1. 1 Perspectives on Mass Communication Chapter 2 © 2009, The McGraw-Hill Companies, Inc. All rights reserved.

2. 2 CHAPTER OUTLINE Paradigms Functional Analysis Critical/Cultural Studies

3. 3 Paradigms Paradigms are models guiding how we think. Paradigms relevant to mass communication processes include: –Functional Approaches –Critical/Cultural Approaches Paradigms are useful because they: –Provide a perspective to examine mass communication –Generate concepts to understand media behavior –Help identify important elements in the process

4. 4 FUNCTIONAL ANALYSIS Functional approach: Something is best understood by examining how it is used. –For mass media, this means examining how audiences interact with media and how they use media

5. 5 The Role of Mass Communication Different media provide different primary uses. Macroanalysis: how media functions for the society as a whole Microanalysis: how media functions for the individual

6. 6 Functions of Mass Communication for Society (1 of 6) Societal level (Macroanalysis) Society requires certain communication needs be met. Some are handled by the mass media. We must consider the consequences of performing these functions by media. Dysfunctions: negative consequences Media functions are not mutually exclusive

7. 7 Functions of Mass Communication for Society (2 of 6) Surveillance –Warning –Instrumental Consequences –Speed of propagating truth and error –Most news not verifiable by receiver –Credibility –Anxiety –Status Conferral

8. 8 Functions of Mass Communication for Society (3 of 6) Interpretation –Express viewpoints and analysis Consequences –Wide range of contrasting viewpoints –Weigh all sides before making decision –Greater depth of expertise available –No guarantee interpretations are accurate –People become overly dependent on media for interpretation

9. 9 Functions of Mass Communication for Society (4 of 6) Linkage –Bring together various elements of society Consequences –Build new groups or communities –Hate groups or terrorist groups use of Internet

10. 10 Functions of Mass Communication for Society (5 of 6) Transmission of Values (Socialization) –People adopt behaviors or values of a group Consequences –Stabilize society by creating bonds –Encourages the status quo –Media can help enforce social norms TV and Socialization –TV has great potential in socialization Violent or stereotypical content

11. 11 Functions of Mass Communication for Society (6 of 6) Entertainment –Importance of this function has grown as Americans have had more leisure time Consequences –Content appeals to lowest common denominator of taste –Will mass media turn us into a nation of watchers instead of a nation of doers?

12. 12 How People use Mass Media (1 of 3) Uses-and-gratifications: how people use the media –Individual level (microanalysis) People have certain needs or desires Needs satisfied by media and non-media sources –Four categories of media uses, reflecting needs.

13. 13 How People use Mass Media (2 of 3) Cognition Diversion –Stimulation –Relaxation –Emotional Release (catharsis) Social Utility –Conversational Currency –Parasocial Relationships Withdrawal

14. 14 How People use Mass Media (3 of 3) Content and context both affect media use Assumptions of functional approach: –Audiences are active –Needs provide motivation for media use –Other sources exist to satisfy needs –People are aware of their needs and can verbalize them (surveys)

15. 15 CRITICAL/CULTURAL STUDIES Contrasts with functional approach. –More qualitative, humanistic Examines different concepts –Ideology, culture, politics, social structure as related to the role of media in society

16. 16 History (1 of 2) 1930s-1940s: Marx and the Frankfurt School –Who controls the means of production? –Media industry exploits the masses Glorifies capitalism, reinforces status quo 1950s-1960s: British cultural studies –Mass media audience can redefine the products of mass culture, and create new definitions for their own purpose

17. 17 History (2 of 2) 1970s-1980s: Varied approaches –Feminist scholars Patriarchy: Gender-based inequalities of wealth and power –Communication as ritual –Cultural myths embodied in mass communication

18. 18 Concepts (1 of 2) Culture: common values holding people together Text: object of analysis, broadly defined Meaning: interpretations of texts Polysemy: different audiences, different meanings Ideology: deeply imbedded beliefs, especially regarding political and social themes Hegemony: dominance and control accepted as natural and normal

19. 19 Concepts (2 of 2) Functional and cultural/critical approaches are different –Difference has led to tension among scholars –Both approaches are valuable