My research homework which I am going to present in the 1st. of November,2013.

1. WELCOME!!!
MASS MEDIA AND EARLY
THEORIES OF MASS MEDIA

2. CHICAGO SCHOOL
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First huge body in sociology btwn. 1920&1930
Concentrated on urban sociology
Positivist uses deduction method
Ecologist examines environment on human
behaviour
• Microcosmos the city for them

3. • They focused on 2 things about problems of city
1. Urbanization
2. Social mobility because;
• Chicago was an empty city (in 1860-10000-)
• After Great Chicago Fire growed up rapidly (in
1910-2 million)

4. Three themes
1. Meeting different cultures and their conflicts
2. Interest groups’ monopoly in cities
3. Structure of city policies and mechanism

5. Ecological Approach
• Robert Park( 1915) The City
• Municipal ecology disintegration
• Locational organizing patterns of cities

6. Process of Ecological Approach
1.
2.
3.
4.
Competition
Sovereignity
Capturing the city
Invasion (Occupation)

7. Key Terms
• Socialization
• Changing modes of associations within
modernity
• Social reform

8. Mass Communication Research
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Harold Laswell impact of propaganda
A critical reflection to current media structures
Propaganda technics questionizing
Propagandas guiding ppl in World War II.
Impact of mass communication still available
in modern societies

9. • Horatio
Herbert
Kitchener

10. After the day of drama

11. Functionalist Sociology and Media
• Who says???
• What in which channel????
• To whom with what effect?????

12. • Laswell’s formula cause:
1. Impact Analysis
2. Content Analysis
3. Mass Media Analysis
4. Audience and Control Analysis

13. MASS SOCIETY
• Mass society emerged with;
1. Industrial capitalism
2. Urbanization
3. Advancement of science
4. Rise of mass democracy
5. Mass education&Public communication
in western societies

14. • The term is originated from 19th. century
• It states media has a strong influence on
people in terms of;
• Shaping
1. people’s mind
2. perception
3. And social worlds’
• It was thought it controls people

15. • Mass society theoryemerges around mass
• Power holders as economically/politically
incorporation of media
• i.e. No alternative perceptions in media
• Any actions of media over the reflects of
mass society

16. • Mass society seem as granted and
centralized
• Centralized media
1. No realized aims in local groups in media
2. Narrower public sphere
3. One-way transmission
4. Changing people’s mind and controlling them

17. MARXISM
• Mass media tool for political
community/top class to control the society
• Marxist theoryeconomic/spreading of
messages
• i.e. In capitalist societies: media owners
/entrepreneurs

18. FOUR PHASES
• Natural history Shaped via circumstances of
time and place
• Including environmental factors like;
1. Law makers’ interests
2. Changing technology
3. Propogandas of activists
4. Continuous concerns of public opinion

19. ALL 4 PHASES
1.
2.
3.
4.
All powerful media
Theory of powerful media put to the test
Powerful media rediscovered
Media power can vary with the times

20. 1.All Powerful Media
• Until 1930s media considered as the power
shaping our opinion and beliefs
• Not basis of scientific theory observationbased
• Throughout 1st. World War propaganda
• Many books written during 1920s and 1930s

22. 2.Theory of Powerful Media Put to
the Set Test
• Payne Fund studies in US pioneer example of
the second phase
• Studies effects of films on children/youths
• Hovland’s studies value of films:brainwashing
• Studies i.e. the harms of TV after 1950s

23. •
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In time new types of variables
Joseph Klapperno direct effect of media
Values embedded into the media
Impossible accepting a life
advertising/propoganda-based

24. 3.Powerful Media Rediscovered
• No (Minimal effect) theory seen as «media
impotence»
• Lang&Lang «no effect» as a myth
• Minimal effect short-term effects on individuals
• Unwillingness to accept «minimal effect» arrival
of TV
• Early investigation relied on
• «degree of exposure»

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New researchs shift attention to long term
Attention intervening variables of context
Newer theoriesrebirth of «direct-effect theory»
Noelle-Neumann «return to the concept
powerful mass media»

26. 4.Negotiated Media Influence
• Media texts beginning in late 1970s
• A new approach «social constructivist»
• Bankruptcy of behaviourism
• Noelle-Neumann spiral of silence
• Spiral of silence 2 main thrusts
1. Construct social formations
2. People’s reality vs. offered symbolic interactions

27. • Many studies on how media interact
important social movements in society
• Constructivist Approach not replaced earlier
effect process
• Perse (2001) key points important rather
than historical account
• Perse 4 models she named

28. 1.
2.
3.
4.
Direct effects
Conditional effects
Cumulative effects
Cognitive-Transactional effects

30. Created by;
Halil İbrahim ULUHAN