Types of Effects on Media

According to theorist Denis McQuail, the media may lead to a number of different kinds of changes. These include
1) intended change(conversion)
2) Cause unintended change
3) Cause minor change for example. form or intensity of response
4) Facilitate Change: for example the 1964 civil rights movement caused congress to pass the Civil Rights Act of 1964.
5) Reinforce what exists(no change)
6) Prevent Change can be the most significant effect on mass communication

Social Functions of Media

In 1948 Harold Lasswell says that there are three main functions in terms of media:

1st-Surveillance of the environment: This is where there is information about events and conditions within society and the world we live in.

2nd-Correlation of the various parts of society: explaining, interpreting, and commenting on the meaning of events and information; coordinating seperate activities; socializing .

3rd-Transmission of social heritage from one generation to the next.

In the 1950's Charles Wright added entertainment as social function of media, then in 2000 David McQuail added mobilization, which is the ability of Mass Media to people in certain processes of change and development.

Ideology

What is Ideology? It's the way of thinking that makes the existing organization of the social relations appear natural and inevitable. Ideology defines reality. Organized thought is not innocent; it has a purpose. For example, it can be symbolic in language or television or politically, or in religion if you believe in the Christian faith or not and sustain the dominant ideology Christianity.

Two models of Communication

Transmission Model is based on the idea of transportation, the message and its meaning is transported from one place or person to another.
The transmission model is a form of communication between the sender sending a message from a medium to the reciever. For example, in education in a lecture, the teacher sends information to the student.

The Cultural Model deals with the production of common culture where communication is closely tied to both community and communion. Common culture surrounds everyone and everything in its commonality.
The cultural model is how a person from a certain culture may interpret the message from the sender. This model of communication sees communication as the construction of a shared space or map of meanings within which people can co exist. The language and meaning production process and sense making and interpretation process of communication defines culture as art and unites language and meaning together. This model emphasizes the fact that people already exist within a world of shared meanings that they take for granted. It also displays repetitive practices of communication.