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MASS COMMUNICATION. THEORY. Positivistic/Post-Positivistic Law-like & causal Interp./Critical shapes the way we view. Is a lens. THEORIES OF MASS COMMUNICATION. Cultivation Theory (Wood, 2008) Uses & Gratification (Wood, 2008) Spiral of Silence Theory (West & Turner, 2007)
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THEORY • Positivistic/Post-Positivistic • Law-like & causal Interp./Critical shapes the way we view. Is a lens
THEORIES OF MASS COMMUNICATION • Cultivation Theory (Wood, 2008) • Uses & Gratification (Wood, 2008) • Spiral of Silence Theory (West & Turner, 2007) • Media Ecology Theory (West & Turner, 2007)
THEORIES OF MASS COMMCultivation Theory - Gerbner • Cultivation – a cumulative process by which TV fosters beliefs about social reality
CULTIVATION THEORY • 2 mechanisms • Mainstreaming • Resonance
ASSUMPTIONS OF CULTIVATION THEORY • TV is different from other forms of mass media • TV shapes our society’s way of thinking & relating • The influence of TV is limited
USES & GRATIFICATION • Reasons for Use • Passing Time • Companionship • Escape • Diversion • Personal Identity • Connection to other • Separation • Excitement • Obtaining Info
ASSUMPTIONS OF USES & GRATIFICATION • Audience is active & its media use is goal oriented • Link to need gratification to medium choice goes to audience • Media compete for need satisfaction • Value judgments of media content can only be assessed by audience
SPIRAL OF SILENCE • Media influence is gradual • If in majority - encouraged • If in minority – discouraged Ergo – majority ideas are discussed
ASSUMPTIONS OF SPIRAL OF SILENCE THEORY • Society threatens deviant ind. with isolation & fear of isolation is prevalent • Fear causes ind. to assess climate of opinion • Public behavior is affected by public opinion assessment
MEDIA ECOLOGY • Technology affects life
MARSHALL MCLUHAN • “The medium is the message.”
ASSUMPTIONS OF MEDIA ECOLOGY • Media infuse every act and action in society • Media fix our perception & organize our experiences • Media tie the world together