TAILIEUCHUNG - Lecture The dynamics of mass communication: Media in the digital age - Chapter 2

Chapter 2 - Perspectives on mass communication. In this chapter, you will learn to: understand the differences between the functional approach and the critical/cultural approach to studying mass communications; explain the value of each approach in the analysis of the mass communication process; describe the five functions mass media perform for society; explain uses and gratifications analysis; recognize the dysfunctions of mass communication; understand the concepts of meaning, hegemony, and ideology. | Perspectives on Mass Communication Chapter 2 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE Paradigms Functional Analysis Critical/Cultural Studies Paradigms Paradigms are models guiding how we think. Paradigms relevant to mass communication processes include: Functional Approaches Critical/Cultural Approaches Paradigms are useful because they: Provide a perspective to examine mass communication Generate concepts to understand media behavior Help identify important elements in the process FUNCTIONAL ANALYSIS Functional approach: Something is best understood by examining how it is used. For mass media, this means examining how audiences interact with media and how they use media The Role of Mass Communication Different media provide different primary uses. Macroanalysis: how media functions for the society as a whole Microanalysis: how media functions for the individual Functions of Mass Communication for Society (1 of 6) Societal

• PR - Truyền thông
• Mass communication
• Truyền thông đại chúng
• Media in the digital age
• Mass media
• Communication process
• Functional analysis
• Functions of mass communication
• The digital age
• Dynamics of mass communication
• Perspectives on mass communication
• Mass media industry
• Social effects
• Interpersonal communication
• Digital age
• Mass communication effects
• Conquering space
• Cultural context
• Electronic media
• Sound recording