This growing topic has been talked and argued by theorists and scholars Joseph Walther, Ramirez and Zhang, Denis McQuail, etc., and has been debated and many other scholars continue to debate and argue on CMC, its scope and reach on vast field in New Media. – Publication should be free without a licence for the people reading the material. Info: 5236 words (21 pages) Essay Freedom of expression is usually questioned in the media, how ‘free’ is the media allowed to be? Editorial attacks on government = criminal offences. Entertainment content (like any form of play) is always voluntary. ), Media users are not at the mercy of the media, but selectively expose themselves on the basis of culture, education, expectations etc. Those who absorb more media are those we are more influenced. Media should respond to needs of recipients. Provides a philosophical basis for the on-going, three-way relationship between the news media, government and society. Assessing the Violence Profile Studies of Gerbner and Gross: A Humanistic Critique and Suggestion. The media so fully saturate our everyday lives that we are often unconscious of their presence, not to mention their influence. E.G. Concerned with restrictions on the media in various situations. Ogden, C. K., and I. No restrictions on the acquisition of information. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! EXAMPLE: Even democracy is seen to be in crisis. Liberal-individualist paradigm: emphasis is on individual liberty and upholding democracy. child abuse, terrorism, violence. National, cultural and language issues should be high on the media’s agenda. Ed. Thus Stimulating citizen and community participation. Are more groups of people catered for with the diversity of channels? Although the post-modern argument is eagerly adopted by the South African market, post-colonial theory provides a foundation for investigating the philosophy of Ubuntu in SA as a framework for the revision of normative theory, using an Afro-centric perspective. Media must work and be owned by the working class. Should be accessible to any individual or group. You can consider family series, police and action dramas or situation comedies, soap operas, game shows, entertainment is associated with the human ability to identify with others, Entertainment also makes a visual impact on the viewer, Viewers become outsiders (not participants). On notable and oft discussed piece of the theory is know as the “mean and scary world syndrome” (or “mean world syndrome”). Theorists of this persuasion are best known for their study of television violence, a hotly debated, and beaten to death topic. Be representative of all social groups. race, discrimination, the environment, social habits, crime, divorce, style, sex, politics), Over extended period of time focus stays and presentation corroborate each other, Individuals become aware of these messages, and a growi. Media messages can affect our knowledge and thinking about something (e.g. shedding new light on reality (you’re not alone), From a rhetorical perspective the individual determines their interpretation of entertainment ® according to identity, social relation. Boyd-Barrett, Oliver & Peter Braham (eds.) – repeatedly + consistent + over a long period, focus on a specific topic= changes in beliefs, attitudes and behaviour. From the media as observer TO the media as participant and negotiator. The theory suggests that television and media possess a small but significant influence on the attitudes and beliefs of society about society. Nevertheless Denis McQuail argues Functionalist models provide us with basic ideas about the role of the media in society. Published: 1st Jan 2015 in Media. Cultivation theory (aka cultivation hypothesis, cultivation analysis) was an a theory composed originally by G. Gerbner and later expanded upon by Gerbner & Gross (1976 – Living with television: The violence profile. “It emphasises the need to develop comparative theories that consciously avoid ethnocentric bias, to focus on elements that appear to be universal in most societies.”. To guide public opinion about political decisions. This describes the extent to which an attitude on a particular topic is shaped by exposure to television. Write a paragraph in which you discuss the media effects that can be identified in these articles. Internal plurality: differences within the information and entertainment content of newspapers, radio and television stations ® should be balanced, offer different opinions etc. Free resources to assist you with your university studies! E.g. Avoid information that could lead to crime, violence or social disruption. It is therefore important that the journalist should act (ethically) in harmony with the morality or principles of the community. External plurality: differences between different newspapers, radio and television stations. ), they began research in the mid-1960s endeavoring to study media effects, specifically whether watching television influences the audiences idea and perception of everyday life, and if so, how. (e.g. VAT Registration No: 842417633. Withholding positive or objective information. ® Manifest: clear and obvious to see or understand. Not offend ethnic or religious minorities. media violence, pornography or awareness of environmental issues) may change our response or behaviour over a long time. (Thousand Oaks, CA: Sage, 2010), 466. Malema AWB. Print. *You can also browse our support articles here >. Create a free website or blog at WordPress.com. Constitute public debate about prevailing political order. Social media is a critical area of interest for marketing scholars and practitioners. Nevertheless Denis McQuail argues Functionalist models provide us with basic ideas about the role of the media in society. media should be equal and fair in its reporting of incidents and issues. An example, think of a documentary “Special Assignment” this genre aims to educate and inform society on issues of reality. New genres – infotainment, talk shows, reality tv. Economic development and society should be more important than press freedom. New York: McGraw-Hill. 27-58. Living with television: The violence profile. Effects studies seek to discover describe and explain the media’s specific effects on our behaviour and thinking in a specific way. Democracy in South Africa is also seen as complex and diverse – why? However, there are many studies that expand beyond the study of violence to cover gender, demographics, cultural representations, and political attitudes among many others. Nature of media in a globalised world and the changed nature of the media landscape needs to be considered. Functionalism refers to a system, a belief in function over form. If you need assistance with writing your essay, our professional essay writing service is here to help! Media should give preference to information about other developing countries that are geographically, culturally and politically akin to each other, Journalists have both responsibilities and liberties in obtaining and distributing information, State has the right to intervene by restricting and censoring the media. Functionalism takes for granted that agreement prevails over, and disregards conflict in society. HIV awareness campaign may be intended to warn people against disease, Or not planned or intended (e.g. A shift in social responsibility – from public organisations (broadcasters) to commercial enterprises. Neglects to provide for feedback (seeing that feedback modifies both the message and the context), Information: the media (can) : with examples, Provide information about events and conditions in society and the world, Facilitate innovation, adaptation and progress, Explain, interpret and comment on the meaning of events and information, Provide support for established authority and norms, Set orders of priority and by so doing signal the status of a topic, Express the dominant culture and recognise subcultures and new cultural developments, Provide amusement, diversion and the means of relaxation, Provide social objectivity in issues such as war and politics and economic development. We're here to answer any questions you have about our services. Analyse article and then integrate the normative media theory, namely the Libertarian theory into article below. Company Registration No: 4964706. Marxist-Leninist view of society must be reflected in programming. State subsidiaries and direct control is justifiable, The Media Development and Diversity Agency in South Africa, Reaction against commercialisation and monopolies, Against centralisation and bureaucracies in public broadcasting, Small-scale use of media; media’s local nature, The reciprocal role of communicator and recipients, Right of access and right to have needs served by the media, Content should not be politically influenced, Justified in terms of needs and interests of recipients, Groups, orgs and communities should have their own media, Small-scale, interactive and participatory forms of media are more beneficial. (1987): Gerbner, G., Gross, L., Morgan, M., Signorielli, N., & Jackson-Beeck, M. (1979). Popular culture. Concerns all the media, regardless of category, available in a society; the variety of choices. Shot at a budget of ~$7000, donât expect any flashy special effects or CGI. Concerns each medium on its own; internal; the variety of perspectives and voices within a single outlet. thinking about racism), Media messages can affect our feelings about something (e.g. Views about the ideal role of the media in society, both to the power structure & the recipient. (E.g. Watching it the first time around leaves most viewers puzzled at the end, but wanting to see it again. In the examination you will be given a similar case study and asked to explain the specific theory referred to. Cultivation theory states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid. Ubuntuism places the emphasis on sharing and participation in collective life, which is in contrast to Western individualistic freedom of the self. (Example of article). Concerns media categories; the variety of choices available within the same category. New legislations and media reports on them extensively, reflecting on thinking of society, infusing moral debates often to the point of mass hysteria. (why or why not can it work as a normative theory). To criticise political developments and decisions. Explain the Libertarian theory; practically integrate the belief in the theory into article (describe how journalists reporting on this case tie into the belief of the Libertarian theory. What we read in the papers and view on television is usually what we believe. As such, they provide a structured framework for reviewing the significant tasks of media as key socialization and ideological instruments – There should be no restriction so that information about the country may or may not be imported or exported. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. Cultural barriers could arise when interpreting different media. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. The media is a platform for expression of divergent opinions. This is therefore a journalism that does not place a high value on objectivity. An advertising campaign to promote a specific product or educational development. Think of DSTV as an example ® does a wide range of channels mean a wider range of program content? Strategic importance: to understand that messages – specific response – certain circumstance = strategically important in political, social awareness, marketing and advertising campaigns. This study unit focuses on the functions of the media and what its role in society should be. A. Richards. It must be diverse and responsible towards society. Media inform us, entertain us, delight us, annoy us. Thus exposing themselves selectively to what they agree to or understand, Family, colleagues and friend filter media users’ interpretation and experience, acting as buffer for one-sided interpretations, Opinion leaders represent a further buffer, In a commercial media system, media represents a divergent of interpretations on a certain topic, As a distraction to escape from their routines and problems, The gratification is an emotional release of a temporary nature, Interaction with others, discussing what they have read, seen or listened to, The gratification is one that provide content of companionship and sociability, Media content is used to explore, challenge, adjust or confirm personal identity, Use content to compare themselves and their values and situations with those of others, Media users need and get information about issues that can affect them directly or indirectly, The gratification is one that satisfies the need for information about immediate and distant world circumstances, Media focus (a newspaper or different newspapers by example). Some norms set for the media can be regarded as very Eurocentric and bias. Topic people knew initially little or nothing about like global warming and its effects, The media’s contribution to cultural change, The media’s contribution to Socialisation, Reality defining – the media’s interpretations of the realities of daily life and how we should understand them, Media violence – if the film or tv programme causes violent behaviour in an individual or amongst group, The media’s contribution to Institutional change, The media’s contribution to Collective reaction, Short-term theories: The hypodermic needle theory, Also list some of own examples to illustrate the theories discussed. “For the post modernists, both society and the media have become so complex, diverse and abundant with choices, so overloaded with media genres, outlets, products, meanings and messages, that normative media theory had lost its grip.” (Fourie 2007:206), Colonial: Relating to the colonies of the former British Empire. In the assignment, you had to integrate a specific theory into the article provided. The media can play one or more of the following roles: young and insecure nation, collaborate towards development ideals, nation building and national interest, usually the role the governments want the media to play, adversarial role, watch-dog and agenda-setter, the media exposes violations of moral and social violations, Journalists examine assumptions and premises of a community. Different social systems function to maintain equilibrium, consensus and social order. No plagiarism, guaranteed! leads the viewer to believe that the world is a much more dangerous place than it actually is, with a serial killer, rapist, or pedophile lurking around every corner. Registered Data Controller No: Z1821391. May teach certain people how to spread the disease, Exposure to single message like one programme – after that person forgets about it, Exposure to a series of related messages like a series on TV – (e.g product campaign, stopping smoking), Many exposures to related messages over time (e.g. – The “acquisition of information” should not be restricted if they are obtained through legal channels. the media according to this theory is controlled and presented according to societies best interests. Media should support democratic political principles. New channels of public communication have introduced a, Multi-media approach, (new technology) interactivity. Heavy viewers are exposed to more violence and therefore are affected by the Mean World Syndrome, the belief that the world is a far worse and dangerous place then it actually is. Social responsibility paradigm: the media should contribute to the upliftment of society and its citizens. The media is analysed in two ways here as an informative aspect as well as a form of entertainment. Media should be able to publish what they see fit, the media is also allowed to publish information against the ruling power and society should interpret the messages accordingly. Plurality aims to produce democracy and freedom in the media. Eric Amsel and James P. Byrnes. Biblioteca personale The media will not have the same functions for all the people in society. In this way South African media would reflect the realities of South African society. The media should be free from censorship that is external from it, so that certain officials from a political party can’t restrict or delete certain remarks that were made to the public because they would want to dictate what the public reads and what not. It is often a belief that the media is a rather powerful tool, one that gets blamed for all the wrong that occurs in society. – If there are any “editorial attacks” on government it should not be punishable; this paves the way for free speech like the article of Boyle, giving his opinion and informing the public. Is everyone in society treated equally in the media, when being reported on? Media should be free from external censorship. Anomie – state to which a group or individual is prone when they feel that their accepted values, norms and culture is threatened, Usually in countries in the throes of change. Set professional standards (truth, accuracy, objectivity, balance). People are entertained when they produce their own opinions on these situations. Media should exist in various forms such as radio, television, and print among other forms catering for all of society. McQuail main kinds of media-induced effects: Reinforcing what already exists (no change), An ongoing campaign to influence people’s minds by focusing on negative aspects of an opponent / topic. Mass society is any society of the modern era that possesses a mass culture and large-scale, impersonal, social institutions. A media that provides freedom of expression, space for the concerns, ideas and opinions of the community. Journal of Communication, 26, 76. Many times the viewer is unaware the extent to which they absorb media, many times viewing themselves as moderate viewers when, in fact, they are heavy viewers. Give them all factual information and let them decide. Socialisation, education, information, motivation, mobilisation. Like Idols and Survivor. Is interpreted against the background of the community’s contexts, beliefs, values and needs. Media as a powerful socialisation instrument should contribute towards integration, harmony and cohesion through information, entertainment and education. Sorry, your blog cannot share posts by email. How does ubuntuism differ from the functions and social responsibility of the media in western normative theory? ubuntuism in South Africa (Africa) as a framework for changing normative theory from an Afro-centric viewpoint. Do you have a 2:1 degree or higher? when it comes to mass communication the emphasis is on community and collectivity, when it comes to public interest the emphasis is on the community. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. One of the main tenets of the theory is that television and media cultivate the status quo, they do not challenge it. Study for free with our range of university lectures! Computer Mediated Communication The Demonstration of Power: Violence Profile. Communications theories: perspectives, processes, and contexts. Commercialisation – market driven – what is interesting, not what is important. Information, surveillance, entertainment and educational roles, Media freedom and right to protection in order to be able to fulfil its social responsibility, The individual right to information, surveillance, entertainment and education, From the media as informant, gatekeeper, entertainer and educator TO media as mediator. Focus attention and produce messages on specific problems or issues (E.g. Media should accept responsibility towards society. May have negative consequences for freedom of expression: May have severe media restrictions, (as in the history of apartheid where the country excluded the majority from rights) with regard to patriotic media, Distinctiveness of ubuntu as an African moral philosophy compared to Western communitarianism and its associated civic journalism, Changed nature of contemporary African culture and values, values often far removed from traditional African culture and values. Negotiation, inclusiveness, transparency and tolerance. When it comes to public interest, the same emphasis would be placed on the community. In practice this requires reporting that: Stimulates interaction among citizens and reporters – and between citizens and politicians, Enables people to come to terms with their everyday experiences, Acknowledges the complexity of a matter or an issue, Is not the hurried conclusion of an observer, Penetrates the moral dynamics underlying the issue. The media under these governments should propagandise the government’s ideology. The delta between those considered to be light viewers and heavy viewers is called the cultivation differential. There are no restrictions like this in South Africa currently. They move our emotions, challenge our intellects, insult our intelligence. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. In other words the function and the role of the media in society within the context of functionalism as a theoretical paradigm. Originators and Key Contributors: Uses and gratification theory builds off of a history of communication theories and research. Certain values, ideas and attitudes are injected into the individual media user, resulting in particular behaviour. Click to share on Twitter (Opens in new window), Click to share on Facebook (Opens in new window), Click to share on Pinterest (Opens in new window), Click to email this to a friend (Opens in new window), Click to share on Reddit (Opens in new window), Click to share on Tumblr (Opens in new window), Click to share on LinkedIn (Opens in new window). We very briefly covered Cultivation Theory in an earlier post, give it a read if you are looking for a quick summary, otherwise keep reading for the super-longwinded version…. Functionalism does not account for social change ® well established democratic societies Vs societies in the process of transformation. Introjection = viewer adopts feelings of other party, Projection = viewer projects feelings on other party (actors, characters). No restrictions on import and export of information across borders. Cerca nel più grande indice di testi integrali mai esistito. To express different views about political development and decisions. Cultivation research is one that studies media effects (in my opinion one of the most controversial areas of media research). The theory suggests that this cultivation of attitudes is based on attitudes already present in our society and that the media take those attitudes which are already present and re-present them bundled in a different packaging to their audiences. Chandler, D. (1995). (Example of article), People are rational beings capable of distinguishing between truth and falsehood, and between good and evil. Administrative paradigm: emphasis on professionalism. Theorists break down the effects of cultivation into two distinct levels: first order – is a general beliefs about the our world, and second order – which are specific attitudes, such as a hatred or reverence for law and order, pedophiles, etc. – There should be no compulsion to publish anything as this will give an unjust and skew view of what is happening in South Africa. Society as an integrated, harmonious and cohesive whole. Cultivation theory states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid. By having written this article, Boyle is performing this duty set out by the libertarian theory. ), Professional bodies such as the South African National Editors Forum (SANEF). Acknowledgment of difference and diversity. Mahwah, NJ: Lawrence Erlbaum Associates, 2002. MODEL OF FUNCTIONS: Inventory of questions. Denis McQuail, McQuailâs Mass Communication Theory, 6th ed. This is seen as a product of the Western way of thinking about the role of the media in society, the idea of “de-Westernising” media theory and specifically normative media theory is not new, Post-colonialism and comparative theory provide the groundwork for investigating. Theories of the functions and roles of the media fall into 2 types of theory: those prescribing normative tasks for the media in society (the theories mentioned above), those describing the real role of the media in society.
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