Sep 10 2010
Framing Questions for Perspectives on Theory
Week 3: Perspectives on Theory
Applied Mass Communication Theory: A Guide for Media Practitioners
Chapters 5-8
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1. The book states, “the thing that makes human beings unique is our ability to engage in symbolic communication.” What is symbolic communication and what are some early examples from human history? Do we still use some of these ancient techniques?
2. When did mass communication begin? Does the term “mass communication” only apply to the decades in which modern technologies have aided in human communication?
3. Chapter 5 lists the main characteristics of the mass communication process as: scale, direction, impersonality/anonymity, simultaneity, transience, and audience. How does new media blur the lines in regards to these six traditions?
4. What is the main difference between early theories of mass communication and today’s more modern approaches? Why did prominent figures of ancient times view messages in this way?
5. Chapter 6 lists the factors that account for perceptual processes of mass media as: biological differences, cultural differences, different social environments, different education levels, and different religious backgrounds. How can this list be condensed into one overall individual influence factor?
6. In modern times do people learn more from direct contact with each other or from mass media? Which is more influential?
7. Who is responsible for public agenda setting and who is responsible for setting the agenda of the press? Describe some factors that lead to agenda setting.
8. What is the main difference between positivist and interpretive theories. Do you agree more with the positivist philosophy or the interpretive theorists?
9. Chapter 8 states, “Critical, cultural, and interpretive traditions have been described as a single entity, and there are some common goals regarding ‘communication in the exercise of social power’.” Discuss critical theory and cultural studies and which level of analysis you believe carries the biggest punch in terms of research.