MindMap Gallery Communication Chapter 5 Mass Communication
This is a mind map about communication Chapter 5 Mass Communication. The content includes the concepts and characteristics of mass communication, The social function of mass communication, the social influence of mass communication, etc.
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Chapter 5 Mass Communication
Concepts and Characteristics of Mass Communication
Definition: Professional media organizations use advanced communication technology and industrial means to carry out large-scale information production and dissemination activities targeting the general public in society.
Features
1. Communicators are professional media organizations engaged in the production and dissemination of information. Mass communication is an organized communication activity that is guided by specific organizational goals and policies.
2. Mass communication is an activity that uses advanced communication technology and industrialized means to mass produce, copy and disseminate information.
3. The target of mass communication is the general public in society. "Audience". Anyone who is exposed to mass communication information is an audience. The broadness of the audience means that mass communication is a large-scale communication activity aimed at meeting the information needs of most people in society.
4. The information spread by the mass has both commodity attributes and cultural attributes. Meaningful consumption.
5. From the perspective of the nature of the communication process, mass communication is a very one-way communication activity. Media organizations provide information unilaterally, and the audience can only choose and contact within the scope provided; without flexible and effective feedback channels, the audience lacks direct reaction to the activities of media organizations. The one-way nature of mass communication gives it a powerful social influence.
6. Mass communication is an institutionalized social communication.
social function of mass communication
①The "Three Functions Theory" of Lasswell's "The Structure and Function of Communication in Society"
(1) Environmental monitoring function;
(2) Social coordination function;
(3) Social heritage inheritance function.
②Wright's "Mass Communication: An Exploration of Functions" proposed the "Four Functions Theory"
(1) Environmental monitoring: the activity of collecting and communicating information. Be alert to external threats; meet the information needs of society's routine activities.
(2) Explanation and regulations: When conveying information, it is accompanied by an explanation of the event, prompting people what kind of behavioral reactions they should take. The purpose is to guide and coordinate the behavior of social members in a specific direction.
(3) Socialization function: It plays an important role in spreading knowledge, values and behavioral norms. The socialization process of modern people is also carried out in the mass communication environment. The educational function of mass communication.
(4) Provide entertainment.
③Schramm's "Introduction to Communication"
(1) Political functions: surveillance, coordination, transmission of social heritage, laws, and customs;
(2) Economic functions: collect information, interpret information, formulate economic policies, activate and manage markets, and initiate economic behaviors;
(3) General social functions: information about social norms or functions, accepting or rejecting, coordinating public understanding and wishes, exercising social control, conveying social norms and functions to new members of society, entertainment.
Schramm clearly proposed the economic function of communication. The economic function of communication is not limited to providing information services to other industries. It itself is an important part of the knowledge industry and occupies an important position in the entire social economy.
④Lazarsfeld and Morton
(1) Social status confers functions. This status-conferring function brings a legitimizing effect to things supported by the mass media.
(2) Social norm enforcement function. Mainly from its public nature. The media publicizes behaviors that deviate from social norms and public morals, creating strong social pressure and thus forcing compliance with social norms.
(3) "Narcotic effect" as a negative function. When people are overly indulged in the surface information and popular entertainment provided by the media, they will unknowingly lose their social mobility and be satisfied with "passive accumulation of knowledge."
Narcotic Effect: is Lazarsfeld’s expression on the negative effects of mass communication. It is believed that modern mass communication has obvious negative functions. It drowns modern people in the torrent of superficial information and popular entertainment. People spend a lot of time and energy on contacting the media every day, which reduces their enthusiasm for participating in social practice: they are listening, reading, watching, and thinking. But they regard these as substitutes for action. Lazarsfeld and Merton called this phenomenon the "narcotic effect" of mass communication. They believed that if you are overly indulged in the surface information and popular entertainment provided by the media, you will unknowingly lose your social mobility and be satisfied with “Passive accumulation of knowledge.”
social impact of mass communication
A positive attitude based on "optimistic expectations"
Blyth's "American Democracy" explores the relationship between mass communication and the political and democratic process.
1.Public opinion
It is the foundation of democratic politics. The development and formation of public opinion is divided into two processes: historical and realistic. Real public opinion is a process in which dispersed, emotional and biased personal impressions or opinions are disseminated and crystallized into reasonable public opinions. The communication media with newspapers as the core plays an important role in this process.
2. Three functions of newspapers and periodicals:
(1) Function as reporter and commentator of events;
(2) Function as a spokesperson for political opinions;
(3) Reflect the "weather-beacon" function of readers in society.
Through these three functions, newspapers and periodicals make public opinion go beyond the simple sum of individual opinions and become an organized and organic whole. Only this kind of public opinion can play a leading role in democratic politics.
3. France, Tarde, "Public Opinion and Clusters".
One of the most important contributions of newspapers and periodicals to society is to create the main body of modern public opinion - the public. Newspapers led to the creation of the public, a "pure spiritual collective." Only public opinion as public opinion has political legitimacy and rationality, and newspapers and periodicals are the link that connects the scattered public into an organic whole; the scale of the public will expand infinitely with the popularity of newspapers and periodicals, and society will be influenced by "custom" The era dominated by "and tradition" has advanced to the era dominated by "fashion and innovation".
4. Cooley's "Social Organization".
Printing meant democracy, and democracy could only become a reality when public opinion acquired some organization. Public opinion is essentially organized group consciousness and public consciousness. The development of modern communication media has not only expanded human exchanges and communication, but also promoted the development of common humanity and morality among countries, ethnic groups and classes.
"skepticism"
1. Background:
(1) The concentration and monopoly of media in the West has made mass communication not only a means for the general public to participate in politics, but has become a tool manipulated by a few people.
(2) After World War II, media content became more sensational, shallow, and vulgar.
2. Lazarsfeld and Merton:
Mass communication makes modern people indulge in the superficial information and popular entertainment provided by the media, which has the negative neurological function of anesthetizing the audience.
3. Kitaro Shimizu:
Modern society is dominated by "massive reproduction of information". The mass media, on the one hand, serve as "profit-making enterprises" and on the other hand, as "propaganda agencies", causing the public to drown in the "flood" of superficial information and lose their rationality for important public events. The ability to think and judge is similar to "psychological violence".
4. Green:
The sensationalism and irritation of television have caused Americans' ability to think rationally and make judgments to decline sharply, to the point where they can only "suck their fingers while watching TV." (American psychiatrist "Television and American Character")
Mass communication is a powerful large-scale social information system that has emerged with the development of communication technology. The key to the nature of the impact of this information system lies in the people who use and manage it, as well as the social system in which it is located and these The mission assigned to it by the system.
materialistic attitude
1. No simple conclusion can be made about the nature of the social impact of any kind of communication media.
2. We cannot naively believe that mass communication will definitely bring democracy and freedom to mankind, nor can we simply conclude that it will inevitably lead to fascist despotism or dictatorship; we can neither assert that it will definitely promote the development of human nature and morality, nor that it will It can only lead to the degradation or degradation of human nature.
3. In the final analysis, in the history of mass communication, a powerful large-scale social information system emerged with the development of communication technology. The key to the nature of the impact of this information system lies in the people who use and manage it, and the place in which it is located. social systems and the missions these systems give it. Therefore, it is meaningless to simply talk about the "good" and "evil" of mass communication without specific historical and social conditions.