Communication Theories: Weeks 1 & 2

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Questions and Answers

What does the Transmission View of communication emphasize?

Reinforcing social bonds

Constructing symbolic reality

Creating a shared cultural space

Sending information across distances (correct)

Which of the following best represents the Ritual View of communication?

Learning new information from reading

Affirming shared beliefs through familiar media (correct)

Critically analyzing news media

Establishing monetary transactions

How does communication act as a form of symbolic reality?

By providing universal truths through media

By ensuring everyone understands the same symbols

By framing events in a way that shapes public perception (correct)

By describing reality without altering it

Which concept asserts that technology shapes society independently of social influences?

Technological determinism Signup and view all the answers

What drives technological advancements according to cultural determinism?

Social needs and economic demands Signup and view all the answers

According to Marshall McLuhan, how does the medium affect communication?

The medium shapes the way content is perceived. Signup and view all the answers

How did the telegraph impact society historically?

It facilitated the spread of imperialism by overcoming distance. Signup and view all the answers

What does the term 'symbolic representations' refer to in the context of communication?

Images and texts that define and shape reality Signup and view all the answers

What is the primary function of the Uses and Gratifications Theory?

To understand the motivations behind media selection Signup and view all the answers

Which of the following best describes the concept of 'Framing' in media studies?

The way media highlights specific aspects of an issue to shape perception Signup and view all the answers

How does the Two-Step Flow Theory differ from the Magic Bullet Theory?

It posits that media influences individuals indirectly through social connections Signup and view all the answers

What does the Agenda Setting Theory primarily focus on?

To prioritize certain issues, shaping public perception of importance Signup and view all the answers

Which statement identifies the role of social media in the context of agenda setting?

Social media challenges traditional media's control over public discourse Signup and view all the answers

In what way do wartime propaganda posters exemplify the Magic Bullet Theory?

They symbolize how media can unify public opinion through direct messaging Signup and view all the answers

How does linear thinking differ from a holistic, 'tribal' experience promoted by different media?

Linear thinking encourages individualism compared to collective experiences Signup and view all the answers

What does episodic framing focus on in media reporting?

Individual responsibility and isolated incidents Signup and view all the answers

Study Notes

Week 1: A Cultural Approach to Communication

Transmission View (James Carey): Communication as sending information, akin to moving goods. Historically connected to spreading religious beliefs and influencing transmission of messages (e.g., missionaries using the telegraph).
Ritual View (James Carey): Communication as creating shared cultural experiences and affirming values. Reading newspapers to reinforce beliefs, not just gather information. Highlights media's role in reinforcing social bonds and shared values.
Communication as Symbolic Reality: Media doesn't just describe reality; it constructs it. Framing a news event as "robbery" versus a "product of poverty" influences perception of the event. Media and symbols help us understand and navigate complex social spaces, akin to using maps to navigate.

Week 2: How Are Media Born and Developed?

Technological Determinism: Technology drives societal changes independently. Technological innovations (e.g., the telegraph) create societal changes such as easier communication and the spread of capitalism/colonialism.
Cultural Determinism: Social needs and economic pressures drive technological growth. For example, adding sound to film was a business strategy to outpace competitors and gain advantage. Demonstrates how social situations often drive technology.
McLuhan's "Medium is the Message": The medium (e.g., print, TV) shapes how we interact with its content. Print encourages linear thinking while TV creates a more holistic, communal experience. Each medium has unique impacts on social habits and perceptions.

Week 3: Media Effects

Magic Bullet Theory/Mass Society Theory: Media has a direct and significant effect on individuals, assuming a passive audience. This theory suggests that media wields an overwhelming and easy-to-manipulate influence. Used as an example for how media was thought to be used during wartime propaganda times.
Two-Step Flow, Limited Effects: Media influence is indirect. Opinion leaders interpret and shape how media messages are understood within social groups. This theory presents a more nuanced interaction between the audience and media, emphasizing the role of intermediaries.
Uses and Gratifications Theory: Focuses on how individuals use media to satisfy their needs (e.g., information, social connection, entertainment) rather than how media affects them. This theory recognizes that individuals actively choose media based on personal needs.

Week 4: Agenda Setting and Framing

Agenda-Setting Theory: Media doesn't dictate what people think but what they should be thinking about. Prioritizing issues in news (e.g., front-page articles) influences public perception of importance.
Framing: How media presents an issue to shape audience perception (e.g., reporting an event as an individual's fault vs. a social one). This involves using images, language, and context to emphasize particular aspects of a story. The way a story is presented alters public perception to create either an isolated incident versus a widespread problem.
Social Media and Agenda Setting: Social media alters traditional agenda-setting by enabling individuals to shape content and disseminate information. It shifts control of media's agenda away from only mainstream forms. Mainstream media is still highly influential, impacting social media trends and vice-versa.

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Description

This quiz covers key concepts from Weeks 1 and 2 of a cultural approach to communication. It explores James Carey's Transmission and Ritual views, as well as the notion of communication as symbolic reality. Additionally, it delves into the birth and development of media through the lens of technological determinism.