MACS 110 | Introduction to Mass Communication Theory
Middle Range Theory
Consider how middle range theory applies to mainstream magazines from the 30s-50s
- information flow theory and transmission of information to a mass audience
- information diffusion theory and the spread of innovations
- phenomenistic theory and reinforcement of the status quo
- mass entertainment theory and relaxation/liesure
- power elite sees media as rationalizing the status quo
Please consider the following questions:
1. What is functional analysis ? Evaluate today's media culture from this standpoint Do you believe the functional outbalances the dysfunctional ? Why is it said that functional analysis is value neutral ?
2. Information flow theory - how effective are the media in transmitting information to mass audiences today in comparison to the 1930s-50s ?
3. Information diffusion theory - what are examples from the old magazines of "early adopters" of new technologies ? What innovations are spread by the mass media today ?
4. Phenomenistic theory or reinforcement theory - in relation to other social institutions such as the family and school, what is the role of the media according to Joseph Klapper ? How does the web (new media) restructure old media to support the status quo ? Does the web undermine or support reinforcement theory ?
5. How did mass entertainment theory support the status quo in the 1930s-50s. Does this theory apply to today's society more or less. Why ?
6. In what ways do your magazines rationalize the status quo in favour of society's elite ? Are these methods still in play ? Did C. Wright Mills prove to be prophetic ?