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
Saturday, October 31, 2009
Friday, October 30, 2009
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.
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.
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