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The Dynamics of Mass Communication

The Dynamics of Mass Communication. Seventh Edition. Joseph R. Dominick. Part 1 The Nature and History of Mass Communication. Chapter 2 Perspectives on Mass Communication. Historical Operational Technological Functional Critical / Cultural.

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The Dynamics of Mass Communication

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  1. The Dynamics ofMass Communication SeventhEdition Joseph R. Dominick

  2. Part 1 The Nature and History of Mass Communication

  3. Chapter 2 Perspectives on Mass Communication

  4. Historical Operational Technological Functional Critical / Cultural A few perspectives we could use to study the Mass Media

  5. Functional Analysis How to understood something by analyzing its uses. • Advantages: • generates concepts helpful in understanding media behavior • makes us aware of gratification diversity provided by media • provides a perspective from which to examine the media

  6. Mass Communication Roles • Various media provide different primary functions • Macroanalysis: how society uses the mass media • Microanalysis: how individuals use the mass media

  7. How Society Uses the Mass MediaThe Macroanalytic View Surveillance role • Warning surveillance (beware of threats) • Instrumental surveillance • Related issues • Media credibility • Media dysfunctions (negative consequences) • Status Conferral

  8. Macroanalytic View Continued Interpretation viewpoint role Linkage connective role Transmission of Values socialization role Entertainment diversionary role

  9. How People Use Mass MediaThe Microanalytic ViewThe Uses and Gratifications Model Cognition Diversion • Stimulation • Relaxation • Emotional release (catharsis)

  10. Microanalytic View Continued Social Utility • Conversational currency • Parasocial relationships Withdrawal

  11. Content and Context It is not only the media content that determines the audience usage, but also the social context within which the media exposure occurs. Assumptions: • Audiences take active roles in interaction with media • Media vies with other sources of consumer satisfaction • Uses-and-gratification approach assumes that people are aware of their own needs and can verbalize them

  12. Critical / Cultural Studies . . . . . . takes a macroanalytic view of the media and examines such concepts as ideology, culture, politics, and social structure as they relate to the role of media in society

  13. History of the Critical / Cultural Studies • Marx and the Frankfurt School (1930s – 40s) • British Modification (1950s – 60s) • Feminist Movement Influence (1970s – 80s)

  14. Critical / Cultural Concepts • culture:the common values, practices, and • rules the bind people together • text:object of analysis (programs, films, ads) • meaning: interpretations audiences take • away from media text

  15. Critical / Cultural Concepts • polysemic:how audiences can impart different meanings into any media text • ideology:set of beliefs embedded within texts, particularly social and political themes • hegemony: socially dominated group • accepting control group’s position as natural • and normal, thereby insuring the status quo

  16. End of Chapter 2Perspectives on Mass Communication

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