theory of media & theory of society

8/3/2019 Theory of Media & Theory of Society

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Theory of Media & Theory ofSociety

Session 4 to 6


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Theory of Media & Theory of Society

Mass Society Theory

Marxism & Mass Media

Functionalist Theory of Media & Society Critical Political Economic Theory

Media & Development Theory

Communication Technology Determinism

The Information Society


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MediaMedia Society theory I:Mass SocietySociety theory I:Mass SocietyTheoryTheory

Large- Scale society:

MST rests very much on the idea that the mediaoffer a view of the world.

Atomized Public:

1. Societies characterized by largeness ofscale.

2. Remoteness ofInstitutions(Media)

3. Isolation of individuals

4. Lack ofstrong local or groupintegration.


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MediaMedia Society theory I:Mass SocietySociety theory I:Mass SocietyTheoryTheory

One- way Transmission:

Lack of participation in it are also widelyregretted

People depend on media for identity:

Media used for manipulation and control:

Cynical and manipulative use of mass media bypoliticians and parties.


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MediaMedia Society theory II: Marxism & Mass MediaSociety theory II: Marxism & Mass Media

While Karl Marx only knew the press before itwas effectively a mass media.

Marxist theory post a direct link betweeneconomic ownership and the dissemination of

messages that affirm the legitimacy and thevalue of a class society.

Mass media are owned by the bourgeois class.

Media are operated in their class interest.


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MediaMedia Society theory II: Marxism & Mass MediaSociety theory II: Marxism & Mass Media

Media promote working class false consciousness.

Media disseminate an ideology supportive of the

established order.

Media access is effectively denied to politicalopposition.


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MediaMedia Society theory III:Functionalist Theory ofSociety theory III:Functionalist Theory ofMedia & SocietyMedia & Society

Functionalist theory explains social practices andinstitutions in terms of theneeds of the societyand of individuals.

Mass media responding to the demands ofindividuals and institutions in consistent waysthat the media achieve unintended benefits forthe society.

The theory depicts media as essentially self-directing and self-correcting.


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Specifying the social functions of media:

According to Lasswell (1948)

* Surveillance of the environment.

* Correlation of the parts of the society inresponding to the environment.

* Transmission of the cultural heritage.

According to Wright (1960)

* He added ENTERTAINMENT as a fourth keymedia function.


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According to Mendelsohn (1966)

* He added fifth media function Providingindividual reward, relaxation and reduction of

tension.

With addition to fifth item Mobilization designedto reflect the widespread application of masscommunication to political and commercialpropaganda.


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MediaMedia Society theory III:Functionalist Theory ofSociety theory III:Functionalist Theory of

Media & SocietyMedia & Society

Media functions in society:

* Information* Correlation

* Continuity

* Entertainment

* Mobilization


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Information:

* Providing information about events and conditions

in society and the world.* Indicating relations ofpower.

* Facilitating innovation, adaptation and progress.

Correlation:

* Explaining, interpreting and commenting on the

Meaning of events and information.

* Providing support for established authority and

norms.

* Co- ordinating separate activities.

* Setting order of priority.


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Continuity:

* Expressing the dominant culture and recognition

subcultures and new cultural development.

* Forging and maintaining commonality of value.

Entertainment:

* Providing amusement, diversion and the means

of relaxation.

* Reducing social tension.

Mobilization:

* Campaigning for societal objectives in the sphereofpolitics, war, economic development, work andsometimes religion.


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MediaMedia Society theory IV: Critical Political EconomySociety theory IV: Critical Political Economy

CPT focuses primarily on the relation between- The economic structure

- Dynamics of media Industries

- Ideological content of media

Its an analysis ofthe structure ofownership andcontrol of media institution has to be consideredas part of economic system, with close links to

the political system.


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The consequences of CPE

- Reduction of independent media source

- Concentration on the large markets

- Avoidance of risks

- Reduced investment in less profitable mediatasks ( Investigative reporting & documentary

film-making )

We also find neglect of smaller & poorer sectors ofpotential audience.


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Media activity as an economic process leading tothe commodity ( the media product or content).

The primary product of the media is reallyaudience.

Media deliver audience attention to advertisers

and shape the behaviour of media publics incertain distinctive ways.


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Political economic theory has increased by mediabusiness & Technology.

Growth of media worldwide

Support from both electronic hardware & software

industries.

- Growing global Information economy involving anincreasing convergence between telecommunication &broadcasting.

- Growing rather than diminishing problem ofinformation

inequality. The expression digital divide refer to theinequality in access to and use of advancedcommunication facilities.


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MediaMedia Society theory V: Media & DevelopmentSociety theory V: Media & Development

TheoryTheory

In brief, are media a Cause

- Effect of social change ( Power,Integration & modernization )

The technology of communication and the form and contentof media.

The distribution among a population of opinion, beliefs,

values and practices.


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MediaMedia Society theory VI: Media TechnologySociety theory VI: Media TechnologyDeterminism(event)Determinism(event)

Communication Technology is fundamental to society:

* Roger (1986)

- Locates turning points at the invention of writing.

- Beginning of printing in the 5th century, the mid 19th

century start to the telecommunication era.

- The age of interactive communication beginning in

1946 with the invention of the main frame computer.


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*Schement & gurtis (1995):

- Provide us with a detailed timeline of communicationtechnology inventions.

# Classify According to

1. Conceptual/Institutions Such as writing

2. Device for acquisition & storage Such aspaper & Printing

3. Processing & Distribution Computer &Satellites


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Each Technology has a bias to particular communicationforms contents & uses:

* H.M Innis (1950) who founded the Toronto school

First

# Communication leads overtime to monopolization by aground or a class of the means ofproduction & distributionof knowledge.

# In turn this produces a disequilibrium leads to the

competitive emergence of other forms of communicationwhich tend to restore equilibrium.


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Secondly-

The most important dimensions is space & time.

# Some means of communication are suitable for one thanfor the other.

The sequence of invention & application of communicationtechnology influences social change:

- Effects occur only when inventions are taken up,developed & applied.

Communication Revolutions leads to social Revolutions:


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MediaMedia Society theory VII The Information SocietySociety theory VII The Information Society

- The termInformation societyseems to have originated inJapan in the 1960.

- The concept ofPost industrialsociety first proposed by thesociologist Daniel Bell(1973).

* characteristics of the post industrial society found inthe service sector of the economy relative to manufacture oragriculture.

- The predominance ofInformation-based work.


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- Theoretical knowledge( Scientific, Expert, Data base )was becoming the key factor in the economy.

- The production & distribution of information of all kinds,especially using computer based technology.

- Great & accelerating volume of information flow.

- Problems of information overload.

- Growth & interconnection of networks.

- Globalizing tendencies.

- Dependence ofcomplex system.

- Depoliticization.( Remove from political influence or control )

theory of media & theory of society

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