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Mass Comm Outline

This document defines key concepts in mass communication such as media, mass media, and mass communication. It discusses the evolution of traditional and emerging mass media platforms and trends like increasing interactivity and technological dependence. The importance of mass media is outlined according to Lasswell and Wright's functions. The goals of mass communication theory and research are to explore media processes and effects, media usage, and the relationship between media and public perception. Several theories are also summarized, including cultivation theory, uses and gratifications theory, agenda-setting, and the third-person effect.

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58 views18 pages

Mass Comm Outline

This document defines key concepts in mass communication such as media, mass media, and mass communication. It discusses the evolution of traditional and emerging mass media platforms and trends like increasing interactivity and technological dependence. The importance of mass media is outlined according to Lasswell and Wright's functions. The goals of mass communication theory and research are to explore media processes and effects, media usage, and the relationship between media and public perception. Several theories are also summarized, including cultivation theory, uses and gratifications theory, agenda-setting, and the third-person effect.

Uploaded by

cassy
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Mass Communication

Media Evolution, Theory, & Research

Defining Media
Medium/media (plural)something which serves as a
means of conveying info (messages)
Used synonymously with channel

Mass media media/tech w/ the capacity to convey


messages to large numbers of people
Mass media are linked to associated industries / infrastructure
Traditional platforms TV, radio, newspapers, etc.
Emerging platforms internet, social media, videogames,

Defining Mass Communication


Mass communication study of communication
involving mass media
The process of creating shared meaning between
mass media and their audiences (Baran)

Includes the process, associated industry, usage and


impact

Importance of Mass Media


Lasswell & Wrights societal functions of mass
media:
1. Surveillance: provides info about social environment
2. Correlation: influences selection and interpretation of
info
3. Transmission of social heritage: communicates
influences, and/or reinforces societal values and norms
4. Entertainment: recreation and escape from everyday
life

Evolution: Traditional &


Emerging Mass Media
1. Media Sources:
. Traditionally Media scarcity

Relatively few sources, typically large, complex,


organizations. Significant resources required

. Emerging trendMedia abundance

Increasing number of sources, less resources required,


emergence of producers (Bruns)

Evolution: Traditional &


Emerging Mass Media
2. Targeting:
. Traditionally Broad Appeal

Content directed towards large, diverse and anonymous


audiences

. Emerging trend Media de-massification


(segmentation)

Content increasingly directed to specific audience


segments

Evolution: Traditional &


Emerging Mass Media
3. Interactivity:
. Traditionally Limited interactivity

Inferential feedbackdelayed, indirect (Schramm)

. Emerging trendIncreasing interactivity

More user control / options; greater levels of more


direct and instantaneous feedback

Evolution: Traditional &


Emerging Mass Media
4. Technological dependence:

Traditionally Basic tech requirements

Ownership/access & basic usage ability needed

Emerging trend Increasing tech dependence

Greater number of media techs, more complex usage

Evolution of Mass Media


Several trends over recent history have contributed to
evolution in the form, impact and usage of mass media
Economic Factors:

Economic imperative influence of economic factors on


media content / delivery
Revenue sources advertising, subscription, etc.
Cost involved

Hypercommercialism (McChesney)greater commercialism


from media providers without feat of consumer reprisal

Evolution of Mass Media


Conglomerationlarge clusters of media increasingly
controlled by small # of corporations
E.g.AOL-Time Warner, Viacom, NBC-Universal

Refer to the discussion of conglomeration in the Mass comm


chapter of the Readings text
Benefits corporations, but may not benefit consumers

Evolution of Mass Media


Infrastructure, (De) regulation, & Technology
Infrastructure increasing capacity, coverage, & cost
effectiveness
[De] Regulation fewer restrictions on ownership limits &
commercialism; filtering/regulation of content
Technology impact of new/emerging media & advances
in existing media
Massive changes to media use patterns

Evolution of Mass Media


Convergence erosion of distinction amoung
media (Baran) due to increasing communication in
tech functionality and cross platform content
Ex. Smartphone platform

Global Village (McLuhan)as comm tech / mass


media progresses, the world become increasingly
connected via receiving similar info
May increase solidarity and understanding but also
overload / anxiety
May contribute to the erosion of cultural uniqueness

Goals of Mass Communication


Theory & Research
To explore:
Mass comm processes and their effects
How & why people use mass media
Link between mass media & the publics perceptions
Effect of environmental factors on media systems
Evolution of mass media & introduction of new mass
media into society

Theory & Research: Media Effects


Media

Audience

1-step model: (Direct effects) Media as an immediate and direct


influence on audience
Media

Opinion Leaders

Audience

2-step model: media effects moderated by interpersonal


influence (opinion leaders)
Media

Audience

Audience

Multi-step model : (complex effects) Multi-directional influence

Audience/users as activeselective exposure and processing of content can be influenced by


media or resist influence
Media content as focus for audience interaction (e.g. social media)
Audience as an influence on media

Mass Communication Theory &


Research: Media Effects
Cultivation Theory (Gerbner et al., 1980)mass media are a
fundamental cultural influence
Media as a storytellercontent helps shape beliefs, attitudes, values, and
expectations of users

Media use produces cultivation a shared set of views, norms, values, etc.
based on media content. Effect increases with greater media use

Original research centered on TV, suggested that accuracy/distortion found


in TV (media) influences our perceptions

Heavy television (media) users more likely to see the world differently than
light users and as similar to how its portrayed on TV

Mass Communication Theory &


Research: Usage
Media Literacy overall ability to access, choose, analyze,
evaluate, question and respond to media content and engage in
mindful media usage and informed judgement
5 aspects (Silverblatt)see text

Uses & Gratifications Theoryaudiences are active and goal


directed, and select media based on their needs including:
1.
2.
3.
4.

-Escape
-Belonging
-Information
-Entertainment

Postulates media choice is based partially on goals / costs:

Probability
of
Selection

Promise of Reward
=
Effort

Mass Communication Theory &


Research: Media Effects
Agenda-setting : Media presentation/content influences how users
perceive the importance of an issue
Issues given most &best coverage seen as most important

Media sources as gatekeepers amount, order, and qualify of coverage affects


perception of importance

A-S as a complex process influenced by medias perception of public views,


past history, govt. influence, choice and convention

Mass Communication Theory &


Research: Third Person Effect
3rd Person Effect Tendency for individuals to:

Overestimate the influence of mass media content on the beliefs and


behaviors of others

Simultaneously believe in their own ability to resist such influence

Belief can serve as the basis for behavioral responses - e.g. oppositional
content via social media

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