Missed the LibreFest? Bernstein, B., “The Story of the Times Gory Empire State Shooting Photo,” On the Media, August 24, 2012, accessed September 20, 2012, http://www.onthemedia.org/blogs/on-the-media/2012/aug/24/story-times-gory-empire-state-shooting-photo1. Mass communication provides both formal and informal educational function. This watchdog role is intended to keep governments from taking too much power from the people and overstepping their bounds. The theory also states that viewers identify with certain values and identities that are presented as mainstream on television even though they do not actually share those values or identities in their real lives (Griffin, 2009). This led to the development of numerous theories related to media effects. In each of these gatekeeping functions, the media can fulfill or fail to fulfill its role as the “fourth estate” of government—or government “watchdog.” You can read more about this role in the “Getting Critical” box. Carter, Edward L. “Mass Communication Law and Policy Research and the Values of Free Expression.” Journalism & Mass Communication Quarterly, vol. Do we have relationships with media like we have relationships with people? We also require more than sensory ability to receive mass media messages. A limited message doesn’t necessarily mean the message is bad or manipulated, as editing is a necessity. The mass media also play entertainment function in the society. A typical example is when natural disasters occur, such as hurricanes, blizzards and tsunamis, traditional and social media outlets are the key communication tools to relay information about the path of an impending storm or to inform people about school and business closures, and how to seek shelters and find evacuation routes. This function reflects the evolving nature of culture. The fact remains that no matter how technologies have altered information sharing, there are basic functions that mass communication … New theories emerged that didn’t claim such a direct connection between the intent of a message and any single reaction on the part of receivers. Knowledge and information became accessible to the lower strata of the society too. Which function of mass media (information, interpretation, instructive, bonding, or diversion) do you think is most important for you and why? Given that policy language is difficult for many to understand and that legislation contains many details that may not be important to average people, a concise and lay reinterpretation of the content by the gatekeepers (the media outlets) would have helped the public better understand the bill. Scholars realized that additional variables such as psychological characteristics and social environment had to be included in the study of mass communication. This function of the mass communication helps the individual to know the viewpoints of various people, which help him or her to evaluate an issue. The concept of the gatekeeper emerged, since, for the first time, the sender of the message (the person or people behind the media) was the focus of research and not just the receiver. Give specific examples to support your answer. Do you think reporters’ jobs are made easier or more difficult? Correlation addresses how the media presents facts that we use to move through the world. For example, agricultural related programmes or qui programmes in the TV and radio help to learn new things. In general, the mass media serves information, interpretation, instructive, bonding, and diversion functions: Just as a gate controls the flow of traffic, the media acts as a gatekeeper, allowing some messages to travel through and others not. Information and Communication Technologies (ICTS) have expanded the process and reach of mass communicated messages across the world. Specifically, give examples of how these organizations fulfill the gatekeeping functions and how they monitor the gatekeeping done by other media sources. All the commercial cinemas, TV serials, music and dance shows are paired with an aim to entertain us. Through the mass media government keeps in touch with citizens, businesses keep in touch with customers, the society is kept alive and active through proper information dissemination. Now his printing techniques have changed a lot. Older people, children, African Americans, and Latino/as are more likely to be shown as victims of violence than are their young-adult, middle-aged, and/or white counterparts. (Thousand Oaks, CA: Sage, 2010), 457. It became more popular because of its availability, affordability and contents. This theory is the basis for the transmission model of communication that we discussed in Chapter 1 “Introduction to Communication Studies”. The board was not happy with the president’s approach to dealing with the changing financial and technological pressures facing the school and thought ousting her may make room for a president who was more supportive of a corporate model of university governance (Pérez-Peña, 2012). The first formal radio station was formed in Bombay. Communication Theory. Schonpflug, Ute. There is a strong possibility that fake news in the future will become more popular. The fact remains that no matter how technologies have altered information sharing, there are basic functions that mass communication plays in … They have also claimed weak effects, meaning that media messages have no little power over viewers. The drives for polio vaccination through advertisements in the Medias were a great success in our country because people are known about it and are influenced to get it done. The final few steps are the receiver who is the audience viewing the content, and finally it has to get decoded which is just translating a signal. But a range of forces including time constraints, advertiser pressure, censorship, or personal bias, among others, can influence editing choices. Surveillance in journalism is events, issues, and or other stories going on in the world being displayed live or moments after happening. The extremes at each end of the twentieth century clearly show that the optimistic view of the media changed dramatically. Political parties rely on mass media to promote their ideologies, plans, … These … For example, we change our clothes and our plans because we watch the forecast on the Weather Channel, look up information about a band and sample their music after we see them perform on a television show, or stop eating melons after we hear about a salmonella outbreak. ADVERTISEMENTS: 2. Overall, the mass media serves four gatekeeping functions: relaying, limiting, expanding, and reinterpreting (Bittner, 1996). Cultivation theory explores a particular kind of media effect claiming that media exposure, specifically to television, shapes our social reality by giving us a distorted view on the amount of violence and risk in the world. Bittner, J. R., Mass Communication, 6th ed. Through these four basic functions, mass communication sanitizes the society, makes the world inhabitable for man and provides platform for interactional coexistence of people of diverse cultures across the world. It includes festivals, theatre performances like ramlia, dance forms, folksongs, and folk arts and so on. However, before the message can be transmitted is has to be encoded first. (Boston, MA: McGraw-Hill, 2009), 352–53. (Boston, MA: Allyn and Bacon, 1996), 11. 9. It increased accuracy and speed. Printing is now mechanical and automatic too. Communication is crucial to the existence of man. In short, mass communication draws on fewer sensory channels than face-to-face communication. Television: J.L.baird invented television by 0the year 1920. Chapter 1: Introduction to Communication Studies, 4.1 Principles and Functions of Nonverbal Communication, 5.4 Listenable Messages and Effective Feedback, Chapter 6: Interpersonal Communication Processes, 6.1 Principles of Interpersonal Communication, 6.2 Conflict and Interpersonal Communication, 6.3 Emotions and Interpersonal Communication, 6.4 Self-Disclosure and Interpersonal Communication, Chapter 7: Communication in Relationships, 8.2 Exploring Specific Cultural Identities, 8.4 Intercultural Communication Competence, 9.2 Researching and Supporting Your Speech, 10.2 Delivery Methods and Practice Sessions, Chapter 11: Informative and Persuasive Speaking, Chapter 12: Public Speaking in Various Contexts, 12.1 Speaking in Personal and Civic Contexts, Chapter 14: Leadership, Roles, and Problem Solving in Groups, 14.1 Leadership and Small Group Communication, 14.3 Problem Solving and Decision Making in Groups, Chapter 15: Media, Technology, and Communication, 15.1 Technological Advances: From the Printing Press to the iPhone, 15.2 Functions and Theories of Mass Communication, 16.3 New Media, the Self, and Relationships. These scholars believed that media messages had strong effects that were knowable and predictable. The advent of modern technologies has enhanced the communication process to the extent that every aspect of existence has been influenced in diverse ways. Media businesses were invested in this early strand of research, because data that proved that messages directly affect viewers could be used to persuade businesses to send their messages through the media channel in order to directly influence potential customers. That’s the evolving nature of the cultural transmission function of mass communication. The entertainment function has been taken further with the emergence of the social media. Inform, educate and entertain are the functions of mass media. We will now turn our attention to the study of mass communication by looking at what mass communication scholars study, and how they study it. This means that there hasn’t been a lot of opportunities for feedback from audiences. https://en.wikibooks.org/wiki/Survey_of_Communication_Study, https://commons.wikimedia.org/wiki/File:Functions_of_media.png. Communication in the Real World by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted. The boomerang effect refers to media-induced change that is counter to the desired change. Many people believe that because the information given to use through media is non-bias, therefore it must be true. Notify me of follow-up comments by email. This entails monitoring events in the society and keeping people informed about them. ChrisWaldeck – The Media Needle – CC BY-NC 2.0. 641-662. It involves the selection and editing of the information, and printing and presentation of the events in proper order or priority and in proper context too. For example, a Sports Illustrated cover story that you read at SI.com went through several human “gates,” including a writer, editor, publisher, photographer, and webmaster, as well as one media “gate”—the Internet. One key characteristic of mass communication is its ability to overcome the physical limitations present in face-to-face communication. Users of social media can be fed farfetched stories that look like “real news,” when, in fact, they are not. For example, a technology geek and a person living “off the grid” have very different lives and very different views of technology, but because of their exposure to various forms of media that have similar patterns of messages regarding technology, they still have some shared reality and could talk in similar ways about computers, smartphones, and HD television. It was assumed that the effects were common to each individual and that the meaning wasn’t altered as it was transferred. Today film industry is a big business and an important means of entertainment. These newer theories incorporated more contextual factors into the view of communication, acknowledging that both sender and receiver interpret messages based on their previous experience. The term mass media is a 20th century term.

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