mass communication

The sociological study of communication is an attempt to answer the simple question of ‘who says what, in which channel, to whom and with what effect?’ This definition implies overt intention, avowed purpose, and communicative efficiency. However, some sociologists take the view that a greater emphasis on the role of society and external social forces in defining the roles of ‘sender’ and receiver’ is more appropriate. The former view further assumes that messages are as much received as sent and that motives for receiving are as significant as motives for sending. Thirdly, it further assumes the media are not neutral but complex social institutions with motives. Fourthly, messages are sent by media that have encoded purposes with many possible interpretations of origin and function.
Developments Of Theory: Directions of change are occurring in media theory summarised as; radical subjective (based on or influenced by personal feelings, tastes, or opinions.), radical objective (not influenced by personal feelings or opinions in considering and representing facts.), subjective functionalist (Belief in or stress on the practical application of a thing, in particular.), and; objective functionalist (Not influenced by personal feelings or opinions in considering and representing facts.), all of these are characterised by critical thinking, qualitative methods and attention to knowledge and culture rather than to society and behaviour. The objective functionalist view is that Communication can be seen as an integral part of a culture and consciousness, as well as a tool of human activity. The primary question in sociological analysis of communication is ‘does culture (including mass media) influence social structure or does social structure influence culture?’
Media as Organisation and Institution: Viewing the media as a social institution where formally organised work takes place directed toward the production of knowledge and culture, the media share features with