Transcript Chapter 2 PowerPoint

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
A few perspectives we could use
to study the Mass Media
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Historical
Operational
Technological
Functional
Critical / Cultural
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
Mass Communication Roles

Various media provide different primary
functions

Macroanalysis: how society uses the mass
media

Microanalysis: how individuals use the
mass media
How Society Uses the Mass Media
The Macroanalytic View
Surveillance role

Warning surveillance (beware of threats)

Instrumental surveillance

Related issues

Media credibility

Media dysfunctions (negative consequences)

Status Conferral
Macroanalytic View Continued
Interpretation viewpoint role
Linkage connective role
Transmission of Values socialization role
Entertainment diversionary role
How People Use Mass Media
The Microanalytic View
The Uses and Gratifications Model
Cognition
Diversion

Stimulation

Relaxation

Emotional release (catharsis)
Microanalytic View Continued
Social Utility

Conversational currency

Parasocial relationships
Withdrawal
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
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
History of the Critical / Cultural Studies

Marx and the Frankfurt School

British Modification

Feminist Movement Influence
(1930s – 40s)
(1950s – 60s)
(1970s – 80s)
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
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
End of Chapter 2
Perspectives on Mass
Communication