Mcquail's Communications Theory
In the theoretical field of communication studies, the works are often heavily influenced and led by Western-oriented perspectives. In this essay, we shall explore the various media texts in Singapore and analyze the extent to which it relates to McQuail’s communication theory.
Comparing the influence of mass media to the early century, McQuail D. (2002) associates the first concept of communication to the ‘teachings’ and guidance towards the masses through propaganda. This transmission perception is communication at its simplest level. In this model, the major concern is to dispatch the message regardless of the receiver having reached an understanding with the source and hence omitting feedback. For example, it is evident in the philosophy of education; a lecturer passes on information to his students (Grossberg, L., 2006). The primary purpose of this model is to send a message across for the intention of control or influence (McQuail D., 1997).
Based on that notion, we can observe a similar pattern in the local television program, “Don’t Ignore Diabetes”. It is a 30-minutes educational TV show that airs on Channel 5 every Monday. In each episode, the show gives tips and investigates the various truths and myths behind Diabetes, with the help of its resident doctor, Dr. Talk. This example illustrates a transmission of a message (information about Diabetes) from a source (Dr. Talk or the TV Host) to a receiver (the audience). The main purpose of this television program is to pass on knowledge, in this case referring to the dangers and raising awareness towards Diabetes, to the public. As the message is relayed from a person with creditable knowledge, this model assumes that the effect of the message is reasonably direct between the sender and the receiver (Grossberg, L., 2006). Since it focuses on one-way communication, there is no feedback as the audience is perceived as a target for the transmission of meaning.
As we look at the next concept of communication,
Comparing the influence of mass media to the early century, McQuail D. (2002) associates the first concept of communication to the ‘teachings’ and guidance towards the masses through propaganda. This transmission perception is communication at its simplest level. In this model, the major concern is to dispatch the message regardless of the receiver having reached an understanding with the source and hence omitting feedback. For example, it is evident in the philosophy of education; a lecturer passes on information to his students (Grossberg, L., 2006). The primary purpose of this model is to send a message across for the intention of control or influence (McQuail D., 1997).
Based on that notion, we can observe a similar pattern in the local television program, “Don’t Ignore Diabetes”. It is a 30-minutes educational TV show that airs on Channel 5 every Monday. In each episode, the show gives tips and investigates the various truths and myths behind Diabetes, with the help of its resident doctor, Dr. Talk. This example illustrates a transmission of a message (information about Diabetes) from a source (Dr. Talk or the TV Host) to a receiver (the audience). The main purpose of this television program is to pass on knowledge, in this case referring to the dangers and raising awareness towards Diabetes, to the public. As the message is relayed from a person with creditable knowledge, this model assumes that the effect of the message is reasonably direct between the sender and the receiver (Grossberg, L., 2006). Since it focuses on one-way communication, there is no feedback as the audience is perceived as a target for the transmission of meaning.
As we look at the next concept of communication,
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