Ang Mundo ng Media sa Likod ng Kawing-kawing na Paliwanag A CLOSER LOOK INTO THE DIFFERENT THEORIES ON MASS MEDIA - Ms. Jahwella Q. Ocay, BA Comm, University of the Philippines - Baguio
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Ang Mundo ng Media sa Likod ng Kawing-
kawing na PaliwanagA CLOSER LOOK INTO THE DIFFERENT THEORIES
ON MASS MEDIA- Ms. Jahwella Q. Ocay, BA Comm, University of the Philippines - Baguio
How did it begin?
Theories on Mass Media began to proliferate in the 1930s.
Magic Bullet Theory – whatever stimulus the media present will penetrate people’s defenses.
Laswell: If propaganda will be used correctly, it can be effective.
Limited Effects Theory – people have options, they can choose whether to listen or otherwise.
ATTITUDE CHANGE THEORIES – whatever you see will influence your attitude
USES AND GRATIFICATIONS THEORY – we watch TV because it satisfies our need for information, entertainment and a sense of belongingness.
SPIRAL OF SILENCE – the majority oftentimes wins.
In the 1980s, media took on a new role – being the social constructivist.
SOCIAL LEARNING – media reinforce what is already there.
CRITICAL THEORIES
TECHNOLOGICAL DETERMINISM
Media is viewed as the critical force that determined other things. Technology decisively shapes how individuals think, feel, and act.
Oral TraditionTribal Epoch
Written CommunicationLiterate Epoch
Mass ProductionPrint Epoch
Global VillageElectronic Epoch
THE MEDIUM IS THE MESSAGEThe medium or channel of communication
determines the substance of communication.
CULTIVATION THEORY
Television cultivates or promotes a view of social reality that is inaccurate, but the viewers
nonetheless assume reflects life.
Why is violence so much greater on television than in real life?
Media present synthetic
reality.
• Children’s sex-role stereotypes seem directly related to the amount of commercial television that they watch.
• People who read a lot of self-help books tend to have less realistic views of relationships than people who read few or no self-help guides.
• Mediated views of relationships cultivate unrealistic views of what a normal relationship is.
MAINSTREAMINGTelevision can stabilize and homogenize views within the society.
RESONANCETelevision has the capacity to cultivate
world views.
Television is a unique medium.
Television forms the cultural mainstream by blurring, blending and bending reality.
Television cultivates basic assumptions about life.
Television is a medium of conservative socialization.
New Technologies Extend Television’s Influence.
Since communication is dynamic, communication media will continue to evolve and so their impact on people and life. What do you think is going to happen in the next 10 years? How will you explain them?
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