Questions and Answers
What is the primary reason for studying Mass Communication Theory?
To understand the role of mass media in shaping people's values and views
What is the primary characteristic of mass communication?
It involves a great number of heterogeneous audience
What is the sixth stage of the scientific method in theory development?
Generalization
What is the main difference between old media environment and new media environment?
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What is the outcome of a theory that has been repeatedly tested without being disproven or substantially modified?
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What is the primary characteristic of interpersonal communication?
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What is a characteristic of the new media environment?
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What is the relationship between theory and research?
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What is the primary focus of the 'Affective' category of effects of mass media?
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What is the primary characteristic of intrapersonal communication?
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Study Notes
Types of Communication
- Intrapersonal communication: occurs within an individual, involving daydreams and self-dialogue, and serves as the base for other types of communication
- Interpersonal communication: occurs between a few people, and is the most common type of communication
- Group communication: involves a group of people, such as in sermons or class discussions
- Mass communication: involves a large, heterogeneous audience, with a institutional source, publicly transmitted content, and simultaneous reception by audience members
Old and New Media Environments
- Old media environment:
- Three daily newspapers
- Five main radio stations
- Two channels
- New media environment:
- Hundreds of radio stations
- Satellite channels
- Digital television
- Hundreds of newspapers and magazines
- Internet
- Mp3 and iPod
- Computer
Differences between Old and New Media Environments
- Old media environment: media scarcity, content geared to mass audience, one-way communication, and distinct technology for each medium
- New media environment: media abundance, content tailored to groups or individuals, two-way communication, and all media use digital technology
Effects of Mass Media
- Categories of effects: affective (emotions and feelings), cognitive (internal mental processes), and behavioral (actions)
What is a Theory?
- A theory is derived through a process known as the scientific method
- The scientific method involves:
- Conceptualization: definition of the subject of inquiry
- Operationalization: translation of general concepts into specific variables
- Observation: careful study of specified variables
- Analysis: extraction of meaning from observed facts
- Testing: use of analysis results to test hypotheses or research questions
- Generalization: making generalizations from test findings
- Theory: formulation of theories from generalizations
- Law: theory eventually leads to law after repeated testing and verification
Relationship between Theory and Research
- Theory and research are closely related through the scientific method
- Both theory and research are two sides of the same coin
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