广东外语外贸大学：《国际交流》课程教学资源（PPT课件）mass comm lecture The media of mass communications

Lecture 7 The media of mass communications Objectives a Get to know the various approaches to and theories on the media in mass communications Evaluate the relevance of these theories a Think about the applicability of these theories in our country a Try to test these theories in reality

Lecture 7 The media of mass communications Objectives: ◼ Get to know the various approaches to and theories on the media in mass communications; ◼ Evaluate the relevance of these theories; ◼ Think about the applicability of these theories in our country; ◼ Try to test these theories in reality

Broad approaches to the study of the media Media structure Media performance Media institution Main issues for media theories Power and inequality a Social integration and identity ■ Social changes

Broad approaches to the study of the media ◼ Media structure ◼ Media performance ◼ Media institution Main issues for media theories ◼ Power and inequality ◼ Social integration and identity ◼ Social changes

Approaches to the study of the media ■ Politica ■ Economic Political economy Social Cultural ■ Journalisn Media technology

Approaches to the study of the media ◼ Political ◼ Economic ◼ Political economy ◼ Social ◼ Cultural ◼ Journalism ◼ Media technology

Activity 1 Brainstorming a Try to think about what each approach covers EXample: political approach is about ownership, regulation, control, media policy including media laws, censorship government-media relationship and so on EXample: economical approach is about the ownership, competition and concentration the economics of the media industry, media conglomerates, and so forth

Activity 1 Brainstorming ◼ Try to think about what each approach covers. ◼ Example: political approach is about ownership, regulation, control, media policy including media laws, censorship, government-media relationship and so on. ◼ Example: economical approach is about the ownership, competition and concentration, the economics of the media industry, media conglomerates, and so forth

Marxist theory of the media a Mass media owned by bourgeois class Media operated in their class interest a Media promote working-class false consclousness Media access denied to political opposition

Marxist theory of the media ◼ Mass media owned by bourgeois class ◼ Media operated in their class interest ◼ Media promote working-class false consciousness ◼ Media access denied to political opposition

Functionalist theory of the media a Mass media are essential to society for Integration and co-operation >Order, control and stability Adaptation to change Mobilization > Management of tension Continuity of culture and values

Functionalist theory of the media ◼ Mass media are essential to society for : ➢ Integration and co-operation ➢ Order, control and stability ➢ Adaptation to change ➢ Mobilization ➢ Management of tension ➢ Continuity of culture and values

Critical political-economic theory of the media Economic control and logic is determinant a Media structure tends toward concentration Global integration of media develops Contents and audiences are commodified a Diversity decreased Opposition and alternative voices are marginalized Public interest in communication is subordinated to private interests

Critical political-economic theory of the media ◼ Economic control and logic is determinant ◼ Media structure tends toward concentration ◼ Global integration of media develops ◼ Contents and audiences are commodified ◼ Diversity decreased ◼ Opposition and alternative voices are marginalized ◼ Public interest in communication is subordinated to private interests

Media technological determinism (pre-new technology) a Communication technology is fundamental to society Each technology has a bias to particular communication forms, contents and uses a The sequence of invention and application of communication technology influences social change a Communication revolution lead to social revolutions

Media technological determinism (pre-new technology) ◼ Communication technology is fundamental to society ◼ Each technology has a bias to particular communication forms, contents and uses ◼ The sequence of invention and application of communication technology influences social change ◼ Communication revolution lead to social revolutions

Information society theory a New media technology leads to an information society, characterized by Predominance of information work Great volume of information flow >Interactivity of relations Integration and convergence of activities Growth and interconnection of networks Globalizing tendencies Postmodern culture

Information society theory ◼ New media technology leads to an information society, characterized by: ➢ Predominance of information work ➢ Great volume of information flow ➢ Interactivity of relations ➢ Integration and convergence of activities ➢ Growth and interconnection of networks ➢ Globalizing tendencies ➢ Postmodern culture

Normative theories of the media and socle ety “ Fourth estate Freedom of the press a Theory of social responsibility Media ethics Four theories of the press a Mass media, civil society and public sphere

Normative theories of the media and society ◼ “Fourth estate” ◼ Freedom of the press ◼ Theory of social responsibility ◼ Media ethics ◼ Four theories of the press ◼ Mass media, civil society and public sphere