4 Eras of Mass Communication and Features of Eras
4 Eras of Mass Communication and Features of Eras
Identify and explain the 4 eras of mass communication theory development.
1. mass society era (audiences are passive and easily manipulated -focused on a one way message; late 1800s-1940s)
The Era of Mass Society and Mass Culture Theory. Begun at the 2nd half of the 19th century. Mass society theory: Perspective on Western, industrial society that attributess an influential but often negative role to media. Media was feared because it was regarded as a threat to the traditional social order. The audience was considered as a passive target of media. Will be discussed later: Gemeinschaft vs. Gesellschaft (Tonnies); mechanical and organic solidarity (Durkheim); propaganda theory; magic bullet theories; normative theories of media; social responsibility theory; etc.
2. limited effects era (1930s-1960s; source is more important than message)
The Era of Limited Effects. By the mid-1960, the debate between mass society and limited effects was over, in which the latter gained more support. The empirical research findings confirmed the latter view. Since no “big problem” in media, Berelson (1959) declared the field communication research to be dead. During the 1960s and into the 1970s, the limited effects paradigm dominated American mass communication research. We will discuss: information flow theory, diffusion theory, phenomenistic theory, etc.
3. cultural studies era (1960s-present; mass communication is oppressive and needs to be critical analyzed, focused on the source)
The Era of Cultural Criticism. Mass society notions continued to flourish in Europe. Both left wing and right wing concerns about the power of media, learning from the trauma of the WW II. During the 1960s, neomarxist in Britain developed a school of social theory widely referred to as British cultural studies. Neomarxist: Social theorists asserting that media enable dominant social elites to maintain power. In North America, there was an
Identify and explain the 4 eras of mass communication theory development.
1. mass society era (audiences are passive and easily manipulated -focused on a one way message; late 1800s-1940s)
The Era of Mass Society and Mass Culture Theory. Begun at the 2nd half of the 19th century. Mass society theory: Perspective on Western, industrial society that attributess an influential but often negative role to media. Media was feared because it was regarded as a threat to the traditional social order. The audience was considered as a passive target of media. Will be discussed later: Gemeinschaft vs. Gesellschaft (Tonnies); mechanical and organic solidarity (Durkheim); propaganda theory; magic bullet theories; normative theories of media; social responsibility theory; etc.
2. limited effects era (1930s-1960s; source is more important than message)
The Era of Limited Effects. By the mid-1960, the debate between mass society and limited effects was over, in which the latter gained more support. The empirical research findings confirmed the latter view. Since no “big problem” in media, Berelson (1959) declared the field communication research to be dead. During the 1960s and into the 1970s, the limited effects paradigm dominated American mass communication research. We will discuss: information flow theory, diffusion theory, phenomenistic theory, etc.
3. cultural studies era (1960s-present; mass communication is oppressive and needs to be critical analyzed, focused on the source)
The Era of Cultural Criticism. Mass society notions continued to flourish in Europe. Both left wing and right wing concerns about the power of media, learning from the trauma of the WW II. During the 1960s, neomarxist in Britain developed a school of social theory widely referred to as British cultural studies. Neomarxist: Social theorists asserting that media enable dominant social elites to maintain power. In North America, there was an