1. Mass Communication Theoretical Approaches

2. The Dominant Paradigm The Dominant Paradigm combines a view of powerful media in a mass society Characterized by certain kinds of research practices Social surveys Social Psychological experiments And Statistical analysis

3. The Dominant Paradigm The underlying view of society in the Dominant Paradigm is normative It presumes a ‘ good ’ normally functioning society to be: Democratic (universal suffrage) Liberal (secular, free market conditions, individualistic, freedom of speech) Pluralistic (institutionalized between parties and interests) Orderly (peaceful, integrated, fair legitimate)

4. The Dominant Paradigm The performance of the media is measured against its contribution towards the maintenance of this model Contradiction within this view of society are largely ignored Awareness of the existence of the authoritarian and communist models helped to identify and re-enforce the norm

5. The Dominant Paradigm Media often saw themselves as playing a key role in supporting and expressing the ‘ western ’ way of life With the decline of communism the new bogy is ‘ international terrorism ’ and ‘ religious fundamentalism ’ or other ‘ extremist movements ’

6. Theoretical Basis of the Dominant Paradigm Taken largely from sociology, psychology and applied version of the information sciences Sociology provided the Functionalist framework for media analysis Lasswell (1948) was the first to formulate a clear statement of media functions of communication in society

7. Theoretical Basis of the Dominant Paradigm The functions were seen as fulfilling a positive social purpose in a otherwise conflict free society working towards an ideal society (a liberal democratic capitalist free market economy) Theoretical Basis of the Dominant Paradigm

8. Theoretical Basis of the Dominant Paradigm They functions were identified as: Information: Collection, storage, processing and dissemination of news, data, pictures, facts, messages, opinions and comments required to understand and react knowledgably to personal, environmental, national and international issues and to take appropriate decisions

9. Theoretical Basis of the Dominant Paradigm Socialization: Provide a common fund of knowledge which enables people to operate as effective members of society in which they live Motivation: Promotion of the immediate and ultimate aims of each society and stimulation of personal choices and community activities geared to the pursuit of agreed aims

10. Theoretical Basis of the Dominant Paradigm Debate & Discussion: Provision and exchange of facts needed to facilitate agreement or to clarify differing viewpoints on public issues Foster popular involvement in matters of common concern Education: Transmission of knowledge to foster development

11. Theoretical Basis of the Dominant Paradigm Cultural Promotion: Dissemination of cultural and artistic products to preserve cultural heritage of the past Entertainment: Contribute through the communication of signs, symbols, sounds and images to personal and popular enjoyment

12. Theoretical Basis of the Dominant Paradigm Integration: Provide messages which help people to understand each other and to appreciate the others point of view to create a consensus on key issues that effect society Surveillance of Society: To keep an eye on what was going on in society in order to control and regulate society

13. Theoretical Basis of the Dominant Paradigm Functions, seen as essential tasks preformed for maintenance of society: Communication works towards the integration, continuity and order of society Although it can also be potentially dysfunctional (disruptive or harmful) in its consequences

14. Theoretical Basis of the Dominant Paradigm This theory has somewhat lost its appeal but the language of function has proved difficult to eliminate

15. Theoretical Basis of the Dominant Paradigm The second theoretical element has been the Information theory as developed by Weaver an Shannon This model primarily concerned with technical efficiency Saw communication as transmission and visualized communication as a sequential process

16. Theoretical Basis of the Dominant Paradigm The third stream was from psychology influenced by advances in mental measurement Statistical analysis seem to offer new powerful tools for achieving generalized and reliable knowledge of previously hidden processes and states

17. Theoretical Basis of the Dominant Paradigm These methods seemed to answer questions about influence of mass media about their effectiveness in persuasion and attitude change Behaviorism in psychology and the experimental method also contributed to the thinking in the Dominant Paradigm based on some version of the stimulus response theories

18. Bias of the Dominant Paradigm Transmission model was the single most important turning point in the history of communication science This lead to a linear, effect oriented approach to human communication This lead to focusing on communication effects and recent thinking still debates with this model

19. Bias of the Dominant Paradigm This approach saw communication primarily as an efficient way for getting messages to many people Advertising, political propaganda or public information

20. Bias of the Dominant Paradigm The point of view of the receiver has taken a long time to register An alternative view existed which saw communication as essentially as social, interactive, concerned with the sharing of meaning, not just impact