Sie sind auf Seite 1von 23

Theory of Media & Theory of Society Session 4 to 6

Theory of Media & Theory of Society


Mass Society Theory Marxism & Mass Media Functionalist Theory of Media & Society Critical Political Economic Theory Media & Development Theory Communication Technology Determinism The Information Society

Media Society theory I:Mass Society Theory


Large- Scale society: MST rests very much on the idea that the media offer a view of the world. Atomized Public: 1. Societies characterized by largeness of scale. 2. Remoteness of Institutions(Media) 3. Isolation of individuals 4. Lack of strong local or group integration.

Media Society theory I:Mass Society Theory


One- way Transmission: Lack of participation in it regretted are also widely

People depend on media for identity: Media used for manipulation and control: Cynical and manipulative use of mass media by politicians and parties.

Media Society theory II: Marxism & Mass Media While Karl Marx only knew the press before it was effectively a mass media. Marxist theory post a direct link between economic ownership and the dissemination of messages that affirm the legitimacy and the value of a class society. Mass media are owned by the bourgeois class. Media are operated in their class interest.

Media Society theory II: Marxism & Mass Media Media promote working class false consciousness. Media disseminate an ideology supportive of the established order. Media access is effectively denied to political opposition.

Media Society theory III:Functionalist Theory of Media & Society Functionalist theory explains social practices and institutions in terms of the needs of the society and of individuals. Mass media responding to the demands of individuals and institutions in consistent ways that the media achieve unintended benefits for the society. The theory depicts media as essentially selfdirecting and self-correcting.

Media Society theory III:Functionalist Theory of Media & Society Specifying the social functions of media:  According to Lasswell (1948) * Surveillance of the environment. * Correlation of the parts of the society in responding to the environment. * Transmission of the cultural heritage. According to Wright (1960) * He added ENTERTAINMENT as a fourth key media function.

Media Society theory III:Functionalist Theory of Media & Society  According to Mendelsohn (1966) * He added fifth media function Providing individual reward, relaxation and reduction of tension.

 With addition to fifth item Mobilization designed to reflect the widespread application of mass communication to political and commercial propaganda.

Media Society theory III:Functionalist Theory of Media & Society

Media functions in society: * Information * * * * Correlation Continuity Entertainment Mobilization

 Information: * Providing information about events and conditions in society and the world. * Indicating relations of power. * Facilitating innovation, adaptation and progress.  Correlation: * Explaining, interpreting and commenting on the Meaning of events and information. * Providing support for established authority and norms. * Co- ordinating separate activities. * Setting order of priority.

 Continuity: * Expressing the dominant culture and recognition subcultures and new cultural development. * Forging and maintaining commonality of value.  Entertainment: * Providing amusement, diversion and the means of relaxation. * Reducing social tension.  Mobilization: * Campaigning for societal objectives in the sphere of politics, war, economic development, work and sometimes religion.

Media Society theory IV: Critical Political Economy CPT focuses primarily on the relation between - The economic structure - Dynamics of media Industries - Ideological content of media Its an analysis of the structure of ownership and control of media institution has to be considered as part of economic system, with close links to the political system.

Media Society theory IV: Critical Political Economy The consequences of CPE - Reduction of independent media source - Concentration on the large markets - Avoidance of risks - Reduced investment in less profitable media tasks ( Investigative reporting & documentary film-making ) We also find neglect of smaller & poorer sectors of potential audience.

Media Society theory IV: Critical Political Economy Media activity as an economic process leading to the commodity ( the media product or content). The primary product of the media audience. is really

Media deliver audience attention to advertisers and shape the behaviour of media publics in certain distinctive ways.

Media Society theory IV: Critical Political Economy Political economic theory has increased by media business & Technology.
Growth of media worldwide Support from both electronic hardware & software industries. - Growing global Information economy involving an increasing convergence between telecommunication & broadcasting. - Growing rather than diminishing problem of information inequality. The expression digital divide refer to the inequality in access to and use of advanced communication facilities.

Media Society theory V: Media & Development Theory


In brief, are media a Cause - Effect of social change ( Power, Integration & modernization ) The technology of communication and the form and content of media. The distribution among a population of opinion, beliefs, values and practices.

Media Society theory VI: Media Technology Determinism(event)


Communication Technology is fundamental to society: * Roger (1986) - Locates turning points at the invention of writing. - Beginning of printing in the 5th century, the mid 19th century start to the telecommunication era. - The age of interactive communication beginning in 1946 with the invention of the main frame computer.

*Schement & gurtis (1995): - Provide us with a detailed timeline of communication technology inventions. # Classify According to 1. Conceptual/Institutions Such as writing 2. Device for acquisition & storage Such as paper & Printing 3. Processing & Distribution Computer & Satellites

Each Technology has a bias to particular communication forms contents & uses: * H.M Innis (1950) who founded the Toronto school First # Communication leads overtime to monopolization by a ground or a class of the means of production & distribution of knowledge. # In turn this produces a disequilibrium leads to the competitive emergence of other forms of communication which tend to restore equilibrium.

SecondlyThe most important dimensions is space & time. # Some means of communication are suitable for one than for the other. The sequence of invention & application of communication technology influences social change: - Effects occur only when inventions are taken up, developed & applied. Communication Revolutions leads to social Revolutions:

Media Society theory VII The Information Society


- The term Information society seems to have originated in Japan in the 1960. - The concept of Post industrial society first proposed by the sociologist Daniel Bell(1973). * characteristics of the post industrial society found in the service sector of the economy relative to manufacture or agriculture. - The predominance of Information-based work.

- Theoretical knowledge( Scientific, Expert, Data base ) was becoming the key factor in the economy. - The production & distribution of information of all kinds, especially using computer based technology. - Great & accelerating volume of information flow. - Problems of information overload. - Growth & interconnection of networks. - Globalizing tendencies. - Dependence of complex system. - Depoliticization.( Remove from political influence or control )

Das könnte Ihnen auch gefallen