Dominant Paradigm-Alternate Critical Paradigm.

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.