The%20Dynamics%20of%20Mass%20Communication

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The Dynamics ofMass Communication
Seventh Edition

• Joseph R. Dominick

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Part 1 The Nature and History of Mass
Communication
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Chapter 2 Perspectives on Mass Communication
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A few perspectives we could use to study the Mass
Media

• Historical
• Operational
• Technological
• Functional
• Critical / Cultural

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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

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Mass Communication Roles

• Various media provide different primary functions
• Macroanalysis how society uses the mass media
• Microanalysis how individuals use the mass media

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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

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Macroanalytic View Continued

• Interpretation viewpoint role
• Linkage connective role
• Transmission of Values socialization role
• Entertainment diversionary role

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How People Use Mass Media The Microanalytic
ViewThe Uses and Gratifications Model

• Cognition
• Diversion
• Stimulation
• Relaxation
• Emotional release (catharsis)

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Microanalytic View Continued

• Social Utility
• Conversational currency
• Parasocial relationships
• Withdrawal

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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

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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
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History of the Critical / Cultural Studies

• Marx and the Frankfurt School (1930s 40s)
• British Modification (1950s 60s)
• Feminist Movement Influence (1970s 80s)

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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

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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 groups position as natural
• and normal, thereby insuring the status quo

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End of Chapter 2Perspectives on Mass
Communication