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Milestones Summary & Class Notes, Chapters 1-12
Summary notes for first and second exam
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Dennis McQuail; MassCommunication Theory
Milestones in Communication Science Notes &
Book Summary
1. Introduction
When does Communication Science start? McQuail says early 20th century (but we know
ancient Greek rhetorica & dialectica).
«The mass media (a plural form) refer to the organized means of communicating openly, at
a distance, and to many in a short space of time».
123
Key features of Mass Communication:
1. capacity to reach the entire population rapidly and
2. with much the same information, opinions and entertainment;
3. the universal fascination they hold;
4. their stimulation of hopes and fears in equal measure;
5. the presumed relation to sources of power in society;
6. the assumption of great impact and influence.
Mass communication, in the sense of a large-scale, one-way flow of public content,
continues unabated, but it is no longer carried only by the ‘traditional’ mass media. A
new kind of mass communication: all types and processes of communication that are
extensive, public and technically mediated.
Key themes in Mass Communication;
1. Time
2. Place
3. Power («we inhabit a ‘real’ world of material circumstances and events that can be
known. The media provide us with reports or reflections of this reality, with varying
degrees of accuracy, completeness or dependability.”)
4. Meaning (content)
5. Causation and determinism
6. Mediation
7. Identity (identity formation)
1
2
3
,8. Cultural difference
9. Governance
Issues concerning Mass Communication;
1. Politics & the state (propaganda, participation, war & terrorism, foreign policy)
10. Cultural issues (globalization, cultural life & production quality, cultural & social
identity)
11. Social Concerns ( crime, violence, social order, promotion of information society, use &
quality of leisure time, social inequality)
12. Normative questions (freedom of speech/expression, social & cultural inequality, media
norms, ethics and professionalism, media accountability & social responsibility)
13. Economic concerns ( degree of concentration, commercialization of content, global
imperialism & dependency)
THEORY; a systematic set of ideas that can help make sense of a phenomenon. 5 kinds
relevant to mass communication;
1. Social Scientific (general statements generated from systematic & objective
observation which can be put to test and be validated/rejected by similar methods)
14.Cultural theory
15.Normative theory (how media ought to be)
16. Operational theory (practical ideas assembled and applied by media practitioners in the
conduct of their own media work, so in few words practical wisdom.)
17.Everyday commonsense theory (our own personal experience with media)
Different Levels of social organization that communication takes place:
,Highest Level: Mass communication is a network that connects very many receivers to
one source, while new media technologies usually provide interactive connections of
several different kinds. Mass media is a basis for an effective communication network that
extends throughout a society (along with other society-wide networks like physical
transportation, telecommunications infrastructure, postal system).
Back in the day you could match a particular comm technology with given level of social
organization; this is no longer possible. T
he Internet, for instance, now supports
communication at virtually all levels.
Alternative Traditions of Analysis:
1. Structural (mainly sociology, but also history, politics, law & economics; ‘socio-centric’,
object of attention is media systems & organizations and their relationship to the
wider society; management, media policy formation)
2. Behavioral ( psychology, but with a sociological variant; object is individual human
behavior, choosing-processing-responding to communication messages; in relation to
the study of propaganda, persuasion, advertising; communication is understood in the
sense of t ransmission)
3. Cultural ( humanities, anthropology, linguistics; applied to questions to meaning &
language, social contexts, cultural experiences, cultural studies; ‘media-centric’, seeks
the particular rather than the general; qualitative, interpretation of ‘texts’; no direct
application, but helps in a fuller understanding of the audience)
2. The Rise of Mass Media
Definitions have tended to form early in the history of any given medium and to have been
subsequently a dapted in the light of newer media and changed conditions. T
his is a
continuing process.
(Class notes)
Classical Times;
Fifth century before Christ, Ancient Greece; city-states, democratic elements in their
governments such as people’s assemblies, elections, chosen government officials and
such - birth of politics, and politics needed some sort of mass communication due to the
political powers of the citizens. Socrates, Plato, Aristoteles; academic debate. How can we
utilize this kind of power? Can we use it to research the truth? can we use it to persuade
people? not only academic, but also applied. it was teached in academies; public speaking,
reasoning, persuasion. Use of symbolic and figurative communication (art, usable artifacts,
architecture, theater, written media such as books, scrolls, pamphlets, libraries, great level
of literacy). Then the Romans came and expanded this knowledge; they perfected Greek
theories on Communication.
dialectic method: which is simply put that logical and rational discussion will help us
resolve differences by finding out which viewpoint is true, Socrates & Plato. Later,
, medieval monks hang onto this idea so that through communication, they could be able to
find the truth (aka God). This is why these writings were copied and survived until today.
rhetorica: ritor, the public speaker. rhetorica taught the ability to perceive all
means of persuasion in any given scenario, according to Aristotle. an applied science.
Purpose not to find the truth but persuade the respondent, so essentially to present
something as the truth even if it wasn’t. Sophists. Also very popular in ancient Rome
(Marcus Cicero). Aristotle’s sender aspect of communication: 1. determination of topic of
message 2. determination of style of the message 3. delivery of the message.
Logos-pathos-ethos.
In general, there was a lively academic and widely practiced communication in science
in the classical world.
Middle Ages:
Political system changes (citizens were basically left out of the political decision making),
so the importance of public speaking grew less. rhetoric was taught, but only to a small
elite & had not the importance it did on classical times. Also, the communication landscape
had also changed drastically since Roman times. Alfabecy numbers had dropped rapidly
since the decline of Rome. Almost none could write or read with perhaps some exceptions
among the ruler and religious elite, so written media became less and less widespread.
Mass communication channels were instead oral or figurative in nature (architecture,
criers, coins, statues, religious art; channels of choice were well suited for communicating
who was in power and and how citizens should behave). Church; great attendance, so this
was for
centuries a very effective method to get a message out amongst the people if the need
arose (sth like a general assembly). Also plays-theatre, but not like classical times. Some
figurative pamphlets (the printing press existed, the lead particle -cliche- was the great
discovery).
Renaissance:
This innovation made it much quicker and cheaper to print texts and is therefore rightly
credited as a turning point in European history and a huge catalyst for the Renaissance.
While the mass communication landscape started to flourish again with the rise of print
media, scholars again started to discuss the topic of communication on a meta level. So
started the Renaissance, not only of art, science and literature, but also of our scientific
discipline. 14th century F lorence, the Renaissance quickly spread out to the rest of Europe,
paving the way for the early modern time. This was, to a large degree, thanks to the new
printing possibilities that Gutenberg's invention made possible Also, Byzantine scholars
still kept extensive libraries of classical literature and continued studying the science of
rhetorica.) The fall of its capital, Constantinople, in 1453 led to a huge exodus of scholars
and artists from the empire into Western Europe, feeding the growing intellectual
Renaissance with their work, thoughts, and books. Also, in many countries, there was a
shift of power; Reformation, and loss of religious monopoly held so far by the Roman
Catholic Church, which had to compete. Democratic ideas from antiquity, again, gained
wide interest. People had weapons, more military power to enforce their claims for more
political power.
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