Mass communication theory: an introduction
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Sage Publ.
1994
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| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 416 S. |
| ISBN: | 0803977859 |
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Datensatz im Suchindex
| _version_ | 1804135879541784576 |
|---|---|
| adam_text | MASS
COMMUNICATION
THEORY
An Introduction
Third Edition
DENIS McQUAIL
SAGE Publications
London • Thousand Oaks • New Delhi
CONTENTS
PREFACE xv
1 INTRODUCTION: THE RISE OF MEDIA OF MASS COMMUNICATION 1
The significance of mass media 1
Media and society relationships 2
Basic differences of approach 3
Different kinds of theory 4
Communication science and the study of mass communication 6
Levels of communication 6
Different networks 7
Alternative traditions of analysis: structural, behavioural and cultural 9
Mass communication defined 10
The mass media institution 11
The rise of the media: origins of media definitions 12
Print media 13
The book 13
The early newspaper 13
The press as adversary 14
Rise of a newspaper-reading public 15
The political press 15
The prestige press 15
Commercialization of the newspaper press 16
Film 16
Broadcasting 18
Recorded music 19
New electronic media 20
Inter-media differences 22
Freedom versus control 23
Issues of use and reception 25
Changes in society 26
Internationalization 26
Informatization 26
Rise of postmodern culture 27
Individuation 27
Changes in the media 28
Conclusion: implications for the public interest in media 29
PART 1 THEORIES 31
2 CONCEPTS AND MODELS
Early perspectives on media and society
vi Mass Communication Theory
The power of mass media 33
Communication and social change 34
The potential benefits of mass communication 35
The mass concept 35
The mass communication process 36
The mass audience 38
Mass culture and popular culture 39
Definitions and contrasts 40
Dynamics of cultural forms 41
The rise of a dominant paradigm for theory and research 41
A view of the good society 42
Scientific origins 42
Bias of the paradigm 43
Concentration on effects 44
An alternative paradigm 45
A different view of society and media 46
Diverse sources of challenge 46
The status of the alternative paradigm 47
Implications for the study of communication 48
Four models of communication 49
A transmission model 49
A ritual or expressive model 50
Communication as display and attention: a publicity model 51
t Encoding and decoding of media discourse: a reception model 53
Comparisons 54
New patterns of information traffic 55
Allocution 56
Conversation 56
Consultation 56
Registration 57
An integrated typology 57
New theoretical perspectives on media and society 58
The information age 59
Postmodernism 59
Conclusion: implications for mass media theory 60
3 THEORY OF MEDIA AND THEORY Ol SOCIETY 61
Media, society and culture: connections and conflicts 61
A typology of society-culture relations 61
An inconclusive outcome 63
Mass communication as a society-wide process:
the mediation of social relations 64
The mediation concept 65
Mediation metaphors 65
A frame of reference for connecting media with society 66
Types of media—society theory 67
Main issues for theory: power and inequality 69
Main issues for theory: social integration and identity 70
A dual perspective on media 70
Contents vii
Ambivalence about social integration 71
Different types and levels of integrative media effects 73
Mass communication and social change 73
Mass society theory 74
Marxism and mass media 75
The classic position 76
Neo-Marxist variants 76
Functionalist theory of media and society 77
Conceptual basics 78
Specifying the social functions of media 78
Uses and disuses of functionalism 80
Media and social integration 80
Critical political-economic theory 82
Theory of media and development: rise and decline 84
Communication technology determinism 85
The Toronto School 85
Technology and ideology 86
An interactive alternative 86
The information society: new theory of media—society linkages 87
Conceptual underpinnings 87
Logic of change 88
Videotopia versus dystopia 89
Progressive or conservative direction? 90
Bias to globalization 91
Conclusion: conflict versus consensus, and media-centric
versus society-centric approaches 91
4 MASS COMMUNICATION AND CULTURE 94
Setting the scene: the culturalist approach 94
Communication and culture 95
Towards defining culture 95
Research issues 96
The beginnings: the Frankfurt School and critical theory 97
Hegemony 99
Later developments of critical cultural theory:
the Birmingham School 100
Gender and mass media 101
The redemption of the popular 103
The (semiotic) power of the people 103
Links to postmodernism 104
Unanswered questions 105
Commercialization 106
Communication technology and culture 107
McLuhan s view of cultural change 107
A model of technology and cultural change 108
Media logic and the bias of communication 109
Cultivation and the mediation of identity 110
The shifting boundaries of social space 111
Globalization of culture 111
viii Mass Communication Theory
Structured trends towards transnation ilization 111
Transnational media flow as a process 112
Globalizing effects: pro and con 113
Concepts of cultural identity 114
Cultural invasion: resistance and subversion 115
Towards a global media culture? 116
Conclusion: time, space and the media 117
PART II STRUCTURES 119
5 NORMATIVE THEORIES OF MEDIA PERFORMANCE 121
Media—society linkages 121
The status of normative theory 122
Varieties of theory for the press and other media:
social responsibility 123
Origins 123
The 1947 US Commission on the Freedom of the Press 124
Media codes of conduct 125
The public broadcasting idea 126
Four Theories of the Press 127
Libertarian theory and press freedom 128
The libertarian ideal 128
Questions about press freedom 129
Freedom of expression and freedom of property 129
• Beyond theories of the press 131
Development media theory 131
Democratic-participant media theory 131
Other models 132
Limitations of the press theory approach 132
Media change: new normative theory needed for new times? 133
The concept of a public interest in media 135
Issues for social theory of the media 136
Concentration and monopoly 136
News quality 137
Security and social order 137
Morals and decency 138
Commercialism 138
Cultural issues 138
Response to the issues 139
Principles of structure and performance: an interpretative overview 139
Media freedom 140
Freedom requirements 140
Benefits of media freedom 141
Media equality 142
Media diversity 143
Diversity requirements 144
Benefits of media diversity 144
Information quality 145
The objectivity concept 145
The benefits of objectivity 146
Contents ix
A framework for objectivity research and theory 146
Main information quality requirements 147
Limits of objectivity 148
Social order and solidarity 148
Expectations and norms relating to order 150
Cultural order 150
Cultural quality norms 151
The range of application of normative media theory 152
Conclusion: a changing normative environment 152
6 MEDIA STRUCTURES AND INSTITUTIONS 154
Media not just any other business 154
Alternative perspectives 155
The main issues 155
The basics of media structure and levels of analysis 157
Some economic principles of media structure 158
Different media markets and sources of income 158
Advertising versus consumer revenue — implications 159
Media market reach and diversity 160
Competition for revenue 161
Media cost structures 161
Ownership and control 162
The effects of ownership 163
Competition and concentration 164
Horizontal versus vertical concentration 164
Other types of concentration effect 165
Degrees of concentration 165
Transnationalization 166
Policy issues arising 167
Distinctive features of media economics 168
Dynamics of media structure 169
The regulation of mass media: alternative models 171
The free press model 171
The broadcasting model 171
The common carrier model 172
Inter-country differences: the social and cultural specificity
of media systems 173
International communications: structural aspects 175
Multinational media ownership and control 177
International media dependency 178
International media regulation 181
Conclusion 182
PART III ORGANIZATIONS 183
7 THE MEDIA ORGANIZATION IN ITS CONTEXT 185
Issues and perspectives 185
Organizational influences on content 186
Alternative modes of analysis 186
The rise of a research tradition 187
X Mass Communication Theory
Levels of analysis 188
The media organization in a field of social forces 190
Relations with society 192
Goals of media organizations 192
Interned diversity of purpose 194
The journalist s role: engagement or neutrality? 194
Professionalism 197
Media occupational dilemmas 198
Internal diversity of communicator goals 199
Latent conflicts 199
Characteristics of mass communicators 201
Women in news organizations 203
Pressure and interest groups 205
Relations with owners, clients and suppliers 206
Proprietor influence 206
The influence of advertisers 207
Relations with the audience 209
Hostility to the audience 209
An alternative view 209
Insulation and uncertainty 210
Images of the audience 210
Conclusion 211
8 , THE PRODUCTION OF MEDIA CULTURE 212
Media-organizational activities: gatekeeping and selecting 212
The gatekeeping concept 213
Ideological versus organizational factors in news selection 213
Alternative approaches to the study of news selection 214
People and selection 215
Location and selection 216
The news net 216
Pre-definitions of news and planned events 217
Time and selection 218
Typification of news by time 218
The question of selection bias 219
Access to the media for society 220
A continuum of media autonomy 220
Actuality content as a contested zone 221
Relations with sources 222
The planning of supply 223
Asymmetrical relationships and assimilation 223
Public relations and news 224
Media-organizational activity: processing and presentation 225
Internal processing of information 226
An alternative model of organizational selection 227
The question of bias again 228
Standardization and organizational logics 229
The logic of media culture 230
Alternative models of decision-making 231
Conclusion: the attention-gaining imperative 232
Contents xi
PART IV CONTENT 233
9 ISSUES, CONCEPTS AND VARIETIES OF DISCOURSE 235
Why study media content? 235
Critical questions and alternative discourses 236
The cultural text and its meanings 237
The concept of text 237
Differential encoding 238
Open versus closed texts 239
Narrative 240
Seriality 240
Realism , 241
Differential reading of texts 242
Gendered media texts 243
Studying the popular 243
Structuralism and semiology 244
Towards a science of signs 245
Connotation and denotation 246
Uses of semiology 247
Media content as information 248
Information theory 248
Applications in the study of content 249
The evaluative dimension of information 250
Media performance discourse 251
Freedom and independence 252
Content diversity 253
Objectivity in news 253
Reality reflection or distortion? 255
A critique of the reality-reflection norm 256
In summary 257
Critical perspectives on content 258
Marxist perspectives 258
Commercialism 259
On the question of cultural quality 260
Gender-based critique 261
Conclusion 262
10 GENRES AND METHODS OF ANALYSIS 263
Media genres and formats 263
Defining genre 263
Two genre examples: western movies and television soap operas 264
Media format and logic 265
Media content frames 266
Visual language 266
The news genre 267
What is news? 267
News and human interest 269
News values and the structure of news 270
News bias 271
xii Mass Communication Theory
The form of the news report 272
Storytelling versus factual reporting 273
Two versions of the news sequence 274
Questions of research method 274
Where is meaning? 275
Dominant versus alternative paradigms again 275
Traditional content analysis 276
Basics 276
Limits to content analysis 277
Quantitative and qualitative analysis compared 278
Mixed methods are possible 278
Conclusion 280
PART V AUDIENCES 281
11 THEORY AND RESEARCH TRADITIONS 283
The origin and diversity of audiences 283
Past, present and future of the media audience 284
The rise of a reading public 285
Early conceptualization of the audience as a mass 286
From mass to market 287
The duality of the audience 288
A typology 289
The social group 290
The gratification set 290
Fan group or taste culture 290
Channel or medium audience 291
Comparisons and contrasts 291
Implications of new media for the audience concept 292
End of the audience? 292
Or escape of the audience? 293
Change but not revolution 294
Three traditions of research into audiences 294
The structural tradition of audience measurement 295
The behaviourist tradition 296
The social cultural tradition and reception analysis 297
Questions of audience structure 298
Types of audience 299
Explanations of audience structure and composition 300
Audience formation and flow 301
Audience side factors 302
Medium-side variables 302
A model of the audience-formation process 303
Expectancy-value theory 303
Conclusion: multi-channel futures 305
12 THE SOCIAL CHARACTER OF AUDIENCE EXPERIENCE 307
The audience as an active social group 307
Sociability in media use 308
Social uses of media 308
Contents xiii
Normative framing of media use 309
Early critique of media addiction 309
Content-based norms 310
Guilty audiences 311
Attachment and dependence 312
Gendered media use 313
Audience-sender relationships 314
The concept of audience activity 315
Five modes of activity 316
A flawed concept 317
Audience uses and gratifications 318
Basic assumptions 318
Social and psychological origins 318
Revisionism 319
Audience involvement and entertainment 321
Different models for different kinds of content? 322
Audience response and feedback 322
Media-originated feedback 323
Response on behalf of the audience 323
Spontaneous feedback 324
Conclusion 324
PART VI EFFECTS 325
13 PROCESSES OF SHORT-TERM CHANGE 327
The premise of media effect 327
The natural history of media effect research and theory:
four phases 328
Phase 1: all-powerful media 328
Phase 2: theory of powerful media put to the test 329
Phase 3: powerful media rediscovered 330
Phase 4: negotiated media influence 331
Media power can vary with the times 332
Levels and kinds of effect 333
Processes of media effect: a typology 335
Individual response and individual reaction 338
The stimulus—response model 338
Mediating conditions 339
Source-receiver relations and effect 341
A model of behavioural effect 342
Collective reaction effects 344
Panic and rumour 344
Civil disorder 345
Media and terrorism 345
Contagion and imitation 346
The campaign 346
Basic features 346
Filter conditions in campaigns 347
Diversity of campaign effects 348
Reflections on the campaign 349
I
xiv Mass Communication Theory
Personal influence in campaign situations 350
Conclusion 351
14 LONGER-TERM AND INDIRECT CHANGE 352
Diffusion in a development context 352
The distribution of knowledge 353
News diffusion and learning from news 353
Patterns of diffusion 354
Learning and comprehension 354
Agenda-setting 356
Knowledge gaps 357
Long-term unplanned change: a model 359
Socialization 360
Reality defining and constructing 361
The spiral of silence: the formation of climates of opinion 361
Structuring reality and unwitting bias 363
Cultivation 364
The theory 364
Testing the theory 365
Doubts and questions 365
Social control and consciousness formation 366
Consensus maintenance: selective attention and omission 367
The construction of conformity 368
Media power: who benefits? 369
Effects on other social institutions 370
Event outcomes 371
Media and cultural change 372
Conclusion 372
15 ENDPIECE: LINES OF DEVELOPMENT 373
Mass communication endures 373
The future of theory 373
The multiple logics of mass communication 377
Media as a (defective) meaning machine 379
Domains of meaning 379
Significance 379
Reality and real-life contexts 379
Public uersus priuate space 380
Identify 380
Space and location 380
Time 380
Power, influence and effect 381
Do the media have any? 381
Whose side are the media on? 381
Fame and celebrity 382
Questions of culture 383
Last words 384
REFERENCES 385
INDEX 408
|
| adam_txt |
MASS
COMMUNICATION
THEORY
An Introduction
Third Edition
DENIS McQUAIL
SAGE Publications
London • Thousand Oaks • New Delhi
CONTENTS
PREFACE xv
1 INTRODUCTION: THE RISE OF MEDIA OF MASS COMMUNICATION 1
The significance of mass media 1
Media and society relationships 2
Basic differences of approach 3
Different kinds of theory 4
Communication science and the study of mass communication 6
Levels of communication 6
Different networks 7
Alternative traditions of analysis: structural, behavioural and cultural 9
Mass communication defined 10
The mass media institution 11
The rise of the media: origins of media definitions 12
Print media 13
The book 13
The early newspaper 13
The press as adversary 14
Rise of a newspaper-reading public 15
The political press 15
The prestige press 15
Commercialization of the newspaper press 16
Film 16
Broadcasting 18
Recorded music 19
New electronic media 20
Inter-media differences 22
Freedom versus control 23
Issues of use and reception 25
Changes in society 26
Internationalization 26
Informatization 26
Rise of postmodern culture 27
Individuation 27
Changes in the media 28
Conclusion: implications for the public interest in media 29
PART 1 THEORIES 31
2 CONCEPTS AND MODELS
Early perspectives on media and society
vi Mass Communication Theory
The power of mass media 33
Communication and social change 34
The potential benefits of mass communication 35
The 'mass' concept 35
The mass communication process 36
The mass audience 38
Mass culture and popular culture 39
Definitions and contrasts 40
Dynamics of cultural forms 41
The rise of a dominant paradigm for theory and research 41
A view of the good society 42
Scientific origins 42
Bias of the paradigm 43
Concentration on effects 44
An alternative paradigm 45
A different view of society and media 46
Diverse sources of challenge 46
The status of the alternative paradigm 47
Implications for the study of communication 48
Four models of communication 49
A transmission model 49
A ritual or expressive model 50
Communication as display and attention: a publicity model 51
t Encoding and decoding of media discourse: a reception model 53
Comparisons 54
New patterns of information traffic 55
Allocution 56
Conversation 56
Consultation 56
Registration 57
An integrated typology 57
New theoretical perspectives on media and society 58
The information age 59
Postmodernism 59
Conclusion: implications for mass media theory 60
3 THEORY OF MEDIA AND THEORY Ol SOCIETY 61
Media, society and culture: connections and conflicts 61
A typology of society-culture relations 61
An inconclusive outcome 63
Mass communication as a society-wide process:
the mediation of social relations 64
The mediation concept 65
Mediation metaphors 65
A frame of reference for connecting media with society 66
Types of media—society theory 67
Main issues for theory: power and inequality 69
Main issues for theory: social integration and identity 70
A dual perspective on media 70
Contents vii
Ambivalence about social integration 71
Different types and levels of integrative media effects 73
Mass communication and social change 73
Mass society theory 74
Marxism and mass media 75
The classic position 76
Neo-Marxist variants 76
Functionalist theory of media and society 77
Conceptual basics 78
Specifying the social functions of media 78
Uses and disuses of functionalism 80
Media and social integration 80
Critical political-economic theory 82
Theory of media and development: rise and decline 84
Communication technology determinism 85
The Toronto School 85
Technology and ideology 86
An interactive alternative 86
The information society: new theory of media—society linkages 87
Conceptual underpinnings 87
Logic of change 88
'Videotopia' versus 'dystopia' 89
Progressive or conservative direction? 90
Bias to globalization 91
Conclusion: conflict versus consensus, and media-centric
versus society-centric approaches 91
4 MASS COMMUNICATION AND CULTURE 94
Setting the scene: the culturalist approach 94
Communication and culture 95
Towards defining culture 95
Research issues 96
The beginnings: the Frankfurt School and critical theory 97
Hegemony 99
Later developments of critical cultural theory:
the Birmingham School 100
Gender and mass media 101
The 'redemption' of the popular 103
The (semiotic) power of the people 103
Links to postmodernism 104
Unanswered questions 105
Commercialization 106
Communication technology and culture 107
McLuhan's view of cultural change 107
A model of technology and cultural change 108
Media logic and the bias of communication 109
Cultivation and the mediation of identity 110
The shifting boundaries of social space 111
Globalization of culture 111
viii Mass Communication Theory
Structured trends towards transnation ilization 111
Transnational media flow as a process 112
Globalizing effects: pro and con 113
Concepts of cultural identity 114
Cultural invasion: resistance and subversion 115
Towards a global media culture? 116
Conclusion: time, space and the media 117
PART II STRUCTURES 119
5 NORMATIVE THEORIES OF MEDIA PERFORMANCE 121
Media—society linkages 121
The status of normative theory 122
Varieties of theory for the press and other media:
social responsibility 123
Origins 123
The 1947 US Commission on the Freedom of the Press 124
Media codes of conduct 125
The public broadcasting idea 126
Four Theories of the Press 127
Libertarian theory and press freedom 128
The libertarian ideal 128
Questions about press freedom 129
Freedom of expression and freedom of property 129
• Beyond 'theories of the press' 131
Development media theory 131
Democratic-participant media theory 131
Other models 132
Limitations of the press theory approach 132
Media change: new normative theory needed for new times? 133
The concept of a 'public interest' in media 135
Issues for social theory of the media 136
Concentration and monopoly 136
News quality 137
Security and social order 137
Morals and decency 138
Commercialism 138
Cultural issues 138
Response to the issues 139
Principles of structure and performance: an interpretative overview 139
Media freedom 140
Freedom requirements 140
Benefits of media freedom 141
Media equality 142
Media diversity 143
Diversity requirements 144
Benefits of media diversity 144
Information quality 145
The objectivity concept 145
The benefits of objectivity 146
Contents ix
A framework for objectivity research and theory 146
Main information quality requirements 147
Limits of objectivity 148
Social order and solidarity 148
Expectations and norms relating to order 150
Cultural order 150
Cultural quality norms 151
The range of application of normative media theory 152
Conclusion: a changing normative environment 152
6 MEDIA STRUCTURES AND INSTITUTIONS 154
Media 'not just any other business' 154
Alternative perspectives 155
The main issues 155
The basics of media structure and levels of analysis 157
Some economic principles of media structure 158
Different media markets and sources of income 158
Advertising versus consumer revenue — implications 159
Media market reach and diversity 160
Competition for revenue 161
Media cost structures 161
Ownership and control 162
The effects of ownership 163
Competition and concentration 164
Horizontal versus vertical concentration 164
Other types of concentration effect 165
Degrees of concentration 165
Transnationalization 166
Policy issues arising 167
Distinctive features of media economics 168
Dynamics of media structure 169
The regulation of mass media: alternative models 171
The free press model 171
The broadcasting model 171
The common carrier model 172
Inter-country differences: the social and cultural specificity
of media systems 173
International communications: structural aspects 175
Multinational media ownership and control 177
International media dependency 178
International media regulation 181
Conclusion 182
PART III ORGANIZATIONS 183
7 THE MEDIA ORGANIZATION IN ITS CONTEXT 185
Issues and perspectives 185
Organizational influences on content 186
Alternative modes of analysis 186
The rise of a research tradition 187
X Mass Communication Theory
Levels of analysis 188
The media organization in a field of social forces 190
Relations with society 192
Goals of media organizations 192
Interned diversity of purpose 194
The journalist's role: engagement or neutrality? 194
Professionalism 197
Media occupational dilemmas 198
Internal diversity of communicator goals 199
Latent conflicts 199
Characteristics of mass communicators 201
Women in news organizations 203
Pressure and interest groups 205
Relations with owners, clients and suppliers 206
Proprietor influence 206
The influence of advertisers 207
Relations with the audience 209
Hostility to the audience 209
An alternative view 209
Insulation and uncertainty 210
Images of the audience 210
Conclusion 211
8 , THE PRODUCTION OF MEDIA CULTURE 212
Media-organizational activities: gatekeeping and selecting 212
The gatekeeping concept 213
Ideological versus organizational factors in news selection 213
Alternative approaches to the study of news selection 214
People and selection 215
Location and selection 216
The news net 216
Pre-definitions of news and planned events 217
Time and selection 218
Typification of news by time 218
The question of selection 'bias' 219
Access to the media for society 220
A continuum of media autonomy 220
Actuality content as a contested zone 221
Relations with sources 222
The planning of supply 223
Asymmetrical relationships and assimilation 223
Public relations and news 224
Media-organizational activity: processing and presentation 225
Internal processing of information 226
An alternative model of organizational selection 227
The question of bias again 228
Standardization and organizational logics 229
The logic of media culture 230
Alternative models of decision-making 231
Conclusion: the attention-gaining imperative 232
Contents xi
PART IV CONTENT 233
9 ISSUES, CONCEPTS AND VARIETIES OF DISCOURSE 235
Why study media content? 235
Critical questions and alternative discourses 236
The cultural text and its meanings 237
The concept of text 237
Differential encoding 238
Open versus closed texts 239
Narrative 240
Seriality 240
Realism , 241
Differential 'reading' of texts 242
Gendered media texts 243
Studying the popular 243
Structuralism and semiology 244
Towards a science of signs 245
Connotation and denotation 246
Uses of semiology 247
Media content as information 248
Information theory 248
Applications in the study of content 249
The evaluative dimension of information 250
Media'performance discourse 251
Freedom and independence 252
Content diversity 253
Objectivity in news 253
Reality reflection or distortion? 255
A critique of the reality-reflection norm 256
In summary 257
Critical perspectives on content 258
Marxist perspectives 258
Commercialism 259
On the question of cultural quality 260
Gender-based critique 261
Conclusion 262
10 GENRES AND METHODS OF ANALYSIS 263
Media genres and formats 263
Defining genre 263
Two genre examples: western movies and television soap operas 264
Media format and logic 265
Media content frames 266
Visual language 266
The news genre 267
What is news? 267
News and human interest 269
News values and the structure of news 270
News bias 271
xii Mass Communication Theory
The form of the news report 272
Storytelling versus factual reporting 273
Two versions of the news sequence 274
Questions of research method 274
Where is meaning? 275
Dominant versus alternative paradigms again 275
Traditional content analysis 276
Basics 276
Limits to content analysis 277
Quantitative and qualitative analysis compared 278
Mixed methods are possible 278
Conclusion 280
PART V AUDIENCES 281
11 THEORY AND RESEARCH TRADITIONS 283
The origin and diversity of audiences 283
Past, present and future of the media audience 284
The rise of a reading public 285
Early conceptualization of the audience as a mass 286
From mass to market 287
The duality of the audience 288
A typology 289
The social group 290
The gratification set 290
Fan group or taste culture 290
Channel or medium audience 291
Comparisons and contrasts 291
Implications of new media for the audience concept 292
End of the audience? 292
Or escape of the audience? 293
Change but not revolution 294
Three traditions of research into audiences 294
The structural tradition of audience measurement 295
The behaviourist tradition 296
The social cultural tradition and reception analysis 297
Questions of audience structure 298
Types of audience 299
Explanations of audience structure and composition 300
Audience formation and flow 301
Audience side factors 302
Medium-side variables 302
A model of the audience-formation process 303
Expectancy-value theory 303
Conclusion: multi-channel futures 305
12 THE SOCIAL CHARACTER OF AUDIENCE EXPERIENCE 307
The audience as an active social group 307
Sociability in media use 308
Social uses of media 308
Contents xiii
Normative framing of media use 309
Early critique of media 'addiction' 309
Content-based norms 310
Guilty audiences 311
Attachment and dependence 312
Gendered media use 313
Audience-sender relationships 314
The concept of audience activity 315
Five modes of activity 316
A flawed concept 317
Audience uses and gratifications 318
Basic assumptions 318
Social and psychological origins 318
Revisionism 319
Audience involvement and entertainment 321
Different models for different kinds of content? 322
Audience response and feedback 322
Media-originated feedback 323
Response on behalf of the audience 323
Spontaneous feedback 324
Conclusion 324
PART VI EFFECTS 325
13 PROCESSES OF SHORT-TERM CHANGE 327
The premise of media effect 327
The natural history of media effect research and theory:
four phases 328
Phase 1: all-powerful media 328
Phase 2: theory of powerful media put to the test 329
Phase 3: powerful media rediscovered 330
Phase 4: negotiated media influence 331
Media power can vary with the times 332
Levels and kinds of effect 333
Processes of media effect: a typology 335
Individual response and individual reaction 338
The stimulus—response model 338
Mediating conditions 339
Source-receiver relations and effect 341
A model of behavioural effect 342
Collective reaction effects 344
Panic and rumour 344
Civil disorder 345
Media and terrorism 345
Contagion and imitation 346
The campaign 346
Basic features 346
Filter conditions in campaigns 347
Diversity of campaign effects 348
Reflections on the campaign 349
I
xiv Mass Communication Theory
Personal influence in campaign situations 350
Conclusion 351
14 LONGER-TERM AND INDIRECT CHANGE 352
Diffusion in a development context 352
The distribution of knowledge 353
News diffusion and learning from news 353
Patterns of diffusion 354
Learning and comprehension 354
Agenda-setting 356
Knowledge gaps 357
Long-term unplanned change: a model 359
Socialization 360
Reality defining and constructing 361
The spiral of silence: the formation of climates of opinion 361
Structuring reality and unwitting bias 363
Cultivation 364
The theory 364
Testing the theory 365
Doubts and questions 365
Social control and consciousness formation 366
Consensus maintenance: selective attention and omission 367
The construction of conformity 368
Media power: who benefits? 369
Effects on other social institutions 370
Event outcomes 371
Media and cultural change 372
Conclusion 372
15 ENDPIECE: LINES OF DEVELOPMENT 373
Mass communication endures 373
The future of theory 373
The multiple logics of mass communication 377
Media as a (defective) meaning machine 379
Domains of meaning 379
Significance 379
Reality and real-life contexts 379
Public uersus priuate space 380
Identify 380
Space and location 380
Time 380
Power, influence and effect 381
Do the media have any? 381
Whose side are the media on? 381
Fame and celebrity 382
Questions of culture 383
Last words 384
REFERENCES 385
INDEX 408 |
| any_adam_object | 1 |
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| discipline | Allgemeines Soziologie |
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| index_date | 2024-07-02T16:05:56Z |
| indexdate | 2024-07-09T20:47:31Z |
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| spelling | McQuail, Denis 1935-2017 Verfasser (DE-588)108185915 aut Mass communication theory an introduction 3. ed. London [u.a.] Sage Publ. 1994 XIV, 416 S. txt rdacontent n rdamedia nc rdacarrier Massacommunicatie gtt Médias - Philosophie Médias ram Theorieën gtt Massenmedien Mass media Massenkommunikation (DE-588)4037875-5 gnd rswk-swf Massenmedien (DE-588)4037877-9 gnd rswk-swf Theorie (DE-588)4059787-8 gnd rswk-swf Informationstheorie (DE-588)4026927-9 gnd rswk-swf (DE-588)4151278-9 Einführung gnd-content Massenkommunikation (DE-588)4037875-5 s Theorie (DE-588)4059787-8 s 1\p DE-604 Massenmedien (DE-588)4037877-9 s Informationstheorie (DE-588)4026927-9 s 2\p DE-604 HEBIS Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015140030&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | McQuail, Denis 1935-2017 Mass communication theory an introduction Massacommunicatie gtt Médias - Philosophie Médias ram Theorieën gtt Massenmedien Mass media Massenkommunikation (DE-588)4037875-5 gnd Massenmedien (DE-588)4037877-9 gnd Theorie (DE-588)4059787-8 gnd Informationstheorie (DE-588)4026927-9 gnd |
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| title | Mass communication theory an introduction |
| title_auth | Mass communication theory an introduction |
| title_exact_search | Mass communication theory an introduction |
| title_exact_search_txtP | Mass communication theory an introduction |
| title_full | Mass communication theory an introduction |
| title_fullStr | Mass communication theory an introduction |
| title_full_unstemmed | Mass communication theory an introduction |
| title_short | Mass communication theory |
| title_sort | mass communication theory an introduction |
| title_sub | an introduction |
| topic | Massacommunicatie gtt Médias - Philosophie Médias ram Theorieën gtt Massenmedien Mass media Massenkommunikation (DE-588)4037875-5 gnd Massenmedien (DE-588)4037877-9 gnd Theorie (DE-588)4059787-8 gnd Informationstheorie (DE-588)4026927-9 gnd |
| topic_facet | Massacommunicatie Médias - Philosophie Médias Theorieën Massenmedien Mass media Massenkommunikation Theorie Informationstheorie Einführung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015140030&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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