Media studies

ASSIGNMENT 01 - MEDIA STUDIE: Mass Communication and Media Theory
ASSIGNEMT UNIQUE NUMBER 377647

TABLE OF CONTENTS

1 INTRODUCTION 1
2 APPROACHES TO THE STUDY OF MASS
COMMUNICATION 1
2.1 The communicator 1
2.2 The meaning of medium 1
2.3 The message 2
2.4 The meaning of audience 2
2.5 The meaning of “communication” in mass communication 3
3 THE ROLE AND FUNCTIONS OF THE MEDIA 3
3.1 Normative Theory: Postmodern Perspective 4
3.1.1 Postmodern society 4
3.1.2 New Media Environment 4
3.1.3 Democracy 4
3.2 Functionalism – a discussion 5
3.2.1 Explanation of functionalism 5
3.2.2 Three objection to functionalism 5
4 CONCLUSION 6
SOURCES CONSULTED

1 INTRODUCTION

This assignment deals with questions related to the definition of mass communication. It further explains the role and functions of the media and pays a special attention on normative theories from a postmodern and postcolonial perspective, with a special focus on postmodern society, new media environment and democracy. A discussion on functionalism is also explained together with its objections.

2 APPROACHES TO THE STUDY OF MASS COMMUNICATION

2.1 The communicator

It’s easier to identify a communicator in an interpersonal and group communication. A sender of a message, intentionally form purposeful messages and attempt to express them to others through verbal and non-verbal signs, this sender is responsible for the message sent and can be held responsible for his or message. However, the process becomes complicated in mass communication as the sender is usually a collective body; several people are involved in the delivery of a message. That is, a collective becomes the communicator.

Example, a theatre drama trying to portray a message about HIV/AIDS related disease involves not only the cast, but the script writer, stage setting, the actor’s attire, lighting and so on. All these people and people responsible for other parts of the stage, forms part of being the “communicator”. 2.2 The meaning of “medium”

In mass communication the medium can be radio, television, film, newspapers, magazines, the internet, videos, compact disks, sound cassettes and so on. The term “medium” also means the channel through which the media content is transmitted and distributed. It requires that a member of a media audience must have the technological means to receive the transmitted messages. It means that mass communication involves technologies as a form of medium that could be complex at times.

For example, what used to be just video games and played on audio and visual cassettes are now played on the internet, digital TV through wireless technological instruments.
2.3 The message Message has both concrete and an abstract meaning. It concrete in a form of content being produced and abstract in terms of the meaning encoded in the content by the recipient’s own interpretation of the content. The message can be analysed on four levels: content, form, substance and meaning.
Examples of message analysis respectively - a political topic on TV, radio or newspaper’s content will be interpreted differently by any recipient. The manner in which something is linguistically or visually formulated. The size, colour or channel of TV. The literal or derivative meaning. 2.4 The meaning of audience

The audience are the viewers, listeners and readers. Media audience in mass communication are heterogeneous and usually unknown to the communicator. Media audience usually receive and use media messages either as individuals or within a small larger group. Media content can be read all over the world through internet if it is not deliberately blocked through censorship laws.
A prerequisite for being part of the media audience is, however, access. You need to be able to afford media by having electricity. This could become a problem in countries like South Africa as some households; especially in rural arrears still do not have electricity.
It must be pointed out though that in mass communication, it is difficult to pinpoint the audience, hence the generalisation about media audiences is almost impossible.

Examples of audience would be individual or group of people watching a movie or listening to radio. 2.5 The meaning of “communication” in mass communication

Communication means a two-way exchange with mutual feedback between a communicator and a recipient in reciprocal roles. Mass communication is mainly one-way communication from a (collective) communicator to a recipient(s), often, unseen and unknown by the communicator. The ever improving and developing technology, in a form of internet (skype), mass medium, enables one to see and communicate with the recipient though. This means that there’s always immediate feedback. Therefore, one could argue that communication
In mass communication is taking place in this regard.
Mass media such as newspapers, radio, television and internet have now created simple platforms for feedback, thereby creating public debate.
Examples would be publishing of journalists email addresses by some newspapers and phone-ins by the public on radio and TV talk shows. 3 THE ROLE AND FUNCTIONS OF THE MEDIA

Media is located within the framework of functionalism, the informative role of media and the freedom of expression is highlighted. The point of departure is normative theory with special focus on postmodern perspective.

3.1 Normative Theory: Postmodern Perspective
3.1.1 Postmodern society

Postmodern societies are characterised by a new kind of public, which in turn is characterised by hybridisation, fragmentation and the rise of minorities and minority rights. It is a society in which the traditional clear-cut distinction between public and private is blurred. It is difficult to recognise a coherent population with shared values. A single idealised Habermasian public sphere with a common normative dimension no longer exists, or is difficult to recognise. Several public spheres claim legitimacy in the process of democratic dialogue and debate.
3.1.2 New Media Environment

New technologies, convergence, liberalisation, deregulation and globalisation have brought about new channels of public communication. Public communication is now characterised by new distribution platforms, a multimedia approach, and interactivity, the blurring of the distinction between public and private media, niche markets, diversity, choice and abundance.
It is argued that in the new media environment, journalism has become market-driven and guided by what is interesting rather than what is important; by an audience orientation rather than an ethical orientation and an institutional logic. Content is market oriented and commercialised.

3.1.3 Democracy

In the postmodern society democracy is believed to be in a crisis. The ideal of republican democracy, be it representative, participatory or communitarian, is questioned. Democracy, it is argued, can no longer be viewed as a fixed ideal type but only as fluid and evolving. The changing nature of citizenship in a pluralised society needs to be acknowledged. A new view of democracy is thus evolving as being pluralised, marked by new kinds of communities of identity, a system in which the traditional public-private divide does not apply, in which there are no universal visions of “common good” but rather pragmatic and negotiated exchanges about ethical behaviour and ethically inspired courses of action.

3.2 Functionalism – a discussion
3.2.1 Explanation of functionalism

Functionalism is a view of society as integrated, harmonious, cohesive whole in which all parts of the society (government, non-governmental organisations, private institutions, educational establishments and economic structures) function to maintain equilibrium or balance, consensus and social order.

3.2.2 Three objection to functionalism

Objections to functionalism are that it often:

• It tends to overlook the fact that the media do not necessarily function identically for the people or groups. It takes consensus as grated and disregards conflict in social relations.

• This approach further fails to account adequately for social change and transformation. Media functions in well-established democratic societies might be dysfunctional in societies in a process of change, development and transformation.

• There is a neglect to provide for feedback and the fact that feedback modifies both the message and the context.

4 CONCLUSION

There is no doubt that mass communication needs to be understood in a more broader perspective, considering the theories which are now refuted by new theories based on the developing technologies. The functions of the media in a society play a huge role in influencing perceptions and encouraging debates and logical conversations.

This exercise has shed light in the role and functions of the media and also presented a comprehensive questions and answers related to mass communication. SOURCES CONSULTED
Media Studies: Mass Communication and Media Theory. Tutorial letter 101/3/2013. COM2059. Pretoria: University of South Africa

Important Guidelines and Information Regarding your Studies. Tutorial letter 301/4/2013. CMALLE. Pretoria: University of South Africa

Celliers, C, Breet-van Niekerk, T, Kirsten, B, & Reid, J, 2007. Media Studies: mass communication and media theory. Only study guide for COM2059. Pretoria: University of South Africa

Fourie, PJ, Wingston, D, Banda, F, Pitout, M, Sonderling, S, & Duvenage, P, 2007. Media studies: media history, media and society. 2nd edition. Claremont: Juta.