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Media_Application_theories

Roles_Capabilities and
Characteristics
Prepared by:
Teresa T. Ancit

Mediatheoryreferstothe
complexofsocial-politicalphilosophicalprincipleswhich
organizeideasaboutthe
relationshipbetweenmediaand
society

relevantvariantscanbedescribedas
follows
1. Authoritariantheory(whichappliestoearlypredemocraticformsofsocietyandalsotopresent-
dayundemocraticorautocraticsocialsystems).
Inthisview,allmediaandpubliccommunication
aresubjecttothesupervisionoftheruling
authorityandexpressionoropinionwhichmight
underminetheestablishedsocialandpolitical
ordercanbeforbidden.Althoughthis`theory'
contravenesrightsoffreedomofexpression,it
canbeinvokedunderextremeconditions.

Free presstheory(mostfullydevelopedin
theUnitedStatesofAmerica,butapplying
elsewhere)proclaimscompletefreedomof
publicexpressionandofeconomic
operationofthemediaandrejectsany
interferencebygovernmentinanyaspect
ofthepress.

Developmentmediatheory(applying
incountriesatlowerlevelsof
economicdevelopmentandwith
limitedresources)
takesvariousformsbutessentially
proposesthatmediafreedom,while
desirable,shouldbesubordinated(of
necessity)totherequirementsof
economic,socialandpolitical
development.

Alternativemediatheory.Fromasocialcritical
perspectivethedominantmediaoftheestablished
societyarelikelytobeinadequatebydefinitionin
respectofmanygroupsinsocietyandtoomuch
underthecontrolofthestateandotherauthoritiesor
elites.
Thistypeoftheoryfavoursmediathatarecloseto
thegrass-rootsofsociety,small-scale,participative,
activeandnon-commercial.Theirroleistospeakfor
andtothesocialout-groupsandalsotokeepradical
criticismalive.

Social responsibilitytheory(foundmoreinEurope
andcountriesunderEuropeaninfluence)
isamodifiedversionoffreepresstheoryplacing
greateremphasisupontheaccountabilityofthe
media(especiallybroadcasting)tosociety.Media
arefreebuttheyshouldacceptobligationsto
servethepublicgood.Themeansofensuring
compliancewiththeseobligationscaneitherbe
throughprofessionalself-regulationorpublic
intervention(orboth).

differentimplicationsfortheroleandobligationsof
themediainsociety:

aLiberalmodelinwhichthemedia
operateaccordingtotheprinciples
ofthefreemarket;withoutformal
connectionsbetweenmediaand
politicsandwithminimalstate
intervention;

aDemocratic Corporatistmodelin
whichcommercialmediacoexist
withmediatiedtoorganizedsocial
andpoliticalgroupsandthestate
hasasmallbutactiverole;

aPolarized Pluralistmodel,with
mediaintegratedintopartypolitics,
weakercommercialmediaanda
strongroleforthestate.

Aswiththetheoriesoutlinedpreviously,
thesemodelsarealso`idealtypes'andin
practicesocietieshaveamixtureofthe
elementsoutlined.Publicservice
broadcastingisfoundintwoformsinthe
secondandthirdmodelsas,respectively,
eitheraneutralizedandpoliticallyimpartial
organizationoraspoliticizedinsomeway,
usuallywithdivisionintermsofthepolitical
spectrum.InthefullyLiberalmodel,there
maybelittleornoplaceforpublicservice
broadcasting.

Mostsocialscientistsdefineour
currentsocietyasamasssociety
formedattheendof19thcentury
by:a.industrializationb.
urbanizationc.modernization
(wells,1997)

Intoday'sworld,mediahas
becomeoneofourbasicneeds.It
hasplayedsignificantrolein
strengtheningthesociety.The
media'srelationshipwiththis
societyisbothreflexive-themass
mediasimultaneouslyaffectsandis
affectedbymasssociety-and
varied

Roles of Media in Society


SelfRegulation:HowtheMedia
WatchesItself
FreeMediaisdecentralized.
Rectifyingmistakes-omissionsor
distortions-afreemediaresolves
thisparadoxbyactingaselfregulator.

Politics
Itkeepsthepowerfulincheckby
makingtheiractionstransparent
Enablesthepowerfultogeta
generalsenseofpublicopinion.

Education: Public
Broadcasting Service
Likeschools,peoplealsouse
mediabothtoteachandtolearn
sincemediaservicesaremore
efficientanddirectinreaching
people.

EducationalGoalsinclude:1.basic
letterandwordrecognition2.basic
arithmeticandgeometry3.problem
solving4.basiclifeskillsexploration
ofemotions,socialization,and
waysofhandlingreal-world
siyuations

Impact of Media on Society


Therearebothpositiveand
negativeimpactsmediahason
society.somearemediaeffectsare
changesin:-Knowledge-
Attitude-Behavior-Perspective

Media is now In-charge in

Media is now In-charge in


Information

Media is now In-charge in


Entertainment

Media is now In-charge in


Advertising

Media is now In-charge in


Othercorrelationofpartsinthe
society

Media Classification

Print
Broadcast
Out-ofHome
Interactive

TypesofMedia
Print
Broadcast
Out-ofHome
Interactive

Medium
Newspaperandmagazines
Radio&Televisions
Billboards&Posters
Internet,telephonesandcellphones

Media Effects Theory

Cultivationtheory
SocialActionTheory
Agenda-SettingTheory
MediaDependencyTheory

Name of
Theory

Key Concept

Cultivatio
nTheory

PersistentlongtermexposuretoTVcontent
hassmallbutmeasurableeffectsonthe
perceptualworldsofaudiencemembers.

Theories &
Developers
George
Gerbner

Mediaaudiencesparticipateactivelyin
mediatedcommunication;theyconstruct
meaningsfromthecontenttheyperceive.

Social
Action
Theory

Socialactiontheoryseescommunication
interactionintermsofactorsintent,
receivers'interpretations,andmessage
content.
Meaningisnotdeliveredinthe
communicationprocess,ratheritis
constructedwithinit.Eachcommunicationact
generatesatleastthreeseparateand
potentiallydifferentsitesofthisconstruction.

Andersonand
Meyer

AgendaSetting
Theory

Itcontrastswiththeselectiveexposure
hypothesisofcognitivedissonance,
reaffirmingthepowerofthepresswhile
maintainingindividualfreedom.Italigns
wellwithsocialjudgmenttheory.

Maxwell
McCombs&
DonaldShaw

Audiencesdependonmediainformation
tomeetneedsandreachgoals.

Media
Dependency
Socialinstitutionsandmediasystems
Theory
interactwithaudiencestocreateneeds,
interests,andmotivesintheperson.

Ball-Rokeach
andDeFluer

END

References
www.academia.edu/1530143/social_cognitive_t
heory_and_mass_media_effects
www.le.ac.uk/oerresources/media/ms7501/mod
2unit11/page_07.htm

Thank You

Kingsoft Office
published by www.Kingsoftstore.com

@Kingsoft_Office
kingsoftstore

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