Identify the approach or approaches used in each, and with reference to the features and examples of the identified approaches as presented in Subject materials, justify your answer. This is indicated in several passages of the text: The Leavisite concept of culture is still common and is firmly bound up in the theory of mass society and mass culture.
Identify key functions of the mass media. Explain how the media functions as a gatekeeper. Discuss theories of mass communication, including hypodermic needle theory, media effects, and cultivation theory.
How does mass communication function differently than interpersonal communication? Do we have relationships with media like we have relationships with people? To answer these questions, we can look at some of the characteristics and functions of mass communication.
One key characteristic of mass communication is its ability to overcome the physical limitations present in face-to-face communication. The human voice can only travel so far, and buildings and objects limit the amount of people we can communicate with at any time.
Another key characteristic of mass communication in relation to other forms of communication is its lack of sensory richness. In short, mass communication draws on fewer sensory channels than face-to-face communication.
While smell, taste, and touch can add context to a conversation over a romantic dinner, our interaction with mass media messages rely almost exclusively on sight and sound. Because of this lack of immediacy, mass media messages are also typically more impersonal than face-to-face messages.
Actually being in the audience while a musician is performing is different from watching or listening at home. Last, mass media messages involve less interactivity and more delayed feedback than other messages. The majority of messages sent through mass media channels are one way.
Although there are some features of communication that are lost when it becomes electronically mediated, mass communication also serves many functions that we have come to depend on and expect. Functions of Mass Media The mass media serves several general and many specific functions. In general, the mass media serves information, interpretation, instructive, bonding, and diversion functions: We have a need for information to satisfy curiosity, reduce uncertainty, and better understand how we fit into the world.
The amount and availability of information is now overwhelming compared to forty years ago when a few television networks, local radio stations, and newspapers competed to keep us informed.
The media saturation has led to increased competition to provide information, which creates the potential for news media outlets, for example, to report information prematurely, inaccurately, or partially.
Media outlets interpret messages in more or less explicit and ethical ways. Newspaper editorials have long been explicit interpretations of current events, and now cable television and radio personalities offer social, cultural, and political commentary that is full of subjective interpretations.
Although some of them operate in ethical gray areas because they use formats that make them seem like traditional news programs, most are open about their motives. Some media outlets exist to cultivate knowledge by teaching instead of just relaying information.
The in-depth coverage on National Public Radio and the Public Broadcasting Service, and the more dramatized but still educational content of the History Channel, the National Geographic Channel, and the Discovery Channel, serve more instructive functions.
Media outlets can bring people closer together, which serves the bonding function. We all use the media to escape our day-to-day lives, to distract us from our upcoming exam, or to help us relax. When we are being distracted, amused, or relaxed, the media is performing the diversion function.
Just as a gate controls the flow of traffic, the media acts as a gatekeeper, allowing some messages to travel through and others not. The Media as Gatekeeper In addition to the functions discussed previously, media outlets also serve a gatekeeping functionwhich means they affect or control the information that is transmitted to their audiences.
This function has been analyzed and discussed by mass communication scholars for decades. Overall, the mass media serves four gatekeeping functions: In terms of relaying, mass media requires some third party to get a message from one human to the next.Sep 18, · Today, the number and variety of mass communication theories have steadily increased.
More or less independent body of knowledge from the social science and humanities literature, developed by scholars from social sciences (sociology, psychology) and humanities (philosophy, .
Below is a list of pages offering theory overviews and information. These are always being updated so check back often!
Mass Communication Theories. Theories of mass communication have changed dramatically since the early s, largely as a result of quickly changing technology and more sophisticated academic theories and research methods.
A quick overview of the state of the media in the early s and in the early s provides some context for how views of the media changed. MASS COMMUNICATION MODULE - 1 Introduction to Mass Communication Notes 25 Mass Communication You may be wondering what actually is the difference between mass communication and mass media.
The moment someone mentions the term mass media, you would probably think of television because that is the most popular mass medium today.
MASS COMMUNICATION MODULE - 1 Introduction to Mass Communication Notes 1 Introduction to Communication 1 INTRODUCTION TO COMMUNICATION Your birth was a . Notes on Theories of Mass Communications. Topics: Culture, Sociology, Popular culture Pages: 2 ( words) Published: October 8, This is NOT an essay - it is a collection of notes which are the foundation of an word comparison of two articles regarding the place of humanities in university studies, and the roles of mass communication.