Mass Communication Models and Theories

Mass Communication Models and Theories

• Pyramid of Communication: Communication can be intra-group (within a group) or inter-group (between groups).

Mass Communication Definition

• Mass communication is a societal-wide communication process.
• A sender (person or institution) uses technology to send messages to a large, diverse audience.
• Senders and receivers are separated in time and space.
• Senders often do not fully know their audience.
• Feedback is limited initially but is growing.
• Reality is mixed- not purely separate

Mass Communication and Media

• Mass communication is a process, while mass media are the tools used to transmit messages.
• Mass media channels include television, radio, and the internet (media).

Rise of Mass Society

• Pre-industrialization, people lived in homogenous rural communities.
• Industrialization led to urbanization and reliance on mass media (newspapers, radio, TV) for information, gradually replacing family, community and church in shaping public opinion.

Media Definitions

• Medium: a communication channel (e.g., television, radio).
• Media (plural): communication channels collectively.
• An alternative meaning of medium (psychic): someone who communicates with spirits.

Media Effects

• Media effects are the outcomes resulting from media influence.
• Media exposure can be direct or indirect.
• Effects can vary in: timing (immediate vs. long-term), duration (temporary vs. permanent), valence (positive vs. negative), change (difference vs. no difference), intentionality (intentional vs. unintentional), level (micro vs. macro), and nature (direct vs. indirect).

Grimpstrud's Three Eras

• Almighty Media (pre-1940s): Media's power was overstated. Media could directly influence people's beliefs. This is the ‘hypodermic needle’ (magic bullet) theory.
• Powerless Media (1940s-1970s): Opinion leaders mediate media effects. Audiences actively engage with media to meet their needs. This includes theories like two-step flow, uses and gratifications, and diffusion of innovations.
• Mighty Media (1970s-): Media has a measurable and profound influence on perceptions of reality. Includes effects like cultivation, agenda-setting, and priming.

Almighty Media - Hypodermic Needle Theory

• Lasswell's Theory: Assumes audiences passively receive media messages and react predictably.
• Propaganda and political manipulation were central concerns.
• Examples: The War of the Worlds radio broadcast, Columbine High School shooting (debatable).
• Characteristics of Vulnerable Audiences: Limited sources of information, lacking competing messages/diverse viewpoints, positive attitudes toward media, and a lack of alternatives to established media.

Powerless Media Theories

• Two-Step Flow (Lazarsfeld and Katz): Media influence is filtered through opinion leaders (influencers, family, community members).
• Diffusion of Innovations (Rogers): How information spreads through a population, involving innovators, early adopters, and laggards.
• Uses and Gratifications (Blumer and Katz): Audiences actively engage with media to satisfy their needs and desires (e.g., entertainment, information, social connection).
• Selective Exposure (Klapper): Individuals tend to avoid media contradicting their viewpoints, reinforcing existing beliefs. This creates selective perception and retention.

Gatekeeping Theory (Lewin, McCombs, and Shaw)

• Gatekeepers: Media filters and select information presented. Decision makers or algorithms shape content.
• Examples: News editors, casting directors, censorship.

Agenda-Setting Theory (McCombs and Shaw)

• Media determines which issues are considered important by the public.
• Media coverage affects public opinion on issues. First and second levels of agenda-setting.

Spiral of Silence Theory (Noelle-Neumann)

• Public perceptions of opinion consensus influence expression of minority viewpoints.
• Fear of isolation silences those perceived as in the minority.

Framing Theory (Goffman, Entman, Herman, and Chomsky)

• Framing is presenting information to influence how people understand and respond to issues.
• Framing influences the perception of issues, solutions, and causes/effects.
• Media messages are constructed.

Priming Theory (Iyengar, Peters, and Kinder)

• Exposure to specific media content creates biases in perceptions.
• Issues/topics covered by media become more relevant to audiences.

Cultivation Theory (Gerbner)

• Repeated media exposure cultivates specific perceptions of reality.
• Media influences fear, threat of violence, and trust in authority.

Media Equation (Reeves and Nass)

• People treat media technologies (computers, TV) similarly to real people. This can lead to politeness, understanding behaviors and reactions between users and technological interfaces.

Models of Reception

• From passive to active audiences—media's influence depends on the receiver’s involvement.
• Early models (passive audience). Modern models (active audience: interpreting, choosing).

Direct and Indirect Effects

• Direct effects (magic bullet, cultivation, spiral of silence).
• Indirect effects (two-step flow, selective exposure, uses and gratifications, agenda-setting).

Explore the key concepts of mass communication, including the definitions and theories that underpin this essential societal process. Understand the differences between mass communication and mass media, as well as the historical context that has led to the rise of mass society. Test your knowledge on how communication occurs across diverse audiences.