COMMUNICATION COMMUNICATION THEORIESTHEORIES

Summary of slidesSummary of slides

At the end of lesson you have learned the At the end of lesson you have learned the following topics:following topics:

Understand the need for theoryUnderstand the need for theory Looking for reality / truthLooking for reality / truth Human inquiryHuman inquiry TraditionsTraditions AuthorityAuthority What benefit when you learn theoryWhat benefit when you learn theory Objectives of the theoryObjectives of the theory Media phenomenon Media phenomenon

Development ears of Development ears of Communication theoriesCommunication theories

Definition of TheoryDefinition of Theory Three most common questions Three most common questions

asked about mass media issues.asked about mass media issues. The drive towards the development The drive towards the development

of mass communication theoriesof mass communication theories Define mass communicationDefine mass communication

What is Mediated communication What is Mediated communication technologytechnology

What is Interpersonal What is Interpersonal communicationcommunication

BreakBreak Five eras of media theoriesFive eras of media theories A. Mass Society & Mass CultureA. Mass Society & Mass Culture B.B. Scientific Perspective of massScientific Perspective of mass

CommunicationCommunication

C.C. Limited Effects Paradigm Limited Effects Paradigm D.D. Cultural CriticismCultural Criticism E.E. Moderate Effects PerspectiveModerate Effects Perspective Categories of TheoriesCategories of Theories 1.1. Social Scientific TheorySocial Scientific Theory 2. 2. Normative TheoryNormative Theory 3.3. Operational TheoryOperational Theory

4.4. Everyday TheoryEveryday Theory 5 . Critical Theory5 . Critical Theory

Source: Baran & Davis Source: Baran & Davis (2003) Mass Communication(2003) Mass Communication

Theory. pgs 2-37 Theory. pgs 2-37

Why theories? Why theories? Questions?Questions? How do we know what we know?How do we know what we know? From where the sources of our knowledge From where the sources of our knowledge

comes from?comes from? Some things you know seem absolutely Some things you know seem absolutely

obvious?obvious? Some we are told what we know? Some we are told what we know? Some knowledge that we know based on Some knowledge that we know based on

agreement?agreement? Some things we learned through tradition?Some things we learned through tradition? Some things we know were told by others? Some things we know were told by others?

A. In Search for Reality A. In Search for Reality / Truth/ Truth 1. Scientists have certain criteria that 1. Scientists have certain criteria that

must be met before they will accept the must be met before they will accept the reality / truth of something they haven’t reality / truth of something they haven’t personally experience. These must be personally experience. These must be supported by supported by empiricalempirical evidences. It evidences. It must make sense. It must not contradict must make sense. It must not contradict with actual observations.with actual observations.

2. Scientists create epistemology – i.e 2. Scientists create epistemology – i.e science of knowing.science of knowing.

B. Human InquiryB. Human Inquiry

1. We learn to recognize ‘circumstances’ 1. We learn to recognize ‘circumstances’ that the future circumstances arethat the future circumstances aresomething caused by the present something caused by the present situation.situation.

2.2. We realize that patterns of courses We realize that patterns of courses andand effects are problematic in nature.effects are problematic in nature.

3.3. The instincts that motivate humanThe instincts that motivate humanbeings depends heavily on ourbeings depends heavily on ourability to predict future ability to predict future

circumstances.circumstances.

TraditionsTraditions

Traditions have clear advantages Traditions have clear advantages to human understanding. By to human understanding. By accepting what everybody knows, accepting what everybody knows, we are spared overwhelming task we are spared overwhelming task of starting from scratch.of starting from scratch.

Understanding knowledge is Understanding knowledge is cumulative. cumulative.

AuthorityAuthority

New knowledge appears New knowledge appears everyday.everyday.

We benefited through new We benefited through new discourses & understanding discourses & understanding produced by others.produced by others.

It creates expert in different field It creates expert in different field of knowledge.of knowledge.

What benefits when What benefits when you learn theory? you learn theory? Reduces skepticism in understanding theories.Reduces skepticism in understanding theories. Learn form past experience.Learn form past experience. Reduce mistakes.Reduce mistakes. Learn for scholars / experts.Learn for scholars / experts. Learn to improve your thinking critically.Learn to improve your thinking critically. Learn how to improve scholarly writings.Learn how to improve scholarly writings. Learn how to response to different Learn how to response to different

argumentation.argumentation. Learn to evaluate certain body of knowledge.Learn to evaluate certain body of knowledge. Accept challenge.Accept challenge.

Objective of TheoriesObjective of Theories

1.1. Understanding the theoretical Understanding the theoretical principles on which scientific principles on which scientific research was based.research was based.

2.2. Understand how these principles Understand how these principles were reflected in everyday lives.were reflected in everyday lives.

3.3. Understand the appropriateness Understand the appropriateness of the theories to the society.of the theories to the society.

Media Phenomenon Media Phenomenon

Revolution in communication technology Revolution in communication technology transforming social orders and cultures transforming social orders and cultures world wide.world wide.

Old paradigm of ‘giant media’Old paradigm of ‘giant media’ The new media has expanded our options The new media has expanded our options

for entertainment & information content for entertainment & information content (cable channels, satellites, videotapes, (cable channels, satellites, videotapes, CD’s, DVD’s, MP3, web-casting, PC’s, CD’s, DVD’s, MP3, web-casting, PC’s, hand phones, ipord/ipac etc) hand phones, ipord/ipac etc)

Well examine how media scholars have Well examine how media scholars have conceptualized the role of media during this conceptualized the role of media during this & last century.& last century.

Presented with grounded perspectives on Presented with grounded perspectives on what media can do what media can do forfor you & you & toto you. you.

Provide the review of the roles and potentials Provide the review of the roles and potentials of the media & to understand their influence.of the media & to understand their influence.

Presented the challenges of the new Presented the challenges of the new technologytechnology

Witness the rise of various media Witness the rise of various media industries. industries.

Assess the current theories from Assess the current theories from various different perspectives.various different perspectives.

Media theories are never completely Media theories are never completely innovative and are always the innovative and are always the products of particular era in which products of particular era in which they are constructed. they are constructed.

Theories can only work within their social and Theories can only work within their social and psychological context. psychological context.

Present day theories are mostly updated Present day theories are mostly updated versions of the old ideas.versions of the old ideas.

To understand contemporary society it is To understand contemporary society it is important to understand the theories on important to understand the theories on which they are based. e.g (i) theories on which they are based. e.g (i) theories on media violence, these theories have been media violence, these theories have been around as long as media itself. around as long as media itself.

Concerned about media effects Concerned about media effects have been around were voice as have been around were voice as early as 1900.early as 1900.

Development eras of Development eras of mass communication mass communication theories.theories. 1. Beginning of media theories of the 1. Beginning of media theories of the

1919thth century. century. Evaluate their objectivesEvaluate their objectives Illustrate their strengths and limitations.Illustrate their strengths and limitations. Search for the purposes of these Search for the purposes of these

theoriestheories Understand how past theories evolvedUnderstand how past theories evolved Why current theories are important Why current theories are important

Definition of theoryDefinition of theory

Theory is able to describe and Theory is able to describe and explain certain aspects of a given explain certain aspects of a given phenomenon phenomenon

3 most common 3 most common questions asked about questions asked about media issues media issues 1. What potential is offered and what 1. What potential is offered and what

threats are posed with the new form of threats are posed with the new form of media technology. media technology.

2. What forms of media bureaucracies 2. What forms of media bureaucracies should be created in order to control or should be created in order to control or evaluate media technologies & their evaluate media technologies & their threats are minimized. threats are minimized.

3. How can media serves democratic 3. How can media serves democratic and & culturally pluralistic societies.and & culturally pluralistic societies.

The drive towards the The drive towards the development of mass development of mass communication theoriescommunication theories New media communication New media communication

technology provides technology provides interconnectivityinterconnectivity within societies. within societies.

A. What is Mass A. What is Mass communication communication Mass communication is based on Mass communication is based on

an organization that employs a an organization that employs a technology as a medium to technology as a medium to communicate with large audience communicate with large audience (e.g. newspapers, magazines, (e.g. newspapers, magazines, radio, tv, internet, books, ect.) radio, tv, internet, books, ect.)

B. What is Mediated B. What is Mediated communication communication technologytechnology Communication between a few or Communication between a few or

many people that employs a many people that employs a technology as a medium of technology as a medium of communication (e.g. telephones communication (e.g. telephones of various types, computers etc.)of various types, computers etc.)

C. What is C. What is Interpersonal Interpersonal communicationcommunication Communication between two or Communication between two or

few people –face to facefew people –face to face

Question to ponder?Question to ponder?

What is the difference between What is the difference between the three types (mass the three types (mass communication, mediated communication, mediated communication technology, communication technology, interpersonal communication) of interpersonal communication) of communication mentioned communication mentioned above? above?

Five eras of media Five eras of media theoriestheories A.A. Mass society & mass cultureMass society & mass culture B.B. Scientific Perspective on Scientific Perspective on

Mass Mass CommunicationCommunication C.C. Limited Effects ParadigmLimited Effects Paradigm D.D. Cultural Criticism Cultural Criticism E.E. Moderate Effects PerspectiveModerate Effects Perspective

A.A. Mass Society & Mass Society & Mass Mass CultureCulture That the new industrial technology disrupt That the new industrial technology disrupt

peaceful rural communities forcing people to peaceful rural communities forcing people to live in urban areas merely to serve the live in urban areas merely to serve the workforce in large factories / bureaucracies workforce in large factories / bureaucracies etc.etc.

Mass media symbolized everything that was Mass media symbolized everything that was wrong with 19wrong with 19thth century urban life. century urban life.

Mass media is responsible for changing the Mass media is responsible for changing the cultural norms – the old social order based on cultural norms – the old social order based on landed aristocracy was crumbling so as its landed aristocracy was crumbling so as its cultures & politics.cultures & politics.

The dominant perspective during this The dominant perspective during this period is the Mass Society Theory. period is the Mass Society Theory.

Mass society theory deals with ideas Mass society theory deals with ideas that held strong appeal for any that held strong appeal for any social elitessocial elites whose power was whose power was threatened by change. E.g. the threatened by change. E.g. the ‘Penny Press’ were a convenient ‘Penny Press’ were a convenient target for elites’ criticism. target for elites’ criticism.

The essential argument of mass society The essential argument of mass society theory is that media undermining the theory is that media undermining the traditional social order.traditional social order.

They favored all forms of technological They favored all forms of technological development including that of mass development including that of mass media. Technology was good. It facilitate media. Technology was good. It facilitate control over the physical environment, control over the physical environment, expand human productivity & generate expand human productivity & generate new form of material wealth.new form of material wealth.

While on one hand this is encouraging While on one hand this is encouraging but industrialization brought about other but industrialization brought about other

other problems such as other problems such as exploitation of workers, pollution exploitation of workers, pollution & social unrest (These arguments & social unrest (These arguments is captured in chpt. 3,4,5).is captured in chpt. 3,4,5).

B.B. Scientific Perspective Scientific Perspective of mass Communicationof mass Communication This is the view that the media is not This is the view that the media is not

as powerful as previously imagined. as powerful as previously imagined. But rather audience had numerous But rather audience had numerous ways resisting media influence.ways resisting media influence.

This perspective view that media is This perspective view that media is reinforcing existing social trends & reinforcing existing social trends & strengthening rather than threatening strengthening rather than threatening the status quo.the status quo.

Lazarsfeld, Berelson, Gaudet (1940’s)Lazarsfeld, Berelson, Gaudet (1940’s)

C.C. Limited Effects Limited Effects ParadigmParadigm The mass society theories was again The mass society theories was again

under attack as ‘unscientific’ or under attack as ‘unscientific’ or ‘irrational’.‘irrational’.

Mass communication scholars stopped at Mass communication scholars stopped at looking at the powerful media effects but looking at the powerful media effects but rather look into the ‘limited effects rather look into the ‘limited effects theories.’ Such as the ‘elite pluralism theories.’ Such as the ‘elite pluralism theories – that the theory asserting that theories – that the theory asserting that the media use by sophisticated audiences the media use by sophisticated audiences enriches the process of democracy. enriches the process of democracy.

D.D. Cultural CriticismCultural Criticism

This is the notion that the media This is the notion that the media enable the dominant social elites to enable the dominant social elites to secure their power. Media provide secure their power. Media provide the ruling elite with a convenient, the ruling elite with a convenient, subtle, yet highly effective means subtle, yet highly effective means of promoting worldviews favorable of promoting worldviews favorable to their interest.to their interest.

e.g. The British cultural studies e.g. The British cultural studies focus heavily on mass media in focus heavily on mass media in their role promoting a hegemonic their role promoting a hegemonic (dominant ideas that is imposed (dominant ideas that is imposed on society) worldview and on society) worldview and dominant culture among various dominant culture among various subgroups in the society. subgroups in the society.

E.E. Moderate Effects Moderate Effects PerspectivePerspective The moderate media effects The moderate media effects

perspectives support the idea of perspectives support the idea of communication science, social communication science, social semiotics & media literacy. semiotics & media literacy.

That is research that integrates That is research that integrates all research approaches grounded all research approaches grounded in qualitative, empirical & in qualitative, empirical & behavioral research methods.behavioral research methods.

Social Semiotics theory attempted to Social Semiotics theory attempted to integrate communication science, critical integrate communication science, critical & cultural studies focusing on audience & cultural studies focusing on audience activity to understand how audience activity to understand how audience members make sense of media members make sense of media messages.messages.

Media literacy is the ability to access, Media literacy is the ability to access, analyze evaluate & communicate media analyze evaluate & communicate media messages. messages.

Different school of Different school of thoughts define theory thoughts define theory differently ?differently ? Different schools of thoughts will define Different schools of thoughts will define

theory in different ways depending on theory in different ways depending on the needs of the theorist and the the needs of the theorist and the beliefs about the social world and the beliefs about the social world and the nature of the knowledge.nature of the knowledge.

In short theory is a conceptual In short theory is a conceptual representation or explanation of a representation or explanation of a phenomena e.g. television, aggression phenomena e.g. television, aggression and linked with social phenomenon.and linked with social phenomenon.

Conclusions:Conclusions: That there is no one definition or That there is no one definition or

‘the right’ definition of theory. ‘the right’ definition of theory.

Theory is define based on Theory is define based on different schools of thoughts. different schools of thoughts.

Severin & Tankard (1997) argued the Severin & Tankard (1997) argued the following ideas:following ideas:

As we moved to an ‘information age’ As we moved to an ‘information age’ the challenges facing the field of the challenges facing the field of communication seem greater than communication seem greater than before. More questions were raised. before. More questions were raised. e.g:e.g:

Does mass communication contents Does mass communication contents have an effect on society’s values?have an effect on society’s values?

If so what kind of effect? If so what kind of effect? How does it takes place? How does it takes place?

How do people learn from mass How do people learn from mass media?media?

How do people develop their How do people develop their basic attitudes toward the world basic attitudes toward the world around them?around them?

Does mass media play the roles Does mass media play the roles in this processes if any? How?in this processes if any? How?

Changes taking place in media Changes taking place in media environment are many.environment are many.

Media industry in Malaysia is Media industry in Malaysia is expanding within short period of expanding within short period of time. E.g. In 1963 viewers time. E.g. In 1963 viewers received the first TV1 black/white received the first TV1 black/white channel. Today with ASTRO / channel. Today with ASTRO / satellites we get more than 50 TV satellites we get more than 50 TV channels worldwide. What about channels worldwide. What about tomorrow? tomorrow?

One of the changes the new One of the changes the new technologies are bringing is that technologies are bringing is that every definition of mass every definition of mass communication is coming into communication is coming into question.question.

Severin & Tankard (1997) argued Severin & Tankard (1997) argued that any definition of mass that any definition of mass communication must include three communication must include three characteristics: characteristics:

Mass communication should be:Mass communication should be: 1. Directed towards large, heterogeneous 1. Directed towards large, heterogeneous

& anonymous audience.& anonymous audience. 2. Message are transmitted publicly often 2. Message are transmitted publicly often

time to reach most audience members time to reach most audience members simultaneously.simultaneously.

The communicator tend to be a complex The communicator tend to be a complex organization that involved large expanse.organization that involved large expanse.

Changing Changing Communication Communication EnvironmentEnvironment To date it is difficult to predict the form To date it is difficult to predict the form

of new communication system in the of new communication system in the society. Because the delivery of society. Because the delivery of information, entertainment & other information, entertainment & other services get more complex. Changes are services get more complex. Changes are fast. In short scholars term this fast. In short scholars term this development as ‘Information development as ‘Information superhighways’. Like roads, the network superhighways’. Like roads, the network of information activities get thicker & of information activities get thicker & thicker. It becomes an important thicker. It becomes an important communication tool for many individuals, communication tool for many individuals, education institutions & business.education institutions & business.

On-line services (e.g. ads, PR, banking, On-line services (e.g. ads, PR, banking, marketing, news, information), marketing, news, information), internet, e-mail, www (in April 1994 internet, e-mail, www (in April 1994 www sites is 1,000, in October 1995 www sites is 1,000, in October 1995 the number is 110,000 ) – all these are the number is 110,000 ) – all these are in the increase.in the increase.

As the flow of information increases , As the flow of information increases , people need some assistance in people need some assistance in sorting out the available information.sorting out the available information.

The Role of TheoryThe Role of Theory

Theories are general statements that Theories are general statements that summarize our understandings of the summarize our understandings of the way the world works.way the world works.

In communication, much of our theory In communication, much of our theory in the past has been implicit. We in the past has been implicit. We relied on folklore, traditional wisdom, relied on folklore, traditional wisdom, common sense, to guide our practice. common sense, to guide our practice. We make assumptions & these We make assumptions & these assumptions are not written anywhere. assumptions are not written anywhere. And yet we follow them relegiously.And yet we follow them relegiously.

In developing theory we often try to In developing theory we often try to explain something that is difficult to explain something that is difficult to understand.understand.

Therefore the goal of the theory is to Therefore the goal of the theory is to provide or formulate statements provide or formulate statements that have some explanatory power. that have some explanatory power. And these theoretical statements And these theoretical statements can be written in the following can be written in the following forms:forms:

1. 1. If-thenIf-then –e.g. If young people –e.g. If young people watches a great deal of violent watches a great deal of violent television, then he will commit television, then he will commit aggressive act.aggressive act.

2. 2. Is more likely toIs more likely to statement. E.g. A statement. E.g. A person who watches violent TV is more person who watches violent TV is more likely to behave aggressively than a likely to behave aggressively than a person who watches nonviolent TV.person who watches nonviolent TV.

3. The greater the X the greater the Y. 3. The greater the X the greater the Y. e.g the greater the violent TV viewing, e.g the greater the violent TV viewing, the greater the aggressiveness the greater the aggressiveness behavior. behavior.

Statements using phrase like Statements using phrase like leads toleads to. . E.g. Watching violent TV leads to more E.g. Watching violent TV leads to more aggressive behavior than watching aggressive behavior than watching nonviolent TV. nonviolent TV.

Communication theory is aimed at Communication theory is aimed at improving our understanding of the improving our understanding of the process of mass communication.process of mass communication.

He Goals of Mass He Goals of Mass communication Theorycommunication Theory 1. To explain the effects of mass 1. To explain the effects of mass

communication. These effects can communication. These effects can be intended (e.g. political be intended (e.g. political campaigns) of intended (e.g. campaigns) of intended (e.g. increasing violence in society)increasing violence in society)

2. To explain the uses to which 2. To explain the uses to which people put on mass people put on mass communication.communication.

3. To explain the learning from mass media. 3. To explain the learning from mass media. (how do people learn from mass media)(how do people learn from mass media)

4. To explain the role of mass media in 4. To explain the role of mass media in shaping people’s values and views. (e.g. shaping people’s values and views. (e.g. inculcating the perceived values –such as a inculcating the perceived values –such as a sense of responsibility, civic consciousness, sense of responsibility, civic consciousness, patriotism, accountability, hard working, patriotism, accountability, hard working, level of tolerance, sensitiveness, respect level of tolerance, sensitiveness, respect etc.etc.

The effects of mass The effects of mass communication.communication. The effects of communication has been a The effects of communication has been a

major concern in the 20major concern in the 20thth century. century. Studies on strong, moderate & some Studies on strong, moderate & some

effects are common interest in mass effects are common interest in mass communication. communication.

Creating models such as: Creating models such as: awareness>knowledge>liking>preferencawareness>knowledge>liking>preferences>conviction>purchase. (related to es>conviction>purchase. (related to psychomotor, affective. Cognitive psychomotor, affective. Cognitive domains)domains)

Changes in mass Changes in mass communication communication theories theories Over the years the noticeable changes are Over the years the noticeable changes are

as follows:as follows: 1. Now there is a greater emphasis on 1. Now there is a greater emphasis on

uses on mass communication than before. uses on mass communication than before. The importance of audience becomes The importance of audience becomes clearer.clearer.

2. There is now a shift to cognitive science 2. There is now a shift to cognitive science or information processing approaches.or information processing approaches.

3. rapid changes in communication 3. rapid changes in communication technology suggest that researches would technology suggest that researches would try to formulate communication theories try to formulate communication theories that go beyond the detail of the medium that go beyond the detail of the medium or technology.or technology.

Some theoretical Some theoretical questions by changes in questions by changes in media environment.media environment. 1. How are the new communication 1. How are the new communication

media changing the nature of media changing the nature of knowledge.knowledge.

2.How are the new communication media 2.How are the new communication media changing the nature of human thinking?changing the nature of human thinking?

3.What are the uses of print giving way 3.What are the uses of print giving way to others means of communication.to others means of communication.

What form should electronic What form should electronic communication take shape.communication take shape.

Second section starts Second section starts here.here.

Categories of TheoriesCategories of Theories

1.1. Social Scientific TheorySocial Scientific Theory 2. 2. Normative TheoryNormative Theory 3.3. Operational TheoryOperational Theory 4.4. Everyday TheoryEveryday Theory

5 . Critical Theory5 . Critical Theory

Categories of TheoriesCategories of Theories

1.1. Social Scientific TheorySocial Scientific Theory

These theories are based on These theories are based on empirical research i.e. empirical research i.e.

statementsstatements about the about the nature, workings, effects nature, workings, effects of of mass communication. Perditionmass communication. Perdition

and control.and control.

2. 2. Normative TheoryNormative Theory

This type of theory explains This type of theory explains howhow ideal media ought to ideal media ought to operateoperate within a within a specific system of socialspecific system of socialvalues e.g. the four theories of values e.g. the four theories of thethe press.press.

3.3. Operational TheoryOperational TheoryThis type of theory is normative,This type of theory is normative,with a practical bent. It involves with a practical bent. It involves not only how the media shouldnot only how the media shouldoperate but also how can they operate but also how can they operate to meet specific ends.operate to meet specific ends.e.g. advertising, PR, consumer’se.g. advertising, PR, consumer’sbehavior theoriesbehavior theories

4.4. Everyday TheoryEveryday Theory

This refers to the knowledge /This refers to the knowledge /ideas / explanations ideas / explanations

that all of usthat all of us have by simple have by simple virtue that wevirtue that we engage engage in communication process.in communication process.

5 . Critical Theory5 . Critical TheoryThis theory consisted the notion This theory consisted the notion

of of a loose confederation of ideas a loose confederation of ideas heldheld together by a common together by a common interest ininterest in quality of quality of communication and communication and human life. human life. They not only observe They not only observe but also but also criticize. They are criticize. They are concerned concerned with the conflict of interests in the with the conflict of interests in the society & the ways communication society & the ways communication

perpetuates domination of one perpetuates domination of one groupgroup over another.over another.