Com 275 Exam 1

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model

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source to message sent to medium channel to message recieved to the receiver

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Linear model

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views communication as a one-way or linear process in which the speaker speaks and the listener listens.

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Interactive model: (Schram)

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The speaker or sender of the message also listens to the feedback given by the receiver or listener. Both the speaker and the listener take turns to speak and listen to each other. Feedback is given either verbally or non-verbally, or in both ways

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Transactional model

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shows that the elements in communication are interdependent. Each person in the communication act is both a speaker and a listener, and can be simultaneously sending and receiving messages.

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Lasswell’s five-factor model

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Who(communicator)-says what (message)- in what channel (channel)- to who(receiver)- with what effect (effect)

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content analysis

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asses what is presented in media; purely descriptive

no evidence of media effects

tells us how much we have

tells us how content differs by medium source, daytime

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how to do content analysis

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select a sample, assign messages to categories

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Pros of content analysis

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describes whats on, helps indentity areas of interest and or concern

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cons of content analysis

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incomplete picture, no evident of media effect

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Surveys

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assess the measurable characteristics of a healthy occurring population

describe characteristics of population, establish associations or relationships between variables

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Pros of Surveys

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generalizability, good for description

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Cons of Surveys

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does not show causality, poor data quality( self report)

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Longitudinal Research

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Two types panel study and cohort study

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Panel Study (Longitudinal research)

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exact same sample, multiple time points, ex: Huesman compares watching tv to aggressive behavior

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Cohort study (longitudinal research)

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different samples, observes at multiple time points,

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Pros of Longitudinal research

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can see change over time

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Cons of Longitudinal research

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time and cost, validity threats, historical events, outliers, subjects morality, selection bias

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Experimental Research

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Research outcomes: designed to assess causal relationships, three criteria for causality: correlation, time order, no 3rd variable cause

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Experimental Research Major characteristics:

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random assignment to experimental conditions, manipulation of key variable

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Meta Analysis

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A means of systematically integrating the finding from many empirical studies; used to provide a big picture

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Triangulation

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multiple methodologies are used: combined results are more compelling than any single methodology, Programmatic research increased credibility

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mass communication

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large scale distribution and reception process

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characteriscs of mass communication

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-one directional information flow

-impersonal source and anonymous receiver

-asymmetrical source receiver association (organized powerful source)

-market (economic) exhchange relationship

-standardized message content

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trends leading to modern society

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idustrializtion

urbanization

moderization

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Magic Bullet Theory

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a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver.

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Magic Bullet

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The media does something to everybody and it is powerful. Does huge things to everybody

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symbolic bullets

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media strikes every eye and ear, direct immediate powerful and uniform effects

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Perspective of much early research

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-people are socially isolated

-not influenced by social ties

-have uniform instincts

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Payne Fund Studies

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1st major research examine context, audience and effects focused on children adolescents film

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Payne Fund Studies today

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studies don’t really show uniform effects, till many saw overall effect was strong

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War of the Worlds

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world of worlds was important because it was a book about aliens Invasion from Mars

Cantril office of radio research about 12 million thought it was real

important: used as evidence of how powerful media influence is however not all viewed reacted the same

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19th Century Beginnings

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early scientist assumed powerful effects

-magic bullet or hypodermic needle( a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver.)

-early books advocate early effects

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Limited Media Effects:

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interacting in groups limited impact of media (focus shifts to individuals post depression era)

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Effects of Varying Levels

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-Strong or weak effect may occur under different content(conditions)

-individual differences and environments are important moderators(shape/alter the effect) of media effects

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Carl Hovland

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experimental research about media effects on attitude change

-1st experiments in mass communication

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Paul Lazarsfeld

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“opinion leaders”

-2 step flow models of media effects, studied the effect of political campaigns

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Harold Lasswell

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Five question models

3 functions mass communications should serve in society

- surveillance of the environment (to inform)

-correlate society's response to events in the environment (to guide)

- transmission of cultural heritage ( to educate)

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Kurt Lewin

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Dynamics of group communication

sweetbreads study

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Samuel Stouffer

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pioneered empirical research and statistical methods for media research

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Douglas Waples

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Added “ under what conditions” to the definition of communication ( who says what to whom by what channel with what effect)

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Wilbur Schramm

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mediating factors : what comes between the content and audience effect

-selective process:

-social categories perspective:

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Bernard Berelson

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there is evidence that some communication on some issues on some people under some conditions have some effect

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Joseph Klapper

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well known for saying “ ordinarily media are not a necessary or sufficient cause of change”

*goes against magic bullet theory

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-typically mediating factors result in media being an agent of reinforcement rather than change

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when media does cause change, 2 things are likely (Joseph Klapper)

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mediating factors are imperative allowing a direct mass media effect mediating factors impel change theory, social cognitive

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Albert Bandura

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social learning theory ( bobo study what we will and won’t imitate)

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four typologies of culture-society relation

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materialism,

idealism(ideals and values),

interdependence

autonomy

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mediation

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media’s role in providing knowledge, mediation creates relationships with objects not directly known

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Types of theories of media-society relations

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marco theories, audience theories, media institution theories

**these three theories mainly concerned with power social integration and social change

-values will influence the perception of these categories

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media institution theories

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focusing on the workings of the media as organizations

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marco theories

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dealing with media as part of the larger social setting

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Audience theories

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concerned with audience uses of media

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Mass Society Theory

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corresponds to the dominance model of media power

-media controlled by dominant elite

- produce standardized content promoting own interest

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Marxist theory

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media controlled by the middle/ruling class

-media and other social institutions operate in owners interest

- media creates a false consciousness among working class middle/ruling class monopolize

-media to about half political opposition and preserve status quo

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Functionalism

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society is composed of interdependent institutions (including media)all responds and contribute to the needs of society

media contribute by :

-promotions order, control, and stability

-maintaining and transmitting culture norms and values

-reducing tension by producing entertainment

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Critical political economic theory

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media economics and technology concentrate ownership

results in commodification of context and audiences

--diversity of available info decreases

--oppositional positions become marginalized

-public interest is subordinate to private interest

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Modernization and development theory:

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media can promote modernization and development

particularly in the developing world media can disseminate skills and technical know how, progressive work ethics, democracy

-media can aid educational health and welfare programs

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Communication technology determinism

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social change is direct result of communication technological innovation

the form content or use of each new

---piece of technology change how you interact

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Information society theory

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new communication technology promotes social change characterized

-an economy based on production of info as a commodity

-the prominence of info related occupations

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major perspectives of mass communication research

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social scientific

culturalist: focused on construction of meaning from texts

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4 areas of concerns cultural theorists deal with

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-notion of a mass culture

-questions of gender and subculture

-the role of new technology

-political economic issues:commodification, commecialization, hegenomy

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How does technology influence culture

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media logic cultivation global culture postmodern culture

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characteristic of normative theory

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-Value judgements concerning how media ought to operate

-early scholars focused mostly on informationals media

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five categories central to the media-society debate

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-ownership should be plurality

-order: should assist in maintenance

-expectations: should be fair accurate and complete

-values: should support dominant values of society

-rights: should respect the rights of individuals

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The fourth estate

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Based on a theory of the free press
-right to publish free of censorship is essential for a democracy

- theory of social responsibility concluded: ownership of media is a public trust.

-Press must be truthful, accurate and objective

-press should be free but self regulated government should intervene only to protect public interest

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structural features and organizational routines/practices affect on media content

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influence organization conduct performance and product

organizational practices and goals can influence media content -often more strongly than personal or ideological

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conflicting forces on organizations and individuals that influence content

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constraint versus autonomy

routine production versus creativity

commerce vs art

profit vs social purpose

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traditional content analysis

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dominant empirically oriented paradigm

- a research technique for the objective systematic and quantitative

-description of the manifest(something that is clearly apparent) content of communication

-often used to compare content with known frequency in social reality

-still assumes content is encoded just like the reality it represents

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Manifest

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something that is clearly apparent

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latent

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something that is not clearly apparent

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different critical perspectives of media content

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-ability to fulfill intended functions

-domination of media establishment

- Marxist approaches: media contain images favorable to ruling class

----- audiences uncritically consume these images and adopt this favorable view

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structuralism

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-explore the nature of sign systems that regulate latent (not obviously apparent) meaning of texts

-goal to identify the 'cultural meaning' of media content

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information theory

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communication is the intentional transfer of information

content should be judged by its efficiency in reducing uncertainty

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How is quality evaluated in research using a “media performance discourse” approach?

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Basic Idea: quality of information is measurable

-usually based on some notion of public interest such as:

- freedom and independence

- content diversity

-news objectivity

-reality reflection or distortion

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characteristics of the modern mass media audience

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larger

more dispersed

indiviualized and privatized

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four main types of audiences

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-audience as a group of public

- gratification set as an audience

-the medium audience: ex television daytime audience

- audience as defined by content--people connected by particular content

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six major concepts of reach

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-the available or potential audience

-the paying audience

-the attentive audience

-the internal audience

-the cumulative audience: percent reached over time

-the target audience

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audience model associated with Clausse

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The 5 Layer model: demonstrates how most communication receives only a small impact

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Biocca’s different definitions of “activity”

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-selectivity: active before exposure

-utilitarianism: conscious use of a media product -intentionality: active after exposure

-resistance to influence

-involvement

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Experimental Research

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pros: good for establishing causalty reasearchers has lots of control inexpensive

Cons: artifical setting may affect behacior, expieremental bias,

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1920's mass society

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-Society differentiation increase( more boarder segments of population that were further apart)

-informal social controls weaken (pressures to conform reduced)

-communication becomes important information sources media became the most important information source

-Anomiew (normless-ness )

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Wilbur schramm -selective process

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selective exposure, selective perception, selective retention

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Wilbur Schramm -social categories perspective:

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similar populations have similar reactions moderate to powerful media effects are possible

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Content is Influenced by

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-medias workers solization and attitudes

-media-organization routines
-social institutions and forces

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5 media-organizational relations that organizations have with outside forces

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with society

with pressure groups ( people who want something to happen)

with owners client and suppliers

with audience internal to the organization

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Critical analysis of media

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-ability to fulfill intended functions

-domination of media establishment

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Critical analysis (Marxist)

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-Media contain images favorable to the ruling class

-audiences uncritically consume these images adopt this view

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Sign

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Composed of a signifier and signified

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Audience Charactersitics

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modern mass audience is: larger, more dispersed, indivisualized, privatized

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Types of Audiences

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Audience as a group or public

gratification set as audience

the medium audience

audience as defined by content

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Clause's 5 layer model

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message offered, message receivable,message received, message registered, message internalized