6. Mass Communication Flashcards
Define Mass Communication.
A special form of human communication characterised by large, anonymous audiences reached through some media. Media that allows for mass communication is mass media.
What are the 4 epochs of mass communication?
Tribal Epoch: reliance of spoken word; hearing is the dominant sense
Literate Epoch: invention of phonetic alphabet, hearing declined, sight is primary sense. Can spread linear thinking
Print Epoch: invention of the printing press, homogeneity of perspectives and values
Electronic Epoch: invention of the telegraph. Revived oral tradition; hearing and touch preeminent. Increased access to info created by global village
What is the Hypodermic Needle Model? What is its flaw?
A linear communication theory where information is injected into a passive audience; suggesting that an intended message is directly received and wholly accepted by the receiver.
Discredited by theorists who recognised that audience are not passive receivers
What is the Uses and Gratification Theory?
Assuming that people are active agents consciously aware of their needs & motivation, UGT explains that individuals use mass media to gratify themselves, where one actively selects media that they think will give them something they value/want
What are the 4 key gratifications of the UGT? (SPPD)
1) Surveillance: using media to gather info about the world
2) Personal relationships: using media to fit in, or have relationships on media platforms
3) Personal identity: things consumed that are close to one’s heart
4) Diversion: a relief/escape from everyday life; just for fun
What are 4 critiques about UGT?
- May be too tailored for each new media. Recent UGT works tend to come up with a new list of gratification for every new platform
- May be just giving ourselves a sense why we do certain things.
- Self-reporting - may be inaccurate; may not be conscious why we do certain things.
- May be also jarred by targeted advertising(?) theory gives us a perspective but not control
What is the Agenda Setting Theory?
Mass media [the news] sets an agenda for public consciousness when they decide how to distribute media coverage (spotlighting) of various issues.
What is the Cultivation Theory?
Television cultivates a worldview that is inaccurate, but that viewers assume reflects real life. Mass media cumulatively promote particular understandings about the world & how it operates. Watching TV leads to learning about incidental information, with then leads to a construction of a [distorted sense of] social reality
What is the Mean World Syndrome?
The more TV one watches, the larger the sense of feeling victimised & anxiety about the world.
E.g. Violent crime rates were going down in US but people still perceive it as increasing
What is the difference between agenda-setting theory and cultivation theory?
agenda-setting is more short term and dynamic, while cultivation theory is cumulative.
What is the difference between agenda-setting theory and hypodermic needle theory?
hypodermic needle is intentional (e.g. propaganda), while agenda setting does not intend to cultivate a violent/fearful mindset
Critical Cultural Tradition:
Mass media advance dominant ideology. Helping us define desirability and normalcy. Dominant social system is supported by mass media, so those with money & power benefit from media. Ideology of privileged groups are portrayed as normal, right, natural. It is done through mainstreaming.
What is mainstreaming?
Stabilising and homogenising of views within a society
