Communication Studies 1

Total Page:16

File Type:pdf, Size:1020Kb

Communication Studies 1 Communication Studies 1 information, see the Certificate in Leadership Studies in the Communication Catalog. Studies Programs Chair Undergraduate Programs of • Kembrew McLeod Study Undergraduate major: communication studies (B.A.) Major Undergraduate minor: communication studies • Major in Communication Studies (Bachelor of Arts) Graduate degrees: M.A. in communication studies; Ph.D. in communication studies Minor Faculty: https://clas.uiowa.edu/commstudies/people Website: https://clas.uiowa.edu/commstudies/ • Minor in Communication Studies Communication creates meaning and builds worlds. The Graduate Programs of Study mission of the Department of Communication Studies is to explore the central role that communication plays in shaping Majors our relationships, institutions, and societies. The department prepares students to serve as innovative scholars, engaged • Master of Arts in Communication Studies citizens, effective communicators, and visionary leaders in all • Doctor of Philosophy in Communication Studies of the communities they inhabit. Facilities Forensics/Debate The Samuel L. Becker Communication Studies Building Students in the forensics/debate program have the is designed to meet the department's research and opportunity to participate in on-campus debates, in technological needs. developmental programs designed to improve speech activities in the state, and as members of competitive intercollegiate debate teams. Forensics scholarships are Courses available. Students interested in debate should enroll in COMM:2813 Practicum in Debate. Courses numbered below 5000 are intended primarily for undergraduates; those numbered 5000 and above are for Related Minor and Certificates graduate students. Graduate students may take courses numbered 3000-4999 for credit, with their committee's Minor: Religion and Media approval. The Departments of Communication Studies and Religious Not all courses are offered each semester. Studies collaborate to offer the minor in religion and media Registration in COMM:1000 First-Year Seminar is open to that emphasizes the study of religion and the study of media first- and second-semester students regardless of grade-point in contemporary culture. It is a course of study for students average. interested in the importance of religion in public life, the digital humanities, and the shaping role of media in public and religious culture. For more information, see the minor in Communication Studies Courses religion and media in the Catalog. COMM:1000 First-Year Seminar 1 s.h. Small discussion class taught by a faculty member; topics Certificate: Event Management chosen by instructor; may include outside activities (e.g., The Departments of Communication Studies, Health and films, lectures, performances, readings, visits to research Human Physiology, and Marketing, and the School of facilities). Requirements: first- or second-semester standing. Journalism and Mass Communication collaborate to offer the COMM:1112 Interpersonal Communication 3 s.h. undergraduate Certificate in Event Management. Students Introduction to face-to-face communication in social who earn the certificate will know and be able to demonstrate and personal relationships; maximizing communicative the basic principles of organizing a successful event. They effectiveness in relationships with knowledge about how will gain a robust understanding of the diverse field of communication functions; analysis of one's own and others' event management and careers in the event management communication practices and experiences. industry. For more information, see the Certificate in Event COMM:1117 Theory and Practice of Argument 4 s.h. Management in the Catalog. Public arguments as practiced in law, politics, science, and Certificate: Leadership Studies other public arenas; improvement of skills in researching, constructing, organizing, and presenting arguments on The Certificate in Leadership Studies is an interdisciplinary disputed subjects; analyzing and refuting arguments of program supported by the Tippie College of Business, others; developing a better understanding of how scholars the Colleges of Education and Liberal Arts and Sciences, apply tools of formal and informal logic in a variety of and the Center for Student Involvement and Leadership. disciplines to improve quality of academic argument. GE: The certificate provides a structure for involvement and Quantitative or Formal Reasoning. commitment to leadership. It introduces students to leadership concepts and offers them hands-on leadership experiences. The certificate is coordinated by the Pomerantz Career Center and housed in University College. For more 2 Communication Studies COMM:1130 The Art of Persuading Others 3 s.h. COMM:1818 Communication Skills for Leadership 3 s.h. Basic theoretical concepts of effective public communication; Practice and understanding of essential communication skills employ knowledge of concepts in analyzing texts; definition for leadership; skills-based curriculum promoting application and influence of rhetorical situation, different elements of of knowledge; topics include relationship skills, collaboration persuasion (message logic, appeal to feelings, character of skills, presentation skills, and writing skills; emphasis on speaker), ability of speakers to invent arguments; issues of leadership throughout each section of the course. judgment, public discourse, identity, and agency. COMM:1819 Organizational Leadership 3 s.h. COMM:1168 Music and Social Change 3 s.h. Introduction to nature of leadership, styles of leadership What makes popular music important for people; music's that are most effective, and ways in which obstacles may be power to change culture; production, distribution, reception of overcome in groups or organizations; different approaches popular music in cultural and historical contexts. GE: Diversity to qualities of leadership, role of visions and motivation, and Inclusion. interpersonal and decision-making skills, meeting preparation COMM:1170 Communication Theory in Everyday and evaluation, and related communication skills. Life 3 s.h. COMM:1830 Communication Skills for Community General overview of everyday life communication, theories Engagement 3 s.h. and research techniques used to understand it; sheer depth Communication at the heart of public problems and solutions; and complexity of processes in communication that occur in critical 21st-century skills (writing for a general audience, everyday lives and which appear to be trivial; how to observe facilitating dialogue); valuable community service experiences conversations and identify what is really happening in them; as an introduction to the interdisciplinary field of dialogue ways in which scholars explain everyday communication and and deliberation; focus on a complex local issue, such as how it works; applications of theoretical thinking to explain affordable housing, flood planning, or excessive drinking; processes of everyday communication. GE: Social Sciences. partnering with local organizations to research a local COMM:1174 Media and Society 3 s.h. problem, plan community-based solutions, and study the art Processes and effects of mass communication; how mass of facilitating public discussions; topics include issue analysis, media operate in the United States; how mass communication deliberative inquiry, convening meetings, and community scholars develop knowledge. GE: Social Sciences; Values and organizing. Culture. COMM:1840 Introduction to Media Production 3 s.h. COMM:1305 Understanding Communication: Social Foundation of electronic media and digital television Scientific Approaches 3 s.h. production skills using industry-quality technology; high- Social scientific methods used to generate knowledge about definition camera operation, audio recording and editing, communication processes; basic tools necessary to conduct digital switcher operation, nonlinear editing, studio lighting and evaluate communication research; epistemological techniques, and more; introduction to questions surrounding perspectives, research procedures, and data analysis; the impact of media production on artistic expression, readings and hands-on activities. audiences, and society. COMM:1306 Understanding Communication: COMM:1845 Short-Form Media Production 3 s.h. Humanistic Approaches 3 s.h. Basics of short-form media creation including public service Humanistic methods and theories used to generate knowledge announcements, commercials, promotional videos, and more; about communication processes; basic tools necessary to entire production process from creation to production to post- conduct and evaluate communication research in humanities production; assumes basic knowledge of studio and field subdisciplines; epistemological perspectives, research production techniques, nonlinear editing. procedures, and critical practices; readings and hands-on COMM:1898 Introduction to Latina/o/x Communication activities. and Culture 3 s.h. COMM:1809 Social Marketing Campaigns 3 s.h. Introduction to fundamentals of communication by and about Introduction to theory, development, and practice of social Latina/o/x in the U.S.; Latina/o/x as one of the fastest growing marketing campaigns; public service announcements, political demographics; how Latina/o/x history, politics, and culture action to change smoking laws, community-led initiatives to remain little understood despite a longstanding and growing increase availability of local foods; communication-centric presence in Iowa and across
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]
  • Rhetoric and Media Studies 1
    Rhetoric and Media Studies 1 cocurricular activity; credit is available to qualified students through the RHETORIC AND MEDIA practicum program. STUDIES Facilities Radio. Located in Templeton Campus Center, KLC Radio includes two fully Chair: Mitch Reyes equipped stereo studios, a newsroom, and offices. The station webcasts Administrative Coordinator: TBD on and off-campus. From its humanistic roots in ancient Greece to current investigations of the impact of digital technology, rhetoric and media studies is both one of Video. Lewis & Clark’s video production facility includes digital editing the oldest and one of the newest disciplines. Our department addresses capabilities, computer graphics, portable cameras and recording contemporary concerns about how we use messages (both verbal and equipment, and a multiple-camera production studio. Additional video visual) to construct meaning and coordinate action in various domains, recording systems are available on campus. including the processes of persuasion in politics and civic life, the effects of media on beliefs and behavior, the power of film and image to frame The Major Program reality, and the development of identities and relationships in everyday The major in rhetoric and media studies combines core requirements life. While these processes touch us daily and are part of every human with the flexibility of electives. Required courses involve an introductory interaction, no other discipline takes messages and their consequences overview to the field, a course on the design of media or interpersonal as its unique focus. messages, core courses on the theories and methods of rhetoric and media studies, and satisfactory completion of a capstone course. The Department of Rhetoric and Media Studies offers a challenging and Elective courses enable students to explore theory and practice in a wide integrated study of theory and practice.
    [Show full text]
  • Further Notes on Why American Sociology Abandoned Mass Communication Research
    University of Pennsylvania ScholarlyCommons Departmental Papers (ASC) Annenberg School for Communication 12-2008 Further Notes on Why American Sociology Abandoned Mass Communication Research Jefferson Pooley Muhlenberg College Elihu Katz University of Pennsylvania, [email protected] Follow this and additional works at: https://repository.upenn.edu/asc_papers Part of the Communication Commons Recommended Citation Pooley, J., & Katz, E. (2008). Further Notes on Why American Sociology Abandoned Mass Communication Research. Journal of Communication, 58 (4), 767-786. https://doi.org/10.1111/j.1460-2466.2008.00413.x This paper is posted at ScholarlyCommons. https://repository.upenn.edu/asc_papers/269 For more information, please contact [email protected]. Further Notes on Why American Sociology Abandoned Mass Communication Research Abstract Communication research seems to be flourishing, as vidente in the number of universities offering degrees in communication, number of students enrolled, number of journals, and so on. The field is interdisciplinary and embraces various combinations of former schools of journalism, schools of speech (Midwest for ‘‘rhetoric’’), and programs in sociology and political science. The field is linked to law, to schools of business and health, to cinema studies, and, increasingly, to humanistically oriented programs of so-called cultural studies. All this, in spite of having been prematurely pronounced dead, or bankrupt, by some of its founders. Sociologists once occupied a prominent place in the study of communication— both in pioneering departments of sociology and as founding members of the interdisciplinary teams that constituted departments and schools of communication. In the intervening years, we daresay that media research has attracted rather little attention in mainstream sociology and, as for departments of communication, a generation of scholars brought up on interdisciplinarity has lost touch with the disciplines from which their teachers were recruited.
    [Show full text]
  • Four-Year Pathway Plan
    FOUR-YEAR PATHWAY PLAN North Carolina Community College to Chowan University A.A. or A.S. to B.A. or B.S. Mass Communication, Communication Studies, B.A. NCCCS FIRST YEAR CU THIRD YEAR Fall Semester SHC Fall Semester SHC ACA 122 – College Transfer Success 1 LS 201 – LitSphere 1 ENG 111 – Writing & Inquiry 3 REL 101 – Understanding the Bible 3 Social/Behavioral Sciences (Any) 3 Global Learning Core 3 CIS 110 – Introduction to Computers 3 COMM 135 – Media Writing 3 Elective 3 COMM 225 – Digital and Online Media 3 Elective 3 Communication Studies Concentration* 3 Total SHC 16 Total SHC 16 Spring Semester SHC Spring Semester SHC ENG 112 – Writing/Research in the Disciplines 3 LS 202 – LitSphere 1 Communications/Humanities/Fine Arts (Any) 3 Global Learning Core 3 Social/Behavioral Sciences (Any) 3 COMM 230 – Mass Media and Society 3 COMM 231 – Public Speaking 3 COMM 335 – Grammar for Media COMM 110 – Introduction to Communication 3 Professionals 3 Communication Studies Concentration* 3 Elective 1 Total SHC 15 Total SHC 14 NCCCS SECOND YEAR CU FOURTH YEAR Fall Semester SHC Fall Semester SHC Communications/Humanities/Fine Arts (Any) 3 Global Learning Core 3 Social/Behavioral Sciences (Any) 3 COMM 340 – Research Methods in Mass Natural Sciences (Any) 4 Communication 3 Elective 3 COMM 435 – Theories of Mass Elective 3 Communication 3 Communication Studies Concentration* 3 Communication Studies Elective** 3 Total SHC 16 Total SHC 15 Spring Semester SHC Spring Semester SHC Math (Any) 3‐4 Global Learning Core 3 Communications/Humanities/Fine Arts
    [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 (COMM) 1 Communication Studies (COMM)
    Communication Studies (COMM) 1 Communication Studies (COMM) Search COMM Courses using FocusSearch (http:// COMM 1131. Sex, Relationships, and Communication. (4 Hours) catalog.northeastern.edu/class-search/?subject=COMM) Focuses on communication within the context of close relationships. Topics covered include the role of communication in interpersonal COMM 1000. Communication Studies at Northeastern. (1 Hour) attraction, relationship development, relationship maintenance, and Designed to provide a unique opportunity to engage faculty, professional relationship dissolution. Examines how communication impacts staff, and peer mentors in small group discussions. Introduces students relationship quality and commitment. Offers students an opportunity to to the College of Arts, Media and Design. Offers students an opportunity apply what they learn in the course to their personal and professional to learn about the communication studies major and to explore the lives. different areas of emphasis offered by the department. As part of the course, students are expected to prepare a detailed plan of study and are Attribute(s): NUpath Societies/Institutions introduced to the co-op program and meet their academic co-op advisor. COMM 1210. Persuasion and Rhetoric. (4 Hours) Seeks to teach students to be more astute receivers and producers of COMM 1101. Introduction to Communication Studies. (4 Hours) persuasive messages by learning how to dissect them. Examines both Surveys the field of communication studies. Covers major theories classical and contemporary theories of persuasion, after which students and methodological approaches in communication studies and consider “persuasion in action”—how persuasion is used in everyday situates communication within larger social, political, and economic language, nonverbal communication, sales techniques, politics, and institutions.
    [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]
  • Critical Communication History
    International Journal of Communication 7 (2013), 1912–1919 1932–8036/20130005 Looking Back, Moving Forward: Critical Communication History Editorial Introduction D. TRAVERS SCOTT Clemson University DEVON POWERS Drexel University In May 2012, the Communication History Interest Group sponsored a preconference at the International Communication Association (ICA) gathering in Phoenix, Arizona. That preconference, entitled Historiography as Intervention, was an effort to extend the flourishing interest in the history of our field by bringing together scholars whose work raised provocative questions pertaining to historical methods and subjects. As the preconference’s organizers, we have collected representative essays delivered that day, with a few additions, in an attempt to ensure that the most useful conversations of that session remain lively in its aftermath. In a way, this section presents a record of the preconference’s history, but it also attempts to point to fruitful directions forward for historical research in our field. We believe it is an auspicious and fitting time for this work, especially given that, less than a year after that ICA preconference, Communication History became an official ICA Division. The title of this special section, “Critical Communication History,” is meant to underscore the agency we ascribe to the scholarship featured here. These contributions are bound together by a common drive to use history to re-envision the purpose, scope, and destiny of the history of communication as a subfield of study. Our field has reached a crucial moment of resolution—one we might even consider calling a “historiographic turn.” As such, communication historians have a new, expanded role to play in establishing a shared past that is not only able to stitch the diverse facets of communication more decidedly together with one another, but also elastic enough to accommodate the range of approaches, subject areas, and questions that have made communication such a rich and vital discipline.
    [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]
  • Choosing Between Communication Studies and Film Studies
    Choosing Between Communication Studies and Film Studies Many students with an interest in media arts come to UNCW. They often struggle with whether to major in Communication Studies (COM) or Film Studies (FST). This brief position statement is designed to help in that decision. Common Ground Both programs have at least three things in common. First, they share a common set of technologies and software. Both shoot projects in digital video. Both use Adobe Creative Suite for manipulation of digital images, in particular, Adobe Premiere for video editing. Second, they both address the genre of documentaries. Documentaries blend the interests of both “news” and “narrative” in compelling ways and consequently are of interest to both departments. Finally, both departments are “studies” departments: Communication Studies and Film Studies. Those labels indicate that issues such as history, criticism and theories matter and form the context for the study of any particular skills. Neither department is attempting to compete with Full Sail or other technical training institutes. Critical thinking and application of theory to practice are critical to success in FST and COM. Communication Studies The primary purposes for the majority of video projects are to inform and persuade. Creativity and artistry are encouraged within a wide variety of client- centered and audience-centered production genres. With rare exception, projects are approached with the goal of local or regional broadcast. Many projects are service learning oriented such as creating productions for area non-profit organizations. Students will create public service announcements (PSA), news and sports programming, interview and entertainment prog- rams, training videos, short form documentaries and informational and promotional videos.
    [Show full text]
  • Communication Studies Associate in Arts for Transfer
    COMMUNICATION STUDIES ASSOCIATE IN ARTS FOR TRANSFER The Communication Studies major analyzes processes of communication, commonly defined as the sharing of symbols over distances in space and time. Hence, communication studies encompasses a wide range of topics and contexts ranging from face-to-face conversation to public speeches to mass media outlets such as television broadcasting and film studies. Communication Studies, as a discipline, is also interested in how audiences interpret information from the political, cultural, economic, and social dimensions of speech and language. There are many areas of specialization offered within the Communication Studies majors including Advertising, Public Relations, Journalism, Digital Media, Organizational Communication, Intercultural Communication, Interpersonal Communication, Rhetoric, and Media Studies. Studying communication will also enhance any career, but a few specific careers include business, public relations, human resources, law [after law school], advertising arts, teaching, social services, human services, and entertainment industries are all suited for graduates with a Communication Studies degree. Finally, students who are interested in the field of Communication Studies but do not wish to complete a Baccalaureate degree in the discipline may pursue a terminal two-year course of study. Such study will prepare them to understand diverse communication messages and practice excellent communication skills in a variety of settings. For more information contact: Dr. Amy Edwards (805)
    [Show 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.
    [Show full text]