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Samenvatting businessmodellen voor digitale media
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Samenvatting van 128 pagina's voor het vak Communicatiewetenschap aan de UGent
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InhoudsopgaveHOOFDSTUK 1: BOUWSTENEN....................................................................................................................... 4
HET TEKEN ALS BASIS VOOR BETEKENISVOL COMMUNICEREN............................................................................................4
semiotiek...........................................................................................................................................................4
Tekensystemen..................................................................................................................................................5
Tekenindelingen................................................................................................................................................6
ELEMENTEN VAN HET COMMUNICATIEPROCES...............................................................................................................7
Communicator...................................................................................................................................................7
Boodschap.........................................................................................................................................................8
Encoderen/decoderen.......................................................................................................................................9
Transmissie, kanaal en medium......................................................................................................................10
Ontvanger.......................................................................................................................................................11
Wanneer is een communicatieproces geslaagd?............................................................................................11
COMMUNICATIEMODELLEN.....................................................................................................................................12
Model van Lasswell (1948)..............................................................................................................................12
Model van Shannon & Weaver (1949)............................................................................................................12
Balansmodel van Newcomb: ABX model (1953).............................................................................................13
Model van Schramm (1954)............................................................................................................................13
Model van gerbner (1956)..............................................................................................................................14
Model van jakobson (1960)............................................................................................................................16
Procesmodel van Oomkes (2000)....................................................................................................................17
VISIE EN VORMEN VAN COMMUNICATIE.....................................................................................................................17
Vier visies van McQuail...................................................................................................................................17
Twee theoretische scholen van Fiske..............................................................................................................20
Vier vormen van communicatie......................................................................................................................20
HOOFDSTUK 2: THE YOUNG AND THE RESTLESS – DE ONTWIKKELING VAN COMMUNICATIEWETENSCHAPPEN
ALS DISCIPLINE............................................................................................................................................. 23
STATUS................................................................................................................................................................23
ONTSTAAN EN ONTWIKKELING.................................................................................................................................24
Retoriek...........................................................................................................................................................24
Duitsland: de ‘wieg’........................................................................................................................................25
VSA..................................................................................................................................................................25
Proces vanaf jaren 1920..................................................................................................................................25
Institutionalisering..........................................................................................................................................25
Twee ontwikkelingen......................................................................................................................................26
THEORIE EN PARADIGMA’S......................................................................................................................................27
Multidisciplinariteit.........................................................................................................................................27
Wat?................................................................................................................................................................27
HOOFDSTUK 3: COMING OF AGE.................................................................................................................. 31
MASSAMAATSCHAPPIJ............................................................................................................................................31
Algemene visies...............................................................................................................................................32
Sociologische benaderingen............................................................................................................................33
Psychologische benaderingen.........................................................................................................................34
MASSAMAATSCHAPPIJTHEORIE (MEDIATHEORIE)..........................................................................................................35
Kritieken op massamaatschappijtheorie........................................................................................................36
Kritiek op het stimulus-respons-model...........................................................................................................36
PROPAGANDA.......................................................................................................................................................36
Media als soft power.......................................................................................................................................37
Propagandatheorie van Lasswell....................................................................................................................38
Kritische propagandastudies...........................................................................................................................39
Paradigmatische strijd....................................................................................................................................41
HOOFDSTUK 4: MAINSTREAMPARADIGMA..................................................................................................42
1
, MOSTERD VAN CW...............................................................................................................................................42
functionalisme (macro niveau).......................................................................................................................42
FUNCTIONALISTISCHE MEDIATHEORIE (MEDIATHEORIE).................................................................................................43
Actiegerichte benaderingen............................................................................................................................45
Psychologie: congruentietheorie.....................................................................................................................46
Sociolinguïstiek................................................................................................................................................47
EVOLUTIE EFFECTONDERZOEK...................................................................................................................................50
Fase 2: Limited effects.....................................................................................................................................51
Fase 3: Powerful media (rec)..........................................................................................................................53
Krachtlijnen.....................................................................................................................................................55
HOOFDSTUK 5: ALTERNATIEVE PARADIGMA................................................................................................56
MARXISTISCHE BENADERINGEN (CONFLICT).................................................................................................................56
Structurele benaderingen...............................................................................................................................56
KRITISCHE THEORIE EN FRANKFURTER SCHULE (MEDIATHEORIE).....................................................................................58
Vooraf: kritische theorieën..............................................................................................................................59
Culturele dimensie...........................................................................................................................................59
Politieke dimensie...........................................................................................................................................60
POLITIEKE ECONOMIE VAN COMMUNICATIE (MEDIATHEORIE).........................................................................................61
Vergelijken met Frankfurter Schule................................................................................................................61
onderzoeksfocus..............................................................................................................................................62
CULTURAL STUDIES (MEDIATHEORIE).........................................................................................................................62
Structuralisme.................................................................................................................................................63
Culturalisme....................................................................................................................................................63
Post-benaderingen..........................................................................................................................................65
POSTMODERNISME (MEDIATHEORIE).........................................................................................................................67
kenmerken......................................................................................................................................................68
Media en communicatie.................................................................................................................................68
Simulacra (Baudrillard):..................................................................................................................................68
Hypermediatiseringg (Baudrillard).................................................................................................................69
HOOFDSTUK 6: NIEUWE TIJDEN, NIEUWE THEORIEËN..................................................................................69
INLEIDING............................................................................................................................................................69
MEDIA EN ICT.......................................................................................................................................................70
Diffusietheorie Everett Rogers (1962).............................................................................................................70
Introductie bij een sociaal systeem.................................................................................................................71
MEDIUMTECHNOLOGISCHE BENADERINGEN (MEDIATHEORIE).........................................................................................72
Mediumdeterministische theorieën................................................................................................................72
INFORMATIEMAATSCHAPPIJTHEORIE (MEDIATHEORIE)...................................................................................................73
NIEUWE MEDIATHEORIEËN (MEDIATHEORIE)...............................................................................................................73
New media theory...........................................................................................................................................73
Ontologie nieuwe media.................................................................................................................................74
kritiek..............................................................................................................................................................74
PRACTICE THEORY (MEDIETHEORIE)...........................................................................................................................74
kritiek..............................................................................................................................................................74
MEDIATIZATION (MEDIATHEORIE).............................................................................................................................75
HOOFDSTUK 8: MEDIAGESCHIEDENIS........................................................................................................... 76
HISTORISCHE EVOLUTIE...........................................................................................................................................76
Vooraf.............................................................................................................................................................76
1)Gesproken taal.............................................................................................................................................78
2)Geschreven taal...........................................................................................................................................78
3)drukkunst.....................................................................................................................................................80
4)Dagbladpers.................................................................................................................................................81
5)Registratie van beeld en geluid...................................................................................................................83
HOOFDSTUK 9: EEN SOCIOLOGISCH PERSPECTIEF.........................................................................................90
2
, CENTRALE THEMA’S...............................................................................................................................................90
macht..............................................................................................................................................................90
Media en socialee integratie...........................................................................................................................92
Sociale verandering.........................................................................................................................................93
CULTUUR EN IDENTITEIT.........................................................................................................................................94
cultuur.............................................................................................................................................................94
identiteit..........................................................................................................................................................96
Cultuur en identiteit........................................................................................................................................96
COMMUNICATORSTUDIES........................................................................................................................................97
mediasystemen...............................................................................................................................................97
Typologie van onderzoek................................................................................................................................99
gatekeeping..................................................................................................................................................100
BEROEPSROL.......................................................................................................................................................101
Beroepsrol en maatschappelijke erkenning..................................................................................................101
Rolconflicten en dilemma’s...........................................................................................................................102
HOOFDSTUK 10: MEDIA-ECONOMIE........................................................................................................... 102
INLEIDING.......................................................................................................................................................... 102
Economische basisprincipes..........................................................................................................................103
Risky media business.....................................................................................................................................106
HOOFDSTUK 11: NORMATIEVE PERSPECTIEVEN EN BELEID.........................................................................109
NORMATIEVE MODELLEN......................................................................................................................................109
Verschillende visies.......................................................................................................................................109
MEDIABELEID......................................................................................................................................................113
I, I & I mix......................................................................................................................................................113
vrm................................................................................................................................................................113
NORMATIEVE ASPECTEN VAN MEDIA.......................................................................................................................114
HOOFDSTUK 12: MEDIABOODSCHAP EN REPRESENTATIE...........................................................................115
REPRESENTATIE EN BEELDVORMING........................................................................................................................115
Pluralisme en diversiteit................................................................................................................................116
stereotypen...................................................................................................................................................116
groepskenmerken.........................................................................................................................................117
beeldvorming................................................................................................................................................117
Macht en representatie................................................................................................................................118
gatekeeping..................................................................................................................................................119
VORMEN VAN MEDIA-INHOUD...............................................................................................................................121
INHOUDSANALYSE................................................................................................................................................122
framinganalyse goffman, entman................................................................................................................122
HOOFDSTUK 13: EEN PUBLIEKSPERSPECTIEF............................................................................................... 122
INLEIDING.......................................................................................................................................................... 122
ONTVANGER.......................................................................................................................................................123
PUBLIEKSONDERZOEK........................................................................................................................................... 123
Media-effectparadigma................................................................................................................................124
Culturalistische benadering..........................................................................................................................124
PERSUASIEVE COMMUNICATIE................................................................................................................................125
attitude..........................................................................................................................................................125
Soorten invloed.............................................................................................................................................125
basismodellen...............................................................................................................................................126
MEDIAWIJSHEID...................................................................................................................................................128
3
, COMMUNICATIEWETENSCHAP
HOOFDSTUK 1: BOUWSTENEN
Communicatie
= Elke discipline van communicatie is een legoblokje
= Je krijgt concepten aangeleerd, je kan blijven bouwen aan theorieën
HET TEKEN ALS BASIS VOOR BETEKENISVOL COMMUNICEREN
Hoe ontstaat betekenis:
- De manier van uitspraak veranderd de betekenis:
1999: negentienhonderdnegenennegentig (geboortejaar)
1999: duizend negenhonderd negenennegentig (getal)
SEMIOTIEK
Semiotiek: overkoepelend veld
Subdomeinen:
1. Fonologie: interesse in klanken
2. Syntaxis: geinteresseerd in patronen, structuur
3. Semantiek: relatie tussen teken en betekenis
4. Pragmatiek: relatie tussen teken en betekenis gebruik (praktische meerwaarde)
Intensie
= Geheel criteria die eigen zijn aan een bepaald voorwerp maar die aanwezig moeten zijn
- Vb. Humor, liefde, romantiek, happy end (verschilt van persoon tot persoon, communicatie
misverstand)
Extensie
= Alle mogelijke zaken waar je die term correct kan toepassen klasse van zaken
- Vb. Romeo & Juliet (vbn van romatische films)
Teken:
• Betekenaar: materiële vorm (foto, schrift, uitspraak, tekening, …) (Sa)
• Betekende: concept waar de tekenvorm naar verwijst (betekenis, concept, object, …) (Se)
wikipedia definitie van vb. een stoel
• Relatie tussen beide: obv afspraak (op puur toeval) sociale behoefte om betekenisvol te
kunnen communiceren vb. chaise (andere Sa maar zelfde Se)
Voorbeeld:
Wat is de Sa en wat de Se (muzieknoot)
Sa = tekening, bolletje met streep
Se = muzieknoot
Referent
= Afhankelijk van wat de persoon interpreteert met de Se
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