mass communication Flashcards
what is mass communication
- special form of human communication
- large, anonymous audiences
- reached through some form of media
media that allows for MC is mass media
media epochs - “The medium is the message.” (McLuhan, 1964)
tribal
- oral tradition reigned
- give and get immediate feedback
oral transmission of info, history and culture and forms of entertainment - fostered cohesive communities and make hearing a dominant sense
- oral cultures continue among insulated communities and prevail in underdeveloped countries
media epochs - “The medium is the message.” (McLuhan, 1964)
literate
development of individuality associated with the written word
- started with the invention of the phonetic alphabet -> writing
- communication can be delayed or repeated -> sight ascended as primary sense
- cultivated linear thinking
- access of medium is restricted
media epochs - “The medium is the message.” (McLuhan, 1964)
- Johannes Gutenberg invented the printing press in 15th century, signalled start of MC -> mass production of printed work, consistency
consequences
- cultivated homogeneity of perspectives and values
- written communication for the masses
- propagated enlightenment in thought and life
media epochs - “The medium is the message.” (McLuhan, 1964)
electronic
- launched with the invention of the telegraph (1844)
- communication overcomes distance
- revived the oral tradition and made hearing and touch the dominant sense
- increased access to information -> electronic media created a global village
hypodermic needle model (not really accepted anymore)
- posits that media penetrates our minds and can invoke certain feelings in us, mainly fear
- came into prominence due to the 1930s success of nazi propaganda and anecdotes about the power of radio
- discredited by theorists who recognised that audience are not passive receivers
users and gratification theory
- posits that we use mass media to gratify ourselves, to satisfy a specific need, we select media that will offer that gratification
assumes that people are active agents
- consciously aware of their needs
- actively choose media to gratify their needs
- surveillance
- personal r/s
- personal identity
- diversion
- opinion (new media)
agenda setting theory
media sets the agenda by spotlighting some events, issues, people, perspectives, and by selecting how to present them and how much time to give each one
- focused on news media effects
cultivation theory
- focused on cumulative process in the long term
- focused on any genre and content
television cultivates a worldview that is inaccurate, but that viewers assume reflects real life (Gerbner & Gross, 1976)
- cultivate particular worldview by mainstreaming, the stabilising of homogenising of views within a society
- more exposure to television, the more distorted perspective of reality -> results in “mean world syndrome” (unintended, a by product)
critical/cultural tradition
critique of ideology
mass media advances dominant ideology, shapes mainstream ideas of who and what are desirable and normal
- dominant social system is supported by mass media
- those with money and power benefit from media
- ideology of privileged groups are portrayed as normal, right, natural
- inequalities between social groups and co-cultures is reinforced
“humans are enslaved” type vibes
- cultivation of world views
- defining desirability and normalcy
example on tiktok in china
four distinct gratifications for TikTok use: socially rewarding self-presentation, trendiness, escapist addiction, and novelty
novelty was the most relevant motives for using TikTok across all users. Age was positively correlated with trendiness and negatively correlated with escapist addiction
addictive escapism being more relevant for women
“time-of-day-specific” with trendiness driving daytime use, novelty driving nighttime use, and posting TikTok videos being driven by socially rewarding self-presentations
example on WeChat in china
technology gratification (media appeal) has the greatest effect on the continuance intention to use WeChat, followed by hedonic gratification (perceived enjoyment) and utilitarian gratification (information sharing).
