Unformatted text preview: research methods Alternate paradigm-critical, qualitative research methods, field study, focus group 4 models of comm . Transmission-info transfer Ritual or expressive-shared understanding and belief Publicity-grip public attention with one economic goal Reception-business and pr models, interpretive reading, encoding and decoding Media theory-mass comm. Is both societal and cultural Mediation-second hand info, other social institutions via technology Two step theory-1 step-info source opinion leaders 2 step-opinion leaders-messages Chicago school-addressed the concerns of large scale immigration, social cohesion Critical theory-economic control and media concentration, decline of public sphere Toronto school-comm tech, marshall mcluhan, comm. Revolution, tech and social change Frankfurt school-critical approachkiu7...
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- Spring '08
- Sociology, Marshall McLuhan, S-R model-earliest comm, Media theory-mass comm, paradigm- dominant structure, channels Fragmentation- content