Theory of Mass Communication Notes 1 PDF

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Class notes - mass communication theory, spiral of silence theory, history of mass communication...

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Spiral of silence theory  why political polls said one thing and then the opposite happened (Trump/Hilary election)  

Deals with social issue that people don’t feel comfortable discussing out loud (people not honest about who they are going to vote for) Example of theory applied to a current event

Chapter 1: Mass Communication Theory 1) Describing what a theory is Theory: Any organized set of concepts, explanations and principles of some aspect of human experience (according to textbook) 2) Nothing more practical than a good theory (Dr. Lambert)      

Theories are refined and tested overtime Based on case studies that teach you something Communication theories in particular – they help to explain processes in research and thinking People are curious/interested about aspects of human experience – ex: why does this message get through and others do not Theories help to resolve problems Theories explain process, effects, the uses (how or why), and context o How do people use social media? o How do groups communicate one on one? o Why do most communication scholars believe that you cannot not communicate?

3) Which comes first? The theory or the research? 

Neither one – what comes first is your philosophical perspective (philosophy about the way things work; philosophical assumptions) o A lot of us have a post positivism approach:  Positivists were also realists. The difference is that the post-positivist critical realist recognizes that all observation is fallible and has error and that all theory is revisable. In other words, the critical realist is critical of our ability to know reality with certainty. (Google)

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Based on three things: O – Ontology – what you believe about the nature of reality; what is knowable  Ontological perspective: nature of social reality

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Original thought is that you are more likely to be one or the other – however late ‘90s/early 2000’s some folks said that you can be both (see both sides, apply and adapt); however, this is a very small group 1) Objectivist - there is one truth (I can learn the truth about this phenomenon because it is objective with one truth) o We have access to that knowledge and can know what that one truth is; an elite position/scholar/social scientist 2) Constructivist – can have multiple truths; multiple realties o Different realities, not that someone else experienced a different reality than I did – there is a different reality, not about interpreting, we are actually experiencing something different – A WHOLE DIFFERENT REALITY  Not that everyone just looks at things differently, actually experiencing something different  You don’t know what everyone is individually experiencing or thinking

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E – Epistemology – how knowledge is created and expanded  How you create knowledge or gain knowledge about social reality  The theory of knowledge, especially with regard to its methods, validity, and scope. Epistemology is the investigation of what distinguishes justified belief from opinion (Google)  Sometimes shakes out like:  One truth = quantitative method (measure and evaluate); get to one key finding (get rid of outliers)  Multiple truths = qualitative method (need to explain the different perspectives and whys) o Explain how I making this decision to conduct qualitative research o Explain and explore the outliers

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A – Axiology - the proper role of values in research and theory building (ethical values)  The study of the nature of value and valuation, and of the kinds of things that are valuable (Google)  Text book – page 9 & 17  Sense of how it is that value plays a role in the way you are approaching your research or theory  Ex: camera in the classroom – did you get permission to put that up? Your ethical values will shape how you perceive this

All three lead you to pursue certain lines of inquiry o Might have research questions vs. hypothesis (depending on how you are testing, different line of inquiry)

4) Social scientific method – considered to be the ideal, most appropriate research method – more quantitative, imperial based 

The scientific method, as applied to social sciences, includes a variety of research approaches, tools, and techniques, such as qualitative and quantitative data, statistical analysis, experiments, field surveys, case research, and so forth (Google)

5) History of Mass Communication Theory – western model of communication theory (not reflective of other countries) 

Mass Society & Mass Culture (1850-1920) “Powerful effects”: Power of media influence on society via propaganda o Better known as “Powerful Effects” o Media considered to be incredibly powerful from propaganda perspective to get people to do things; media have powerful effects (not much measurement behind it, assumptions) o Assumption in world war I that the loudest voice delivering messages/propaganda that they have been effective, but no social scientist methods to know for sure o Different garden in World War I o Looking at sweeping ideas of people changing behaviors and attitudes (large aspects)

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Limited-effects trend (1930s-late 1960s) “post-positivistic”: Don’t speculate, test scientifically. Effects reinforced what was there. Explain, predict, test; simple & practical  Post-positivistic and limited effects  World War II – example: gardening programs (victory gardens) to feel good about growing their own food (because of food shortages) – part of a propaganda campaign  Assumption in news articles to show effects – how many people grew victory gardens 

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Started to do empirical research on media; should not be making sweeping assumptions about propaganda, need to test them scientifically o Really just reinforcing things that people already believe o Explain, predict and test – all about testing smaller aspects of communication trends and behaviors  Ex: practical and simple – viewing a propaganda poster and then signing up for the war  What is of value to them

Critical/Cultural trend: (1970s-1980s): European researchers critical of powerful & limitedeffects. Neo-Marxists: “media enable dominant social elites to consolidate and maintain their economic power.”

Critical theory: New insights; clarify values; peer support; inspirational appeal; challenge status quo. British cultural studies/Birmingham School: Media promoting hegemonic worldview and dominant culture; audience reception. Humanities scholars questioned limited effects, doubted post-positivistic & created cultural criticism o Cultural theory: New insights; clarify values; peer support; inspirational appeal Scholars from Europe – not really buying powerful effects or limited effects of media (critical scholars) o 1) Critical scholars/Neo-Marxist – media enable dominate social elites to consolidate and maintain their economic power  Critical of people who own the newspapers, broadcasters, those who own or run the media (those in charge of disseminating the message)  Consider hegemonic views (hegemonic - ruling or dominant in a political or social context)  Look at who is in charge of delivering the message  Looking to challenge the status quo o 2) Cultural scholars – British and/or Birmingham Scholars (UK)  Look more at audience perception; how am I receiving and acknowledging the message  Humanity scholars – no effects of media or effects research  Let’s talk about how media informs viewing habits depending on culture  What are the messages being conveyed in media and how is that reinforcing the messages portrayed in society (ex: reinforcing stereotypes, teaching subordinate-superior relationships, norms, rules) o Both of these go back to your philosophical perspective – one truth or multiple perspectives o Blending Franklin and Stewart Hall (KSU example – Stewart leans more though towards meaning-making trend) o

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Meaning-making trend (1970s-1980s): “Active audiences use media content to create meaningful experiences”. Limited effects couldn’t explain social movement trends. New technologies also important. Postpositivists: uses not effects; Cultural: groups use of media content. Consequences. o Different social movements going on in US – what do these social movements mean (civil rights marches, women’s group marches/feminism – what is required to get people to participate in a rally, amount of group/interpersonal communication, amount of awareness) o New technology coming in o Active audiences use media content to create meaningful experiences o Uses & Grats theory – how do people use media, what are they gratifying by using that media o When you view a picture on the front of the newspaper, it’s going to mean something to you without having to read about it o Not looking at effects of media, but how people are using it

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Revitalized effects research: (1980s-present): Post-postivist and critical cultural scholars are addressing a variety of important research questions involving media effects. o It’s actually a lot more than effects research – asking more questions (how much freedom of the press is too much and who gets to decide?)

Discussion Questions: (Dr. Lambert) 1. Name any social science findings on media that you reject? Why are you skeptical of the findings? How can you separate your personal experience with the issue from your judgment of the social scientific evidence? a. Constructivist – whole different reality (Trump videos – is this an example?) b. Value not placed on one of the other, just a philosophical perspective c. Be able to acknowledge, defend and explain where you fall in philosophical perspective (objectivist or constructivist ontology) d. Skeptical: i. Third-person effect – media affect other people but don’t necessarily affect me 1. Must be affecting you if you feel the need to respond to it 2. How would you counteract this? 3. Constructivist would say that it is a different reality and just doesn’t affect you Come to book chapters with a critical perspective – judging (does this make sense, does this connect with me), but also a perspective of trying to separate your personal experience from what the research shows – defend and explain  Easy to give your opinion, but difficult to critique it  Think about the book and chapter perspectives already there – written in a certain way 2. How do you interact with and use new (social) and legacy (newspapers, magazines, news) media? Do you share the same habits of media consumption as your friends? a. Confirmation bias - finding media that reinforces your thoughts, beliefs, values, etc. b. Continually look at “uses” of media 3. What “effects” have any media had on you—either positive or negative? a. Escapism b. Constructivist/separate realities – choosing to view news from only one source (does that make people be in different worlds?) 4. If you consume two or more media at the same time, how do you think this influences the presence or absence of possible effects? 5. How skilled are you at interpreting the meaning or deeper messages in the media that you consume? 6. Do you and your friends interpret media the same way? Why or why not? 7. How media literate do you think you are? Why?

Reflection Question – for next week:

How skilled are you at interpreting the meaning or deeper messages in the media that you consume?...