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Unit 2 Mass Communication Theory, levels of communication - Coggle Diagram
Unit 2
Mass Communication Theory
The Role of Media
Entertainment & Education
: Media serve leisure and learning function
Reality Construction
: Media shape culture, social values, and norms
Source of Fame & Influence
: Media create public figures and celebrities
Public Sphere
: A space where national and international issues unfold
Media as Power
: A tool for influence, control, and innovation
Levels of Communication
are based on the reach
Intergroup/Association
(Local communities)
Intragroup
(Families, friend groups)
Institutional/Organizational
(Corporations, political parties)
Interpersonal
(One-on-one interactions)
Mass Communication
(Society-wide media)
Intrapersonal
(Internal thought processing)
Mass Communication
Key Characteristics of Media Institutions
Involves voluntary participation (audience & producers)
Involves voluntary participation (audience & producers)
Produces symbolic content
Involves voluntary participation (audience & producers)
Produces symbolic content
Types of Media
Cinema
: Audiovisual, global influence, ideological potential
Radio & TV
: Regulated, national & international reach
Newspapers
: Informational, regular publication, urban readership
Recorded Music
: Youth-oriented, global impact
Books
: Traditional print, individual consumption
New Electronic Media
: Interactive, digital, minimally regulated
Key Definitions
Janowitz (1968)
: Institutions use technology (press, TV, cinema) to reach large, diverse audiences
Gerbner (1967)
: “Social interaction through messages.”
Mass communication vs. Mass media
Mass communication
is the process
Mass Media
are the technologies enabling it
Major and Alternative Perspectives
4 Alternative Perspectives
Media-materialist
: Analyzes economic, political, and technological aspects
Socio-culturalist
: Examines media’s social impact and functions
Media-culturalist
: Focuses on media content and audience reception
Socio-materialist
: Views media as shaped by economic/material conditions
2 Main Approaches
Media-centric (Mediacentric)
The focus is on media autonomy and influence
Media drive social change
Society-centered (Sociocentric)
Media reflect existing political and economic forces
Views media as dependent on societal structures
Theories of Mass Communication
(Denis McQuail)
Normative Theories
: Define how media should operate (laws, ethics, policies)
Operational Theories
: Practical media industry practices (news selection, advertising)
Social Science Theories
: Study broad societal questions and media reception
Everyday Theories
: Common knowledge of how media function in daily life
Communication Research
Lasswell’s Paradigm (1948)
"Who says what, to whom, through which channel, and with what effect?"
Key research questions
How does communication occur? (Channels & codes)
What is communicated? (Content & message)
Why communicate? (Functions & purposes)
What are the effects? (Intended & unintended impacts)
Who communicates with whom? (Sources & receivers)
Alternative Analytical Traditions
Structural Approach
Focuses on media systems and organizations
Analyzes power dynamics and social structures
Behavioral Approach
Uses psychology and sociology to analyze media influence
Studies individual behaviors and responses to media
Cultural Approach
Examines meaning-making, language, and cultural experiences
Uses qualitative methods like ethnographic studies
Marshall McLuhan & Media Theory
Media as Sensory Extensions
: Technologies extend human abilities (sight, sound)
Cultural Evolution through Media
Gutenberg Galaxy (Printing Press)
→ Created rational, linear, text-based culture.
Audiovisual Culture (TV, Internet)
→ More emotional, global, interconnected.
"The medium is the message"
: The way media shape experience is more important than the content
