Inhoud
Rosenberry hoofdstuk 1 ............................................................................................ 3
Rosenberry hoofdstuk 2 ............................................................................................ 5
College 1 ............................................................................................................... 11
Potter hoofdstuk 1 .................................................................................................. 12
Potter hoofdstuk 2 .................................................................................................. 14
College 2 ............................................................................................................... 18
Potter hoofdstuk 5 .................................................................................................. 21
Potter hoofdstuk 6 .................................................................................................. 27
Rosenberry hoofdstuk 6 .......................................................................................... 33
College 3 ............................................................................................................... 37
Potter hoofdstuk 7 .................................................................................................. 41
Issue 1 – ownership of mass media businesses ........................................................ 45
College 4 ............................................................................................................... 48
Potter hoofdstuk 8 .................................................................................................. 49
College 5 ............................................................................................................... 55
Potter hoofdstuk 12 ................................................................................................ 59
Potter hoofdstuk 13 ................................................................................................ 64
College 6 ............................................................................................................... 68
Potter hoofdstuk 9 (179-188) ................................................................................... 74
College 7 ............................................................................................................... 78
Potter hoofdstuk 11 ................................................................................................ 82
College 8 ............................................................................................................... 87
Potter hoofdstuk 9 (169-179) ................................................................................... 92
College 9 ............................................................................................................... 95
College 10 ............................................................................................................. 98
Potter issue 3 ........................................................................................................102
Gastcollege ..........................................................................................................104
Potter hoofdstuk 15 ...............................................................................................106
College 12 ............................................................................................................109
Potter hoofdstuk 10 ...............................................................................................112
,Potter issue 4 ........................................................................................................116
College 13 ............................................................................................................120
Rosenberry hoofdstuk 2 .........................................................................................126
College 15 ............................................................................................................132
Rosenberry hoofdstuk 3 .........................................................................................139
College 16 ............................................................................................................146
Roseberry hoofdstuk 4 ...........................................................................................152
College 17 ............................................................................................................157
College 18 ............................................................................................................164
Rosenberry hoofdstuk 5 .........................................................................................171
College 19 ............................................................................................................179
Potter hoofdstuk 14 ...............................................................................................184
College 20 ............................................................................................................187
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Theory, research, and knowledge
Defining theory
Theory: a statement that predicts or explains how certain phenomena are related to one
another.
Types of knowledge
‘Ways of knowing’
- Experience: learning something by firsthand participation.
- Authority: learning something by taking someone else’s word for it.
- Research (scientific knowledge): learning through systematic, accurate
observation of evidence in such a way that it can be verified and validated.
Scientific method: defining a problem or question to be answered, investigating it by
collecting evidence, and evaluating the evidence to determine the answer to the
question.
Communication theory genres
Social sciences: fields of study that seek to explain how people operate within societies
by using careful research to study social phenomena.
➔ Economics, political science, psychology, and sociology
Communication science: Testable theories that explain phenomena associated with
production, processing and effects of symbols and symbol systems used to
communicate.
Interpretive theory: subjective interpretation of meaning from words/symbols
themselves as well as their context, combined with the scholar’s own understandings of
other texts and contexts.
Critical theory: analysis that seeks to reform media systems that are part of the power
establishment, which they do by giving voice to and extending the influence of a
dominant class in order to support the status quo.
Normative theory: an attempt to describe not how things are, but how they should be
according to some ideal standard of social values.
Theory’s purposes
Theory can be used to:
- Explain effects of mass communication on those who are exposed to it
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, - Explain the ways people use mass media, and why they use it
- Explain how people learn from mass media
- Explain the role of media in shaping values of those exposed to it
Some criteria that are often used to evaluate the worth of a theory take into account a
theory’s:
- Scope, meaning how generally or widely the theory can be applied.
- Appropriateness, or logical consistency of the theory to the assumptions behind
it and what it is theorizing about.
- Heuristic value, or the ability to generate new ways of thinking and new research
ideas about the subject of the theory.
- Validity, or the degree to which a theory is able to predict and explain the events
as the theorist proposes that it will.
- Parsimony, or simplicity.
- Openness, or adaptability to new conditions and to new technologies.
- Practicality, or usefulness.
- Testability, sometimes referred to as whether the theory can be ‘falsified’ (the
ability to say, in advance, what sort of data could be observed that would
demonstrate that the theory did not work as intended).
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The evolution of theory
Paradigm: A dominant way of thinking about a situation. A theoretical paradigm can fit a
number of specific theories under its umbrella.
When a new way of thinking replaces an older one, such as the discoveries by
Copernicus and Galileo that the Earth revolved around the Sun rather than vice versa, it
is called a paradigm shift.
Historical perspectives
One of the reasons mass communication is such a new academic discipline is that
mass-mediated communication among human beings is also a relatively recent
development.
Personal vs. mass media
Arguably, the thing that makes human beings unique is our ability to engage in symbolic
communication. The dominant way that people have engaged in this symbolic
communication throughout human history, however, has not been in mass or mediated
form, but on a much more personal level.
As we generally use the term today, mass communication refers to communication that
is mediated or enhanced by technology to reach a large audience. It is generally one-
way, communicator to audience, with little opportunity for immediate feedback from the
audience, although new media technologies are changing that.
Technology and mass communication
Mass media are truly a modern development and, like many other modern devices, an
invention of the Industrial Revolution. The first media to be produced and distributed on
a large scale to a massive audience were the “penny press” newspapers that developed
in American cities in the mid-19th century and in Europe around the same time. Before
that, the vast majority of communication was personal and done without the aid of any
sort of media.
It took thousands of years for astronomy to evolve from the ancient Greeks’ observation
of the “wanderers” in the nighttime sky to current investigations of planets orbiting other
stars that may be like our own. It has taken communication only a little more than 100
years to go from Marconi’s original experiments with wireless radio-wave
communication to digital broadcasting, cable and satellite content distribution,
podcasts, and streaming audio and video.
Defining mass communication
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