Theories of Mass Communication

Theories of Mass Communication

Introduction

It has been widely accepted that the media leaves powerful impact on people. But despite this consensus, which is more impacted by media, how, when and why have remained a subject of great debate among scholars, researcher and theorists. Many ways through which society and individuals are influenced by different means of communications such as film, radio, television, books, newspapers; music etc refers to the media effects. There is a wide range of mass communication theories that are concerned with the influence of mass media on audience, asserting both the limited and powerful effects (Severin & Tankard).

Problem Statement

It is debated that the conviction about media agencies being influential is correct to an extent, but the traditions in which the media exercise this influence are contingent and complex (Shoemaker and Reese, 1996). It is known that media has effects on people but in what ways and how are they influenced is a question to ponder on.

Thesis Statement

“Media impacts people to greater extent but this is not always the case, as the effects vary from being limited to powerful depending upon the means of communication, people's perception, level of exposure and interpretation. Media effect theories, whether following the limited- or the powerful-effects model, aim at explaining how mass media influence their audiences”.

Discussion

Theories regarding the effects of mass media on people are put forward and studied for over a century. Early theories of mass communication suggested that mass media messages affect all audience members directly and to equal extent (Shoemaker and Reese, 1996). Such theories are called “magic bullet theory” or the “hypodermic theory”. On the other hand, there are limited effects theories according to which mass media cannot solely be considered as a cause of influencing people's behavior.

Contemporary ways of theorizing media effects emerged in 1950s, partially as a response to the comparatively basic behaviorists such as “monkey see, monkey do” perceptions of direct effect theorists and partially due to the development of such theories.

Limited-Effects Theory

This theory was given by Lazarsfeld, Merton, Berelson and Hovland (cited in Katz, 1987). Their thesis intends to abandon the concept of mass communications as a necessary and sufficient cause to see it as an influence as other influences acting in a total situation. It is the situational approach, functional or phenomenal (Klapper, 1960, cited in McQuail, 1977), other authors call minimal effects or limited effects. Klapper (1960) summarizes the most important points of this stage:

Mass communications are not usually necessary and sufficient cause of the effect they have on the public, but act with other factors.

Intermediary factors are such that convert mass communications cooperative agent, but not the sole cause. The media contribute more to reinforce than to change minds.

Intermediary factors, when inoperative, may favor the direct effect of the media and, when acting as reinforcement, can promote change.

There are situations in which mass communications can have direct effect or satisfy themselves directly and certain psychophysical functions.

The effectiveness of the communications can be enhanced by a number ...