Abstract This paper presents a detailed discussion about the media equation theory and its applications. The author of this paper uses the movie "The Truman Show" to develop an understanding for the reader of what the media equation theory is and how it can be applied to media examples such as the movie. The paper includes a comprehensive bibliography.
From the Paper "Through the use of media manipulation we have perpetuated the media equation theory. As technology continues to advance we find our media tools taking on more humanistic type qualities. Studies are showing that people around the world are assigning human like emotions to the interaction they receive through media tools today. As we move further into the future we will most likely continue to "humanize" computers? and other media methods of communication. The media equation theory seems to be evolving as the actual behavior of humans evolves. The theory is a sound theory though rather curious as to what the future will hold."
This paper reviews and analyzes "Mediating the Message: Theories of Influence on Mass Media Content" written by Pamela J. Shoemaker and Stephen D. Reese.
Abstract This paper examines the contents of the Shoemaker and Reese's book which focuses on the media industry. This paper details the authors' methodology, their purposes, views on mass media, theories as well as their criticism of traditional media research that centers on the medium rather than the actual content. This paper discusses how and why demographic and geographical patterns are researched and how they are used to target specific audiences. This paper also delves into the manner in which media content is formed and created.
From the Paper "How media content is formed and covered provides the framework for "Mediating the Message: Theories of Influence on Mass Media Content" by Pamela J. Shoemaker and Stephen D. Reese. The focus of is on the history of the study and theory of media content, the traditional focus of communications research, a general analysis of media content and patterns of content such as the impact of political bias and demographic and geographical patterns."
Tags:Media, Content, Theories, Shoemaker, Reese, Message, Methodology, Research
Abstract This Paper examines the growth and role of the Electronic Media in the United States, from the introduction of the telegraph to Radio and eventually to over twelve forms of electronic media that currently exist today. Their theories and impact are also examined.
Abstract This paper presents a detailed discussion about the media equation theory and its applications. The author of this paper uses the movie "The Truman Show" to develop an understanding for the reader of what the Media Equation Theory is and how it can be applied to media examples such as the movie.
From the Paper "The technological explosion of the last three decades has taken us to places we never dreamed before were possible. With each passing year, the technology becomes more linked to human thought and emotions than ever before. Today, there are studies being conducted worldwide to understand the phenomena of people treating their media tools in the same manner that their human interactions are treated. For several years, the habits and protocol of people who work with these questions have been narrowly defined by the rigid demands of research protocol. However, recently a movie was put on the market that studied the very human and technology theory of media equation. This movie underscores the theory and the theory's application to real life. It proves the theory because the human viewers relate to Truman as if his life was real and Truman believes that he is living in the real world due to technological interferences."
A summary of the uses and gratifications theory and the agenda-setting theory, two of the most popular and widely recognised theories in communication science.
Abstract This paper studies a local publication, the South African edition of "Men's Health" to investigate the reasoning behind mass media public reading and exposure to this print media product. In order to explain the research findings two prominent mass communication theories are used as theoretical frameworks in the study. This is because an international publication that has over twenty-five versions all over the world, such as "Men's Health", is accessible to many different people on many levels of society and so it therefore forms an integral part of the mass media and provides for an ideal case study. The two theories used are the uses and gratifications theory and the agenda-setting theory, two of the most popular and widely recognised theories.
Outline
Introduction
The Publication
Two Communication Theories Uses and Gratifications Theory What Gratifications Are Sought And Obtained?
Media's Role in the Gratifications Process
The Three Processes
Expectancy-Value Theory Dependency Theory The Agenda-Setting Theory Definition
Core Assumptions
Theory Framework and Developments
Contingency Factors
Issue Obtrusiveness
Levels of Agenda-Setting
Critique
Uses and Gratifications Theory Agenda-Setting Theory Conclusion
Sources Consulted
From the Paper "The very first definition of the uses and gratifications theory, put forth by Katz, Blumler and Gurevitch (1974), is still among the best and most accurate, stating that the uses and gratifications theory addresses the social and psychological origins of needs, which generate expectations of the mass media or other sources, which lead to differential patterns of media exposure, resulting in need gratifications. This means that the readers of the Men's Health publication are specifically choosing to read the stories in the magazine because they appeal to a certain need that the reader is trying to fulfil. They expose themselves to the media because the contents such as health reports are fulfilling a social or psychological need. "
Abstract The paper discusses how there can be little question that the media plays a major role in not only the transmission of the "news" but also in the transmission of social values and conventions. With this in mind, the paper explores the strengths and weaknesses of the libertarian theory as it applies to the media. Moving onward, the paper also closely examines the "social responsibility" theory of the press and outlines the ways in which this theory offers a healthful understanding of the role of the media.
Abstract This paper discusses the Hypodermic Needle, or Magic Bullet theory concerning the effect of the mass media on society. It defines the theory and looks at the media content of propaganda, film, radio, television, print messages.
From the Paper "The Hypodermic Needle Theory also known as the Magic Bullet Theory was the first major theory concerning the effect of the mass media on society. Originating ..."
An assessment of the implications of the use of major theories in educational psychology in literacy teaching and how these theories are implemented to evaluate and reflect on ways to improve teaching practices to English speaking students.
Abstract The paper discusses in detail the current approaches to the manner in which people learn and of the classification of these groups. It states there are many theories on learning and how people learn and that there are elements of cross over between many of the theories. The paper explores the factors that can influence the way people learn in relation to learning theories.
Outline:
Introduction
Behaviourism
Learning environment
How this theory relates to my own practice and communication
Cognitive development
Learning environment
How this theory relates to my own practice and communication
Humanism
Learning environment
How this theory relates to my own practice and communication
Gestalt
Learning environment
How this theory relates to my own practice and communication
Ways in which theories and principles of learning and communication will apply to promote inclusive practice Conclusion
From the Paper "To communicate effectively to all of my learners, I will always bear the Hierarchy of Needs in mind when lesson planning by providing adequate support and resources, including help, respect, and encouragement to assist the various learning styles and domains. This will include sensory learning experiences using facts and general concepts relating to their own culture and background, visual and verbal prompting, experiential learning and time for evaluation and analysis through active reflection, in a detailed structured way "
Tags: learing, teaching, communication, Dewey, humanistic, theory
Abstract This paper argues against the theory that media violence leads to aggression in children. The paper considers a number of factors other than television ownership that cause violence in children. The paper also studies flaws in the causal relationship between aggression and media violence. The paper concludes by suggesting that media violence can be a positive factor, allowing children to cope with self-destructive feelings without resorting to actual violence.
From the Paper "In response to the point of view that exposure to media violence causes children to act with aggression and violence, opponents of this argument have highlighted research studies that disprove the causal relationship between media violence and..."
Tags:Media violence, aggression, fantasy play, television programs, research studies
Abstract This paper argues that, although modern China may be adopting a more market-oriented economy, a full transition to a free market system of the press as a Westerner might understand freedom is unlikely. This is examined as a sociological phenomena, known as the frame theory of communication. This frame is also used to consider capitalism and its relationship with a free press. The paper discusses changes in China's attitude toward the media, yet concludes that the state still reserves the right to intervene and limit the media's functions by means of legal censorship, subsidies and direct media control.
From the Paper "True, with greater media commercialization, the media, Party and government organs did become business entities, "similar to a western capitalist system with advertising, subscription dependence and capital investment (Winfield & Peng, 2005: 260). But while the Chinese media has become decentralized in terms of who disseminates the information, official censorship still remains. While the press is no longer a mouthpiece for Marxism and Maoism, "China's uniqueness," such as the longstanding respect for Confucianism and hierarchy "has been largely ignored," by scholars who argue that capitalism inevitably and invariably sows the seed of freedom (Winfield & Peng, 2005: 266). Such scholars are blinded by the Western frame of capitalism as unfettered choice."
Tags: China, media, frame, theory, of, communication
Abstract Of the four theories of the mass media made famous by Siebert et. al., this essay will focus on two, namely the Authoritarian Theory and the Libertarian Theory. Based on an analysis of the 'Proposed Equation' between ideology as such and the Theories of the Mass Media, this essay delves into a comparison of these two theories.
Abstract In this article the theories of Noam Chomsky and Kathleen Jamieson are used to examine propaganda and the media. The writer looks at Jamieson's view of media manipulation. The writer also discusses Chomsky's view of civic democracy and the right to meaningful participation.
From the Paper "Noam Chomsky proposes two alternative views of civic democracy in which on the one hand the public is perceived as having the right to meaningful participation in the management of their own affairs and the means of information are open and free and on the other hand a view holding that the public must be barred from such activities and the means of information must be kept narrowly and rigidly controlled. Kathleen Jamieson argues that while the media in a democracy is a source of ... "
Abstract This paper discusses the significance of Marshall McLuhan's theoretical models of media. It suggests that the theory can often be obscured by the aphoristic quality of McLuhan's language. This essay argues, through the application of McLuhan's theories to William Shaw's "In Helsinki Virtual Village" and Longford and Crow's "From the Electronic Cottage to the Silicon Sweatshop," the significance of McLuhan's theoretical models lies in their focus on the often unforeseen social implications of advances in media technologies.
From the Paper "The Social Implications of Media The significance of Marshall McLuhan's theoretical models of media can often be obscured by the aphoristic quality of McLuhan's language. However, as this essay will argue through the application of McLuhan's theories to William Shaw's "In Helsinki Virtual Village" and Longford and Crow's "From the Electronic Cottage to the Silicon Sweatshop," the significance of McLuhan's theoretical models lies in their focus on the often unforeseen social implications of advances in media technologies."
Abstract This paper explains the cultivation theory that if a person plays too many games with acts of violence in them, he will be more prone to committing violent acts. The paper relates that much of the publicity surrounding this theory focuses on the negative aspects of the media. The paper then explores how the cultivation theory can be used to produce positive effects and examines how role models can be portrayed in a positive manner to bring about societal change for the better.
Outline:
Part I: Understanding Cultivation Theory Part II: Massive Multi-Player Online Games and Cultivation Theory
From the Paper "Television plays an integral role in US society, perhaps more so than in other countries. To understand the significant role that television plays, one must first take a step back in time, to the days before almost every household in America owned a television. Before television, people told each other stories. Grandparents told stories to children and neighbors told stories about the happenings of the world to each other. Information was passed by word of mouth. Long before television, there was the written word, such as newspapers, and later radio. However, not everyone had access to them. Not everyone could read, particularly in rural areas. Those who had access to newspapers and radio passed on the stories to others through word of mouth."
Abstract In this paper, the writer discusses the notion that theories or ideas from the communications field can influence marketing theory. The writer makes use of the example of consumer response to the introduction of a different product to the market by the Coca Cola company. The writer discusses product and brand loyalty and their connection to the communications industry. Looking into the theory of communication, the writer argues the role that advertising, public relations and the media play in the success or failure of a product.
From the Paper "Professionals in the communications field, particularly public relations professions, were increasingly interesting in learning the skills for some areas traditionally regarded as advertising: media planning and message evaluation, for example. Whether communications theorists want to keep areas of interest separated, it was clear to Miller and Rose that those who worked in the field wanted to combine them, and perhaps needed to combine them in a marketing context in which more people had more access to more forms of information delivered in more formats than ever before. In other words, media and particular the Internet and its increasing sophistication, with streaming video and its inherent interactivity, made it essential for anyone with a message to understand fully how messages could be delivered and how they might be received. The line between advertising and public relations became blurred, or possibly more accurately, subsumed into the major discipline of communications."
