Perspectives on Mass

communication

Presented by

Saba Ijaz

Usman Raza

Perspective

Perspective is a Latin word meaning "look through" or" perceive". We can define the perspective as the way we see things. For example if i think that cartoons are creating damaging effects on children thinking then from my perspective cartoon channels are evil and should be banned in Pakistan.

Perspectives on mass communication

Functional perspectiveFunctional perspective emphasizes the way that audiences use mass communication and the benefits that people receive from media consumption.

Empirical perspectiveEmpirical Perspective uses the techniques of the social sciences, such as experiments and surveys, to investigate the cognitive, attitudinal, and behavioral effects of mass communication.

Cont…….

Critical/cultural PerspectiveCritical/ cultural perspective examines the underlying power relationships in media exposure and stresses the many meanings and interpretations that the audience members find in media content.

Two main perspective of critical

oDominance

oLiberal Pluralist

Dominance perspective

Dominance can be explained as a state that exists when one person or group has power over another. Dominance perspective centre on the belief that the mass media are a tool used by ruling bodies to maintain control over the masses.This concept began in 1930s-1940s, from the Frankfurt School

Concepts of Dominance

Ideology

Culture

Hegemony

Important features

Media serve the interest of powerful few.Media give the limited view of life to the audience and filter out alternative voices.Audience constrains/ condition to one kind of opinion.Media prevent change reinforce the existing power of structure.

Cont……

Based on linear model.Promote top to bottom communication that is known as vertical communication.The controllers of mass media use programming and advertising to influence certain social classes.

Examples

Liberal Pluralist Perspective

Liberal meaning willing to respect or accept behavior different from one’s own while pluralist is an advocate of a system in which two or more states, groups, principles, sources of authority, etc exist.

Cont…..Pluralists unlike dominance perspective consider as a more flexible view arguing that the media is merely responding to the demands of the audience and questionable to them as well. They consider mass media as fourth estate

Important featuresPolitical power is fragmented and dispersed. Media owners do not have direct control over media contentThere’s no dominant class but competing social groupsMedia content isn’t ideological neither does it reflect the interests of ownersMedia content is driven by media managers who give journalists the freedom to seek out any type of newsworthy story

Cont…Media content is there to meet the needs of its audience as the audience choose the content they wish to read or watchAny bias merely reflects audience interests as the audience ultimately has the final say they wishes to viewuses and gratification model best explains this processthe mass media can help ensure that people have a good understanding of the issues when they vote

Examples

Relation with dominance perspective

Concentration Of media ownership Media regulated by government and press

organizations Influenced by larger groups

Final words……..