comm and mass comm
Mass Media and Society
Mass Communication Theory
At this point in the class there are two directions we can go with an introduction to mass communications class. We can continue to look at communication and mass communication and how it works. Some schools in this state and this country go this route and spend the bulk of the rest of the semester looking at mass communication theory.
The second route we can take is to look at the various mass media and see how they operate.
This is the route most schools take and the one we'll take. We'll look at the media and discuss not only how they operate, but how they got to where they are (history) and where they are headed. The media we'll look at are outlined in the next lecture: Media Themes.
But before we leave media theory behind, there are three major theories I'd like to introduce you to. They are:
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•
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The two-step flow theory
The gatekeeper theory
The agenda-setting theory
They'll come up again in discussions this semester.
Scholars for years have tried to find a single theory that explains how mass communication works. Some theories look good and receive a lot of attention for a while until a new one comes along. No one theory completely explains how it all works, but there is value to each in understanding the overall process.
Two-Step Flow Theory
The two-step flow theory of mass communication builds on the reality that it is not always possible to get your message directly you your intended audience. Because of selectivity problems discussed in a previous lecture, communication is facilitated by a filtering process.
Rather than seek out everyone you want to get your message to, you instead seek out opinion leaders in society. Get your message to them and they will filter it down to those who listen to them. Some of those listeners are opinion leaders for others and will filter the message down to their followers.
An example of an opinion leader in the mass media might be
Mass Communication Theory
At this point in the class there are two directions we can go with an introduction to mass communications class. We can continue to look at communication and mass communication and how it works. Some schools in this state and this country go this route and spend the bulk of the rest of the semester looking at mass communication theory.
The second route we can take is to look at the various mass media and see how they operate.
This is the route most schools take and the one we'll take. We'll look at the media and discuss not only how they operate, but how they got to where they are (history) and where they are headed. The media we'll look at are outlined in the next lecture: Media Themes.
But before we leave media theory behind, there are three major theories I'd like to introduce you to. They are:
•
•
•
The two-step flow theory
The gatekeeper theory
The agenda-setting theory
They'll come up again in discussions this semester.
Scholars for years have tried to find a single theory that explains how mass communication works. Some theories look good and receive a lot of attention for a while until a new one comes along. No one theory completely explains how it all works, but there is value to each in understanding the overall process.
Two-Step Flow Theory
The two-step flow theory of mass communication builds on the reality that it is not always possible to get your message directly you your intended audience. Because of selectivity problems discussed in a previous lecture, communication is facilitated by a filtering process.
Rather than seek out everyone you want to get your message to, you instead seek out opinion leaders in society. Get your message to them and they will filter it down to those who listen to them. Some of those listeners are opinion leaders for others and will filter the message down to their followers.
An example of an opinion leader in the mass media might be