Mass communications theory -- Pilgrim's summary

Journalism 190 guiding question -- the Laswell model:
WHO says WHAT in WHICH CHANNEL to WHOM with WHAT EFFECT?

Effects theories of mass communications -- A brief history
Mass communication theory is young compared to other fields because electronic mass communication is young. In the early years less than a centry ago, theories such as the Magic Bullet (also called hypodermic needle theory) treated the audience as if all members were influenced the same by media content. Over time, theories such as Selectivity, Two-Step Flow, Reinforcement and began to recognize that media content does not affect all of the audience in the same way. More modern theories such as Cultivation, Agenda Setting, Social Cognitive (see TV violence below) and Media Hegemony have moved further in treating audience members as individuals and saying media have limited effects.

TV violence and aggressive behavior -- 3 main theory types

1. CATHARSIS -- tendencies to have violent behavior are purged after viewing violence in media

2. MODELING -- violent behavior is increased after viewing violence in media

3. CATALYTIC -- after they view violence in media, violent behavior is triggered in those who have a propensity toward it

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Selected mass communiction theories and concepts:

Spiral of Silence -- (see Biagi, Ch. 14) when media journalists tend to focus on same stories, a consensus seems to form, and those with a different opinion tend to fall silent and not express their different point of view (and media tend have more influence because those with dissenting views remain silent). Biagi says further research is needed to show whether media actually neutralize dissent or not.

DOUBLE THINK -- (see also video Consuming Images) refers to George Orwell's 1984 concept that we see through how something is being presented (such as propaganda or advertising in media) and think that because we see through it, we are personally exempt and it does not affect us -- but with the other half of our mind we adhere blindly to it.

CULTIVATION THEORY -- a theory saying people are led slowly over a long period of time by media (in its shaping of values and behaviors) to think and behave in a certain way (for example, become consumers and extremely materialistic -- thus, in effect, heavily influencing culture). CULTURAL ENVIRONMENT is a concept describing the environment created by media content and the similarity of messages that shape values and behavior

George Gerbner defines cultivation as the creation and maintenance of stable images about life and society (and driven by everyday means of communication).
If interested, students should explore two videos, The Electronic Storyteller and The Killing Screens for more on this theory.

MEDIA HEGEMONY -- a theory that attributes wide influence to mass media and is rooted in Marxist econonics and the concept of hegemony (a concept that says the ideas of the ruling class in society become the ruling ideas). Media are seen as controlled by the dominant class in society and, thus, as a tool for exerting control of that class over the rest of society. It argues that news and other media content in the U.S. is molded to the requirements of corporate (capitalist) ideology.


Altheide (1984) argues that this theory has three assumptions that may limit its validity:
1) socialization of journalists involves rules, work routines and orientations steeped in the dominant ideology
2) journalists tend to cover topics and present news reports that are conservative and supportive of the status quo
3) journalists tend to present pro-American coverage and negative coverage of foreign countries, especially the 3rd World nations.
ENDURING VALUES IN THE NEWS -- news contains values or "preference statements (see Gans in Biagi, Ch. 13) and underlying news in U.S. is a picture of the nation and society as media think it should be (values are rarely explicit and must be inferred because journalists have internalized them)

SOCIAL CONFORMISM -- because of social and economic system, media are supported by corporate businesses and in turn support that system. The "support" comes from advertising AND the content of media, with the content approving and confirming the present structure of society -- Lazarsfeld and colleagues said this "continuing reaffirmation underscores the duty to accept" the values of that society)

POPULAR TASTE AND SOCIAL ACTION -- use of mass media by powerful interest groups to exercise social control (organized business is one such chief group that uses propaganda through "public relations" in a way that has replaced more direct means of controlling mass publics. (Lazarsfeld, etc.)

More mass communication theories exist -- dealing with areas such as feminism, politics and stereotyping. "Mass Communication Theory: Foundations, Ferment, and Future" by Stanley J Baran and Dennis K. Davis is one of several good academic books for further study.