By Stanley J. Baran, Dennis K. Davis
MASS communique concept: FOUNDATIONS, FERMENT, AND destiny, 7th version, introduces readers to present and classical mass conversation theories, and explains the media literacy flow in simply understood phrases. This mass conversation booklet additionally is helping clients strengthen a greater realizing of media conception in an effort to play a task within the media industry's destiny.
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Extra resources for Mass Communication Theory: Foundations, Ferment, and Future
But it has proved impossible to isolate single factors that serve as the exclusive cause of important actions of human behavior. Human behavior may simply be too complex to allow scientists to ever fully untangle the different factors that combine to cause observable actions. We can easily control the heat and atmospheric pressure in our boiling experiment. We can control the elements in a chemistry experiment with relative ease. But if we want to develop a theory of the influence of mediated communication on political campaigns, how do we control which forms of media people choose to use?
Chapter 1 Understanding and Evaluating Mass Communication Theory 13 DEFINING THEORY theory Any organized set of concepts, explanations, and principles of some aspect of human experience ontology The nature of reality, what is knowable epistemology How knowledge is created and expanded axiology The proper role of values in research and theory building Scientists, physical or social (however narrowly or broadly defined), deal in theory. “Theories are stories about how and why events occur…. Scientific theories begin with the assumption that the universe, including the social universe created by acting human beings, reveals certain basic and fundamental properties and processes that explain the ebb and flow of events in specific processes” (Turner, 1998, p.
As such, its ontology argues that what is known is situational (or, like interpretive theory, local). In other words, what is real or knowable about a media system is real or knowable only for the specific social system in which that media system exists. Its epistemology, how knowledge is developed and advanced, is based in comparative analysis—we can only judge (and therefore understand) the worth of a given media system in comparison to the ideal espoused by the particular social system in which it operates.
Mass Communication Theory: Foundations, Ferment, and Future by Stanley J. Baran, Dennis K. Davis