I. Mass Communication in Contemporary Society
A. Impact of Society on Mass Media
B. How Media Influence Individuals
II. Early Theory-Building Efforts in Mass Communication
A. The Development of "Mass" Society
B. The "Magic Bullet" Theory
C. The Two-Step Flow Theory
1. Frequent Attenders Receive Information
2. Opinion Leaders Interpret Information
3. Media Influence Individuals Through Informal Personal Contacts
4. Evaluation
D. Diffusion Theory
1. Characteristics of an Innovation
2. Decision-Making Process
3. Characteristics of Adopters
4. Consequences of Adopting
5. Communication Channels
a. Mass Media
b. Interpersonal Contacts
(1). Change Agents
(2). Gatekeepers
III. The Functional Approach to Mass Communication Theory: Five Functions of Mass Communication
A. Surveillance
B. Correlation
C. Cultural Transmission
D. Entertainment
E. Mobilization
IV. The Agenda-Setting Theory of Mass Communication
V. A Theory of Mediated Interpersonal Communication
A. Mass and Mediated Communication Not Synonymous
B. Social and Personal Uses for Mediated Communication
C. The Media and Self-Image Creation
1. Media Alter Relationships Between Individuals
2. Self-Image Is Media Dependent
D. Mediated Interpersonal Communication
1. Mediated Technology Replaces Face-to-Face Interaction
2. Media-Simulated Interpersonal Communication
3. Teleparticipatory Media
VI. Parasocial Interaction
A. Development of Parasocial Interaction
B. Measuring Parasocial Interaction
VII. Uses and Gratifications Theory
A. Systems Approach
B. Assumptions of Uses and Gratifications Theory
1. Viewers Seek Media to Satisfy Individual Needs
a. Learning
b. Passing Time
c. Companionship
d. Escape
e. Excitement
f. Relaxation
2. Types of Viewers
a. Ritualized Use
b. Instrumental use
3. Methods
4. Audience Members Aware of Motives
C. Objectives of Uses and Gratifications Theory
1. Describe How People Use Media to Gratify Needs
2. Discover Underlying Motives for Use
3. Identify Consequences of Use
D. Current Examples of Uses and Gratifications Research
1. Types of Audience Activity
a. Preactivity
b. Duractivity
c. Postactivity
d. Research Findings
2. Media Usage Lifestyle Types
a. Disengaged Homemaker
b. Outgoing Activist
c. Restrained Activist
d. Working Class Climber
E. Criticisms of Uses and Gratifications Theory
1. Very Popular
2. No Single Theory
3. Favors Conservative View of Social Systems
4. Research Compartmentalized Within Demographic Groups
5. Based on Self-Report Questionnaires
VIII. The Human Action Approach in Mass Communication
A. Benefits of the Human Action Approach
B. Lull's Rules-Based Theory of Mass Media and Audience Behavior
C. Family TV Viewing Rules
1. Habitual Rules
2. Parametric Rules
3. Tactical Rules
D. Relational Uses of Television: A Qualitative Study
1. Methods
2. Uses
a. Communication Facilitation
b. Affiliation/Avoidance
c. Social Learning
d. Competence/Dominance
IX. Cultivation Theory
A. The Interaction of Media and Reality
B. "Heavy" versus "Light" Television Viewers
C. Refinement of Cultivation Theory
1. Mainstreaming
2. Resonance
D. Criticisms and Modifications of Cultivation Theory
X. Media Dependency Theory
A. Relationship Between Society and the Media
B. Relationship Between the Media and the Audience
C. Relationship Between Society and the Audience
D. Media Dependency Linked to Media Influence
E. Four Key Assumptions
F. Media Dependency Linked to Society Complexity
G. A Union of Two Theories—"The Uses and Dependency Model"
H. Research Results
XI. Summary
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Copyright © 1998 S. Edelman / M. Keaveney |
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