Communication Theory and Research (Chapter 4): Media Effects Trend: Report
Definition of Media Effects Trends (Theories)
Chapter four handles the theories of Media Effects or media effects trends. It is a theory that explains how the mass media affects its consumers. Lule (2015) explains that the media effects trend or theory is closely related to behavioral scientists. The focus of the theory is on how the mass media affects the behavior of its consumers. Lule (2015) also explains that there was the widespread fear that the mass media could be more outstanding compared to other cultural influences that were developing when the theory emerged.
The theories under Media effects trend include: the theory of attitude change, the theory of information flow, and the theory of functionalism.
- The attitude change theory
Definition of the theory
The theory states that the mass media persuades the public and affects its attitude. The theory developed during the Second World War when the media played an influential role in influencing the attitude of its consumers. Carl Hovland is the person behind the evolution of the theory. Hovland had a background in behaviorism and his core role was to identify the messages in the media and how they changed the attitudes of the consumers. Hovland studied how the messages in the mass media influenced the soldiers to fight during the WWII. Hovland’s theory was different from the theory of propaganda in that it appreciated that the mass media influenced people’s attitudes differently and not collectively (Berger, 2005).
The theory takes a cognitive approach towards the consumption of mass media messages. It treats the consumer as someone who already has his own preconceptions about the issues that the mass media deal with. Before someone develops an attitude over a message from the media, he thinks rationally. The theory, therefore, suggests that the effect of media on attitude involves a complex mental process and the media cannot be said to have a direct effect on attitudes (Berger, 2005).
Hovland developed the theory through research. Through research, Hovland and his group suggested that for the mass media to affect the consumers’ attitudes, it was important to understand the source in terms of its trustworthiness and expertness. These are factors that determined the way a consumer judged the mass media before consuming information from it (Berger, 2005).
Assumptions of the theory
The theory assumes that the consumers of the mass media are rational people who can think and judge the mass media before consuming its messages. The theory also assumes that the consumer of the mass media has some knowledge prior to consumption. Such knowledge affects the way he interacts with the message. Another assumption is that the effect of mass media on attitude is indirect. The mass media does not change the attitudes of the consumers with immediacy (McQuail, 2001).
Critique of the theory
Advantages
- The theory considers the circumstances under which media’s messages can change attitudes and the situations where the messages do not affect attitude.
- It also considers the individual differences and variations that exist among different social groups in relation to how media affects attitudes.
- The theory also attends to the selective process, an issue that helps in clarifying the way people consume media messages.
Disadvantages
- Hovland used experiments in his studies. The manipulation of the variables could have affected the measurement of media’s effect on attitudes.
- The theory also over-emphasizes on the messages from the mass media with little focus on the more contemporary symbolic media.
- The theory relies on attitude change only as the measure of how media affects the consumers. There are other measures other than attitudes.
- The information-flow theory
Definition
The theory explains the movement of information from the mass media to the consumers (McCombs, 1972). The theory development critically occurred in the 1950s. It was because of the great interest that the social scientists had in understanding how the mass media influenced the Second World War. Lazersfeld and Hovland were influential in the development of the theory. There were several interests that Americans had during the Cold War (Newman and Guggenheim, 2011). The people, for example, wanted to know how they would respond to the attacks from their enemies. The mass media provided the channel through which the information flew to the public. However, there were barriers that the theorists observed hindered how the public received the information. Prejudices and obscurities of language (lack of clarity) are some of the factors that caused distortion of information. According to the theory, the members of the public depend on the mass media for information, and it is important that the mass media ensures that any barriers that affect the quality of information between sending and receiving should be eliminated. Distortions affect the quality of the message negatively (Severin and James, 2007).
Assumptions of the theory
The theory assumes that the public or consumers of mass media messages are ignorant people who only rely on the mass media for information (McCombs, 1972). The assumption is that there is no other source of information for the populace except the mass media (Casmir, 2002). The theory also assumes that the information that the receivers get lacks a utilitarian value. The theory also assumes that any barrier along the path of information flow affects its quality.
Critique of the Theory
Advantages
- The strength of the theory is that it handles the communication process from its application in the real world. It is based on concrete processes that occur in real life.
- The theory also supplies the theoretical basis that political campaigners can use to make their messages effective.
- The theory also explains how information flows to the public during a crisis, e.g. a war.
- It highlights the barriers that hinder the successful reception of information by the public (Severin and James, 2007).
Disadvantages
- The theory is extremely simplistic. It assumes that communication is linear, and it is also dominated by the source of the message. Factors on the receiver’s side are not given serious consideration.
- The theory assumes that the consumers are ignorant people who do not decipher the information from the mass media.
- It does not explain the utilitarian value that information has for its users (Severin and James, 2007).
- Theory of Functionalism
The theory of functionalism states that the mass media has four basic functions. The functions include surveillance of the environment, correlating the parts of the society according to the environment, passing society’s cultural heritage from one generation to another, and entertainment (Casmir, 2002). Charles Wright influenced the development of the theory in the late 1950s and 1960s. The theory argues about the functions of the mass media in a manner that keeps the status quo. It argues that the mass media will always play the four functions. The theory also appreciates the fact that the media may become dysfunctional or the people who consume it can become dysfunctional. Through the concept of narcotizing dysfunction, the theory explains that as people consume news for the media, they become apathetic to it.
Critique of the theory
Advantages
- The theory is based on empirical studies, which means that it has some proof over its claims.
- It divides the functions of the media into various types, implying that the theory understands that the mass media affects people differently depending on what they choose from the media according to their functions.
- The theory handles the role of the mass media in a balanced manner.
Disadvantages
- The theory assumes that the functions of the mass media create a balance with its dysfunctions- this is not true.
- It also accepts status quo about the functions of media- no allowance for more functions.
- It does not make any definite conclusion about the precise functions of the mass media.
OUTLINE
Topic: Media Effects Trends
- Attitude Change Theory
- Definition: The mass media has a persuasive impact on the society and it affects the attitudes of the people. The theory emerged from Carl Hovland’s studies about effects of media on behavior.
- Assumptions:
- Media consumers are rationale people who know how to consume media’s messages.
- The preconceptions of the consumer affect the way he reacts to the message.
- There is no direct relationship between attitude change and message from media.
- Critique
Advantages
- The theory considers the circumstances under which media’s messages can change attitudes and the situations where the messages do not affect attitude.
- It also considers the individual differences and variations that exist among different social groups in relation to how media affects attitudes.
- The theory also attends to the selective process, an issue that helps in clarifying the way people consume media messages.
Disadvantages
- Hovland used experiments in his studies. The manipulation of the variables could have affected the measurement of media’s effect on attitudes.
- The theory also over-emphasizes on the messages from the mass media with little focus on the more contemporary symbolic media.
- The theory relies on attitude change only as the measure of how media affects the consumers. There are other measures other than attitudes.
- Information-flow theory
Definition: It is a theory that focuses on the movement of information from the mass media to the consumers (McCombs, 1972).
Assumptions:
- The public or consumers of mass media messages are ignorant people who only rely on the mass media for information (McCombs, 1972).
- There is no other source of information for the populace except the mass media (Casmir, 2002).
- The information that the receivers get lacks a utilitarian value.
- The theory also assumes that any barrier along the path of information flow affects its quality.
Critique
Advantages
- It handles the communication process from its application in the real world.
- Supplies the theoretical basis that political campaigners can use to make their messages effective.
- Explains how information flows to the public during a crisis, e.g. a war.
- Highlights the barriers that hinder the successful reception of information by the public (Severin and James, 2007).
Disadvantages
- The theory is extremely simplistic.
- The theory assumes that the consumers are ignorant people who do not decipher the information from the mass media.
- It does not explain the utilitarian value that information has for its users (Severin and James, 2007).
- Theory of functionalism
Definition: It is the theory that argues that the mass media has four functions of surveillance of the environment, correlating parts of the environment, passing down a society’s culture, and entertainment.
Assumptions
- It assumes that the mass media plays the four functions only.
- It also assumes that people select the messages according to their needs alongside the functions of mass media.
Critique
Advantages
- Based on empirical studies, which means that it has some proof over its claims.
- It divides the functions of the media into various types.
- The theory handles the role of the mass media in a balanced manner.
Disadvantages
- Assumes that the functions of the mass media create a balance with its dysfunctions.
- It also accepts status quo about the functions of media- no allowance for more functions.
- It does not make any definite conclusion about the precise functions of the mass media.
References
Berger, A.A. (2005). Essentials of Mass Communication Theory, London: SAGE Publications.
Casmir, F.L. (2002). Building Communication Theories, New Jersey: Laurence Erlbaum
Associates.
Lule, J. (2015). “Understanding Media and Culture: An Introduction to Mass Communication.”
Retrieved on March 4, 2015 from http://catalog.flatworldknowledge.com/bookhub/reader/3833?e=lulemedia_1.0-ch02_s02
McCombs, M.E. (1972). Mass Communication in Political Campaigns: Information,
Gratification and Persuasion. In: Kline, F. & Tichenor, Ph.J. (Eds.) Current Perspectives in Mass Communication Research. Beverly Hills, CA.: Sage.
McQuail, D. (2001). With More Handsight: Conceptual Problems and Some Ways Forward for
Media Use Research. Communications, 26(4), 337-350.
Newman, W.R., & Guggenheim, L. (2011). “The Evolution of Media Effects Theory,” Retrieved
on March 4, 2015 from http://www.wrneuman.com/nav_pub_95_397962857.pdf
Severin, W.J. and James W. T. (2007). Communication Theories: Origins, Methods and Uses,
New York: Hastings House.
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