...reservations regarding the theories of communication underpinning mass communications research. It worked on the assumption that the ‘media offered an unproblematic, benign reflection of society’ (Proctor, 58). Mass communications research became prevalent after the Second World War and was funded by commercial bodies with a desire to know how audiences could be influenced more effectively through advertising. According to the mass communications model, the sender (mass media) generates a message with fixed meaning, which is then communicated directly and transparently to the recipient (audience). Hall’s paper challenged all three components of the mass communications model ; arguing that – (i) the message is never transparent to the audience (ii) meaning is not simply fixed or determined by the sender; and (iii) the audience is not a passive recipient of the meaning. Hall’s encoding/decoding theory focuses on the different ways audiences generate (rather than discover) meaning. Hall’s theory re-addressed the themes of the Uses and Gratifications theory : examining audience power over the media, rather then the media’s effects on the audience (Katz: 1959). Such theoretical study later concluded that audiences use the media to fulfil their own needs and gratifications (Katz, E., Blumler, J. G., & Gurevitch, M.: 1974). Hall's model focuses on groups rather then the individual, which is more useful when looking at mass communications dominance due to broad issues such as social...
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...Information Management Assignment Communication and Information Management Assignment 1. Mass Media Trends Mass media consists of a large range of diversified media channels that reach a large audience through mass communication. There are seven trends that characterize modern mass media; audience segmentation, convergence, increased audience control, multiple platforms, user-generated content, mobile media, and social media (J.R. Dominick, 2011). I think mobile media has the greatest effect on society because these days people cannot live without their phones. Literally anything and everything one could imagine can be done from a smart phone and because access is so instant, transferable, and continuous, it is changing the way we live, work, and play. Before the outbreak of smart phones, audiences had to physically go to their media source, giving their time and attention in order to receive its messages. Today, people carry their media source everywhere they go and are notified by an alert sound or vibration when something that they have deemed important is available to them. 2. Classifying Mass Communications There are two approaches to classifying mass communications. "The functional approach emphasizes the way that audiences use mass communication and the benefits people receive from media consumption" (J.R. Dominick, 2011). This approach seeks to analyze why people consume the media they do, how they feel about it; positive or negative, and how it can be improved upon...
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...Essays and Research Documents The Research Paper Factory JoinSearchBrowseSaved Papers Search Home Page »Other Topics What Were the Major Developments in the Evolution of Mass Media During the 20th Century? How Did Each Development Influence American Culture? In: Other Topics What Were the Major Developments in the Evolution of Mass Media During the 20th Century? How Did Each Development Influence American Culture? University of Phoenix Material Effects of Mass Media Worksheet Write brief 250-to 300-word answers to each of the following: Questions | Answers | What were the major developments in the evolution of mass media during the 20th century? | In the early 1900’s newspaper and magazine were the main sources of mass media. In the 1940's, the radio supplied a new source to reach the masses. People often tuned in to get accounts of the war. Newspapers were still in demand and still used often. In the 1950s, television became a main source of resources for the mass media. The television was a combination of the radio and the newspaper and people embellished it. In 1962, the launch of a satellite gave access to worldwide news. From then to present day, we have exploded with forms of communication. The development of mobile phones to computers to the internet, the process just keeps growing. The process continues to get better and faster every year. The new forms of classroom learning are nothing like it used to be. The growth and knowledge of the mass media will continue...
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...Uses and Gratifications: Development and Basic Tenets Research into the reasons why individuals use mass media dates back more than 50 years. Early forms of gratifications research attempted to understand why people used certain media content. In the process, it explored the functions of the media and the role of the audiences' needs and expectations (e.g., Herzog, 1940; Lazarsfeld & Stanton, 1941; Lazarsfeld & Stanton, 1949). These early studies preceded any formal conceptualization of the uses and gratifications paradigm later proposed by Katz, Blumler and Gurevitch (1974) and Rosengren (1974). Instead of asking what effects the media have on individuals and collective audience behavior, the questions were, what are people seeking and what do they believe they are deriving from mass media? According to Katz (1959), "it is the program that asks the question, not 'What do the media do to people?,' but 'What do people do with the media?'" (p. 2). In more familiar terms, "Ask not what the media can do to people, but what the people can do with media." The uses and gratifications paradigm provides one way of conceptualizing the relationship between the producer of messages (sender) and the audience (receiver). It presents a departure from the powerful (direct) effects models of communication research that dominated the field of communication between 1930-1960 and to some extent still dominates the field today. Volumes three and four of the Journal of Communication...
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...Majoring in Media Studies Media Studies is an exciting academic field that explores everything having to do with communication, journalism and entertainment, including mass communication, electronic media, online media, film, and television. In your Media Studies classes, you will approach topics from varying perspectives, and take classes in many different departments. For example, you might take an English class that focuses on literature and popular culture, or a history class that focuses on the rise of the modern city. In the second semester of your senior year you will focus exclusively on your senior research project. Other classes might bring you to the Psychology, Economics, or Political Science departments, just to name a few. Prerequisites Before you can officially declare yourself a Media Studies major, you need to complete these four courses, drawn from four different academic departments: Media Studies 101: General Media Studies History 200: North American History Since 1860 Political Science 101: Introduction to Politics Sociology 101: Introduction to the Social Sciences It is possible to substitute another introductory social sciences class for Sociology 101, although you need to submit a formal request to your Media Studies adviser before class registration. In order to allow enough time to complete your upper-level courses, you need to complete all prerequisites by the end of your sophomore year. Core Courses The four core courses of the Media Studies curriculum...
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...A Mediated World: A Study on the Media Equation Theory John Nolan Pelosi University of Kentucky A Mediated World: A Study on the Media Equation Theory We’ve all done it. Whether it is aggressively screaming at the sports team you are watching on television, or frantically warning the victim of a horror movie not to open the door, everybody responds to mediated communication systems. However, the majority of mass media viewers are unaware of just how often they are actively responding. Although there has been a relatively small amount of research done linking interpersonal and mass communication researchers, are constantly aiming to bridge the gap between the sub disciplines of communication. Throughout this research I will be exploring the Media Equation Theory through the mediums of televisions and computers. I will explain what the media equation is, and describe the impact of the two communication mediums. With previous research in mind, I will be discussing how humans have become obsessed with media, and provide historical context as to why. A mass majority of this research focuses on the link between psychology and communication regarding to the positive correlation between the two. More specifically, psychological politeness reports between ‘human to human’ interactions are compared to research reports between ‘human to media’ interactions to prove that life is media, and media is life. Theoretical Background The Media Equation is a general communication...
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...powerful influence of the media – the ability to tell us what issues are important. As far back as 1922, the newspaper columnist Walter Lippman was concerned that the media had the power to present images to the public. McCombs and Shaw investigated presidential campaigns in 1968, 1972 and 1976. In the research done in 1968 they focused on two elements: awareness and information. Investigating the agenda-setting function of the mass media, they attempted to assess the relationship between what voters in one community said were important issues and the actual content of the media messages used during the campaign. McCombs and Shaw concluded that the mass media exerted a significant influence on what voters considered to be the major issues of the campaign. Core Assumptions and Statements Core: Agenda-setting is the creation of public awareness and concern of salient issues by the news media. Two basis assumptions underlie most research on agenda-setting: (1) the press and the media do not reflect reality; they filter and shape it; (2) media concentration on a few issues and subjects leads the public to perceive those issues as more important than other issues. One of the most critical aspects in the concept of an agenda-setting role of mass communication is the time frame for this phenomenon. In addition, different media have different agenda-setting potential. Agenda-setting theory seems quite appropriate to help us understand the pervasive role of the media (for example on political...
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...Running Head: Mass Media in Elections Mass Media’s Affect on Voting Trends Arthur Gibford California State University California In today’s world, the news media reaches and affects every person in the United States. The question now is does mass media such as newspapers, television, and the internet affect the voting trends of the voters? The ownership of the media (Djankov, Nenova, McLiesh, & Shleifer, 2003), targeting specific demographics (Clinton & Lapinski, 2004), the implications of the internet (DiMaggio, Hargittai, Neuman, & Robinson, 2003) and how candidates use media (Aarts & Semetko, 2003) are all important aspects in determining whether a potential bias exists (Eveland & Shah, 2003) on the part of the news media. It is hypothesized that when the mass media displays certain biases leaning towards one party over the other, the populace tends to vote in the direction of the media. The following five scholarly literature reviews will attempt to demonstrate and support the hypothesis. According to Eveland and Shah (Eveland & Shah, 2003, p. 101)there is “a large percentage of the public (that) believes that the news media are biased, and the majority of these individuals consider the direction of bias to be against their own viewpoint”. This drives the question this paper attempts to answer. This article looks at media’s credibility and integrity in the eyes of individual people. The author’s give several hypothesis to provide multiple...
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...Learning from Mass Media Campaigns for HIV/AIDS Prevention Reviews of mass media campaigns have a special interest for me. They demonstrate what can be done, and as importantly, what cannot be done, by relying on a 1P approach. I have talked about the 5% Solution before, and noted another review of mass media campaigns for changing health behaviors. This post focuses on the findings from a review of recent campaigns to prevent HIV/AIDS. What is interesting in this report are the comparisons it draws to reviews of earlier campaigns in this area as well as the current state of the art and science. The authors used seven principles to guide their analysis: (1) conducting formative research on and about the target audience; (2) using theory as a conceptual foundation; (3) segmenting one’s audience into meaningful subgroups; (4) using a message design approach that is targeted to the audience segment(s); (5) utilizing effective channels widely viewed by and persuasive with the target audience; (6) conducting process evaluation and ensuring high message exposure; and (7) using a sensitive outcome evaluation design that reduces threats to internal validity and allows causal inferences about campaign impact to be made. The question they explore is: to what extent have recent HIV/AIDS campaigns in the literature adhered to these principles? Noar et al (2009) began with a search of peer-reviewed articles appearing from late 1998 through October 2007. Mass media had to be a central or...
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...Effectiveness of Digital Journalism to Mass Communication Students from Five Selected Universities In Metro Manila A Research Proposal Presented to the School of Education-Liberal Arts-Music-Social Work Centro Escolar University In Partial Fulfilment Of the Requirement for the subject Undergraduate Research I By Joshua Austria Jaren Resontoc Ma. Anne Margarett Tumale Effectiveness of Digital Journalism to Mass Communication Students from Five Selected Universities in Metro Manila CHAPTER 1 The Problem and its Background Introduction Digital journalism is the recently established form of media. It is the contemporary form of journalism in which the news content is distributed using the internet. The content is presented in the form of text, videos and audio. The news content is available throughout the internet in the official websites of news and public affairs companies. It can be viewed by using any digital platforms such as laptops and smart phones. The world of media today is dominated by both television and internet or digital media. People nowadays are into convenience, especially now that technology is abruptly rising. People want a faster way to acquire information, that is why digital media or digital journalism is rising among the other forms. Digital technology is revolutionizing the field of news industry by creating a contemporary form of news distribution. It makes the distribution of news faster and easier than television, radio and...
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...University of Phoenix Material Effects of Mass Media Worksheet Write brief 250-to 300-word answers to each of the following: Questions | Answers | What were the major developments in the evolution of mass media during the 20th century? | The major development in the evolution of mass media during the 20th century was the newspaper, radio, television and cable television. The newspaper was considered more of an archive in history. People were able to save articles of things that happen in history or go back and read the article whenever they wanted to. The radio was considered a form of mass media being able to reach a large group of people and having the ability to broadcast and have numerous people listening to it at the same time. Unlike in television the reader had to use their imagination while listening to a radio broadcast or reading a newspaper. When television hit the scene not many people owned a television. With the rollout of television until cable television can out people watch a regular scheduled broadcast, there were no options of different channels and shows. The first war that was broadcasted on the air was the Vietnam War. When cable television was introduced people were able to watch certain channels, even channels that was based on a specific topic like sports, history channels and channels just for news. With the internet people have more of an option they can do everything from reading articles, watching television, listening to the radio...
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...University of Phoenix Material Effects of Mass Media Worksheet Write brief 250-to 300-word answers to each of the following: |Questions |Answers | |What were the major developments in the |Major developments in the evolution of mass media during the 20th century are radio, | |evolution of mass media during the 20th |cinema, television, and the internet. The development of mass media has influenced | |century? |American culture in many ways. It is media intended for a large mass of people. The | | |possibilities in which this media can reach people appear to be endless. People want to | | |know what is going on as soon as it does. This could even get to the point of where | | |people and media will constantly predict what is going to happen. The history of mass | | |media is long and complex. It stretches back beyond recorded history to people who | | |figured out that they could reach a larger audience through painting a picture on a cave | | |wall rather than just telling the story to whatever group happened to be present. | |How did each development...
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...Research Proposal/Budget Literature shows that there is a growing use of media in today’s culture. Many people use the media for educational purposes, others use it for pleasure or relaxation, and some just use it to fill space or take up time (Brown, 2002). The usage of media has led to a concern in parents about its influence on adolescent’s decision making about sex and how to deal with sexual situations. Many programs such as prime time television shows and soap operas have laced sexual innuendos and situations into their programming that I believe portrays a negative message to adolescents and others that view it. Sex is becoming a big part in our society today. It is also used in advertising/marketing which is a lot of the commercials we watch during our television time, our game playing time, or magazine reading time. The goal of this study is finding out if mass media really has an influence on decision making and learning about sex. In the end, the reader will be able to clearly see whether or not the mass media influences the decisions of adolescents and others in sexual situations as well as inform the reader how the mass media is used to educate people on the topic of sex. Also, it will draw a light on the subject of mass media using sex to subliminally market products to the population. The reader will begin to realize the impact of mass Medias influence on decision making in certain sexual situations as well as know what to look for in mass media when he or...
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...globally * Example: Paris Hilton * Targets a general wide audience (“mass culture”) * Commercial media that is for general consumption * Directed to the common people * Belongs to the people * Invokes a individuals tradition and roots 3.) Cool hunters are people who go around looking for the next person that is considered cool and what will be the start of a next new trend. They research the underground trends of fashion-forward youth in order to appropriate them for mass consumption. The triumphant circularity of cool hunting refers to: * No coherent philosophy of cool * Can’t manufacture cool, only observe it * Must be cool to know cool * Look for people first and cool things later 4.) 5.) The functionalist approach argues that the explanation for popular culture is our obsession with “mass entertainment” in terms of their social uses or their function in generating solidarity among individuals within large and anonymous communities. It also emphasizes how the symbols, rituals, and practices surrounding its production and consumption can bring people together as a social adhesive by generating a shared sense of social solidarity and reinforces the collective conscience. The critical approach says that the explanation for popular culture is its’ ability to reflect and reinforce the enormous economic and cultural power of the mass media industry. It emphasizes the darker aspects of popular culture – its ubiquity and...
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...Abstract: Mass Communication is often use in today’s modern society to establish the superior communication and the simplest way for everyone to get information. We will uncover that Mass Media also has a theory and we will find out more definition of it from the other developers who will give us more idea. For today, we are definitely living in communication and in an information-filled society, where in every day in our lives we uses it. As I check my notes in Speech and Oral Communication, I have read that Mass Communication is a communication that uses mass media like radio, television, ads, prints and films, and as I research even via internet is part of mass media. Through reading, I found out that the technology has the biggest share in mass media. According to Arthur Asa Berger (1995) “mass communication involves the use of print or electronic media, such as newspapers, magazines, film, radio, or television, to communicate to large numbers of people who are located in various places- often scattered all over the country or world” (pg. 9). Mass Communication is a process in which a person or a group of people and organization sends their message to the large group of people or massively spread out the information through the use of technologies in mass media. It thinks about the effects of mass media’s information to the receiver’s emotion, opinion, behavior and attitude. Mass media also has a theory. According to George Gerbner and Marshall McLuhan (1976), Cultivation...
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