Com 100 Week 9 M

Com 100 Week 9 M - Com 100 Week 9 M (REC 23) 11. 22. 10 1....

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Com 100 Week 9 M (REC 23) 11. 22. 10 1. Shortcomings of mass communication research (positivist approach) a. Mass communication research has been the mainstream in the American media studies. (Positivist approach) b. From a critical view, there are lots of faults with positivist approach to study media. For example, MCR doesn’t examine the media role in the society. They tend to look at the effects in TV program and on individuals; like put individual in a lab to see how effective by media. From a critical view, it is important to see what kind of role for media play in society. Is it something positive or negative? 2. Cultural studies approach dynamic understanding of media’s role in cultural struggles a. Other major problem, in mass communication, you look at the audience as a mass, and then you attend to see them as passive, not really thinking and feeling active beings. Instead, this is the shape of mass. For one thing, you are not making any distinguish among individual; no individual thinking. Within that mass, lots of difference: class, race, ethnicities, gender, and etc. therefore, its important to focus on the difference/those who resist culture meanings and those who follow culture meanings. If you are not going to look at people as a mass, then you are not going to study people quantitatively. For example, get out there feel and talk to people and find out their experience of media. Then media are part of the meaning of people’s daily life. That is why you need a qualitative approach since quantitatively approach doesn’t really work here. b. The use of the gratifications model doesn’t really explain for a critical approach. Why? Cuz it is too static. It doesn’t seem those who own and are in control of the media also have an agenda. In other words, the use of the gratification model has an idea of consumer sovereignty that the media are just responding to the consumer. If you ask who sets the agenda. For the consumer sovereignty view, they think is the consumer set up the agenda. But for culture study, the view is much more dynamic. So you
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This note was uploaded on 08/11/2011 for the course COMM 100 taught by Professor Kelly during the Fall '08 term at UCLA.

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Com 100 Week 9 M - Com 100 Week 9 M (REC 23) 11. 22. 10 1....

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