Communication
as a Dominant Paradigm -
the most
influential/ ruling/ imposing model
Dominant
Paradigm
A
mass communication is generally considered as powerful.
It presumes a certain kind of normal
functioning.
It
means it would be democratic, liberal, pluralistic and orderly.
Three basic principles about mass communication.
The influence of mass communication is mediated by predisposition selective process, group membership.
Mass communication as a agent of reinforcement
Mass communication is as a agent of change.
Performance:
The
general assumption is that communication work towards integration, continuity
and order of society. Although mass
communication also has potentially dysfunctional (disruptive or harmful)
Technical:
The communication process begins with a source
that selects a message, which is transmitted in the form of a signal over a
communication channel, to a receiver, who transforms the signal back into a
message for a destination.
Effect :
The method seemed able to answer question about the influence of mass media and about their
effectiveness in persuasion and attitude change.
Alternate Critical Paradigm.
During
the 1960s and 1970s that the Alternative Paradigm really took shape
Alternate Critical
Paradigm.
Mass communication can be viewed in a new light and look into neglected pathways of the sociological; theories.
- The first is a much more sophisticated notion of ideological messages of mass media is entertainment and news;The media content is fixed, and leading to predictable and measurable impact was rejected. Instead of at the messages decoded according to the social situation, and the interest of those in the receiving audience.
- Secondly the economic and political character of mass media organisations and structures naturally and internationally has been reexamined .
- Thirdly in the light of changing technology have also encouraged new ways of thinking about mass communication. New media have forced a revaluation of earlier thinking about media effects.
Authoritarian Theory,Free press THEORY,DEVELOPMENT MEDIA THEORY,SOCIAL RESPONSIBILTY THEORY AND ALTERNATIVE THEORY
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