Mass Communication Theories

Flashcards for reviewing key vocabulary from the lecture notes on mass communication theory and research.

Communication (as a field of study)

A broad interdisciplinary field that studies communication processes across various levels, rather than a specific science.

Interdisciplinary Approach

The idea that the study of communication requires contributions from multiple academic disciplines, such as sociology, psychology, and economics.

Positivist Approach

The perspective that social phenomena can be studied using the same scientific methods used in the natural sciences; emphasizes objectivity and empirical evidence.

Critical Approach

A perspective that questions societal structures and power imbalances, often focusing on issues of inequality and social change.

Quantitative Research

Research methods that involve numerical data collection and statistical analysis to identify patterns and trends.

Qualitative Research

Research methods that explore the meanings and interpretations people attach to social phenomena, often using interviews, observations, and textual analysis.

Communication Process Model

A theoretical model describing the transmission of messages from a source to a receiver through a channel, with potential feedback.

Theories of the Society of Masses

The belief that industrialized societies have eroded social bonds, leading to isolated and easily influenced individuals.

Aristocratic Approach

A perspective that emphasizes high culture and traditional values, often viewing mass culture as inferior or harmful.

The Frankfurt School

A school of thought that critiques mass media for supporting dominant ideologies and hindering social change.

Hypodermic Needle Theory

The theory that mass media has a direct and powerful influence on individuals, injecting ideas and beliefs into their minds.

Functionalism

A perspective that examines the uses and effects of communication systems for the stability and preservation of society.

Administrative Research

Research that is conducted to understand the specific effects of media on individuals and society, often for commercial or administrative purposes.

Sociology of the Production of Messages

The sociological analysis of how mass media organizations choose, filter, and shape the messages they disseminate.

Two-Step Flow of Communication

A theory describing the flow of information from media to opinion leaders, who then pass it on to their followers.

Gatekeeper

The concept of individuals or groups who control the selection and dissemination of information, acting as gatekeepers in the communication process.

Individual Conditionants

Factors such as gender, class, and political ideology that influence the way media professionals create and interpret content.

Organizational Routine

How established routines, policies, and organizational structures influence the content and style of media messages.

Political Economy

An analytical approach that examines how economic and political power structures influence the production and distribution of media content.

Cultural Imperialism

The concept that dominant cultures can impose their values and ideologies on other cultures through media and cultural products.

Agenda Setting

The idea that mass media can influence what people consider to be important issues in society.

Cultivation Theory

The idea that long-term exposure to media content can shape people's perceptions of reality, often leading to a distorted view of the world.