2. Communication
Theories
– explanations and predictions of
social phenomena that attempt to
relate mass communication to
various aspects of our personal
cultural lives or social systems.
3. 1.there is no one mass
communication theory.
2. these theories are often
borrowed from other fields of
science.
3. mass communication theories
are human constructions.
4. they are dynamic
4. A SHORT HISTORY OF MASS
COMMUNICATION THEORY
-The Era of Mass Society Theory
The idea that the media are corrupting
influences that undermine the social order and
that ‘average’ people are defenseless against their
influence.
ex: hypodermic needle theory/magic bullet theory
1945-1975
5. A SHORT HISTORY OF MASS
COMMUNICATION THEORY
-The Era of the Scientific Perspective
Limited effects
2 step flow theories
1938-1945
6. A SHORT HISTORY OF MASS
COMMUNICATION THEORY
The Era of Limited Effects Theory
Attitude Change Theory
Dissonance theory – argues that when
confronted by new/conflicting info., people
experience a kind of mental discomfort.
selective exposure
selective retention
selective perception
1945-1975
7. A SHORT HISTORY OF MASS
COMMUNICATION THEORY
The Era of Limited Effects Theory
Reinforcement theory – church, family and
school
The Uses & Gratifications Approach –
claimed that mdia do no do things to people, rather
people do thins with media
Agenda Setting – argues that media may not
tell us what to think, but media certainly tell us what
to thing about.
1960
8. A SHORT HISTORY OF MASS
COMMUNICATION THEORY
The Era of Limited Effects Theory
Dependency Theory
-the basis of media’s influence resides in the relationship
between the larger social system, the media’s role in that
system and audience relationships to the media
-the degree of our dependence on media and their content is
the ‘key variable in understanding when and why media
messages alter audience beliefs, feelings or behaviors.
1960
9. A SHORT HISTORY OF MASS
COMMUNICATION THEORY
The Era of Limited Effects Theory
Dependency Theory
-in our modern industrial society we are increasingly
dependent on media to understand the social world, to act
meaningfully and effectively in society and to find fantasy and
escape or diversion.
-our level of dependency is related to the number and
centrality of the specific information-delivery served by a
medium and the degree of change and conflict present in
society.
1960
10. A SHORT HISTORY OF MASS
COMMUNICATION THEORY
The Era of Limited Effects Theory
Social Cognitive Theory
-people learn through observation (imitation and
identification)
11. A SHORT HISTORY OF MASS
COMMUNICATION THEORY
The Era of Cultural Theory
Symbolic Interactionism
-people give things meaning, and that meaning
controls their behavior.
1975-present
12. A SHORT HISTORY OF MASS
COMMUNICATION THEORY
The Era of Cultural Theory
Social Construction of Reality
- argues that people who share a culture also share ‘an
ongoing correspondence’ of meaning. Things generally mean
the same to me as they do to you.
13. A SHORT HISTORY OF MASS
COMMUNICATION THEORY
1. The Era of Cultural Theory
Cultivation Analysis
- says that TV cultivates or constructs a reality
of the world that, although possible inaccurate,
becomes accepted simply because we as a culture
believe it to be true.
TV is essentially and fundamentally different from
other mass media
TV is the ‘central cultural arm” of US society. It is the
culture’s primary story teller and is the chief creator of
synthetic cultural patters.
14. A SHORT HISTORY OF MASS
COMMUNICATION THEORY
The Era of Cultural Theory
Cultivation Analysis
3. The realities cultivated by TV are not necessarily
specific attitudes and opinions but rather more basic
assumptions about the ‘facts of life’.
15. A SHORT HISTORY OF MASS
COMMUNICATION THEORY
The Era of Cultural Theory
Cultivation Analysis
4. The major cultural function of television is to
stabilize social patterns.
5. The observable, measurable contributions of
television to the culture are relatively small.
