The Dynamics of Mass Communication

Presentation Transcript

The Dynamics of Mass Communication Seventh Edition Joseph R. Dominick

Part 1 The Nature and History of Mass Communication

Chapter 2 Perspectives on Mass Communication

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

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

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

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

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

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

Microanalytic View Continued Social Utility Conversational cash Parasocial connections Withdrawal

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

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

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

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

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

End of Chapter 2 Perspectives on Mass Communication