opinions on broadcast regulations can be had without the interference of the law. The following theories give an overview of historical perception: The mass communication theory is a continuous review of how media and its content are perceived. So far, it is documented that the theory lends itself to five era: ” the era of mass society era theory, the emergence of a scientific perspective on mass communication the emergence of the limited -effects paradigm, the turn towards cultural criticism, the effects
Media is a form of communication. It is used to receive and send information to a number of people. The 'One-to-many' traditional communication such as television, radio and prints has allowed individuals to connect with the world on a larger scale. Media is set apart from other communications because it is impersonal. The medium may have an ideal audience, however they do not have personal knowledge of who each reader is. Therefore, it is a one way system that can be physically and technologically
they think that communication is a complex process. A book, ‘The People’s Choice’ has been wrote by American sociologist Paul F Lazarsfeld. He summarized his research of November 1940 presidential election in his book. He discovered that people are more likely to be influenced by other people than the mass media on his research. He named this kind of people ‘opinion leaders’. Then, he published a book called ‘Personal Influence’ in which he offered further evidence for this theory at the same time
IR 501- Methodology in Social Sciences H. Nur Özcan 114605022 INTRODUCTION The political economy of mass media has been one of the main topics of political communication studies. According to Mosco political economy can be identified as “the study of control and survival in social life”. He clarifies what he means by indicating “control” and “survival” by giving such definitions. Control refers to “a political process” that molds the social life, and survival here points to “process of production
content, it is used for communication as well. Communication through the mass media has quickly evolved with technology advancing so quickly. In today’s society, communicating via the online media is huge. It has gotten so big to the point where people depend on it. Not only do people depend on it, it is extremely convenient because humanity is able to communicate freely with others. However, with such freedom to communicate can come complications with different theories and laws. Whether it’s
For this second group of cultural theorists, cultural studies is the study of mass or popular culture, especially the mass media in a mass society. It is engrossed with cultural politics, which in this framework denotes to a fight among high or minority culture and popular or mass culture. These cultural theorists are interested in popular culture that is the struggle for a structural position within a radically unequal class society
The theory of the diffusion of innovation studies how the social members adopt new and innovative ideas and how they make decisions based upon it. Basically, diffusion is a special type of communication where the messages are about an innovative idea. What gives diffusion its special character is the newness of the idea, which guarantees that a degree of indecision is involved in the diffusion process. From his studies, Rogers proposed four elements of diffusion of innovations which are Innovations
tool for human to communicate. Media can control how the audience think and influence the audience to have similar understanding with the sender of information. Agenda-setting theory gives chance for the sender to control what the audience need to think about by emphasizing on certain issues that will be aired on the mass
2009). It was later in 1972 that McCombs and Donald Shaw coined the term “agenda setting” for this concept. The agenda setting purpose of mass media where media is fundamentally important derives the linkage between government and people as two institutions as per the original work of McCombs and Shaw published then. Thereby, it becomes the only connect of the mass with politics and takes up a pivotal role in doing so (McCombs & Shaw, 1972). Earlier scholarly research and work about the effects of media
the medium between citizen and government. Ideally the media is supposed to facilitate communication, government transparency and act as a voice to the people. Media essentially always has a purpose of which it fulfils to its audience. The purpose differs and is relative to the consumers’ needs and use of the media. The media serves a certain purpose in the article. With the use of the Uses and Gratifications theory this essay will explore and analyse the media’s role in within the context of the article