Lecture dynamics of mass communication (9th edition) chapter 2 joseph r dominick

Nature and History of Mass Communication Part I... Chapter 2Perspectives on Mass Communication Paradigms for Study: Functional Analysis Functions of Mass Communication for society macroa

THE DYNAMICS

OF MASS COMMUNCATION

Joseph R Dominick

University of Georgia Athens

Nature and History

of

Mass Communication

Part I

Chapter 2

Perspectives on Mass Communication

Paradigms for Study:

Functional Analysis Functions of Mass Communication for society (macroanalytical) Functions of Mass Communication for Society (microanalytical) Critical / Cultural Perspective

Paradigms for Study

A  paradigm is a model or  pattern that a person uses to  analyze something.

Paradigms for Study

• Functional approach to mass 

communication

– How do people use it?

– What benefits do people receive from it?

• Critical/cultural approach to mass 

communication

– What are its power relationships?

– How do people interpret it?

– What does it mean to people?

Paradigms for Study

• Example: Operation Iraqi Freedom

• March 19, 2003

• War dominated media reporting for 6 weeks

• Functional perspective

– Why did people watch?

– What did they get out of it?

• Critical/cultural perspective

– Questions of objectivity – Role of corporate ownership of the media

Functional Analysis

Two levels of analysis

Macroanalysis

• “Wide­angle lens”

• What is the intention of the source?

• What is the purpose of the communication?

Microanalysis

• “Close­up lens”

• What does the receiver receive?

• What does the receiver do with the  communication?

Functions of Mass Communication

Surveillance

– Warning  

 example: weather reports and storm warnings

– Instrumental

– example: stock market prices

– Consequences

• Speed of propagation of truth and error

• Most news is not verifiable by receiver

• Credibility and conferral

Functions of Mass Communication

for Society (macroanalytical)

Interpretation

– Selective inclusion

– Express viewpoints and analysis

Linkage

– Buyers and sellers – example: eBay

– Specialized communities – example: MMORPGs

– Individuals and experts

– Overreliance

Functions of Mass Communication

for Society (macroanalytical)

• Transmission of Values

– Also called socialization function

– Example: advertisements and 

motherhood

• Entertainment

– Also called diversion function

– Diversion through mass 

communication has profound cultural  effects

Functions of Mass Communication

for Society (microanalytical)

• At micro level, functional analysis called 

use­and­gratifications model

• Needs satisfied by media called media 

gratifications

• Surveys typical research approach

Functions of Mass Communication

for Society (microanalytical)

• Cognition

– Information about current events

– General information

• Diversion

– Stimulation

– Emotional release

• Social utility – conversational currency

• Withdrawal – creation of barriers

Conditions of Functional Approach

• Audience use of a medium depends on  

– Message content

– Social context

• Assumptions include

– Receivers control media usage

– Competing activities exist

– Motivations verbalized accurately

Critical / Cultural Perspective

• Contrast with functional perspective

– More qualitative

– More humanities­oriented

• Macroanalytic

• Role of media and its relation to

– Ideology

– Politics

Culture

Social Structure

Critical/Cultural Perspective

History

– Marx and the Frankfurt School  

• 1930s – 40s

• Who controls the means of production?

– British Modification

• 1950s – 60s

• Media/individual relationship more complex – Feminist Movement Influence 

• 1970s – 80s

• Patriarchical bias reinforced by media

Critical/Cultural Perspective

Culture  

– common values, practices, and rules that bind     people together

Text 

– object of analysis (programs, films, ads) 

Meaning 

– interpretations audiences take away from      media text

Critical/Cultural Perspective

Polysemic 

– different person, different meaning 

Ideology 

– text­embedded beliefs, particularly social and     political themes 

Hegemony 

– domination and control accepted by both       groups with continual negotiation