Uitgebreide samenvatting van het vak Communicatiewetenschappen 1, gedoceerd door Jan Loisen. Deze samenvatting omvat alle slides en aanvullende informatie uit de lessen.
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Summary Introduction to Communication Studies
introduction to communication studies: summary of chapter 2: approach-paradigm-theory
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Communicatiewetenschappen
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CURSUS COMMUNICATIEWETENSCHAPPEN I
2019-2020
Sociale wetenschappen & Solvay Business School
,INHOUDSOPGAVE
Communicatiewetenschappen – een Mickey mouse wetenschap?...................................................10
Rode draden....................................................................................................................................11
Klemtoon op mediacommunicatie....................................................................................................11
Multi- en interdisciplinariteit............................................................................................................11
Belang van maatschappelijke en historische context........................................................................11
Wetenschappelijke en kritische benadering......................................................................................12
Paradigmische strijd en theoretische diversiteit..............................................................................13
Paradigma........................................................................................................................................13
Mainstreamparadigma in de communicatiewetenschappen............................................................13
Alternatief kritisch paradigma in de communicatiewetenschappen.................................................15
Theorie..............................................................................................................................................16
Deductie.......................................................................................................................................16
Inductie.........................................................................................................................................17
Extra, uit hoc’s:.............................................................................................................................18
Classificeren van theorievorming......................................................................................................19
Classificeren van theorievorming: actie-structuur............................................................................20
Classificeren van theorievorming: consencus-conflict.......................................................................20
Classificeren van theorievorming: materie-geest..............................................................................21
Centrale en terugkerende thema’s..................................................................................................22
Macht...............................................................................................................................................22
Macht: dominante tegenover pluralistische media..........................................................................22
Sociale integratie en identiteit..........................................................................................................24
Sociale verandering..........................................................................................................................25
Dubbele dimsensie van media..........................................................................................................26
Dubbele dimensie van media – typologie.........................................................................................26
Tijd en ruimte....................................................................................................................................29
Oorsprong en ontwikkeling van media............................................................................................31
Mediageschiedenis: een sociale geschiedenis...................................................................................31
Mediageschiedenis: een complexe aangelegenheid.........................................................................31
Mediageschiedenis: waar te beginnen?............................................................................................32
Mediageschiedenis: (r)evolutie?.......................................................................................................32
Orale cultuur: gesproken taal...........................................................................................................32
Schriftelijke structuur........................................................................................................................33
2
, Print..................................................................................................................................................34
Kenmerken printcultuur....................................................................................................................35
Maatschappelijke context printcultuur.............................................................................................35
De dagbladpers: origines..................................................................................................................36
De dagbladpers: eerste kranten........................................................................................................36
De dagbladpers: maatschappelijke context......................................................................................36
De dagbladpers: verdere evolutie.....................................................................................................37
De dagbladpers: maatschappelijke context (2).................................................................................38
Fotografie: origines...........................................................................................................................38
Fotografie: doorbraak en maatschappelijke context........................................................................38
Film: origines....................................................................................................................................39
Film: chronofotografie......................................................................................................................40
Film: the horse in motion (Muybridge).............................................................................................40
Film: Edison & de Lumières...............................................................................................................41
Film: eerste evoluties........................................................................................................................41
Film: maatschappelijke context........................................................................................................41
Telecommunicatie/ origines van de telegraaf...................................................................................42
Telegrafie: maatschappelijke context...............................................................................................42
Telefonie: origines & context............................................................................................................44
Registratie van geluid.......................................................................................................................44
Radio: origines..................................................................................................................................45
Radio: maatschappelijke context......................................................................................................45
Televisie: origines..............................................................................................................................46
Televisie: maatschappelijke context.................................................................................................47
Digitale communicatie: origines.......................................................................................................48
Digitale communicatie: maatschappelijke context...........................................................................48
Besluit mediageschiedenis................................................................................................................49
Voorlopers van de communicatiewetenschappen...........................................................................50
Voorlopers van de communicatiewetenschappen............................................................................50
Multidisciplinaire basis.....................................................................................................................51
Context massacommunicatie-onderzoek begin 20 e eeuw.................................................................51
MASSAcommunicatie........................................................................................................................51
Massamaatschappij.........................................................................................................................53
Context massamaatschappijtheorie.............................................................................................53
Inspiratie uit sociologie.....................................................................................................................54
Inspiratie uit psychologie..................................................................................................................55
3
, Stimulus-respons toegepast op communicatie:................................................................................56
Extra, uit de hoc’s.........................................................................................................................56
Inspiratie uit psychologie (2).............................................................................................................57
Massamaatschappijtheorie..............................................................................................................58
‘Moderne’ maatschappijdenkbeelden..............................................................................................60
Propaganda.....................................................................................................................................62
Propaganda: op het eerste gezicht…................................................................................................62
Propagandatheorie van Laswell.......................................................................................................62
Kritische propagandastudies............................................................................................................63
Kritische propagandastudies: onderzoeksprogramma.....................................................................64
Kritische propagandastudies (3): Propagandatechnieken................................................................64
Opkomst van een nieuw paradigma.................................................................................................66
Institutionalisering van de communicatiewetenschappen...............................................................66
Founding fathers: Harold Laswell.....................................................................................................66
Founding fathers: Paul Lazarsfeld.....................................................................................................67
Founding fathers: Kurt Lewin............................................................................................................67
Founding fathers: Carl Hovland........................................................................................................67
Een ‘nieuwe’ discipline (dominante mainstream paradigma)...........................................................67
Basis van het alternatieve kritische paradigma................................................................................68
Administratief vs. kritisch onderzoek................................................................................................68
Communicatiemodellen....................................................................................................................69
Communicatiemodel van Lasswell (1984).........................................................................................69
Communicatiemodel van Shannon & Weaver (1949).......................................................................71
Het communicatieproces.................................................................................................................72
De communicator.............................................................................................................................72
De boodschap...................................................................................................................................72
Encoderen/decoderen.......................................................................................................................72
Transmissie, het kanaal en het medium...........................................................................................73
Ruis...................................................................................................................................................73
De ontvanger....................................................................................................................................74
Communicatiemodellen..................................................................................................................75
Communicatiemodellen....................................................................................................................75
Balansmodel / ABX-model van Newcomb (1953).............................................................................75
Communicatiemodel van Schramm (1954).......................................................................................75
Communicatiemodel van Gerbner (1956).........................................................................................76
Het procesmodel van Oomkes (1986)...............................................................................................77
4
, Verschillende visies op het communicatieproces..............................................................................78
Transmissiemodellen........................................................................................................................78
Rituele/ expressieve modellen..........................................................................................................79
Publiciteitsmodellen..........................................................................................................................79
Receptiemodellen.............................................................................................................................79
Encoding – decoding (S. Hall, 1973)..................................................................................................80
Communicatiemodellen – besluit......................................................................................................81
Groei van het mainstreamparadigma..............................................................................................83
Functionalisme en functionalistische mediatheorie.........................................................................84
Inspiratie uit de sociologie: Functionalisme......................................................................................84
Functionalisme – AGIL (T. Parsons)...................................................................................................85
Functionalistische mediatheorie.......................................................................................................86
Functionalisme en functionalistische mediatheorie: kritieken..........................................................87
Actiegerichte benaderingen.............................................................................................................88
Inspiratie uit de sociologie: actiegerichte benaderingen...................................................................88
Symbolisch interactionisme..............................................................................................................88
Fenomenologie.................................................................................................................................89
Etnomethodogie...............................................................................................................................90
Conclusie actiegerichte benaderingen..............................................................................................90
Congruentietheorie.........................................................................................................................91
Inspiratie uit psychologie: congruentietheorie..................................................................................91
Het mainstream paradigma: op media gefocuste theorieën............................................................92
Ten geleide: focus op mediaeffecten in mainstreamparadigma.......................................................92
Ter herinnering: almachtige media?.................................................................................................92
Machtige media in vraag gesteld: ‘Limited effects’..........................................................................92
Two- en multi-step flow....................................................................................................................93
Mediating factors.............................................................................................................................94
Uses & Gratifications........................................................................................................................95
Machtige media: the sequel/powerful media reconsidered..............................................................96
Agenda-setting.................................................................................................................................97
Cultivatie...........................................................................................................................................97
De zwijgspiraal.................................................................................................................................99
Het alternatieve kritisch paradigma...............................................................................................100
Het alternatieve kritische paradigma.............................................................................................100
, Marxisme als sociaalwetenschappelijk perspectief.........................................................................100
Marxisme: het arbeidsproces..........................................................................................................100
Marxisme: onderbouw en bovenbouw...........................................................................................101
Marxisme: rol van cultuur, media en communicatie.......................................................................102
Marxisme: kritieken........................................................................................................................103
Politieke economie van communicatie..........................................................................................110
Politieke economie van communicatie: origines.............................................................................110
Politieke economie van communicatie: focus en vragen.................................................................110
Politieke economie van communicatie: onderzoeksprogramma.....................................................111
Politieke economie van de communicatie: kritieken.......................................................................112
Semiotiek en representatie...........................................................................................................113
Semiotiek........................................................................................................................................113
Representatie..................................................................................................................................113
1. Systeem van mentale representaties..........................................................................................114
2. Taalsysteem................................................................................................................................115
Twee representatiesystemen aan het werk....................................................................................115
Het tekensysteem van de Saussure.................................................................................................115
Het tekensysteem van Peirce..........................................................................................................117
Tekenindeling van Peirce................................................................................................................117
De semiotische benadering van Barthes.........................................................................................117
Cultural studies..............................................................................................................................119
Cultural studies: oorsprong.............................................................................................................119
Structuralistische stroming.............................................................................................................119
Culturalistische stroming................................................................................................................120
Hegemonie.....................................................................................................................................121
Cultural studies: Stuart Hall............................................................................................................122
Cultural studies: encoding-decoding...............................................................................................123
Tekst en polysemie..........................................................................................................................123
Cultural studies: onderzoeksprogramma (samenvatting)...............................................................123
Cultural studies: kritieken...............................................................................................................124
6
,Post-benaderingen........................................................................................................................124
Poststructuralisme – Derrida en différance.....................................................................................124
Poststructuralisme – Intertekstualiteit...........................................................................................124
Poststructuralisme – Foucault en discours......................................................................................125
Creatieve consumptie.....................................................................................................................126
Postmodernisme.............................................................................................................................127
Mediumtechnologische benaderingen..........................................................................................128
Nieuwe technologie, nieuwe media, nieuwe theorie?....................................................................128
Onderzoek naar nieuwe media- en communicatietechnologie.......................................................128
Mediumtechnologische benaderingen............................................................................................129
Toronto school: H. Innis..................................................................................................................129
Toronto school: McLuhan – media zijn extensies van de mens.......................................................130
Toronto school: McLuhan – The medium is the message................................................................131
Toronto school: McLuhan – the medium is the massage................................................................131
Toronto school: McLuhan – hot & cool media................................................................................131
Toronto School: McLuhan – sociale verandering............................................................................132
Kritieken medium gefocuste theorie...............................................................................................133
De communicator..........................................................................................................................134
De communicator – actoren...........................................................................................................134
De communicator - actoren en factoren.........................................................................................134
De communicator – actoren, factoren en processen.......................................................................134
De communicator – typologie communicatorstudies......................................................................135
Gatekeeping..................................................................................................................................136
Het begrip gatekeeping..................................................................................................................136
Orgine en ontwikkeling gatekeeping..............................................................................................136
Nieuwswaarden en selectiefactoren...............................................................................................137
Kritieken..........................................................................................................................................139
Media-economie...........................................................................................................................140
De specificiteit en complexiteit van ‘de media’...............................................................................140
Economische basisprincipes: gebruiks- en ruilwaarde....................................................................140
Economisch basisprincipes: tweezijdige markten...........................................................................141
Economische basisprincipes: semi-publieke goederen....................................................................143
Economische basisprincipes: risky business....................................................................................143
Economische basisprincipes: mediakostenstructuur.......................................................................144
Economische basisprincipes: economies of scale en scope.............................................................144
Antwoorden en strategieën: publieksmaximalisering.....................................................................145
7
, Antwoorden en strategieën: formatting, schaarste en controle.....................................................145
Antwoorden en strategieën: concentratie en integratie.................................................................146
Nieuwe media-economie: wet van Moore en Metcalfe..................................................................147
Nieuwe media-economie: macht van de gebruiker (?)...................................................................148
Nieuwe media-economie: de long tail............................................................................................148
Nieuwe media-economie: meerzijdige markten en platformen......................................................149
Nieuwe media-economie: revolutie of continuïteit?.......................................................................149
Normatieve ‘theorie’.....................................................................................................................150
Normatieve theorievorming...........................................................................................................150
Bronnen van normatieve verwachtingen t.a.v. ‘de media’.............................................................150
Voorbeeld: pers als vierde macht (?)...............................................................................................151
Voorbeeld (2): spanning vrij pers-sociale verantwoordelijkheid.....................................................151
Voorbeeld (3): kernpunten sociale verantwoordelijkheids’theorie’.................................................152
Voorbeeld (4): kernpunten sociale verantwoordelijkheids’theorie’.................................................152
Voorbeeld (5): toepassing via de openbare omroep (VRT)..............................................................152
Media en het algemeen belang......................................................................................................153
1. Algemeen belang-criteria voor media op het structuurniveau....................................................153
2. Algemeen belang-criteria voor media op het inhoudelijk niveau................................................154
Verantwoording (accountability)....................................................................................................155
Verantwoordelijkheidsrelaties........................................................................................................155
Verantwoordingskaders..................................................................................................................156
1. Verantwoording via recht en regulering.................................................................................156
2. Verantwoording op basis van het marktfunctioneren............................................................156
3. Verantwoording middels publieke verantwoordelijkheid.......................................................157
4. Verantwoording vanuit de professionele sfeer.......................................................................157
Media-inhoud................................................................................................................................159
Content...........................................................................................................................................159
Representatie, beeldvorming en media..........................................................................................159
Belang van beeldvorming in de media............................................................................................159
Categorisering of typing.................................................................................................................160
Belang van beeldvorming in de media: voorbeeld ‘gender’............................................................161
, OPZET EN UITGANGSPUNTEN
Communicatiewetenschappen – een Mickey mouse wetenschap?
Geen echte wetenschap
Triviaal
Efemeer
Leentjebuur
Containerdiscipline
Lichtgewicht
Geen toekomst
o Triviaal
o Onaantrekkelijk voor werkgevers
A-historisch
o Focus op de waan van de dag; moral panics
o Medium- of technologie-geöriënteerd
Maar:
Onwetendheid en misrepresentatie
Steeds doordringender in samenleving en het dagelijkse leven
Mediatisering
Media als startpunt voor maatschappelijke vraagstukken
o Complexiteit en multipliciteit: materieel en ideëel
Multi- en interdisciplinair
o Dynamisch en (zelf-)kritisch
o Historische reflex en toekomstgericht
o Job mogelijkheden
10
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