Chapter 2 - Perspectives on mass communication. In this chapter, you will learn to: understand the differences between the functional approach and the critical/cultural approach to studying mass communications; explain the value of each approach in the analysis of the mass communication process; describe the five functions mass media perform for society; explain uses and gratifications analysis; recognize the dysfunctions of mass communication; understand the concepts of meaning, hegemony, and ideology. | Perspectives on Mass Communication Chapter 2 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE Paradigms Functional Analysis Critical/Cultural Studies Paradigms Paradigms are models guiding how we think. Paradigms relevant to mass communication processes include: Functional Approaches Critical/Cultural Approaches Paradigms are useful because they: Provide a perspective to examine mass communication Generate concepts to understand media behavior Help identify important elements in the process FUNCTIONAL ANALYSIS Functional approach: Something is best understood by examining how it is used. For mass media, this means examining how audiences interact with media and how they use media The Role of Mass Communication Different media provide different primary uses. Macroanalysis: how media functions for the society as a whole Microanalysis: how media functions for the individual Functions of Mass Communication for Society (1 of 6) Societal | Perspectives on Mass Communication Chapter 2 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE Paradigms Functional Analysis Critical/Cultural Studies Paradigms Paradigms are models guiding how we think. Paradigms relevant to mass communication processes include: Functional Approaches Critical/Cultural Approaches Paradigms are useful because they: Provide a perspective to examine mass communication Generate concepts to understand media behavior Help identify important elements in the process FUNCTIONAL ANALYSIS Functional approach: Something is best understood by examining how it is used. For mass media, this means examining how audiences interact with media and how they use media The Role of Mass Communication Different media provide different primary uses. Macroanalysis: how media functions for the society as a whole Microanalysis: how media functions for the individual Functions of Mass Communication for Society (1 of 6) Societal level (Macroanalysis) Society requires certain communication needs be met. Some are handled by the mass media. We must consider the consequences of performing these functions by media. Dysfunctions: negative consequences Media functions are not mutually exclusive Functions of Mass Communication for Society (2 of 6) Surveillance Warning Instrumental Consequences Speed of propagating truth and error Most news not verifiable by receiver Credibility Anxiety Status Conferral Functions of Mass Communication for Society (3 of 6) Interpretation Express viewpoints and analysis Consequences Wide range of contrasting viewpoints Weigh all sides before making decision Greater depth of expertise available No guarantee interpretations are accurate People become overly dependent on media for interpretation Functions of Mass Communication for Society (4 of 6) Linkage Bring together various elements of society Consequences Build new groups or communities Hate groups or terrorist groups use
