Three Paradigms (Institutional, Critical, Technological)

• Who is the author of the report titled "Three Paradigms (Institutional, Critical, and Technological)"?

  Elihu Katz
• Under whom did Elihu Katz study at Columbia University?

  Paul Lazarsfeld
• What model of communication did Elihu Katz and Paul Lazarsfeld develop?

  The two-step flow model of communication
• In what year was the report on the three paradigms proposed?

  1987
• What historical context influenced the establishment of the Limited Effects paradigm?

  World War II and the US Presidential Elections in the 1940s
• What was the main criticism of the Limited Effects paradigm?

  It focused mainly on the microscopic short-run effects of mass media on voter decision-making
• What are the three alternative paradigms proposed by Elihu Katz?

  • Institutional Paradigm
  • Critical Paradigm
  • Technological Paradigm
• What does the Institutional Paradigm emphasize according to Katz?

  The media’s role in transmitting information in a system
• What does the Agenda-Setting Theory state?

  Media influences receivers on what issues are most pressing
• Give an example of the Agenda-Setting Theory as mentioned in the report.

  An article titled “Explosion Gazans Say Was Airstrike Leaves Many Casualties in Dense Neighborhood” from the New York Times
• What is the Knowledge-Gap Phenomenon?

  As society learns more, the gap widens between those who can access information and those who cannot
• Provide an example of the Knowledge-Gap Phenomenon mentioned in the report.

  IRRI as a gatekeeper of Agricultural Research
• What does Overriding Institutional Selectivity refer to?

  Television's role in framing presidential candidates in a way that exposes political ideologies
• What is the focus of the Critical Paradigm?

  Critiquing the media’s role in maintaining the status quo and hegemonic structures
• Who led the critique of the Limited Effects paradigm in the Critical Paradigm?

  Todd Gitlin
• What does the Drainage System Metaphor illustrate?

  The dominant paradigm focuses on individual behavior while mass media shapes ideologies
• What is False Consciousness in the context of the Critical Paradigm?

  It is the illusion of choice perpetuated by mass media in its hegemonic function
• What did Horkheimer and Adorno argue about False Consciousness?


  It creates an illusion of classlessness on norms and ideologies
• How does the Critical Paradigm view individuals in society?

  As passive and easily manipulated
• What became the focus of the Critical Paradigm?

  Audience research and how ideologically charged mass media is decoded by its audience
• What did Gerbner's study indicate about media's influence?

  Media's direct influence on the individual is a sign of social order in controlling ideology
• What does Noelle-Neumann's study focus on?

  The suppression of oppositional views in fear of ostracization
• Provide an example of Noelle-Neumann's study in the context of media control.

  The Leni vs. BBM Presidential campaigns as an illusion of choice
• What does the Technological Paradigm focus on?

  Focuses more on the medium rather than the message of the media
• What did Marshall McLuhan claim about Hitler's rise to power?

  His "tribal" voice resonated with German fascism, influencing listeners
• What is Technological Determinism?

  Communication technologies become the direct influence of media towards society
• Provide an example of Technological Determinism mentioned in the report.

  The invention of the internet shifted retail into online shopping
• Provide an example of how technological advancement influences media content.

  Censorship of media content based on the media platform
• What was the focus of Katz's critiques regarding media effects?

  They misframe Lazarsfeld’s work and delve into other communication studies
• What was a key focus in Lazarsfeld’s work during the late 1930s?

  Persuasion due to historical context from World War II efforts
• What did Katz detail about Lazarsfeld’s work?

  It touched on the institutional, critical, and technological media in their influence on the audience
• What are the pragmatic spinoffs of the limited effects paradigm?

  • Interpersonal relations led to the diffusion of innovation theory
  • Critiques the idea that media is total, immediate, and unmediated
  • Selectivity bred the tradition of “uses and gratifications” research
• What does the uses and gratifications research focus on?

  The audience seeks out specific media for selective purposes
• What was the bureau's work on communication research focused on?

  The short-run change following the limited effects paradigm
• What was developing within the bureau alongside the limited effects paradigm?

  Gratifications research
• What did the three alternative paradigms focus on?

  The effects of media
• How has communications research evolved according to Katz?

  It has evolved from sociology into several branches such as journalism, rhetoric, speech, film, and literature
• What does Katz suggest about the state of communications research at the time of his writing?


  It has disconnected into a smaller scale
• How did disinformation campaigns become a politically weaponized industry?

  Through fake account farming and paid influencers
• Where did Elihu Katz study under Paul Lazarsfeld

  Columbia university