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Summary McQuail’s Mass Communication Theory (6th edition): Chapter 1-7
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Extensive Summary of McQuail’s Mass Communication Theory (6th edition): Chapter 1-7
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McQuail’s Mass Communication Theory (6th edition): Chapter 1-71. Introduction to the book
Mass Media (MM) = organized means of communicating openly, at a distance, and to many in a
short space of time. First newspapers, magazines, phonogram, cinema &
radio; later also television;
Mass communication (MC) later also through internet and mobile technology. Brings new types of
content: more extensive, less structured, often interactive as well as private and individualized.
Distinction between a process of MC and the actual media that make it possible (MM).
Key features of mass communication:
- Capacity to reach the entire population rapidly and with much the same information,
opinions and entertainment
- The universal fascination they hold
- Their stimulation of hopes and fears in equal measure
- The presumed relation to sources of power in society
- The assumption of great impact and influence
Relevant in spheres of: politics, culture, everyday social life and economics not only focus on MM,
but to all types and processes of communication that are extensive, public and technically mediated.
Main themes communication: time (takes place in time + it matters when it occurs and how long),
place (produced in given location + reflects features of that context), power, social reality, meaning
(interpretation of the content of MM), causation and determinism, mediation (influences/changes
the meaning received), identity (shared sense of belonging to a culture, society, place or social
grouping; MM related to formation, maintenance and dissolution), cultural difference (production of
MM is cultural practice), governance (regulation and control of media)
Issues the public area: relations with politics and the state (propaganda), cultural issues
(globalization; effects om cultural/social identity, social concerns (definition of reality, social/cultural
inequality), normative questions (freedom of speech, cultural inequality, media norms), economic
concerns (commercialization, global imperialism).
Many different perspectives (nature of relation between media and society depends on
circumstances of time and place)
Political axis:
- Leftish theory (progressive/liberal): critical of power exercised by media in the hands of the
state/large global corporation
- Rightist theory (conservative): point to ‘liberal bias’ of news/damage done by media to
traditional values
Non-political axis:
- Critical orientation seeks to expose underlying problems and faults of media practice and
relate them to social issues, guided by certain values.
- Administrative orientation/applied approach: harness an understanding of communication
processes to solving practical problems of using mass communication more effectively
Theoretical variation (1)
- Media-centric: attributes more autonomy + influence to communication and concentrates on
the media’s own sphere of activity; mass media as primary mover in social change, driven
, forward by irresistible developments in communication technology; pays more attention to
specific content of media _ potential consequences of different kinds of media
- Socio-centric: views media as reflection of political and economic forces
Theoretical variation (1)
- Culturalist (culture and ideas; humanistic; quantitative, subjective)
- Materialist (material forces and factors; scientific; qualitative; objective)
Four different perspectives on media and society:
1. Media-culturalist: takes perspective of audience member in relation to specific
genre/example of media culture (reality TV of social networking) and explores the subjective
meaning of the experience in a given context
2. Media-materialist: emphasizes shaping of media content and thus potential effects, by
nature of medium in respect of technology and the social relation of reception and
production. Attributes influence to specific organizational contexts + dynamics or production
3. Social-culturalist: subordinates media (experience) to deeper + more powerful forces
affecting society and individuals. Social/cultural issues predominate over political/economic
4. Social-materialist: critical view of media ownership and control to shape dominant ideology
transmitted/endorsed by the media
Five kinds of theory relevant to mass communication (MC)
1. Social scientific: offers general statements about the nature, working and effect of MC, based
on systematic and objective observation of media and other relevant sources, which can be
put to the test and validated or rejected.
2. Cultural: evaluative (seeking to differentiate cultural artefacts according to some criteria of
quality; challenge hierarchical classification to the true significance of culture); core
component often imaginative + ideational; resist demand testing/validation by observation
3. Normative: examining/prescribing how media ought to operate if certain social values are to
be observed/attained. Role in shaping/legitimating media institutions.
4. Operational: practical ideas assembles and applied by media practitioners in conduct of their
own media work (similar practical wisdom in most organizational/professional settings); may
overlap with normative theory in matters of journalistic ethics and codes of practice.
5. Common-sense: knowledge we all have from personal experience gives ability to make
consistent choices, construct lifestyles/identities as media consumers _ supports ability to
make critical judgements shapes what the media offer to their audiences. Social
definitions of media emerge from the experience and practices of audiences over time.
,Communication science = science field that seeks to understand the production processing
and effects of symbol and signal systems by developing testable
theories, containing lawful generalizations, that explains phenomena
associated with production, processing and effects.
Biased toward quatitative study (cause and effects) + inadequate to deal with nature of
‘symbol systems’ and signification (meaning given/taken in varied social/cultural contexts)
Developments of technology have blurred line between public/private communication and
between mass/interpersonal communication
So there is no agreed definition of the science of communication or concept of communication.
Less problematic = different levels of social organization at which communication takes place:
Communication network refers to any set of interconnected points (places/people) that enable the
transmission and exchange of information between them. MC is a network that connect many
receivers to one source; new media technologies provide interactive connection.
In integrated modern society often one large public communication network (depending om
MM) which can reach + involve al citizens, but media system itself is often fragmented
according to regional and other social/demographic factors.
Alternative technology (non MM; transport/telecommunication infrastucture/postal system);
usually lack society-wide elements/public roles which MC has.
Pyramid had been complicated by globalization of social life (MC played a role) higher ‘level of
communication and exchange’, crossing/ignoring national frontiers. Former correspondence
between patterns of personal social interaction in shared space/time and systems of communication,
has been weakened and cultural/informational choices have become wider.
- ‘Network society’: networks are to an increasing degree not confined to any one ‘level’ of
society (as in the pyramid). New hybrid (public/private) means of communication allow
communication networks to form more easily without usual ‘cement’ of shared
space/personal acquaintance. Not possible anymore to match aparticular
communication technology wit a given ‘level’of social organization (pyramid); internet
, supports communication at virtually all levels; sustains chains/networks that connect the
top with the base in a vertical (both ways) and diagonal way, not just horizontal.
Each level however indicates more or less the same questions for theory/research:
- Who is connected to whom and for what purpose?
- What is the pattern and direction of flow?
- How does communication take place? (languages, channels, codes)
- What types of content are observed?
- What are the outcomes of communication, intended or unintended?
However questions are similar, different concepts are involved and reality of communication differs
greatly over the levels. Three main alternative approaches:
1. Structural: starting point is socio-centric; primary object of attention is media
systems/organizations and their relationship to the wider society. Focus on the effect of
social structure and media systems on patterns of news and entertainment; emphasizes
consequences of MC for other social institutions (eg. Political marketing elections).
Fundamental dynamics of media phenomena are located in exercise of power, economy and
socially organized application of technology. Structural approach linked to needs of
management and media policy formation.
2. Behavioural: primary object of interest is individual human behaviour (choosing, processing
and responding to communication messages). MM use as a form of rational, motivated
action with function. Communication mainly understood in sense of transmission.
3. Cultural: meaning/language, minutiae of particular social contexts and cultural experiences.
Media-centric, sensitive to differences between media and settings of media
transmission/reception; more interested in in-dept understanding of particular
contents/situations than generalization; qualitative/in-depth analysis of social/human
practices and analysis and interpretation of texts. Helps with understanding of the audience.
2. The rise of Mass Media (MM)
4 main elements of significance for telling the history of MM in wider life of society:
- Certain communicative purposes, needs or uses
- Technologies for communicating publicity to many at a distance
- Forms of social organization that provide the skills and frameworks for organizing
production and distribution
- Forms of regulation and control
Elements depend on time and place; certain degree of freedom of thought, expression and action as
most necessary condition for development of print/media, although not for the initial invention.
The more open the society, the more inclination to develop comm technology (widely used +
universally available). More closed regimes can set boundaries in ways technology can be used.
Different forms of Media (summarizing table at the end with key features as medium/institution)
Print Media: the Book
Beginning of history of modern media = printed book; revolution, but only technical device for
reproducing range of texts as the same. Gradual change in content: more secular, practical and
popular + political and religious pamphlets + laws and proclamations printed by royals/authorities.
In early medieval period book was no means of comm but a store/repository of wisdom/sacred
writings/religious texts to be kept in uncorrupted form.
Form: bound of volumes separated pages within strong covers (codex) safe storage,
transportation; books meant to last + disseminated within limited circles. Books nowadays are a
descendant. Also element of continuity between writing + printing is library (character did not
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