Theories Of Mass Communication Theory

Chapter 1

Introduction to mass communication theory

Internet nowadays became more important than ever before due to some changes in people’s life and media environment. These changes took place first in newspapers as it isn’t as important as before due to decrease in its readership. Second, television has changed to cable system consisting of 50 different channels instead of being five-network structure only. Third, videocassette recorders facilitate watching movies and recorded television programs at home. Finally, CD-ROMS are now publishing magazines. William Gibson referred to Cyberspace as “The metaphoric space where electronic communication takes place.” Powell and Liber-man showed that computers are taking over television nowadays.

It also makes understating easier because sometimes we find words that we can’t explain to others. Also theory is the ultimate goal of science. In order to summarize a sentence we can use different forms such as (if-then, is more likely, the greater the x the greater the y and leads to). These three statements are believed to be important in the field of communication.

THE GOALS OF MASSCOMMUNICATION THEORY we have to ask ourselves why we have to study Mass communication theories. We study mass communication theories for four different reasons. First, explaining how the media affects the audience in different ways. Second, showing why do we use mass media. Third, we study mass communication theories in order to learn from the media. Finally, we study these theories to understand the important role of mass media as it builds people’s values and thoughts.

THE EFFECTS OF MASS COMMUNICATION the effects of mass communication is divided into three groups. Although mass media changes by time but these three effects will remain the same through any changes. The three effects of mass communication are known for bullet theory. These three categories are divided to affective effect in is connected with emotions and feelings. The second effect is cognitive effect which is connected with internal mental processes. Finally the third effect is behavioral effect which is connected with taking an

Those changes are the activities of audience that became more available. Another change is changing to cognitive science. This cognitive science has three parts first, changing persuasion to discourse. Second changing attitudes to cognitions. Finally, change emphasis to restructuring. Television isn’t in our minds as before due to technology. Scientists find that we should care for changes in the theories as much as we care for the changes in media environment. We should try to decrease the gap between different things such as poor and rich and we have to think equally in everything.

CRITICAL THEORY AND CULTURAL STUDIES there are different approaches in studying mass communication. We may find a scientific approach that not everyone use it. And we can find cultural studies approach.

THEORTICAL QUESTIONS RAISED BY CHANGES IN THE MEDIA ENVIROMENT new challenges are found due to the changes in the media field. We should think about the approaches we have to use it in order to deal with new media. We will find three useful approaches which are focusing on huge theoretical concepts. Another approach is find how theories can be used on new media field. And finally the last approach is creating to theories that can be useful.

Finally in the end we will find that the theories we are searching for are useful and helpful for customers who use the media as it inform them with