MEDIA & INFORMATION MANAGEMENT (DRM 3103)

TOPIC 7 : AN OVERVIEW OF VARIOUS MEDIA THEORIES

NAME MATRIX
NO
LECTURER NAME : NUR AQILAH 2150626
DR. AIDA HJH. KARTIYAENI 2150608
NASIRAH BINTI BOHKAR RAMANI 2150313
ABDULLAH AIDA SYEHIRA 2150605
nur farah wahidah 2150801
siti nur badrisha 2150754
nurul farahidayu 2150335
muhamad 2150134
 CONTENT
1) What is theory ?
2) Why is theory is
important in our life ?
3) Define the following theories
: theory is connected to
-Social responsibility
theory
-Public relation theory
-Mass media effect theory
-Mass communication
theory
-Information theory
4) When and how the
daily life ?
5) When and how the
theory is connected to
defence and security ?
 WHAT IS THEORY ??
Karl Popper (1959), the theory is a form of network used to describe
the 'World' and it helps to understand the realities prevailing in it.
Cohen (1980), the theory is the process of developing ideas that will
help us explain how and why an incident happened.
Ritzer and Smart (2001) stated that the theory is a summary and
synthesis of what is known in a field where it is the basis of science
Sullivan (2012), the theory is a systematic process for formulating and
organizing ideas into a specific phenomenon that can be understood.
 Rychlak (1968), a good theory must be stated explicitly with
the aim of formulating a logically consistent and mutually
interdependent body of knowledge.
Rychlak(1968) suggested the four functions of a theory are
(a) descriptive, (b) delimiting, (c) generative, and (d)
integrative.
Wacker (1998) argued, theory is composed of four
components: (a) definitions, (b) a domain of applicability, (c)
a set of relationships of variables, and (d) specific
predictions or factual claims.
 Most importantly, theories should serve to
describe and explain a phenomenon
effectively, should place a limit on what
might be examined, and should be highly
generative to heuristically stimulate further
investigation (Gelso, 2006).
 WHY THEORY IS IMPORTANT IN OUR DAILY
LIFE ???
Guideline
-Principles of life such as culture of a country
Describes an identity
-Symbolizes the identity of a community
Basic legislation
-Philosophers theorize based on the problems that arise.
-The theory is the main thing to create laws
Way to solve problems
-A reference to solve the problem
 SOCIAL RESPONSIBILITY THEORY

The theory started from Europe and took a shape

with the Commission on the Freedom of Press that
happened in United States in 1949.
Anethicalframework and suggests that anentity,
be it anorganizationorindividual, has an
obligation to act for the benefit of society at large.
 Social responsibility theory allows free press
without any censorship but at the same time the
content of the press should be discussed in public
panel and media should accept any obligation from
public interference or professional self regulations
or both.
THE FUNCTIONS OF SOCIAL
RESPONSIBILITY:
Provide the news and information needed to make
the political system work
Give the public the information needed for self-
governance
Serve as an overseer of the government
 Serve the economic function of bringing together
buyers and sellers through advertising
Provide entertainment
Be profitable enough to avoid outside pressures.
 STRENGTHS OF SOCIAL RESPONSIBILITY THEORY :

It helps in avoiding conflicts during wars and

conflicts
It accepts public opinion and works for the citizens
Press and media houses do not have monopoly as
rules and ethics guide them.The media publishes
truth due to regulatory activities and their moral
obligation to do so
 Yellow journalism decreases as media can be
questioned by the law and public.There is pluralism
and diversification on news and people involved
The voiceless and marginalized people are able to
raise their voice
WEAKNESS OF SOCIAL RESPONSIBILITY THEORY :

Ethics are always vague, ambiguous and differs

from case to case
It is difficult to determine who sets clear principles
and standards
Social responsibility and ethics are morally
obligatory things
 Any form of legal limitations should not be
imposed if media is just working in the principle of
responsibility
Laws are authoritative and not democratic
concepts
 PUBLIC RELATIONS THEORY
(EXCELLENCE THEORY)

In 1952, Cutlip and Center first described the concept of

public relations management
Good relationship with its strategic publics is helpful for
an organization to develop and achieve goals desired by
both the organization and its publics, reduce costs of
negative publicity, and increase revenue by providing
products and services needed by stakeholders
a)Goal Attainment
-The goal-attainment approach states that
organizations are effective when they meet their goals
-In 1954, Drucker proposed management by objectives
approach, which warned that managers might get
involved in day-to-day activities and forget their main
objectives, and suggested that everybody within an
organization should have a clear understanding of the
organizations aims, and awareness of their own roles
and responsibilities in achieving those aims
b)Systems (Open System Theory Von
Bertalanffy (1950))
-The systems approach here recognizes the
importance of environment for an organization to be
effective by indicating mutual need between an
organization and its environment
rnal environment, and in the mean time, external
environment needs products and services from the
organizations
c)Strategic Constituencies
-The strategic constituencies approach identifies the
elements of the environment whose opposition or
support can threaten the organizations goals or help
to attain them
-It based on Grunigs (2008), situational theory of
publics and multi-systems theory of
organizational communication.
d)Competing Values
-Stability vs. Flexibility: represents debating
viewpoints in order, control, authority, versus
diversity, individual initiative, and organizational
adaptability
-Internal vs. External: refers to conflict between
emphasis on well-being of people in an organization
and emphasis on development of the organization
itself.
-Means vs. Ends: emphasis on process like planning
and goal setting
 MESS MEDIA EFFECTS
THEORY
Related to how media can affect society and how
society can affect the media
It proposed by Frankfurt school of social
researchers in 1920s
It also relates how stories published in media
influence or amplify current trends
 Borrowers or investors will read an article and be
influenced to act quickly on the news
So media effect will seen in mortgage market when
prepayment rates sharply increase in specific new
stories
Hypodermic needle theory implies that mass media
has direct ,immediate and powerful effect on
audiences
It also perceived as powerful influence on
behaviour change
Factors contributed to this strong
effects,theory of communication :
Fast rise and popularisation of radio and television
Emergence of persuation industries such
advertising and propaganda
Hitler's monopolization of mass media during world
war II to unify the german public behind Nazi party
 MASS COMMUNICATION
THEORY
A set of statements that discribed in a causal
manner a set of relationship between concepts,
measurable by variables referring to
characteristic or states of entities involved in the
mass communication process.
4 MAJOR CATEGORIES IN MASS COMMUNICATION
THEORY :

Postpositivism
Hermeneutic theory
Critical theory
Normative theory
4 PHASE OF MASS COMMUNICATION
HISTORY:
Phase 1: Era of mass society/ origin of media (1930)
-Characterized by passive audiences and powerful media, with strong
and direct effects on individuals.
-Mainly aimed at people's behaviors manipulation.
Phase 2: Era of scientific perspective (1940-1960)
-Media not powerful.
-Audience are resistent to their massages.
-Rasistence is based upon psychological individual traits and a
crucial role is played by social context and opinion leaders
 Phase 3 : Era of limited effect theory (1970-1980)
-Media considered powerful again
-Their effect are no longer immediate and impacting the short
run of an individual
-Mass communication is seen as a long run influencer able to
shape an individual competences, knowledge, values and
beliefs.
 Phase 4 : Era of cultural theory (1980)
-Characterized by active audience who are able to mitigate media
effects on individuals' behaviors.
-Latest and current phase known as negotiated influence.
-Media as a constructivist tool - their aim is to raise up
consciousness in individuals as media programs are negotiated by
individuals themselves.
-People have the power to choose what info they want to be
delivered.
-Social influence is not dictated by media, but goes through media
and especially new media but is driven by social contexts.
 INFORMATION
THEORY
Studies the quantification, storage,
and communication of information
Proposed by Claude E. Shannon in
1948
 To find fundamental limits on signal processing
and communication operations
Created "A Mathematical Theory of
Communication"
MEASURING INFORMATION :
A key measure in information theory is
"entropy
Entropy quantifies the amount of uncertainty
involved in the value of a random variable or
the outcome of a random process (Bits)
 WHEN AND HOW THESE THEORIES IS
CONNECTED TO DAILY LIFE ?
Social responsibility theory
-Reports of health news in the media can be taken as
media acting socially responsible
-The media gives information and awareness on
health problems
-It also provides awareness on some basic health
problems
 Public relation theory
-Progressive direct car insurance campaign
-Many consumers do not shop around for car
insurance
-They stick with their existing insurance.. even if
there is a price advantages to shopping around
 Mass communication theory
-Then Soviet Union controlled the media totally by
publishing all the good things about their country and
governance
-While not showing anything that could make the
people feel agitated about their own nation
-They also did not give out news about disasters and
accidents
 Mass media effects theory
-You may enjoy watching a show likeDancing With the Starswhile
simultaneously tweeting about it on Twitter with your friends
-Use the Internet to seek out entertainment, to find information, to
communicate with like-minded individuals, or to pursue self-
expression
-Each of these uses gratifies a particular need, and the needs
determine the way in which media is used
-By examining factors of different groups media choices,
researchers can determine the motivations
-These include relaxation, social interaction, entertainment,
arousal, escape, and a host of interpersonal and social needs
 Information theory
-The human on the authority of the information process
-The source which can be a person or a corporation is transmitted
the message by helping the tool
-This tool that can be tv channel transmitter antenna or vocal cord
-The message which is sent by the first resource becomes the
signal
-This signal must be true for the realization of the process
-The receiver tool decode this signal and the decoded code
becomes a new message
-The message is delivered to the target
 WHEN AND HOW THE THEORY IS
CONNECTED TO DEFENCE AND SECURITY?

Social Responsibility Theory

- Inccident that happened in Iraq which is Aleppo.
We can see that media plays a major roles in what
happened in Alepoo but nobody helps that country
 Public Relation Theory
-For example, what happened in North Korea, the
media will attack the people who has a lot of
information about the incident
Mass Media Effects Theory
-Emergence of persuation industries such
advertising and propaganda
Hitler's monopolization of mass media during world
war II to unify the german public behind Nazi party
 Mass Communication Theory
-In defence, mass communication theory can be seen when there is
two way communications and when orders is given from the leaders to
their people. The mission of communications for security and defence
to gather the information, coordinate the forces and create intelligence.
-On September 2001, three capabilities concerning communication
between George W Bush administration in US began to develop during
the attacks of terrorist
-Also can be seen during conflicts between north korea and Malaysia.
two way communication is held between both country to avoid war
from happening
 Information Theory
-For example, when armed forces want to recrut
new soldier, they will informed it through social
media such as twitter, facebook and others telling
that where are the pace the had to go, date and
many more
-LIMA17 to attract people join the event, they also
used social media to tells the information about the
event
 REFERENCE
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 John C. Nerone, Last Rights: Revisiting Four Theories of
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Responsibility Theory, Ch. 15.
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