ModulationUNESCO – EOLSS 6.4. Multiplexing 6.5. Multiple Access 7. Mobile communicationSAMPLE CHAPTERS 8. Cryptology 8.1. Classical Cryptography 8.1.1 Simple Substitution 8.1.2. Transposition 8.1.3. Polyalphabetic Methods 8.1.4. One Time Pad 8.1.5. DES: Data Encryption Standard. AES: Advanced Encryption Standard 8.1.6. Vocoders 8.2. Public Key Cryptography ©Encyclopedia of Life Support Systems (EOLSS) PROBABILITY AND STATISTICS – Vol. II - Information Theory and Communication - Tibor Nemetz 8.2.1.
    [Show full text]
  • Communication Studies 1
    Communication Studies 1 • Must participate in the online graduate student development program COMMUNICATION STUDIES run through the graduate school. (Note: this training must be completed while the student is still an undergraduate student.) Undergraduate Program Information Eligible courses for the MAP Program in Communication Studies Communication Studies focuses on the complex role that human communication plays in everyday life. • Students may take any COMM course numbered 500 or higher. If students want to enroll in COMM 505 Research Methods, COMM 506 The undergraduate program in Communication Studies is designed to Qualitative Research Methods in Communication, or COMM 583 enhance students’ interpersonal skills, presentation skills, and critical Seminar in Theories of Communication, then they must receive thinking skills. Thus the successful graduate should be able to work permission from the Department Head. effectively with people, assimilate, organize and analyze information, • Students may elect to take all 12 credits numbered 500 or higher. solve problems, make effective presentations and show potential • Students have the option to take the following: for leadership. The program prepares students for careers in several professions, such as training and development, public relations, law, • Any two courses (6 credits) numbered 450 or above in the advertising and sales, government service, mediation, customer relations, Department of Communication Studies. human resources, international service, fundraising, and the ministry. • Students will not be allowed to use more than two courses (6 credits) for credit toward a graduate degree in Communication Studies. If a student Graduate Program Information uses courses numbered 450 or greater in the MAP program (up to 6 credits), then that student will not be able to use any other course below The Master of Arts in Communication Studies provides students with 500 to count toward the M.A.
    [Show full text]
  • Theories of Media Evolution W
    Media, Technology, and Society: Theories of Media Evolution W. Russell Neuman, Editor http://press.umich.edu/titleDetailDesc.do?id=293114 The University of Michigan Press, 2010 Theories of Media Evolution w. russell neuman Those who ignore history are doomed to repeat it. —George Santayana History does not repeat, but it does rhyme. —Mark Twain Our muse for this volume might well be the two-faced god Janus of the Roman pantheon who famously looked both forward and back- ward, the patron of beginnings, transitions, and new plantings. His name is the linguistic root for the month we call January. We will make the case here that the ongoing digital revolution in present-day media technology represents an important new beginning in public life and is likely to have a fundamental influence on how individuals, social groups, and societ- ies define themselves, how individuals come to know the world around them, and whether further generations succeed in sustaining an ener- getic public sphere and open marketplace of ideas. If these technical transitions offer us an opportunity to collectively construct institutions and digital systems that best serve our shared (although frequently con- tested) ideals of the public good, how might we proceed most thought- fully, realistically, and successfully? Our muse suggests a very careful look at the recent past. If we want to understand how the Internet is likely to evolve, perhaps we should take a long, hard look at the bizarre evolution of the infrastructures and institutions of the past century—newspapers, telephony, movies, radio, television, satellite-based cable TV, early digital networks.
    [Show full text]
  • THE MATHEMATICAL THEORY of COMMUNICATION by Claude E
    THE MATHEMATICAL THEORY OF COMMUNICATION by Claude E. Shannon and WarrenWeaver THE UNIVERSITY OF ILLINOIS PRESS . URBANA· 1964 Tenth printing, 1964 Also printed in paperbound edition, 1963 and 1964 First paperbound edition, 1963 Copyright 1949 by the Board of Trustees of t ho Umvorsity of Illinois. Manufactured in the United States of America. Library of Congress Catalog Card No. 49-11922. Preface Recent years have witnessed considerable research activity in communication theory by a number of workers both here and abroad. In view of the widespread interest in this field, Dean L. N. Ridenour suggested the present volume consisting of two papers on this subject. The first paper has not previously been printed in its present form, although a condensation appeared in Scientific American, July, 1949. In part, it consists of an expository introduction to the general theory and may well be read first by those desiring a panoramic view of the field before entering into the more mathe­ matical aspects. In addition, some ideas are suggested for broader application of the fundamental principles of communi­ cation theory. The second paper is reprinted from the Bell System Technical Journal, July and October, 1948, with no changes except the cor­ rection of minor errata and the inclusion of some additional references, It is intcnded that subscquent developments in the field will be treated in a projected work dealing with more general aspects of information theory. It gives us pleasure to express our thanks to Dean Ridenour for making this book possible, and to the University of Illinois Press for their splendid cooperation.
    [Show full text]
  • Communication Theory Syllabus Spring 2019
    COMM430 SYLLABUS 1 COMM430: Communication Theory Syllabus Spring 2019 COURSE DESCRIPTION Communication Studies addresses critical thinking, ANGELA MCGOWAN-KIRSCH, PHD communicative concepts and skills, and relational and CONTACT INFORMATION participatory effectiveness in personal, public, and professional Office: McEwen Hall 304A spheres. This is a Communication Studies course and as such, this • course will give you the tools needed to dissect your experiences • Office Phone: 716-673-3260 in our communicative world. Specifically, this course introduces • Email: [email protected] you to major issues and perspectives in communication studies OFFICE HOURS while helping you think about and analyze communication in a • MWF: 9:00-10:30 a.m. systematic way (i.e., in a theoretical way). Theories help us to CLASSROOM make sense of the world around us. Regardless of their scope, all • McEwen Hall 201 theories shape how we make judgments about reality, MEETING TIME relationships, circumstances, and decisions in our lives. This • MW: 2:00-3:20 p.m. course exposes you to theories of communication, both large and small, with the intention of better equipping you to make sense of the communicative aspects of your world. COURSE OBJECTIVES By the end of this course, you should be able to: 1. recognize conceptual domains of communication theory and understand how the disciplinary areas of communication guide scholarly inquiry; 2. outline the essential features of theories of human communication and use that knowledge to analyze communication phenomenon from different perspectives; 3. identify and explain major communication theories by applying knowledge of communication to events happening in our daily lives; 4.
    [Show full text]
  • Using Communication Theory to Understand Cyberlaw and Its Discontents
    USING COMMUNICATION THEORY TO UNDERSTAND CYBERLAW AND ITS DISCONTENTS Dean Colby* Robert Trager** I believe that if we were forced to select the principle that supports and infuses all human aspiration we would find it in the objective of 1 maintaining communication with our fellows. I. INTRODUCTION The emergence of technologies permitting cheap, high-speed digital communication and nearly costless information distribution has disrupted traditional legal approaches to regulating information and communication. Do these new technologies and their users need new law—Cyberlaw2—to solve the problems that these technologies might pose to traditional social relations in the production and distribution of information?3 Not everyone agrees that new law is needed for new * Lecturer, Program for Writing and Rhetoric, University of Colorado at Boulder. Ph.D., University of Colorado at Boulder. ** Professor, School of Journalism and Mass Communication, University of Colorado at Boulder. M.A., Ph.D., University of Minnesota; J.D., Stanford University. The authors would like to express their appreciation to Professor Matthew Bunker, University of Alabama, and Professor Steven Helle, University of Illinois at Urbana-Champaign, for their helpful comments on an earlier draft of this Article. 1. LON L. FULLER, THE MORALITY OF LAW 185 (1964). 2. The origin of the word “Cyberlaw” is unclear, but the term was inspired by William Gibson’s novel Neuromancer, which coined the word “cyberspace.” WILLIAM GIBSON, NEUROMANCER 51 (1984). Jonathan Rosenoer subsequently published a newsletter called CyberLaw in the early 1990s, and the neologism began to appear in law review articles shortly thereafter. See JONATHAN ROSENOER, CYBERLAW: THE LAW OF THE INTERNET, at vii–viii (1997) (discussing his CyberLaw column); I.
    [Show full text]
  • THE ROLE of MEDIA and MASS COMMUNICATION THEORY in the GLOBAL PANDEMIC Mark DEUZE
    Communication Today, 2020, Vol. 11, No. 2 THE ROLE OF MEDIA AND MASS COMMUNICATION THEORY IN THE GLOBAL PANDEMIC Mark DEUZE A BSTR ACT: Throughout the history of the field of media and mass communication theory and research, claims have been made that ‘mass’ media and ‘mass’ communication are concepts that do not fit the contemporary media environment (anymore). However, contemporary developments and debates regarding the role of media and communication in the context of a global pandemic clearly suggest otherwise. In this article, the field of study regarding media and mass communication is reviewed based on the (7) fundamental theories explaining the role of media in society, as these have emerged out of a century of scholarship in media studies and communication science. The study aims to show how each of these theories can be considered to be ‘at work’ in current debates and concerns about the role of media and communication in the global coronavirus pandemic/infodemic. Prof. Dr. Mark Deuze, PhD. KEY WORDS: Department of Media Studies communication science, coronavirus, mass communication, McQuail, media theory, media studies Faculty of Humanities University of Amsterdam Turfdraagsterpad 9 1012XT Amsterdam Netherlands Introduction [email protected] In 2020, a new, 7th edition of one of the seminal handbooks of the field of media studies and communication Mark Deuze is Professor of Media Studies at the University of Amsterdam’s Faculty of Humanities. research, McQuail’s Media and Mass Communication Theory, was published.1 It is one of the foundational Publications of his work include over ninety papers in academic journals and books, including most recently texts that has in its various iterations contributed to establishing the fields of media studies and communication Making Media (2019; co-edited with Mirjam Prenger, published by Amsterdam University Press), and science, dating all the way back to 1969.
    [Show full text]