Mass Communication Theory

Basic Information

Title

Mass Communication Theory

Subtitle

An Introduction

Parallel Title

-

Country

국외

Production Date

1987-**-**

Language

영어

Size (mm)

153 x 227

Pages

352쪽

ISBN/ISSN

0803980701

Edition

second Edition

Master Files

-

Producer

Denis Mcquail (저자), SAGE (발행처)

Description

-

Contents

Contents

Preface = xii Chapter I The Rise of Media of Mass Communication = 1 Mass communication as an object of study = 3 The significance of mass media = 3 Different kinds of theory = 4 Theories of communication and of mass communication = 6 The rise of the media : origins of media definitions = 8 Print media = 9 The press as adversary = 10 The rise of a newspaper reading public = 10 The growth of the political press = 11 The nineteenth-century bourgeois newspaper: origins of the modern prestige press = 12 Commercialization of the newspaper press = 12 Film = 13 Broadcasting = 15 New electronic media = 16 Public definitions of the media = 18 The components of media images (public definitions) = 19 Political dimensions = 20 Normative dimensions = 20 Organizational and technological components = 21 Dimensions relating to conditions of distribution, reception and use = 22 Dimensions relations between sender and receiver = 23 A summary = 24 Definition and image of new media = 25 Chapter 2 Concepts and Definitions = 27 The mass : an ambivalent concept = 29 Types of collectivity = 29 The audience as mass = 30 Mass communication process and relationships = 31 Main features of mass communication typified = 31 Alternative modes of communication = 32 Models of communication and variants of theory = 33 Mass culture = 35 Types of culture compared = 36 The media institution = 37 The decline of the 'mass' paradigm = 39 Mass experience as a continuum = 39 Challenge of new media = 39 New patterns of information traffic = 40 Alternative perspectives on mass communication : the significance of attention = 42 A transmission versus a ritual view of communication = 43 Communication as attention gaining and giving = 44 Conclusion = 46 Chapter 3 Theory of Media and Theory of Society = 49 Mass communication as a society-wide process: the mediation of social relations = 51 A frame of reference for studying mediation = 53 Links between media and other institutions = 55 Links between media organizations and their publics = 55 The structure of media publics = 56 Concluding remarks on mediation = 56 Alternative theories of media and society = 57 Dominance versus pluralism = 58 Centrifugal versus centripetal tendencies of media = 59 Media or society as first mover? = 60 A summary of theories = 62 Mass society theory = 62 Marxism-the classic position = 63 Political-economic media theory = 64 The Frankfurt School and critical theory = 65 Hegemonic theory of media = 66 The 'social-cultural' approach = 67 Structural functionalist approaches = 68 Principal functions of mass media for society = 70 Individual functionalism = 72 Functions of media for individuals = 72 Functions and dysfunctions = 74 In summary: diversity of perspectives on function and purpose = 75 The information society : a new theory of media-society links = 75 Chapter 4 Media Theory Applied : Power, Integration and Change = 79 The question of power = 81 Mass society theory and power = 82 Marxist theory and power = 83 Structural functional theory and power = 84 Alternative models of media power relationships = 85 The question of integration = 88 Mass society theory and integration = 91 Marxist theory and integration = 92 Structural functional theory and integration = 92 Mass communication and social change = 95 Rosengren's typology of culture-society relationships = 95 Interdependence = 96 Idealism = 96 individual value change = 97 Media as an 'engine of change' = 97 Technological (medium) determinism = 97 Cultivation theory = 99 Cultural imperialism = 100 Materialist approaches = 100 Autonomy = 102 Conclusion = 103 Communication, critical theory, commerce and new media = 103 Chapter 5 Normative Theories of Media Structure and Performance = 107 Media-society linkages = 109 Six normative media theories = 111 Authoritarian theory = 111 Free press theory = 112 Social responsibility theory = 116 Soviet media theory = 118 Development media theory = 119 Democratic participant media theory = 121 Postscript on press theory = 123 Criteria of evaluation of media performance = 124 Freedom and independence = 126 Order and solidarity = 127 Diversity and access = 128 Objectivity and information = 130 Cultural quality = 132 Conclusion : new problems for new media? = 133 Chapter 6 Production of Media Culture : Media Institution, Organization and Role = 135 The context for making media culture = 137 Internal diversity of the media institution = 139 Media work in a field of social forces = 141 Relations with society = 143 Goals of media organizations = 143 Engagement or neutrality? = 145 Characteristics of mass communicators = 150 Access = 152 Relations with clients, owners and suppliers = 154 Relations with sources = 156 Relations internal to the media organization = 158 Relations with the audience = 160 Media organizational activities : gate-keeping = 162 Gate-keeping = 162 People and selection = 63 Location and selection = 164 Time and selection = 165 Other factors, other media = 166 Media organizational activity : processing and presentation = 167 Chapter 7 Media Content : Analysis ; Reality-Reflection; Genres = 173 On speaking about media content = 175 Purposes of content analysis = 176 Accounting for media as sent and received: quantitative book-keeping and audience research = 177 Media content as evidence of society and culture = 177 Content as evidence of the communicators and their organization = 178 Content as evidence of effect = 179 Media content as an object of study in itself = 180 Evaluating media performance = 181 Conflicts and inconsistencies of purpose = 182 Modes of discussion and methods of analysis = 182 Traditional content analysis = 183 Structuralism and semiology = 185 Structural analysis of a genre = 188 Structuralism (or semiology) and content analysis compared = 189 Other variants and possibilities = 190 Media content and reality : a unifying theme of research = 192 Media content and reality: some evidence = 193 Media genres and formats = 199 Theories of reality-deviation = 196 Functional theory = 196 Conspiracy or hegemony theory = 197 Organizational theory = 197 The audience as determinant = 198 Comment = 199 Media genres and formats = 199 The news genre = 203 The centrality of news = 203 News is news? = 204 News and human interest = 206 News values and the structure of news = 206 Two versions of the news sequence = 208 The form of the news report = 209 Chapter 8 The Media Audience = 213 Duality of the audience = 215 The rise of the audience = 216 Alternative concepts of the audience = 218 The audience as aggregate of spectators. readers, listeners, viewers = 218 The audience as mass = 218 The audience as a public or social group = 219 The audience as market = 220 A typology of audience formation = 222 Sources of change = 224 The social character of audience experience = 226 Group properties of audiences = 226 Social differentiation = 227 Social interaction = 228 Sociability = 228 Social uses = 229 Social isolation = 229 Audience-sender relationships = 230 Normative controls = 231 Audience activity, satisfactions and uses = 233 Theories of audience composition = 237 Media institution history = 238 Market management = 239 Response to audience demand: giving the public what it wonts = 239 Differential leisure resources and media availability = 240 Functional theory = 240 A sociaI-cultural explanation = 241 Concluding note = 241 The audience as decoder : reception theory and research = 242 The influence of the audience on content = 244 Critics and fans = 244 Institutionalized accountability = 244 The working of the market = 245 Direct 'feedback' = 245 The use of 'audience images' = 245 Audience research = 246 Conclusion : a shift of balance of audience type = 247 Chapter 9 Processes of Media Effects = 249 The premise of media effect = 251 The natural history of media effect research and theory = 252 Phase i: all-powerful media = 252 Phase ii: theory of powerful media put to the test = 253 Phase iii: powerful media rediscovered = 254 Levels and kinds of effect = 256 Processes of media effects : a typology = 257 Individual response and individual reaction = 260 The S-R model = 260 Mediating conditions = 261 Source-receiver relationships = 262 A model of behavioural effect = 264 Collective reation - panic and disorder = 266 The compaign = 268 General features of the campaign: a model = 268 Personal influence in campaign situations = 271 Diffusion in a development context = 272 Distribution of knowledge = 273 News learning and diffusion = 274 Agenda-setting = 275 Knowledge gaps = 276 Long-term change, planned and unplanned : a model = 278 Socialization = 279 Reality defining = 280 The spiral of silence: opinion formation = 281 Structuring reality - unwitting bias = 282 Cultivation theory = 283 Social control and consciousness-forming = 285 Effects on other social institutions = 289 Event outcomes = 291 A note on the application of theory = 292 News = 292 Advertising and public relations = 293 Public information campaigns = 294 Chapter 10 Mass Communication Theory : A Note on Its Future = 297 On communication theory and media theory : towards a communication science? = 299 Main themes of current mass media theory = 303 Media as either socially fragmenting or unifying = 304 The non-centrality and dependence of the media = 305 The media as an object of social and cultural definition = 306 The ambiguity and multiplicity of media purpose and message = 306 Media freedom and independence = 307 Media and power = 308 The mixing of normative and objective elements = 309 Diversity of models and modes of communication = 310 Mass communication in the future and new problems of theory = 311 Adaptation of the concepts, models and methods for a communication science = 311 Media institution and organization = 311 The audience = 312 Communication effects = 313 Content as information = 313 Emerging issues for normative theory of mass communication = 315 New technology as ideology = 315 Freedom and control = 315 Social-cultural problems versus economic-commercial goals = 316 Cui bono = 317 Future of communication policy = 317 References = 319 Index = 339

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