The Dynamics of Mass Communication

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Section 1The Nature and History of Mass Communication. Part 2Perspectives onMass Communication. A couple of points of view we could use to consider the Mass Media. HistoricalOperationalTechnologicalFunctionalCritical/Cultural . Practical Analysis. Instructions to comprehended something by dissecting its employments. .

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Slide 1

The Dynamics of Mass Communication Seventh Edition Joseph R. Dominick

Slide 2

Part 1 The Nature and History of Mass Communication

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Chapter 2 Perspectives on Mass Communication

Slide 4

Historical Operational Technological Functional Critical/Cultural A couple of points of view we could use to concentrate the Mass Media

Slide 5

Functional Analysis How to comprehended something by investigating its employments. Focal points: creates ideas supportive in comprehension media conduct makes us mindful of satisfaction assorted qualities gave by media gives a viewpoint from which to look at the media

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Mass Communication Roles Various media give distinctive essential capacities Macroanalysis: how society utilizes the broad communications Microanalysis: how people utilize the broad communications

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How Society Uses the Mass Media The Macroanalytic View Surveillance part Warning reconnaissance (be careful with dangers) Instrumental observation Related issues Media validity Media dysfunctions (contrary results) Status Conferral

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Macroanalytic View Continued Interpretation perspective part Linkage connective part Transmission of Values socialization part Entertainment diversionary part

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How People Use Mass Media The Microanalytic View The Uses and Gratifications Model Cognition Diversion Stimulation Relaxation Emotional discharge (purgation)

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Microanalytic View Continued Social Utility Conversational cash Parasocial connections Withdrawal

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Content and Context It is not just the media content that decides the gathering of people utilization, additionally the social setting inside which the media presentation happens. Suspicions: Audiences take dynamic parts in cooperation with Media competes with different wellsprings of shopper fulfillment Uses-and-delight approach accept that individuals know about their own needs and can verbalize them

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Critical/Cultural Studies . . . . . . takes a macroanalytic perspective of the media and looks at such ideas as philosophy, culture, legislative issues, and social structure as they identify with the part of media in the public arena

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History of the Critical/Cultural Studies Marx and the Frankfurt School (1930s – 40s) British Modification (1950s – 60s) Feminist Movement Influence (1970s – 80s)

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Critical/Cultural Concepts culture: the basic qualities, hones, and rules the predicament individuals together content: protest of examination (projects, movies, advertisements) which means: understandings gatherings of people take away from media content

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Critical/Cultural Concepts polysemic: how crowds can bestow different implications into any media content philosophy: set of convictions installed inside texts, especially social and political topics authority: socially ruled gathering accepting control gathering's position as regular and ordinary, in this way safeguarding business as usual

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End of Chapter 2 Perspectives on Mass Communication

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