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58 Cards in this Set
- Front
- Back
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What is a Model?
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Graphic means of explicating an abstract process such as communication
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Linear Models
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Based on the principles of stimulus response psychology
Straight line Shannon-Weaver |
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Interactive model
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Models stressing feedback and exchange
Schramm Interactive Model |
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Transactional Model
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Describe information giving and receiving and emphasize how messages are formulated, exchanged and interpreted
OTA transactional model |
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Content Analysis
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Assesses what is presented in media
purely descriptive |
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Pros of Content Analysis
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Describes what's on
helps identify areas of interest concern |
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Cons of Content Analysis
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Incomplete picture
No evidence of media's effect |
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Laboratory Experiment
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Designed to assess causal relationships
Correlation Time order no third variable cause Random assignment |
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Pros of Experiments
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Good for establishing causality
researcher control low cost easy to replicate |
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Cons of Experiments
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Artificial surroundings may affect a participants behavior
Experimental bias |
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Survey
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Assess the measurable characteristics of a naturally occurring population
Describe characteristic of population establish associations or relationships |
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Pros of Surveying
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Generalizability
Expedient for providing description |
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Cons of Surveying
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Little or no evidence of causal relationship
Poor data quality |
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Panel Study
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Longitudinal research
Use same sample at multiple time points |
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Cohort Study
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Longitudinal research
Use different sample at multiple time points |
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Meta- Analysis
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Look over prior research done on a topic area and look for the strength of one the effects
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Pros of Longitudinal Research
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Can see change over time
Rule out some alternate explanations |
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Cons of Longitudinal research
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Validity threats
Time and cost |
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What defines mass communication?
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One-directional information flow
Impersonal source and anonymous receiver Asymmetrical source receiver association Market exchange relationship Standardized message content |
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Trends leading to change in modern society
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Industrialization
Urbanization Modernazation |
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1920's Mass Society
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Social differentiation increases
Informal social controls weaken communication become more difficult Media becomes important information source |
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Anomie: Normless-ness
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We don't have any norms any more to guide our behavior
turn to media to learn how to behave |
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Magic Bullet Theory
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Perspective of much early research
people are socially isolated people have uniform instincts people are not influenced by social ties Media strikes every eye and ear the same way Direct immediate powerful and uniform effects |
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Payne Fynd Studies
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Series of studies commisisoned to examine content audience and effects
Studies do not really show uniform effects Interpreted as evidence of magic bullet theory |
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Standard History of Mass Communication Study
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Magic Bullet 1920-1940
Limited Effects 1940-1960 Moderate Effects 1960-1980 Powerful Effects 1980- and on |
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Revised History of Mass Communication Studies
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Debate about effects have always existed
acknowledgement of early studies by psychologists and sociologists reevaluation of major studies |
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Fenton
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Early study on media violence
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Tarde
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Effects on reading about croms
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Carl Hovland
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Experimental research about media effects on attitude change
First experiments in mass communication why we fight |
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Paul Lazarsfeld
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Effects of radio
opinion leaders Two step flow model of media effect |
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Harold Laswell
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5 questions model
Three functions mass communications should serve: surveillance of the environment Correlation of society's response to events in the environment transmission of cultural heritage |
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Kurt Lewin
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Dynamics of group communication
sweetbreads study with intestines |
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Douglas Waples
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Added under what conditions to Laswell's definition
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William Schramm
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Mediating Factors
Selective exposure Selective perception selective retention social categories perspective |
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Joseph Kappler
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Media are not a necessary or sufficient cause of change
mediating factors result in media being an agent of reinforcement rather than change media effects do occur in residual situations |
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Alberta Bandura
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Social learning theory
Social cognitive theory |
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Mediation
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Once exclusively performed by schools religion and the family
creates relationships with objects not directly known |
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Mass Society Theory
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Corresponds to the dominance model of media power
media controlled by elite produce standardized content promoting own interests strong influence on audience |
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Marxist Theory
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Middle/ Ruling class controls the media
Media operate in owner's self interest Media create false consciousness monopolize media to prevent political opposition |
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Critical Political Economic Theory
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Media economics and technology concentrate ownership
results in commodification of content and audiences public interest is subordinated to private interests |
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Modernization and Development Theory
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Social change is direct result of COM tech innovation
The form content of each new Tech is biased The bias influences social structure Com revolution leads to social change |
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Information Society Theory
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New Com tech promotes social change characterized by:
economy based on the production of info as commodity a greater volume of information flow integration and convergence of activities |
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Cultural theorists
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Deal with:
notion of a mass culture questions of gender and subculture the role of new technology Commodification Commercialization Hegemony |
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Normative Theory
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Value judgement concerning how media should operate
early notions mostly on informational media |
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5 Categories central to the media society debate
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Ownership be be plurality
Order should be maintained Expectations should be fair and accurate Values should support dominant value in society Rights should be respected of the IND. |
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The Fourth Estate Press
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Based on the theory of a free press
Lords, church, commons, press |
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Four Theories of the Press Influence
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Authoritarian
Soviet Communist Libertarian Social Responsibility |
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Public Sphere
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Public Service broadcasting alternative
conflicting forces within systems gave rise to alternative models general goal is to serve multiple public interests |
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Organization structure and media product
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Structural features influence organization content, performance, and product
organizational practices and goals may influence media content more the personal factors |
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Three hypothesis on how content is influenced
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Media workers socialization and attitudes
media organizational routines social institutions |
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Conflicting Influences on content
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Constraint vs. autonomy
routine production vs. creativity commerce vs. art profits vs. social purpose |
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5 Media Organizational influences with
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Relations with society
Pressure and Interest Groups Relations with owners and clients Influence of advertisers Relations with audience |
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Two Assumptions of Traditional Content Analysis
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Link between external object and reference will be clear
Frequency of occurrence will express "meaning" |
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Critical Perspective on Content
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Ability of media to fulfill intended functions
Domination of media establishment |
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Marxist Content Analysis Approaches
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Media contain images favorable to ruling class
audiences uncritically consume these images and adopt this favorable view |
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Structuralism and Semiology
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Explores the nature of sign systems that regulate latent meaning of texts
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Information Theory
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Communication is the intentional transfer of information
content should be judged by its efficiency in reducing uncertainty |
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Media performance discourse
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Quality of information is measurable
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