Nobody downloaded yet

Mass Media Theory - Assignment Example

Comments (0) Cite this document
Summary
In order to study the social world, communication researchers have identified four major communication theories which include post positivism, hermeneutic theory, critical theory, and normative theory. Post positivism theory is the first approach practiced by social scientists,…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92.9% of users find it useful
Mass Media Theory
Read TextPreview

Extract of sample "Mass Media Theory"

Download file to see previous pages Hermeneutic theory is study of understanding through systematic interpretation which is derived from biblical study. Its ontology says that social reality is created by people based on their interactions, preference and notions. The knowledge advancement depends on subjective interaction between the observer and their community. Critical theory is based on the assumption that there are flaws in certain aspects of social world which needs to be transformed. Its aim is to attain knowledge of social world in order to change it. Since it challenges the existing ways, its goal is political. Normative theory has a goal of setting a standard against which operation of a given media could be judged. It explains in what ways media should operate for realizing certain set of ideal social values. Knowledge advancement is through comparative analysis in which worth of media systems is identified by comparing it with an ideal social system (Given slide chpt-1).
There are four perspectives or eras which are identified during the development of mass communication theories. This includes mass society, limited effects, cultural and meaning making perspectives. Mass society era developed in the latter half of 19th century is rooted on the nostalgia for rural community life and it predicts a nightmare future where people become servants of machines. Some of the mass society notions were developed for maintaining old political order while others were developed for bringing radical change. Limited effects era developed by Lazarsfeld uses empirical enquiry for drawing conclusions and utilizes a post positive approach from a psychological perspective. It was concluded that media is not as powerful as it is feared and media influence could be resisted by factors like religion, family etc. Culture theory challenged limited effect approach and considered them as reductionist. Idea of culture theory emanated from Europe and was supported by groups like neo Marxist. ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Mass Media Theory Assignment Example | Topics and Well Written Essays - 750 words”, n.d.)
Mass Media Theory Assignment Example | Topics and Well Written Essays - 750 words. Retrieved from https://studentshare.org/journalism-communication/1657704-mass-media-theory
(Mass Media Theory Assignment Example | Topics and Well Written Essays - 750 Words)
Mass Media Theory Assignment Example | Topics and Well Written Essays - 750 Words. https://studentshare.org/journalism-communication/1657704-mass-media-theory.
“Mass Media Theory Assignment Example | Topics and Well Written Essays - 750 Words”, n.d. https://studentshare.org/journalism-communication/1657704-mass-media-theory.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Mass Media Theory

Mass Media

...? Mass Media No: There are three major sociological theories which are made for the betterment of society, that are conflict theory, functionalist theory and interactionism theory. These sociological theories can also apply in social institution as well. In the paper I will discuss the impacts of these sociological theories of mass media on the society in which I will discuss how does each sociological theory apply in the social institutions, what are the similarities and differences in the theories, how does each theory...
6 Pages(1500 words)Assignment

MASS MEDIA ASSIGNMENT (Sociology)

...Bariatric ad is an intentional exaggeration employed to develop a sense of urgency and immediacy within the viewing community. This sense of immediacy is created in the hope that it will drive the target audience to the bariatric center and thus lead to greater profits for the company. Although it seems to be presented as a socially conscious message for the masses, it is, in reality, a scare tactic being used to bully obese people into doing something, preferably surgery, about their weight. (Northern Bariatric Surgery Institute, 2008) References Hall, Stuart. (1974). “Black Men, White Media.” Savacou, Journal of the Caribbean Artists’ Movement. Vol. 9/10. Cited in “Revealed: How UK...
5 Pages(1250 words)Assignment

Mass Media

...? Runnung Head: Social theories and Mass Media Social Theories and Mass Media: A comparison of the impact on Media and Society Number Instructor’s name Date submitted Introduction Mass media is a social institution, which has an impact on the society in which it functions, while all the same reflecting the attitudes and values of the same society. What is represented by the term, mass media is a matter of contest but still general agreement has it that mass media comprise of “TV, radio, movies, videos, CDs, audio tapes,...
8 Pages(2000 words)Research Paper

To what extent does contemporary critical media theory illuminate the recent mass media coverage of the local government led mil

...?To what extent does contemporary critical media theory illuminate the recent mass media coverage of the local government led military action in Sri Lanka and media development post the war in Sri Lanka? Introduction Modern innovations in communication technologies have completely changed the scenario in conduction and resolution of warfare or civil conflict. In the present times, there is greater awareness amongst people, globally, regarding the significant occurrences within realms of contemporary international relations. Various networks of global news (print media, TV and Internet) that give live coverage from all parts of the world,...
20 Pages(5000 words)Essay

Mass Media

...an idea. The interest to unite the audiences and consumer markets where the audience is viewed as "naturally" occurring grouping of viewers, listeners, readers and users of different mass media that constantly churns and cans news, programs, articles, films, internet sites and other media products that allow access to various politically placed audiences. The media text named ------- help us ask the very question about the relationship between media and communication systems and how media systems reinforce, challenge, or influence audiences or its consumers. How do media ownership, support structures, and government...
6 Pages(1500 words)Essay

Mass Media

...How far does the mass media operate as a public space in which competing and diverse ideas lead to rational forms of democratic decision-making This is the age of the information technology revolution. It has enabled the layman to not only witness but also become a part of important socio-political events both in the domestic and international fora. Today, the common man is empowered by technological innovations to participate in political and cultural developments. The coming together of different media has led to the merger of an astounding variety of media networks. This has in turn resulted in the emergence of the mass media as a public space wherein the masses can not only interact but also express their individual opinions... . The...
10 Pages(2500 words)Essay

What is the role of mass media in liberal democracies Do you think the media fulfil these functions (Base your answer on liberal theory and the political econ

...What is the role of mass media in liberal democracies? Do you think the media fulfils these functions? (Base your answer on liberal theory and political economy) Conventionally, mass media was perceived as the Fourth Estate, implying that it is separate and autonomous from the three main branches of government. While such is the idealized theoretical understanding of the definition of mass media, the reality is stark and discouraging. Far from its founding ideals, journalism here in the UK, as elsewhere in the world, is conducted within a narrow framework of rules in concert with political and...
4 Pages(1000 words)Essay

Niklas Luhmanns theory of the Mass Media System

...Niklas Luhmann’s Theory of the Mass Media System There is an increasing significance and accessibility of the mass media to the public. The mass media comprises of all institutions which utilize copying technologies to disseminate information, including broadcasting. They include the printing press which produces books, newspapers and magazines, and all types of electronic or photographic copying procedures. However, the target groups for their large volumes of their products are usually undetermined. Niklas Luhmann’s theory of ‘The Reality of the Mass Media’ is an...
7 Pages(1750 words)Essay

Effects of Mass Media

..., now it is a very easy task to know about any religion. Educational programs are also broadcasted in which they teach subjects like math, physics etc. obesity has become common because of media because people now spends most of their time sitting in front of computer while using internet, in front of television while watching different TV shows (Mc Quail, 2005). References Mosco, Vincent. (2006). Mass Communication. Queen’s University Canada Press, Canada Mackay, H. OSullivan T. (1999).  The Media Reader: Continuity and Transformation. Oxford University Press, London McQuail, D. (2005).  McQuails Mass Communication Theory (fifth edition). Oxford Universiyt Press, London.... Effects of Mass Communication No: Effects of...
1 Pages(250 words)Essay

Mass media

...Mass Media Influence on Perception of Drugs Mass media plays a significant role in convincing our mind about what is good and what is bad or at timesdepicts indecent things in such a way that our mind considers them good decent for ourselves. At times we don’t realize that even if we know the something which is not good for us but in subconscious we feel that it is the current fashion. Sometimes we feel amused by the lives of rock stars even when we understand that it is not virtuous at all. The point is that it is the mass media which creates an opinion about different thing or subjects, whether they are moral or immoral. In many cases...
6 Pages(1500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Assignment on topic Mass Media Theory for FREE!

Contact Us