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• From data to knowledge


  The strategic mission of media is the analysis and transformation of data into knowledge, with media becoming social managers of knowledge alongside new players
• LBRY allows users and publishers to interact without concerns about demonetization or takedowns, using blockchain technology developed by Bitcoin
• Interpretive Theory


  • A larger umbrella concerning other theoretical classifications
  • Includes various disciplines with their respective theories and viewpoints
  • Categorized as ontological and epistemological tools in research, primarily concerned with understanding how groups or individuals create meaning in their everyday experiences and interactions
• Structural-Functional Theory


  • Observation is primarily focused on systems analysis
  • Evaluates the relationship between the functions of different structures as they achieve their designed goals or objectives
  • Views society as an interconnected system whose various parts synergically work to achieve harmony
• Authoritarian Theory


  • A period in time in Western Europe where the ruling classes have desired control over the middle class and the society in general
  • Censorship, although the media is not directly under State control, has become common and prevalent that such was easily justified in declaring that State affairs took precedence over the freedom of expression accorded to each citizen
• Free Press Theory (Libertarianism)


  • A movement based on the right of individuals
  • Libertarians strongly value individual rights and see this as a grounding foundation to protect individual freedom
  • Argues that justice poses stringent limits to coercion, thus they cannot be coerced to serve the common good of the society as well as their own
• Social Responsibility Theory


  • An ethical theory that entails the society the civic duty to look out for balanced economic development, social welfare, and the environment
  • Imposes on the press to observe balanced responsibility in expressing the truth and welfare of the majority in performing their obligation of informing the public
• Soviet/Communist Media Theory


  • Mimics or has adopted the principles similar to Leninism or the Marx and Engel ideology
  • Highlighted the stance counter to the notion that "The ideas of the ruling class are the ruling ideas"
  • Ended private ownership of the media, and it postulates that it is not the role of the latter to give out unwarranted information, that could unwittingly equip the people to stand against the government
  • Media is censored and controlled, and the government's role is to provide positive thoughts by providing education, entertainment, and information, to develop a strong and productive socialized society for mobilization
• Development Communication Theory


  • Media is supposed to be working for the development of society
  • Aims to serve the people genuinely without any ulterior motives or manipulation in its delivery of messages and information
  • Seeks to promote self-determination, social awareness and conscience, and critical judgment with rational and authentic responses
  • Primarily utilized to promote social change
• Democratic Participant Media Theory


  • Discards in essence other existing concepts
  • Rejects centralism (or rule of the elite), bureaucratization (unwarranted problematic administrative procedures), commercialization, and monopolization of private media entities
  • Espoused the underground or alternative press, pirate radio, micro-media in rural settings, or anything that manifests empirical innovation to achieve established goals, including media for women and ethnic minorities
  • There is more efficient feedback and interaction between the media and its audience due to the latter's small population size
  • More applicable, relevant, and practically available to liberal democratic developed countries
• Democratic Participant Media Theory rejects idea like centralism, bureaucratization, commercialization, and monopolization of private media entities. Espouses underground/alternative press, pirate radio, micro-media in rural settings, media for women and ethnic minorities

• Democratic Participant Media Theory


  • Provides more efficient feedback and interaction between media and its small audience
  • More applicable and relevant to liberal democratic developed countries
  • Developing/underdeveloped countries lack professional skills and infrastructure for free media in democratic condition
• Spiral of Silence Theory


  If one's perception or opinion is unpopular, that person tends to inhibit or is discouraged from expressing thoughts. Opposite for popular opinions/ideas. Factors like confidence, intensity of feeling, interest, and physical safety/security affect expression of opinion
• Consistency Theory


  People tend to shut down their system from further receiving information not following their ideas, beliefs, and predispositions. Similar to Spiral of Silence Theory where communication is based on external factors especially humans themselves
• Agenda Setting Theory


  Media has to follow public demands or interests, or those they consider as the audience. Media lays out the ground to influence the public to avail of the intended content, as human mind has limited capacity to focus simultaneously
• Post-colonial discourse in media


  • Analyzes how media shapes, reinforces or challenges the cultural, social, political, and economic power dynamics that emerged from the colonial past
  • Sheds light on how media is implicated in the ongoing struggles for decolonization, social justice, and cultural diversity
  • Critically examines our own media consumption and production practices and makes us aware of the ways in which media shapes our perceptions of the world

  
• Postcolonialism: 'The historical period or state of affairs representing the aftermath of Western colonialism; the term can also be used to describe the concurrent project to reclaim and rethink the history and agency of people subordinated under various forms of imperialism. Postcolonialism signals a possible future of overcoming colonialism, yet new forms of domination or subordination can come in the wake of such changes, including new forms of global empire.'
• Innis' theory of the bias of communication


  • Media that emphasize time are durable in character, suited to the development of architecture and sculpture
  • Media that emphasize space are less durable and light in character, suited to wide areas in administration and trade
• Anderson argues that the printing press helped to develop 'print-languages' which assembled the vernacular of different dialects into the accepted linguistic code of a nation, creating a new form of imagined community
• McLuhan


  A media theorist who claimed that technology revolutionizes society
• Subcultures operate through a system of oppositional codes that offend the majority, threaten the status quo and contradict the 'myth of consensus' suggested by dominant codes
• The study of media effects on human behavior and well-being has been a concern since the earliest forms of mass media, including contemporary forms like video games and the internet
• Expressions of concern by public figures often lead to perceived panics, sometimes fueled by other media forms like newspapers
• Objectives of "effects" studies

  • Social, moral, and political objectives to measure the power of media to influence individuals
  • Commercial objectives to measure media effectiveness for advertising and publicity campaigns
• Media effects


  Can be perceived as both benevolent and malign, depending on one's perspective, with a fine line between propaganda and publicity
• This chapter focuses on the social and cultural implications of media technologies rather than commercial interests, beginning with Lasswell's analysis of propaganda effects
• Despite decades of research, few studies have conclusively identified or rejected media effects, partly due to the complexity of the issue
• Perceptions of media institutions

  • Positively as the "Fourth Estate" in their democratic role
  • Negatively as "the gutter press" in certain contexts
• The term "effects"


  Is ambiguous and varies in meaning, with laboratory experiments often limited to measuring short-term, direct effects on individuals, such as levels of aggression during the viewing of violent television dramas
• Long-term effects of media are challenging to measure, despite efforts such as cultivation theory, but are crucial for understanding media power theoretically
• Questions arise regarding whether media effects primarily impact individuals, groups, institutions, or broader societies and cultures
• Media theories discussed in this chapter

  • Behaviorism, from direct effects theory to theories of active audiences
• Mass communications research lacks clear evidence on the precise influence of mass media, leaving many questions unanswered
• The "effects" debate remains alive and gained renewed interest in the 1990s, reflecting ongoing public and academic interest in media studies
• Media power and effects are commonly perceived as significant issues in media studies, prompting research efforts dating back to the early twentieth century
• Lasswell's chain of communication model


  Who says what in which channel to whom with what effect
• Lasswell's primary focus was on the question of effects within communication
• Early communication models, like Lasswell's, assumed that communicators intended to influence the receiver, treating communication mainly as a persuasive process
• The chain of communication serves as an introduction to theories of media effects and media theory more broadly
• Theories of behaviorism explored in the chapter

  • Audience and effect analysis
  • Content analysis