Mass Communication Theories: Models, Perception, and Encoding
Classical vs. New Media
- Classical: TV, newspapers, radio, magazines
- New Media: Social media, internet
- Distinctive technologies converge
- Media scarcity transforms to media abundance
- Content shifts from feared to tailored
- Communication evolves from one-way to interactive
Theories and Science
Theory is the ultimate goal of science. Science seeks cause-and-effect relationships to predict and control uncertainties.
Four Goals of Mass Communication Theory
Media effects, media uses, learning, and shaping people’s values and ideas.
Approaches to Studying Mass Communication Theory
Social-scientific vs. Cultural studies approach.
Transmission vs. Ritual View of Communication
Transmission model: Communication as information-processing, the transmission of signals or messages over distance for control. Ritual view: Meaning-sharing.
Chapter 2: Scientific Method
Scientific Method Basics
Observation and testing of assumptions/hypotheses.
Hypothesis Defined
An idea or explanation tested through study and experimentation.
Independent vs. Dependent Variables
Independent variable: The CAUSE of the phenomena. Dependent variable: The EFFECT.
Induction and Deduction
Induction: Using particular instances to reach general conclusions. Deduction: Applying general information to particular cases.
Chapter 3: Models in Mass Communication Research
What is a Model?
A simplified representation of reality.
Lasswell’s Model
Who, Says What, In Which Channel, To Whom, With What Effect?
Shannon and Weaver’s Model
Classical signal transmission model. Importance in digital communication; information vs. meaning (Titanic example).
Noise, Entropy, and Redundancy
Noise is a distraction, entropy is the disorganization of a situation, and redundancy balances for efficient communication. More noise requires more redundancy to reduce entropy.
Schramm’s Models
(Encoding/decoding model; interpretation; communication loop)
Chapter 4: The Role of Perception in Communication
Perception Defined
The process by which we interpret sensory data through our five senses.
Physical vs. Psychological View
- Physical (Mechanical) view: Camera, tape recorder
- Psychological view: Selection and organization, actively interpret
Psychological Influences on Perception
Assumptions, cultural expectations, motivation, and mood affect perception/attitude.
Four Selective Processes of Perception
- Selective exposure: Tendency to expose oneself to communications that align with attitudes and avoid those that don’t.
- Selective attention: Tendency to pay attention to messages that reinforce attitudes and beliefs and avoid those that don’t.
- Selective perception: Perception influenced by needs, attitudes, psychological factors.
- Selective retention: Remembering information influenced by psychological factors.
Schema Theory of Perception
Cognitive structure of knowledge about situations abstracted from prior experience.
Theory of Visual Rhetoric
Transparent representations of reality, how people process pictures, making rhetorical arguments.
Chapter 5: Problems in Encoding
Encoding Defined
The translation of purpose, intention, or meaning into symbols or codes.
Language and Encoding Difficulties
Language is static, but reality is dynamic. Language is limited, but reality is virtually unlimited. Language is abstract; assumptions in language.
Whorf’s Linguistic Determinism
Language influences thought and determines human perception.
Misuses of Language
- Dead-level abstracting: Getting stuck at one level of abstraction.
- Undue identification: Failure to see distinctions between members of a category class.
- Two-valued evaluation: Thinking there are only 2 possibilities.
- Unconscious projection: Projecting past experiences on perceptions.
Objectivity in Journalism
- Report: (Objective) Fact can be verified.
- Inference: Based on some facts.
- Judgment: Subjective.