Posts

Showing posts from 2012

CULTIVATION THEORY

Image
Culture does not produce one standard meaning. "Meanings migrate from one context to another, sometimes ending up very far from where they started - they are always getting displaced, diverted, reworked and exchanged. It is the very process of meaning.  The world has its own culture, countries have their own culture, cities have their own culture, and it is the influences within those boundaries which produce a culture.  In today's society it is incredibly important to understand the way the media functions. The media not only provides information, it is a very powerful signifier of who we are as a whole, and has the ability to exert large amounts of influence. Therefore, it is important that we understand and are able to critically examine what is being fed to us every day and why. By analyzing the way power, representation and culture are at play we are able to gain a greater understanding of how the media functions, which subsequently enables us the discerningly

Medium Theory

Image
During the 1960’s and 1970’s, a Canadian literary scholar, Marshall McLuhan, who had a profound understanding of electronic media and its impact on both popular culture and society. It is a analytical theory. It analysis of media characteristics and the historical analysis of human perception. Popular media content includes television programming specially includes television programming are appear on the surface.  Multiple levels of meaning are often present and sophisticated content itself is ambiguous (vague meaning to their content). They will have a better chance to appealing to different audience. George Gerber distinguished media by the cognitive process each required. He stressed how channels differ not only in terms of their  content but also in regarded to how they awaken and alter thoughts and senses. Medium theory focused on the medium characterization itself rather than on what it conveys or how information is received. In medium theory a medium is no

The Frankfurt School & Critical Cultural theory

Image
The most notable theorists connected with the Frankfurt School were Theodor Adorno, Herbert Marcuse and Max Horkheimer - all committed Marxists who were associated with the Institute for Social Research. They had founded in Frankfurt in 1923 but shifted in 1933 to New York due to II world war. The Frankfurt School in general was profoundly pessimistic about the mass media.  In this approach cultural industry is completely influenced by media.  They criticized the media’s uniformity worship of technique, monotony, escapism and production of false needs.  The cultural industry is the base of the quality of life. The view of Frankfurt school was anti capitalist, also anti American. Critical cultural theory has extend the studies on the significance of media culture for the experience of particular groups in society such as youth, the working class ethnic minorities and other marginal categories. The Frankfort School scholars claimed that Mass culture is a debas

USES AND GRATIFICATIONS Theory

Image
Introduction: The core question of this theory is Why do people use media and what do they got use media for them . There exists a basic idea in this approach: audience members know media content, and which media they can use to meet their needs.  It suggests that people’s needs influence what media they would choose, how they use certain media and what gratifications the media give them.  The approach emphasizes audiences’ reasons for using a certain media to the disregard of others. And the various gratifications obtained from the media, based on individual social and psychological requirements. Origin and History - T he Hypodermic Needle model, discusses that “the mass media have a direct, immediate and influential effect upon audiences by ‘injecting’ information into the consciousness of the masses”.  In these Uses & gratification studies, researchers discovered a list of functions served either by some specific content or by the medium itself. For instance, Televisi

Theories of Human –Media interaction Agenda Setting Theory

Image
Meaning of Media Mass communication occurs when a small number of people send messages to a large anonymous and heterogeneous audience through the use of specialized communication media. Otherwise the mass communication represents the creation and sending of a homogeneous message to a large heterogeneous audience through the media.  The units of analysis for mass communication are messages, the medium and the audience. The mass communication theories are   which explain the relationship between media and society. Agenda setting theory Agenda setting theory propounded by Maxwell Mc combs and Donald Shaw in the year 1970s. According to agenda setting theory, mass media set the agenda for public opinion by highlighting certain issues. The agenda setting theory telling people not what to think, but what to think of.  Media focuses on the characters of issues how people should think about. Agenda setting theory used in political ad, campaigns, business news, PR (public relat

NEW MEDIA

Image
Features of New Media/ Differences Between New And Old Media / Key characteristics     The phrase new media was first used in the 1960’s. New media are digital form such as chip, CD converted from analogue media(film, cosset). Their fundamental characteristics are free and unlimited access to data and its copying without losing quality and interactivity. The means of transmission  by cable, satellite and radio have immensely increased the capacity to transmit by applying communication technology. According to McQuail, the ‘Internet’ should definitely be considered a new medium. The Internet is associated with new media, in contrast to traditional media.  It is used for production and broadcasting of news, but also for processing exchange and storing of information. The internet and other new media can used for both private and public communication and their functioning does not have to be professional or organized in a bureaucratic way as is the cast with traditional mass m

CHARACTERISTICS OF TELEVISION AS A MEDIUM

Image
AUDIO VISUAL   MEDIUM While radio has sound, television content includes both sound and visuals. This audio visual character of television makes it a magic medium which allows us to watch the world from our drawing rooms. This powerful visual nature helps television to create vivid impressions in our minds which in turn leads to emotional involvement. The audio visual quality also makes television images more memorable. DOMESTIC MEDIUM To watch television, we need not leave your drawing room. No need of going to the movie theater or buying tickets. We can watch television in the comfort of our home with our family. This is why television is generally regarded as a domestic medium. It provides entertainment and information right inside our homes and has become an integral part of our everyday lives. It can actually pattern our daily activities. Even our family makes it a point to watch their favorite serial at a particular time and adjust dinner timings accordingly. This

Television Interviews.

Image
Conduct your interview in an organized, timely manner . During the interview: As a TV News and Current Affairs journalist, we will do three types of interviews. 1. Interviews for stories – sound bites for packages or news clips 2. Face to Face interviews 3. 2 way- interviews as a correspondent to a presenter Before going into these categories, here are some common fundamentals. Before the interview • Choose a focus for the interview. What’s the story? • Choose the interview carefully. Look for a real person, not just a spokesperson. You want the person most closely involved, whatever their position as it is easier for the audience to relate to someone who has direct knowledge or experience of a subject. These people will also give fuller, more personal responses. • Resist as much as possible conditions set by the interviewee such as providing questions in writing in advance, not editing the interview and letting him/her listen back to the interview and retra