Mass Communication

Theoretical Perspectives

Selected

Paradigm

Model or Pattern to analyze mediaUseful in providing:Consistent perspective to study mass

communication.Generates concepts about media

behaviourIdentifies important elements in mass

media

Functional Approach

Ways audiences utilize mass communication and benefits of media consumption.

Examining the ways audiences and societies make use of media in their lives

Concept emanates from sociology

Macro analysis Functions performed by mass media for

the entire society.

Focus on intention of senderManifest purpose of mass media

What are mass media functions

Surveillance News and information role of mediaBeware surveillance

Threats, hurricanes, erruptions etc.

Instrumental SurveillanceUseful information in daily lifeEg. new products, fashion, trends etc.

Dysfunctions surveillance

Selection of eventsAuthenticity of information may be

questionable in industrial age of mass media news.

Credibility Media driven news, news as industryToo much informationStatus conferral

Interpretation

Provide information on meanings of events

Experts, opinion leaders angles, frames, perspectives,

Prominence, location time

Interpretation functions throughout various types of media and genres, eg humour section, entertainment.

Dysfunctions

Accuracy of interpretations

Individual dependent on expert opinions, No critical stance and ability to question

information.

Linkage

Link different elements of society

Linking concepts to productsLinking groups across international

boundaries and distancesEg. chat groups, ebaySimilar interests

dysfunctions

Eg proliferation of hate sites on internet

Linking harmful groups in societies

Transmission of values

SocializationHow individuals adopt behaviours and values of

groupMass media circulates many values and social

conventions in textsEg. images of families, family values embedded

in text. Stabilize society through common bonds

dysfunctions

Status quo determined by media corporations.

Enforcing of social norms Reinforcing stereotypes about race,

gender, ethnic groups, minority groups,

Entertainment

Much of television and film industry geared toward entertainment.

Linked to leisure timeProvides vital space for enjoying media,

choice of programs, Sharing entertainment space

dysfunctions

Couch potato syndrome

Lack of initiative

Media viewers not doers

Uses and Gratification model

Needs and drives of audience satisfied through media.

Satisfied needs media gratifications

Individual view of media functions

Four uses and gratifications

Cognition

Diversion or escape

Social unity

Withdrawal

Audience Assumptions

Audiences active in media interpretationMass media compete as a source of

satisfactionUses and gratifications assume people

aware of their needs.

Critical Cultural Approach

Underlying power relationships in media

Emphasis on range of meanings and interpretations audiences find in media.

Macro-analysis – ideology, culture, politics as they relate to media and society.

History

Frankfurt School -1930s -40s Intellectuals committed intellectual ideas of Karl

Marx.To understand society is to understand who

owns the means of production.Critique of Western Industrial CapitalismCapitalist system exploited working class to

dominate and guard the wealth. Need for more equitable system of distribution of

resources.

Application of Marxist critique to media industries

Media industry function much like other industries by controlling cultural products.

Culture industry exploited masses just like capitalists.

Produced information for the masses and glorified capitalist system

Showcase exploitative aspect of mass media

The promotion of social dominance of media industry at the expense of the individual.

Critique of the pervasiveness and power of media industry

Stage two

Cultural studies - Birmingham School Centre for contemporary cultural studies, 1950s – 60s

Use of mass media by individual defined identity

Move beyond manipulation model, to ways in which audiences used or refashioned mass media to make personal statements.

Shift to dominant values that mass media circulate through class, race, feminist, gender studies.

Audience viewed as not passive but active in supplying meaning to complex process of encoded messages embedded in culture and value system

Concepts

CultureTexts Meaning Polysemy

Ideology

Specific sets of ideas or beliefs esp, social and political. Mass media carry and circulate ideologies. Explicit or subtle

Hegemony

Dominance and power relationships Cultural hegemony groups extend their

power over groups that are powerless.

Hegemony not based on force, instead on the acceptance of the domination of the powerful groups upon the dominated.

Functions with consent of masses.