The Dynamics of Mass Communication Joseph R. Dominick Seventh Edition.

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Presentation transcript:

The Dynamics of Mass Communication Joseph R. Dominick Seventh Edition

Part 1 The Nature and History of Mass Communication

Chapter 2 Perspectives on Mass Communication

A few perspectives we could use to study the Mass Media Historical Operational Technological Functional Critical / Cultural

Functional Analysis How to understood something by analyzing its uses. Advantages: generates concepts helpful in understanding media behavior makes us aware of gratification diversity provided by media provides a perspective from which to examine the media

Mass Communication Roles Various media provide different primary functions Macroanalysis: how society uses the mass media Microanalysis: how individuals use the mass media

How Society Uses the Mass Media The Macroanalytic View Surveillance role Warning surveillance (beware of threats) Instrumental surveillance Related issues Media credibility Media dysfunctions (negative consequences) Status Conferral

Macroanalytic View Continued Interpretation viewpoint role Linkage connective role Transmission of Values socialization role Entertainment diversionary role

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

Microanalytic View Continued Social Utility Conversational currency Parasocial relationships Withdrawal

Content and Context Assumptions: Audiences take active roles in interaction with media Media vies with other sources of consumer satisfaction Uses-and-gratification approach assumes that people are aware of their own needs and can verbalize them It is not only the media content that determines the audience usage, but also the social context within which the media exposure occurs.

Critical / Cultural Studies takes a macroanalytic view of the media and examines such concepts as ideology, culture, politics, and social structure as they relate to the role of media in society

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

Critical / Cultural Concepts culture: culture: the common values, practices, and rules the bind people together text: text: object of analysis (programs, films, ads) meaning: meaning: interpretations audiences take away from media text

Critical / Cultural Concepts polysemic: polysemic: how audiences can impart different meanings into any media text ideology: ideology: set of beliefs embedded within texts, particularly social and political themes hegemony: hegemony: socially dominated group accepting control group’s position as natural and normal, thereby insuring the status quo

Perspectives on Mass Communication End of Chapter 2 Perspectives on Mass Communication