MASS MASS COMMUNICATIONCOMMUNICATION

THEORYTHEORYPositivistic/Post-Positivistic/Post-PositivisticPositivistic– Law-like & causalLaw-like & causal

Interp./CriticalInterp./Criticalshapes the way shapes the way we view. Is a lenswe view. Is a lens

THEORIES OF MASS THEORIES OF MASS COMMUNICATIONCOMMUNICATION

Cultivation Theory (Wood, 2008)Cultivation Theory (Wood, 2008)Uses & Gratification (Wood, 2008)Uses & Gratification (Wood, 2008)Spiral of Silence Theory (West & Spiral of Silence Theory (West & Turner, 2007)Turner, 2007)Media Ecology Theory (West & Media Ecology Theory (West & Turner, 2007)Turner, 2007)

THEORIES OF MASS COMMTHEORIES OF MASS COMMCultivation Theory - GerbnerCultivation Theory - Gerbner

Cultivation – a Cultivation – a cumulative process cumulative process by which TV fosters by which TV fosters beliefs about social beliefs about social realityreality

CULTIVATION THEORYCULTIVATION THEORY2 mechanisms2 mechanisms

– MainstreamingMainstreaming

– Resonance Resonance

ASSUMPTIONS OF CULTIVATION ASSUMPTIONS OF CULTIVATION THEORYTHEORY

TV is different from other forms of TV is different from other forms of mass mediamass mediaTV shapes our society’s way of TV shapes our society’s way of thinking & relatingthinking & relatingThe influence of TV is limitedThe influence of TV is limited

USES & GRATIFICATION USES & GRATIFICATION THEORY – Katz, Blumer & THEORY – Katz, Blumer &

GurevitchGurevitch

USES & GRATIFICATIONUSES & GRATIFICATIONReasons for UseReasons for Use– Passing TimePassing Time– CompanionshipCompanionship– EscapeEscape– DiversionDiversion– Personal IdentityPersonal Identity– Connection to otherConnection to other– Separation Separation – ExcitementExcitement– Obtaining InfoObtaining Info

ASSUMPTIONS OF ASSUMPTIONS OF USES & GRATIFICATIONUSES & GRATIFICATION

Audience is active & its media use is Audience is active & its media use is goal orientedgoal orientedLink to need gratification to medium Link to need gratification to medium choice goes to audiencechoice goes to audienceMedia compete for need satisfactionMedia compete for need satisfactionValue judgments of media content Value judgments of media content can only be assessed by audiencecan only be assessed by audience

SPIRAL OF SILENCE THEORY ‘SPIRAL OF SILENCE THEORY ‘Elisabeth Noelle-NeumannElisabeth Noelle-Neumann

SPIRAL OF SILENCESPIRAL OF SILENCEMedia influence is Media influence is gradualgradual

– If in majority - If in majority - encouragedencouraged

– If in minority – If in minority – discourageddiscouraged

Ergo – majority ideas Ergo – majority ideas are discussedare discussed

ASSUMPTIONS OF SPIRAL OF ASSUMPTIONS OF SPIRAL OF SILENCE THEORYSILENCE THEORY

Society threatens deviant ind. with Society threatens deviant ind. with isolation & fear of isolation is isolation & fear of isolation is prevalentprevalentFear causes ind. to assess climate of Fear causes ind. to assess climate of opinionopinionPublic behavior is affected by public Public behavior is affected by public opinion assessmentopinion assessment

MEDIA ECOLOGY THEORYMEDIA ECOLOGY THEORYMarshall McLuhanMarshall McLuhan

MEDIA ECOLOGYMEDIA ECOLOGY

Technology affects Technology affects lifelife

MARSHALL MCLUHANMARSHALL MCLUHAN

““The medium is the The medium is the message.”message.”

ASSUMPTIONS OF MEDIA ASSUMPTIONS OF MEDIA ECOLOGYECOLOGY

Media infuse every act and action in Media infuse every act and action in societysocietyMedia fix our perception & organize Media fix our perception & organize our experiencesour experiencesMedia tie the world togetherMedia tie the world together