Mass Communication Models and Theories
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Questions and Answers

What defines mass communication?

  • Communication that is personal and targeted.
  • A dialogue between similar individuals from rural backgrounds.
  • Society-wide communication using technology to reach a large audience. (correct)
  • Communication that occurs only within small groups.

    • In the context of mass media, what does the term 'medium' refer to?

  • A psychological state of the audience.
  • The feedback mechanism involved in communication.
  • The technology used to transmit communication. (correct)
  • A specific audience receiving the message.

    • What significant societal change occurred after industrialization regarding communication?

  • The use of personal letters increased dramatically.
  • Mass media began to influence public opinion more significantly. (correct)
  • People relied solely on family for information.
  • Communication became localized among rural communities.

    • Which of the following statements accurately describes the audience in mass communication?

    <p>The audience is typically large and mixed, with limited knowledge by the sender.</p> Signup and view all the answers

    What best describes 'media effects'?

    <p>Consequences arising from media exposure, whether direct or indirect.</p> Signup and view all the answers

    What is a key characteristic of mass media compared to mass communication?

    <p>Mass media refers to technology for transmitting messages.</p> Signup and view all the answers

    Which aspect of media effects refers to the permanence or temporality of influence?

    <p>Duration</p> Signup and view all the answers

    What typifies feedback in mass communication?

    <p>Feedback is often one-sided and minimal initially.</p> Signup and view all the answers

    What is the primary focus of the Spiral of Silence Theory?

    <p>How public beliefs affect public discourse</p> Signup and view all the answers

    Which of the following theories suggests that repeated exposure to media can shape an individual's perception of reality?

    <p>Cultivation Theory</p> Signup and view all the answers

    How does framing theory influence public perception of issues?

    <p>By focusing on specific aspects of a story to shape interpretation</p> Signup and view all the answers

    What does Priming Theory indicate about human cognition?

    <p>Familiarity with an issue can prime individuals to react differently</p> Signup and view all the answers

    What is a key finding associated with Gerbner's Cultivation Theory?

    <p>Increased fear of criminal victimization is linked to TV viewing</p> Signup and view all the answers

    According to Media Equation Theory, how do people interact with media technologies?

    <p>Their interactions are similar to those with real people</p> Signup and view all the answers

    What significant change occurred in the perception of media audiences from the mid-1940s onward?

    <p>Audiences began to be viewed as active meaning-makers</p> Signup and view all the answers

    What does the 'mainstream syndrome' in Cultivation Theory refer to?

    <p>The inclination to perceive the world as more violent than it actually is</p> Signup and view all the answers

    What is a disadvantage of media framing as identified in the content?

    <p>Can lead to bias and omissions of critical information</p> Signup and view all the answers

    What is a key assumption of the Hypodermic Needle Theory?

    <p>Audiences passively accept media messages and exhibit predictable reactions.</p> Signup and view all the answers

    According to the Two-Step Flow Model, who primarily influences undecided voters?

    <p>Family and community members acting as opinion leaders.</p> Signup and view all the answers

    What concept describes the tendency of individuals to avoid communication that contradicts their beliefs?

    <p>Selective exposure</p> Signup and view all the answers

    In what way does the Uses and Gratification Theory view audience behavior?

    <p>As active participants seeking to satisfy their specific needs.</p> Signup and view all the answers

    What is the primary focus of the Agenda Setting Theory?

    <p>How media shapes public perception of important issues.</p> Signup and view all the answers

    What role do opinion leaders play in the Diffusion of Innovations?

    <p>They first adopt innovations and influence the majority.</p> Signup and view all the answers

    Which term refers to the process of media filtering information for public consumption?

    <p>Gatekeeping</p> Signup and view all the answers

    What does Cultivation Theory primarily investigate?

    <p>Long-term effects of media exposure on perceptions.</p> Signup and view all the answers

    What does the term 'selective retention' refer to?

    <p>The tendency to forget information that contradicts beliefs.</p> Signup and view all the answers

    What is a common criticism of the Hypodermic Needle Theory?

    <p>It neglects the varying effects of media on different audiences.</p> Signup and view all the answers

    Which of the following is NOT a characteristic of the Uses and Gratification Theory?

    <p>Media has a direct and uncontrollable influence on behavior.</p> Signup and view all the answers

    What is the significance of framing in the context of the Agenda Setting Theory?

    <p>It refers to how issues are depicted in media.</p> Signup and view all the answers

    According to Klapper's Theory, media primarily serves to:

    <p>Reinforce existing opinions and attitudes.</p> Signup and view all the answers

    Which of the following groups is likely to be considered a 'laggard' in the Diffusion of Innovations?

    <p>Individuals who are skeptical and adopt only when forced.</p> Signup and view all the answers

    Study Notes

    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).

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    Description

    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.

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