MACS 110 | Introduction to Mass Communication Theory
Date and Time: December 22nd, 9:00-12:00 p.m., Rm. D117. -back to MACS 110 weekly- translate
Essay Topic: Please choose one of the following: Value 15%
1. In order of importance, which five of the following theories do you feel provide the most insight into our mass mediated culture ? Explain why
• hypodermic syringe model
• cultural imperialism theory
• social responsibility model
• marketplace of ideas theory
• uses and gratifications
• cultivation theory
• two-step flow model
• spiral of silence theory
• media dependence
• critical theory
2. Explain the essential difference between macroscopic and microscopic mass communications theory. How might each be used to study the role of mass media in society ? Give examples from different mediums.
3. Does the possibility exist that American popular culture and its local variations will be met with serious resistance (points of contestation) in some parts of the world ? Might the pervasiveness of American news and entertainment media carried both through TV and the Internet cause a backlash ? Indeed, might this media and cultural trend be one of the main reasons why so much anti-Americanism exists in various parts of the world ? On the other hand, is America's domination of the global mass communication environment its best hope for overcoming anti-Americanism ?
Discuss these questions from the standpoint of cultural imperialism theory, uses and gratifications, media dependency theory, and, if you wish, from any other mass communication theory discussed in the course.
Short Answer Questions: Please select any four of the following: Value: 10%
1. Explain the difference between source-dominated and audience-centred theory. Which of the two is linked with the uses and gratifications model ?
2. Differentiate between media uses and media functions (aims/goals of the media industry). How might media uses subvert media functions ?
3. In addition to 'Surveillance of the Environment,' the other three classic functions of mass media are: Correlation of Parts of Society; Transmission of Social Heritage; and Entertainment. How does your use of the same media fit into these four categories ?
4. Provide examples of how interactivity, demassification, and asynchronicity apply to use of the Internet.
5. Provide significant examples of each of the following types of media effects: cognitive, affective, and behavioural.
6. Explain the significance of one of the following:
• Information-Processing Theory - including the importance of selective perception
• Entertainment Theory - as it relates to mood management theory, in particular the concepts of: excitatory potential; absorption potential; semantic affinity; and hedonic valence
• Social Marketing Theory - including: the possible role of opinion leaders, and the creation of an integrated communications strategy
7. What is normative mass communication theory ? Give two examples of its application.
8. Will mass communications technology breathe new life into the New World Information and Communication Order ? See: MacBride Report.
9. How might new mass communications technology make it difficult to assimilate minorities into the dominant culture ?
10. Does demassification and audience fragmentation signal the end for mass media ? What is your theory on the future of global media ?