Milestones in Communication Science - Lecture 1
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Questions and Answers

What is the main focus of Authoritarian Theory in relation to media?

  • Media should serve the interests of the state and uphold social order. (correct)
  • Media should operate independently of government influence.
  • Media should encourage free expression of ideas.
  • Media should promote cultural diversity.

    • Which theory advocates for media to operate free from government control?

  • Social Responsibility Theory
  • Developmental Media Theory
  • Libertarian Theory (correct)
  • Technological Determinism

    • Which of the following best describes Social Responsibility Theory?

  • Media should promote state ideologies and control.
  • Media should be free but accountable to public interest. (correct)
  • Media should only focus on entertainment.
  • Media must serve the economic interests of journalists.

    • What does the Developmental Media Theory emphasize for developing countries?

    <p>Encouraging the media to support national development and cultural identity.</p> Signup and view all the answers

    What is the principle idea behind Technological Determinism?

    <p>Media technologies determine societal changes.</p> Signup and view all the answers

    Which concept contrasts with Technological Determinism, arguing that societal forces influence technology?

    <p>Social Shaping of Technology</p> Signup and view all the answers

    How does media participate in culture according to the principles outlined?

    <p>By actively creating, disseminating, and interpreting cultural elements.</p> Signup and view all the answers

    Which approach, influenced by Stuart Hall, addresses the interplay between media and culture?

    <p>Cultural Studies</p> Signup and view all the answers

    What does the term 'disruptive innovations' refer to?

    <p>Innovations that create a new market and value network</p> Signup and view all the answers

    Which development significantly contributed to the changes in the media landscape during the 19th century?

    <p>Industrialization and the emergence of political parties</p> Signup and view all the answers

    Which printing technology was introduced around 1045?

    <p>Moveable type</p> Signup and view all the answers

    What was one of the key outcomes of the Gutenberg press invention in 1436?

    <p>The beginning of the Renaissance period</p> Signup and view all the answers

    What was the primary purpose of pamphlets during the Renaissance?

    <p>To inform and entertain</p> Signup and view all the answers

    During what period did the boom in book shops and book peddlers occur due to the printing revolution?

    <p>The Renaissance</p> Signup and view all the answers

    What format of printed materials was most successful during the printing revolution?

    <p>Pamphlets of up to 64 pages</p> Signup and view all the answers

    What significance did Luther tracts achieve during the printing revolution?

    <p>They were printed 300,000 times to spread religious ideas.</p> Signup and view all the answers

    What is the key concept of the publicity model?

    <p>Gaining a large audience for advertisers</p> Signup and view all the answers

    Which model emphasizes the act of communication as a symbolic process?

    <p>Ritual model</p> Signup and view all the answers

    In the reception model, what is primarily focused on?

    <p>The cognitive processing by the receiver</p> Signup and view all the answers

    How is social life characterized according to the content provided?

    <p>It encompasses sharing values, sentiments, and notions.</p> Signup and view all the answers

    Which metaphor describes the media as a source that influences the topics discussed?

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

    What is the focus of the transmission model?

    <p>Transfer of meaning from sender to receiver</p> Signup and view all the answers

    What does the metaphor of media as a 'screen' imply?

    <p>Media distorts reality by overwhelming us with information.</p> Signup and view all the answers

    Which model does NOT focus on the reception and interpretation of messages?

    <p>Publicity model</p> Signup and view all the answers

    What characterizes the traditional paradigm of mass communication?

    <p>Asymmetrical communication with a powerful sender</p> Signup and view all the answers

    What is a key feature of group communication as described by Herbert Blumer?

    <p>Voluntary membership and emotional connection</p> Signup and view all the answers

    Why are genres in media considered stable?

    <p>They consistently adhere to successful mechanisms over time</p> Signup and view all the answers

    What role do opinion leaders play in group communication?

    <p>They are individuals with authority on specific topics</p> Signup and view all the answers

    What is the significance of informal norms within groups?

    <p>They help in monitoring behavior and maintaining stability</p> Signup and view all the answers

    In what way does group communication differ from mass communication?

    <p>Group communication is hierarchical and involves emotional connections</p> Signup and view all the answers

    How does an individual's group membership relate to the interpretation of media?

    <p>It helps to encode and shape the meaning of media content</p> Signup and view all the answers

    Which of the following best describes the structure of a group in communication?

    <p>An organized hierarchy with rules and conventions</p> Signup and view all the answers

    What event significantly boosted the belief in the power of mass communication according to the content?

    <p>World War II and propaganda</p> Signup and view all the answers

    Which year does McQuail identify as the starting point of communication science?

    <p>1918</p> Signup and view all the answers

    What term describes the use of communication to achieve a specific goal?

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

    Which of the following is NOT a characteristic associated with the early understanding of communication by Greeks?

    <p>Use of symbols from nature</p> Signup and view all the answers

    Which scholar is associated with the concept of 'Rhetorica' as a foundation of communication science?

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

    What does the term 'cultural communication' refer to?

    <p>Understanding communication through cultural symbols</p> Signup and view all the answers

    Which of the following does NOT describe one of the goals of effective communication according to Cicero?

    <p>Maintaining simplicity</p> Signup and view all the answers

    What method do scholars suggest as a way to find truth in discussion?

    <p>Dialectic method</p> Signup and view all the answers

    Which of the following channels of communication was significant in the rise of mass communication after WWI?

    <p>Newspapers and magazines</p> Signup and view all the answers

    Which principle emphasizes emotional appeal in communication?

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

    Study Notes

    Milestones in Communication Science

    • Mass communication theorized after World War I with the advent of radio and print media.
    • McQuail identifies the start of communication science in 1918, influenced by industrialization and nationalism.
    • Communication during WWI involved aggressive propaganda using newspapers, radio, and magazines to encourage patriotism and support for the war.

    Early Foundations of Communication

    • Ancient Greeks studied communication as "rhetorica," focusing on persuasion and public speaking.
    • Romans disseminated these ideas, contributing to early theories of communication.
    • Key figures:
      • Socrates and Plato emphasized dialectical reasoning.
      • Aristotle introduced concepts of persuasion: logos (logic), ethos (credibility), and pathos (emotion).

    Channels of Communication

    • Recognition of varied channels including spoken word, arts, coins, and architecture.
    • Cultural communication is centered on symbols understood within specific cultural contexts.

    Communication Theories

    • Cicero’s "De Oratore" outlined effective communication strategies like establishing politeness and trust.
    • Goal-oriented communication focuses on achieving specific outcomes via established channels.

    Media Evolution and Impact

    • Key milestones in media evolution:
      • Oral communication
      • Introduction of the written word
      • The rise of figurative media
    • Technological innovations, such as the printing press, significantly altered media landscape:
      • Woodblock printing (250 AD) and moveable type (~1045) increased access to information.
      • Gutenberg Press (1436) marked the transition from the Middle Ages to the Renaissance, promoting literacy and fueling social change.

    Types of Media Theories

    • Authoritarian Theory: Media upholds state interests to maintain social order.
    • Libertarian Theory: Media operates independently, fostering free debate for truth discovery.
    • Social Responsibility Theory: Media maintains freedom while serving public interest ethically.
    • Developmental Media Theory: Media in developing countries promotes national growth and unity.

    Communication and Culture

    • Media reflects and shapes cultural practices, norms, and values.
    • Cultural Studies, influenced by scholars like Stuart Hall, analyze media's role in ideological power structures.

    Models of Mass Communication

    • Traditional mass communication is characterized by one-way, asymmetrical exchanges, giving power to the sender.
    • Publicity Model: Prioritizes audience reach for economic gains rather than effective communication.
    • Ritual Model: Focuses on mutual understanding in communication, emphasizing symbolism.
    • Reception Model: Centers on how receivers interpret and construct meaning from messages, influenced by their backgrounds.

    Metaphors in Media Understanding

    • Media viewed as:
      • A filter or gatekeeper, determining what topics are covered.
      • A screen that presents a distorted reality.
      • A guidepost, providing ideological explanations of events.
      • A window, offering a more objective view of the world through media lenses.

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    Milestones in Communication Science Lecture 1 PDF

    Description

    This quiz covers key theories, models, and concepts in communication science, focusing on the evolution of mass communication. It highlights significant milestones such as the impact of World War II on communication and the rise of marketing revenue post-WWI. Test your understanding of these crucial developments in communication history.

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