M social-action media

M social-action media - Epistemological (knowledge)...

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Theory and Philosophy of Communication Communicational Theory Lecture by: Dr. Natalie Nelson-Marsh The Media Social-Action Media Studies Theory The Sociocultural Tradition Concepts Six premises Interpretive communities – specific media content Community-shared patterns, outcomes, and understandings Explanations Content – types of programs/media consumed by community Interpretation – community interprets content of programs/media in similar ways (shared meaning) Social action – shared sets of behavior toward media, effects conduct of members of the environment Principles Consists of numerous highly differentiated communities, each with its own values, ideas, and interests Philosophical Assumptions
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Unformatted text preview: Epistemological (knowledge) Community/culturally constructed Ontological (values) Meaning/message community-group interaction Axiological (research) Researchers join what they are studying Other Six premises: Meaning is not in the message Messages produced by audience Meanings shift between Meaning is established communally Meaning is determined through group interaction Researchers join communities they study Culturally constructed Meaning-changes Target/traditions group/culture Beliefs we hold that they can influence us Ways in which society influences media Cyclical-Needs and wants What we value with others makes sense...
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M social-action media - Epistemological (knowledge)...

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