Understanding Communication Theories: From Mass Media to Social Systems

Posted on Feb 16, 2025 in Social sciences

Communication Theories

Widespread Theories

Theories that are more widespread focus on what to study and how, forming the basis for communication research.

Polarization and Manipulation

Polarization occurs in vague and indefinite contexts, sometimes leading to manipulation. Study focuses on the inherent relations between social systems and mass communication (MC).

Knowledge Production and Distribution

The production, reproduction, and distribution of knowledge are key aspects of information dissemination.

Hypodermic Needle Theory

Emergence and Context

  • Time: World War eras – USA
  • The emergence of mass media
  • Theory of propaganda and its use
  • Use by totalitarian systems

Core Concept

Each individual is directly hit by the message, like an injection.

Theory of Mass Society / Psychological Theory of Action

Key Aspects

  • Order the exclusivity of the elite – the mass-man
  • Weakening of traditional ties
  • Man-mass vs. humanist cult
  • Like everyone else, similar to others
  • Members alike, indistinguishable – regardless of their origin
  • Mass – people separated / Flat – No link
  • Are only concerned with their well-being
  • Fragility of an audience – helpless and passive
  • The idea of inoculating / reach
  • Isolated atoms that react

Behaviorist Psychology

Focuses on psychological contents through observable manifestations.

Psychology of Behavior

The stimulus, response, and strengthening mechanisms are central.

Approach to Empirical or Experimental Persuasion

Addressing the earlier theories, persuasive effectiveness depends on how messages are structured properly. The stimuli interact differently with specific personality traits of the public.

Studies

Studies focus on personality characteristics involved, the psychological processes involved, and their effects.

Factors in Campaigns

Factors Related to Hearing

  1. Interest in Obtaining Information: Interest and motivation increase with familiarity.
  2. Selective Exposure: Preferences of different segments of the population by the media, who listens to what and why.
  3. Selective Perception: Psychological predispositions lead to selective processes, including aberrant decoding, field of acceptance (objective and acceptable), and field of refusal (propaganda and unacceptable).
  4. Selective Memorizing: People memorize what is in the field of acceptance – Bartlett effect – over time, the retention of acceptable elements.
  5. Latent Effect: Over time, the efficiency increases.

Factors Linked to the Message

  1. Credibility of the Communicator
  2. Order of Arguments: Arguments presented early or later are more or less efficient depending on whether the audience is already familiar with the topic. If they are, the end is better; if not, arguments should come first.
  3. Completeness of Argumentation: Presenting contrary arguments depends on the audience. For those in favor, use only one vision; for those with higher education, use a full argument; with a lower educational level, use only one vision.
  4. Explanation of the Findings: The public tends to support what is not explicit, while explicit statements tend to be questioned.

Functionalist Theory

Focuses on a global media perspective.

Key Points

  • No effects, but the functions performed
  • Manipulation, persuasion, influence, service
  • No internal dynamics of the communication process, but the dynamics of social and communication functions
  • Problem balance and social conflict
  • The system tends to balance
  • Talcott Parsons – humans as cultural junkies
  • Relationships feature