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Development of Mass Communication Theory and General Assumptions about the Effect of Mass Media

This lecture discusses the development of mass communication theory and general assumptions about the effect of mass media on society. It covers various communication theories and their stages of development. The lecture also explores the limited effects of mass media and the role of opinion leaders.

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Development of Mass Communication Theory and General Assumptions about the Effect of Mass Media

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  1. KOM5111 COMMUNICATION THEORY THIRD MEETING LECTURE SECTION 3: MASS COMMUNICATION THEORY Saturday, 17 September 2011

  2. Review of first and second-meeting lectures The following communication theories have been discussed during the first and second meeting lectures: 1. Berlo’s Theory 2. Schramm’s Theory 3. Westley Maclean Theory 4. Agenda Setting Theory 5. Aristotle Theory of Persuasion 6. Cognitive Dissonance Theory 7. Systems Theory of Communication

  3. Today’s Lecture Agenda The following mass communication theories will be discussed today: 1. Development of Mass Comm Theory 2. Cultivation Theory (Teori Penyuburan) 3. Two Step Flow Theory 4. Media Violence Theory 5. Limited Media Effects Theory 6. Normative Media Theory a. Authoritarian Media Theory b. Libertarian Media Theory c. Social Responsibility Theory

  4. 5 general assumptions (theory) about the effect of Mass Media on society Assumption 1 “Media content has limited impact on audiences because its’ only make-believe; people know it isn’t real” (Baran, S. 2004:416) Assumption 2 “Media content has limited impact on audiences because it is only play or just entertainment” (Baran, S. 2004:416)

  5. Assumption 3 “If media have any effects at all, they are not the media’s fault; media simply hold a mirror to society and reflect the status quo, showing us and our world as they already are” (Baran, S. 2004:417) Assumption 4 “If media have any effect at all, it is only to reinforce pre-existing values and beliefs. Family, church, school and other socializing agents have much more influence” (Baran, S. 2004:418)

  6. Assumption 5 “If media have any effects at all, they are only on the unimportant things in our lives, such as fads and fashions” (Baran, S. 2004:418)

  7. DEVELOPMENT OF MASS COMMUNICATION THEORY Understanding 4 General Concepts of Mass Communication Theory 1. There is no one mass communication theory (Baran, S. 2004:418) 2. Mass communication theories are often borrowed from other fields of science (Baran, S. 2004:418) 3. Mass communication theories are human constructions (Baran, S. 2004:418) 4. Mass communication theories are dynamic (Baran, S. 2004:418)

  8. DEVELOPMENT OF MASS COMMUNICATION THEORY 4 Stages in the Development of Mass Communication Theory (Salleh & Saiful Nujaimi Abd. Rahman 2008:79) 1. Mass Society Era (1920s – 1940s) 2. Limited Media Effects Era / Scientific Perspective Era (1950s – 1970s) 3. Cultural Research Era (1960s – present) 4. Medium Media Effects (1970s – present)

  9. DEVELOPMENT OF MASS COMMUNICATION THEORY 1. Mass Society Era (1920s – 1940s) - assumptions that mass media had a direct impact on the society - mass media was first introduced to society in early 1920s - people tend to believe messages on mass media (television, radio and films) - theory associated with this era: Magic Bullet Theory (Hypodermic Needle Theory)

  10. DEVELOPMENT OF MASS COMMUNICATION THEORY: The Magic Bullet Theory Magic Bullet Theory - The Magic Bullet Theory, also known as hypodermic needle theory was founded by Katz & Lazarsfeld in 1955 - assumptions of theory: mass media, especially television has a directand immediate effect (negative) on the audience - audience tend to believe everything they see on television (e.g., UFO landing on earth) - Critique on the theory: theory assumptions applicable in 1920s, but not during present times (except on children)

  11. DEVELOPMENT OF MASS COMMUNICATION THEORY 2. Limited Media Effects Era / Scientific Perspective Era (1950s – 1970s) - limited media effects (Era Kesan Terhad) was developed from the research conducted by Lazarsfeld, Berelson & Gaudet (1944) in Erie Country, Ohio, USA - assumption of theory: mass media (especially television) on their own had minimal effect on the audience - theory associated with this era: Two-Step Flow Theory - often compared with the Magic Bullet Theory

  12. DEVELOPMENT OF MASS COMMUNICATION THEORY - assumption of theory: mass media (television) requires a third element to have bigger effect/impact on audience - effect of mass media through two stages: 1. from mass media to opinion leaders 2. from opinion leaders to society

  13. DEVELOPMENT OF MASS COMMUNICATION THEORY - Criteria of Opinion Leaders: * Credible * Authoritative * Influential * In possess of power * Respected * Admired * Knowledgeable * Wealthy

  14. DEVELOPMENT OF MASS COMMUNICATION THEORY 3. Cultural Research Era (1960s – present) - the cultural research era was developed in Europe in 1960s to present - assumptions of theory: mass media (especially television and radio) are owned and operated by the elit group (groups with wealth, power and autonomy) - elit group use mass media for their own advantage (propaganda) - main focus of theory: how mass media is used to dominate other sectors of society - theory associated with this era: cultural theory, critical theory & social reality construction theory

  15. DEVELOPMENT OF MASS COMMUNICATION THEORY 4. Medium Media Effects Era (1970s – present) (Media Violence Theory) - medium effect theory was developed based on the studies conducted by Iyengar and Kinder (1986) - assumptions of theory: mass media have some level of effect/impact on certain groups of audience - effect of mass media is felt based on long-term usage of media - effect of mass media is mostly felt by children - a number of studies either support or contradict the assumptions made by this theory

  16. DEVELOPMENT OF MASS COMMUNICATION THEORY Study 1: Payne Fund (1930) - focus of study on the film ‘Gangster’ on the antisocial behaviour of viewers - findings of study: existence of positive significant relationship between viewing ‘Gangster’ movie and the development of antisocial behaviour among youths in USA - antisocial behaviour among youths and teenagers are mostly associated with violence on the mass media (television and films)

  17. DEVELOPMENT OF MASS COMMUNICATION THEORY Study 2: William H. Short (year of study unknown) - studied on children television viewing habits - findings of study: children who watch television will develop a certain form of change in their behaviour - the change of behaviour can be either positive or negative, depending on the programs that they watch

  18. DEVELOPMENT OF MASS COMMUNICATION THEORY Study 3: Ruth Peterson & L.L. Thurstone (1933) - conducted 11 separate studies to examine the behavioural change of children who watched films on war, crime and African American societies in America - findings of the study: children will develop a negative perceptions among African American societies and on wars and crimes

  19. DEVELOPMENT OF MASS COMMUNICATION THEORY Study 4: Mary Preston (1941) - conducted studies on reactions and behaviours of children who watched horror and crime-related movies - findings of the study: children tend to develop negative behavioural changes after watching horror and movies on crime and they will develop a sense of fear and aggressive behaviour - findings also revealed that horror movies have lesser impact on children from wealthy families

  20. DEVELOPMENT OF MASS COMMUNICATION THEORY Study 5: Schramm, Lyle & Parker (1961) - conducted studies on violence on mass media (television and films) - findings of the study: mass media is believed to have contributed to violence behaviour of viewers, but mass media is NOT the main cause of violence behaviour of viewers - effects of violence on mass media is less intensive on children who received good and proper upbringing

  21. DEVELOPMENT OF MASS COMMUNICATION THEORY Study 6: Catharsis (Seymour Feshbach, 1970) - conducted studies on the effect of violence on mass media (television and films) on viewers - findings of the study: the images of violence on mass media does not have a significant effect on viewers, except to certain categories of children - two main findings of study: 1. revealed that violence on mass media provides a sense of ‘escapism’ from negative influence for viewers 2. viewers learn how to engage in violence acts and violence behaviour

  22. DEVELOPMENT OF MASS COMMUNICATION THEORY Study 5: Schramm, Lyle & Parker (1961) - conducted studies on violence on mass media (television and films) - findings of the study: mass media is believed to have contributed to violence behaviour of viewers, but mass media is NOT the main cause of violence behaviour of viewers - effects of violence on mass media is less intensive on children who received good and proper upbringing

  23. CULTIVATION THEORY - The Cultivation Theory was developed by George Gerbner, University Annenberg, Pennsylvania in 1973 - Cultivation Theory examines the relationship between extent of television viewing and conception of reality - assumption 1: heavy television viewers will be more likely to perceive the real world in ways that reflect the most stable and recurrent patterns of portrayals in the television world

  24. CULTIVATION THEORY - assumption 2: television is a form of storytelling, television determines how society see the world through these stories - assumption 3: television is seen to cultivate a certain perspective or belief system among all of its viewers. - assumption 4: heavy viewers of television tend to see the world as television portrays it; light viewers of television form their own opinions about the world from a variety of sources and do not readily accept the portrayals of television

  25. CULTIVATION THEORY - assumption 5: heavy viewers of television tend to mistrust people more than do light viewers - assumption 6: repeated exposure of television viewing is capable of changing the belief systems of the viewers - assumption 7: heavy television viewers do not get as much varied information about the world as do light television viewers

  26. NORMATIVE MEDIA THEORY Definition of Normative Media Theory: “teori normatif media adalah berkaitan dengan pengaruh nilai dan norma sesuatu sistem masyarakat terhadap operasi media” (Salleh & Saiful Nujaimi Abd. Rahman 2008:97) “normative media theory refers to the society’s norm and ethical influence on media operation” (translation Mohd Nizam Osman 2008)

  27. NORMATIVE MEDIA THEORY Three (3) Categories of Normative Media Theory: 1. Authoritarian Media Theory 2. Libertarian Media Theory 3. Social Responsibility Theory

  28. NORMATIVE MEDIA THEORY 1. Authoritarian Media Theory - assumption of theory: the operation and function of media institutions is top down - the theory assumes the media content is heavily regulated by the government; to ensure continuous support for the government - policies concerning the operation of the media industries in a particular country is determined and regulated by the government

  29. NORMATIVE MEDIA THEORY 5 Principles of Authoritarian Media Theory media institutions are not allowed to publish news items which are against the government media institutions should respect the needs of the media consumers media institutions are not allowed to, in any way attack or defame the government as it is considered an act of crime news items which have been censored are meant to provide support for the government media reporters do not have the freedom and liberty to sensor or publish news items based on their own free will

  30. NORMATIVE MEDIA THEORY: Additional information: 7 DEADLY SINS OF THE MASS MEDIA (Tan Sri Dato’ Dr. Mazlan Nordin, 2007) – will not be asked in the exam 7 DEADLY SINS OF THE MASS MEDIA 1. DISTORTION (MEMUTARBELITKAN MAKLUMAT) 2. WORSHIPPING FALSE IMAGES (MEMBESAR-BESARKAN SESUATU YANG TIDAK BENAR) 3. INVASION OF PRIVACY (MENCEROBOHI HAK PERIBADI SESEORANG)

  31. NORMATIVE MEDIA THEORY: 7 DEADLY SINS OF THE MASS MEDIA (Tan Sri Dato’ Dr. Mazlan Nordin, 2007) 4. CHARACTER ASSISINATION (MENJATUHKAN IMEJ SESEORANG) 5. EXPLOITATION OF SEX (EXPLOITASI SEKS) 6. POISONING OF CHILDREN’S MIND (MERACUNI PEMIKIRAN KANAK-KANAK) 7. ABUSE OF POWER BY THE MEDIA (MENYALAHGUNA KUASA OLEH MEDIA)

  32. NORMATIVE MEDIA THEORY 2. Libertarian Media Theory - theory was developed in the early 18th century - people begin to justify action and search for consensual truth - focus of theory is based on rational thinking - truth is not determined by the elite group, but by the general public - therefore, the theory suggests that the media institutions should be free from the influence and control of the government (elite group) - media institutions should report any issues concerning government and elite groups freely

  33. NORMATIVE MEDIA THEORY 5 Principles of Libertarian Media Theory the printing and publication of newspapers should be completely free from the influence of the government the printing and publication of newspapers should be owned by individuals or groups whom should be free to operate without the influence or control from the government legal action should not be taken against media institutions for publishing news articles which are against the government media institutions should be free to decide what news articles to be published providing freedom to media institutions to import/export news information to/from any countries

  34. NORMATIVE MEDIA THEORY 3. Social Responsibility Theory - theory was developed in the 20th century - theory was developed to curb ‘monopoly’ on media institutions by individuals or groups - focus of theory: media institutions should be given the freedom to publish news articles, but media institutions should be responsible for the news articles they publish - society should be given the rights to evaluate news articles and take legal action against media institutions if deemed necessary

  35. NORMATIVE MEDIA THEORY 5 Principles of Social Responsibility Theory media institutions should be fully responsible as an agent for social development the news articles publish by media institutions should be professional, accurate and focusing on social aspects of society media institutions should not be involved in violence or crime-related activities and should avoid these activities from occurring The public should be given some space in the newspapers to voice their opinion about certain issues Journalists and media institutions have responsibility on the society and country

  36. END THIRD LECTURE @Dr. Mohd Nizam Osman SEPTEMBER 2011

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