Download Communication theories

Key terms:
Gatekeeping: In which the media controls the flow
of information disseminated to audiences and thus
determines a dominant or preferred reading of any
given issue.
Priming: In which some issues are given more
coverage and others are ignored or minimised.
Framing: Behavioural or attitudinal strategies
and/or outcomes that are due to how a given piece
of information is being framed in public discourse.
The clip is from the Daily Show on February 1st. For the specific
part of the video that deals with gatekeeping. Gatekeeping is one
of the oldest and most expansive powers of news media. Through
gatekeeping, news media can determine what information we
possess and which topics are relevant. In this clip from the Daily
Show, Jon Stewart shows the highlights of President Obama's
press conference with GOP leadership. During the conference,
Republican leaders challenge Obama with difficult questions and
he responds with wit, never losing his composure. As Jon points
out, MSNBC and CNN both covered the press conference from
start to finish. But Fox News chose to cut into the coverage
halfway through, and interrupt for commentary. Clearly, Fox
knows about their audience and what they want to hear. Given
that Fox News is notorious for their conservative ideology, they
clearly made a choice not to air the President's Q+A in its entirety
because they didn't want viewers to hear the President's defense
of his recent decisions. This is an example of both gatekeeping
and perceived bias in news coverage as we have discussed
previously in class.
http://mediaandpublic.blogspot.com.au/2010/02/gatekeeping-by-fox-news.html
What is the acronym to remember our
communication theories and models?
It’s
acronym
time!
BACSR2U
BACSR2U
BACSR2U
Communication models
B
A
C
S
R
2
U
Bullet theory
Agenda setting theory
Cultivation theory
Semotic theory
Reinforcement theory
2 step flow theory
Uses and Gratifications theory
BACSR2U
Communication models
B
A
C
S
R
2
U
Bullet theory
Agenda setting theory
Cultivation theory
Semotic theory
Reinforcement theory
2 step flow theory
Uses and Gratifications theory
Linear Model
Meaning exists in a text
and is waiting to be
uncovered
Sender => Message => Receiver
BACSR2U
Communication models
B
A
C
S
R
2
U
Bullet theory
Agenda setting theory
Cultivation theory
Semotic theory
Reinforcement theory
2 step flow theory
Uses and Gratifications theory
Semiotic Model
Meaning arises from the interaction of a
text with a reader. Interprestation depends
on the social context, beliefs, morals etc.
SPEED DATING!!
The goal of this speed dating is to learn about the communication theories from
your peers.
SPEED DATING!!
Person 1: (5 mins) Explain your communication theory:
a. the contention
b. example that supports this theory
Person 1/2: (2 mins) Discuss the theory with person 2 asking questions.
Person 2: (5 mins) Explain your communication theory:
a. the contention
b. example that supports this theory
Person 1/2: (2 mins) Discuss the theory with person 1 asking questions.
Person 1/2: Write notes in your table.
Comparing theories
Agenda Setting theory
2 step flow theory
Communication theories and models aim to provide some explanation of the
complex relationship between the media and its audience.
Explain two communication theories or models and discuss their similarities
and/or differences.
Communication theories and models aim to provide some explanation of the
complex relationship between the media and its audience.
Explain two communication theories or models and discuss their similarities
and/or differences.
…the main difference between these two theories is that Semiotic Constructivism
pertains to the area of consumerism to do with why an audience receives a text, while
the Agenda Setting Function Theory discusses what the media is doing to an audience.
Both models assume an active audience, with individual ideas, but not impervious to
influence, as the audience of Semiotic Constructivism will be effected by the codes they
find in the media, and that of the Agenda Setting Function Theory will be told
what to think about.
Communication theories and models aim to provide some explanation of the
complex relationship between the media and its audience.
Explain two communication theories or models and discuss their similarities
and/or differences.
The two reception theories Uses and Gratification and reinforcement both are based on
the idea that communication is what the audiences do with the media. They both state
that audiences are active and that they able to negotiate their own meaning. While
uses and Gratification states audiences are not influenced very much at all by the media
as they choose what to consume, Reinforcement states that they are equally influenced
by socialising agents and those around us as the media. Both theories rely
on pre-conceived values however, as Reinforcement states that the media is only
influential if it introduces a new concept and Uses and Gratification ignores how people
will not always pay full attention to what they consume (intermittent consumption).