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Slide 1 Joseph R. Dominick University of Georgia-Athens © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 2 Part I The Nature and History of Mass Communication © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 3 Chapter 2 Chapter Outline Perspectives on Mass Communication Paradigms for Study Functional Analysis Functions of Mass Communication for Society (macroanalytical) Functions of Mass Communication for Society (microanalytical) Critical / Cultural Perspective © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 4 Paradigms for Study A paradigm is a model or pattern that a person uses to analyze something. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 5 Paradigms for Study Functional approach to mass communication How do people use it? What benefits do people receive from it? Critical/cultural approach to mass communication What are its power relationships? How do people interpret it? What does it mean to people? © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 6 Paradigms for Study Example: Operation Iraqi Freedom March 19, 2003 War dominated media reporting for 6 weeks Functional perspective Why did people watch? What did they get out of it? Critical/cultural perspective Questions of objectivity Role of corporate ownership of the media © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 7 Functional Analysis Two levels of analysis Macroanalysis “Wide-angle lens” What is the intention of the source? What is the purpose of the communication? Microanalysis “Close-up lens” What does the receiver receive? What does the receiver do with the communication? © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 8 Functions of Mass Communication for Society (macroanalytical) Surveillance Warning surveillance – example: weather reports and storm warnings Instrumental surveillance – example: stock market prices Consequences Speed of propagation of truth and error Most news is not verifiable by receiver Credibility and Conferral © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 9 Functions of Mass Communication for Society (macroanalytical) Interpretation Selective inclusion Express viewpoints and analysis Linkage Buyers and sellers – example: eBay Specialized communities – example: MMORPGs Individuals and experts Overreliance © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 10 Functions of Mass Communication for Society (macroanalytical) Transmission of Values Also called socialization function Example: advertisements and motherhood Entertainment Also called diversion function Diversion through mass communication has profound cultural effects © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 11 Functions of Mass Communication for Society (microanalytical) At micro level, functional analysis called use-and-gratifications model Needs satisfied by media called media gratifications Surveys are typical research approach © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 12 Functions of Mass Communication for Society (microanalytical) Cognition Information about current events General information Diversion Relaxation Stimulation Emotional release Social utility – conversational currency Withdrawal – creation of barriers © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 13 Conditions on Functional Approach Audience use of a medium depends on Message content Social context Assumptions include Receivers control their media usage Competing activities exist People verbalize their motivations accurately © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 14 Critical / Cultural Perspective Contrast with functional perspective More qualitative More humanities-oriented Macroanalytic Role of media and its relation to Ideology Politics Culture Social Structure © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 15 Critical/Cultural Perspective History Marx and the Frankfurt School 1930s – 40s Who controls the means of production? British Modification 1950s – 60s Media/individual relationship is more complex Feminist Movement Influence 1970s – 80s Patriarchical bias is reinforced by media © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 16 Critical/Cultural Perspective Culture – common values, practices, and rules that bind people together Text – object of analysis (programs, films, ads) Meaning – interpretations audiences take away from media text © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 17 Critical/Cultural Perspective Polysemic – different person, different meaning Ideology – text-embedded beliefs, particularly social and political themes Hegemony – domination and control accepted by both groups with continual negotiation © 2005 The McGraw-Hill Companies, Inc. All rights reserved.