Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
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
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
Media Classification
Print
Broadcast
Out-ofHome
Interactive
TypesofMedia
Print
Broadcast
Out-ofHome
Interactive
Medium
Newspaperandmagazines
Radio&Televisions
Billboards&Posters
Internet,telephonesandcellphones
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
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