The Different Eras ofMASS COMMUNICATION THEORIES

Communication Theories – explanations and predictions of social phenomena that attempt to relate mass communication to various aspects of our personal and cultural lives or social systems.

Communication Theories

1.there is no one mass communication theory.2. these theories are often borrowed from other fields of science.3. mass communication theories are human constructions.4. they are dynamic

A SHORT HISTORY OF MASS COMMUNICATION THEORY-The Era of Mass Society

TheoryThe idea that the media are corrupting influences that undermine the social order and that ‘average’ people are defenseless against their influence.

ex: hypodermic needle theory/magic bullet theory

1945-1975

A SHORT HISTORY OF MASS COMMUNICATION THEORY-The Era of the Scientific

PerspectiveLimited effects2 step flow theories

1938-1945

A SHORT HISTORY OF MASS COMMUNICATION THEORYThe Era of Limited Effects TheoryAttitude Change Theory

Dissonance theory – argues that when confronted by new/conflicting info., people experience a kind of mental discomfort. selective exposure selective retention selective perception

1945-1975

A SHORT HISTORY OF MASS COMMUNICATION THEORYThe Era of Limited Effects Theory

Reinforcement theory – church, family and school

The Uses & Gratifications Approach – claimed that mdia do no do things to people, rather people do thins with media

Agenda Setting – argues that media may not tell us what to think, but media certainly tell us what to thing about.

1960

A SHORT HISTORY OF MASS COMMUNICATION THEORYThe Era of Limited Effects TheoryDependency Theory -the basis of media’s influence resides in the relationship between the larger social system, the media’s role in that system and audience relationships to the media

-the degree of our dependence on media and their content is the ‘key variable in understanding when and why media messages alter audience beliefs, feelings or behaviors.

1960

A SHORT HISTORY OF MASS COMMUNICATION THEORYThe Era of Limited Effects TheoryDependency Theory -in our modern industrial society we are increasingly dependent on media to understand the social world, to act meaningfully and effectively in society and to find fantasy and escape or diversion.

-our level of dependency is related to the number and centrality of the specific information-delivery served by a medium and the degree of change and conflict present in society.

1960

A SHORT HISTORY OF MASS COMMUNICATION THEORYThe Era of Limited Effects Theory

Social Cognitive Theory-people learn through observation (imitation and identification)

A SHORT HISTORY OF MASS COMMUNICATION THEORYThe Era of Cultural TheorySymbolic Interactionism

-people give things meaning, and that meaning controls their behavior.

1975-present

A SHORT HISTORY OF MASS COMMUNICATION THEORYThe Era of Cultural TheorySocial Construction of Reality

- argues that people who share a culture also share ‘an ongoing correspondence’ of meaning. Things generally mean the same to me as they do to you.

A SHORT HISTORY OF MASS COMMUNICATION THEORY1. The Era of Cultural

TheoryCultivation Analysis

- says that TV cultivates or constructs a reality of the world that, although possible inaccurate, becomes accepted simply because we as a culture believe it to be true.

TV is essentially and fundamentally different from other mass mediaTV is the ‘central cultural arm” of US society. It is the culture’s primary story teller and is the chief creator of synthetic cultural patters.

A SHORT HISTORY OF MASS COMMUNICATION THEORYThe Era of Cultural Theory

Cultivation Analysis

3. The realities cultivated by TV are not necessarily specific attitudes and opinions but rather more basic assumptions about the ‘facts of life’.

A SHORT HISTORY OF MASS COMMUNICATION THEORYThe Era of Cultural Theory

Cultivation Analysis

4. The major cultural function of television is to stabilize social patterns.

5. The observable, measurable contributions of television to the culture are relatively small.