Showing posts with label Mass Communication. Show all posts
Showing posts with label Mass Communication. Show all posts

Monday, May 23, 2011

A THEORY OF CONSTRUCTION OF SOCIAL AND/OR PHYSICAL REALITY

According to socialists, Berger and Lukmann (2008) the construction of social reality is an ongoing, dynamic process that is (and must be) reproduced by people acting on their interpretations and their knowledge of it. Because social constructs as facets of reality and objects of knowledge are not "given" by nature, they must be constantly maintained and re-affirmed in order to persist.

John Searle’s The Construction of Social Reality is an examination of the relation between physical and social reality. Searle describes how physical reality provides a foundation for the construction of social reality, and investigates the nature of the rules which constitute and regulate the social world. He defends Realism (the theory that there is a real world existing independently of our ideas and representations) as necessary for our understanding of social reality, and he also defends the Correspondence Theory of Truth (the theory that statements are true if they correspond to facts in the real world). Searle distinguishes between "brute" physical facts and mental facts. Brute physical facts include such things as rivers, trees, and mountains. Mental facts include such things as perceptions, feelings, and judgments. Mental facts are ultimately caused by physical facts, in that mental facts depend on physical and biological functions which are required for consciousness. The physical and biological processes which are necessary for consciousness enable conscious individuals to recognize physical and mental facts. Thus, mental facts are based on physical facts, and both physical and mental facts are required for the construction of social reality.

According to Searle, mental facts may be intentional or nonintentional, depending on whether or not they are directed at something. Intentionality is a quality of representations whereby they are about, or directed at, something, Intentional mental facts may be recognized by a single individual, or may be recognized by multiple individuals. Thus, intentional mental facts may become social facts when they are recognized by many individuals. Social facts are facts which are generally agreed upon, and which have collective intentionality. Searle maintains that brute facts are objective, and that social facts may be both subjective and objective. Brute facts are objective, in that they do not depend on our attitude about them. For example, mountains and valleys are physical facts, no matter what attitude we take toward them. On the other hand, social facts depend on the attitudes which taken toward them. For example, the value of a five-dollar bill is a social fact which depends on our agreement that a five-dollar bill is worth something. However, social facts may be objective when they are commonly accepted, and when they are not a matter of individual preference or opinion. For example, the duty of a policeman to enforce the law may be classified as an objective social fact. 

According to Searle, social facts may be epistemically objective (in that they are not a matter of individual preference or opinion) but may be ontologically subjective (in that they depend for their existence on being agreed upon as facts). Searle also explains that brute facts may be status-indicators of social facts. For example, a driver’s license is a brute fact which indicates the social fact that a person may legally drive a car. A status-function may be imposed on a social fact by collective intentionality. For example, the fact that a person is driving a car without a license may be assigned a status-function by collective intentionality. Searle describes how status-functions may also be institutional facts. Institutional facts are social facts which depend for their existence on social institutions. For example, marriages, businesses, property, and governments are institutional facts. Brute facts (such as baseball stadiums or government buildings) may be status-indicators of institutional facts (such as baseball teams or governments).
According to Searle, social rules may be regulative or constitutive. Regulative rules may regulate an activity (such as driving a car), while constitutive rules may create the possibility of an activity (such as playing a baseball game). Constitutive rules provide a structure for institutional facts. Institutional facts ultimately depend on brute facts, that is, social reality is ultimately defined by physical reality. For example, in order to say that a particular player in a football game scored a touchdown, we must have confirmed the occurrence of a physical event which we called a touchdown. Searle expains that brute facts have logical priority over institutional facts. If there are no brute facts to provide a foundation for social facts, then there is no logical basis for the structure of social reality. Searle explains that both physical facts and mental facts are constitutive elements of social reality. Intentional facts may become social facts by collective intentionality. Social facts are collective intentional facts, and may become functional facts when they assign functions to physical or mental phenomena. Functional facts which assign status-functions to phenomena may also be institutional facts. Institutional facts may include linguistic and non-linguistic facts. The structure of social reality is a hierarchy in which logical functions are assigned to social facts, and in which status-functions are determined by collective intentionality.

According to Searle, intentionality functions against a Background of mental capacities which are nonintentional or preintentional. Background mental abilities are necessary for intentional states of function. Searle contends that Realism, or the viewpoint that reality exists independently of our ideas and representations, is a necessary part of the Background. Searle does not explain how differing views of social reality or differing representations of collective intentionality may become a source of social conflict. He does not describe how social reality may be viewed differently by individuals from different groups or classes of society. He also does not attempt to extensively discuss how phenomena which are viewed as facts by some people may not be viewed as facts by other people. According to his view, physical reality is the same for all of us, and exists independently of our representations. The structure of social reality may involve the assignment of functions to subjective facts, but social reality must ultimately be based on objective facts.

Seale’s definition of a social fact is that it is a collective intentional fact, i.e. an intentional fact which is agreed upon by many people and which is not a matter of subjective preference or attitude. However, a social fact may be agreed upon by a large number of people, and may still not be agreed upon by a large number of people. It may not be possible to determine exactly how many people must agree upon a social fact before it becomes an objective fact. It may also be important to fully investigate the agreement or disagreement of different forms of collective intentionality, if we are to recognize the differences which may occur in our views of social reality, and if we are to achieve social harmony and understanding. Searle’s theory of intentionality is thus an important development in the philosophy of mind and in understanding the metaphysics of social reality.

Sunday, May 23, 2010

drawbacks of the uses and grattification theory

Blumler and Katz’s uses and gratification theory suggests that media users play an active role in choosing and using the media. Users take an active part in the communication process and are goal oriented in their media use. The theorists say that a media user seeks out a media source that best fulfills the needs of the user. Uses and gratifications assume that the user has alternate choices to satisfy their need.

Almost every theory has its drawbacks and weaknesses. And the theory of uses and gratification is no exception and one weakness of this theory is that it presents the media as being good and also talks about only the positive sides of the media. A drawback of this theory is that some of the content presented to us are mostly from the western countries and with this, the youth copy the lifestyle of the westerners like bad eating habits, the way they talk. The audience do not always choose what they want. The public has no control over the media and what it produces. It can also be said to be too kind to the media, as they are being 'let off the hook' and do not need to take responsibility for what they produce.

Thursday, May 13, 2010

weakness of the uses and gratification theory

The uses and gratification theory is the idea that the mass audiences make active use of what the media offers. The overall idea of the theory is that people are using the media to fulfill their needs (psychological and social) the theory have some limitations, such as its highly individualistic nature. It only takes into account the individual psychological gratification derived from individual media use. The social context of the media use is ignored. For example the environment as well as the state of the media user.

Despite the wide range of choices available to users, they have no control over the media and what it produces. What they consume is solely prepared by gatekeepers and may include their influences and perception. These gatekeepers add to, subtract from and organize issues, subjects and stories devoid of the control from the users.

Thursday, April 29, 2010

two step flow theory

The two-step flow model hypothesizes that ideas flow from mass media to opinion leaders, and from them to a wider population. It was first introduced by Paul Lazarsfeld et al. in 1944 and elaborated by Elihu Katz and Lazarsfeld in 1955 and subsequent publications. Lowery and DeFleur argue the book was much more than a simple research report: it was an effort to interpret the authors' research within a framework of conceptual schemes, theoretical issues, and research findings drawn broadly from the scientific study of small groups Unlike the hypodermic needle model, which considers mass media effects to be direct, the two-step flow model stresses human agency.

According to Lazarsfeld and Katz, mass media information is channeled to the "masses" through opinion leadership. The people with most access to media, and having a more literate understanding of media content, explain and diffuse the content to others.

Based on the two-step flow hypothesis, the term “personal influence” came to illustrate the process intervening between the media’s direct message and the audience’s reaction to that message. Opinion leaders tend to be similar to those they influence—based on personality, interests, demographics, or socio-economic factors. These leaders tend to influence others to change their attitudes and behaviors. The two-step theory refined the ability to predict how media messages influence audience behavior and explains why certain media campaigns do not alter audiences’ attitudes. This hypothesis provided a basis for the multi-step flow theory of mass communication.

hypodermic needle theory

MAGIC BULLET/ HYPODERMIC NEEDLE/ STIMULUS RESPONSE THEORY
Before the first World War, there was no separate field of study on Communication, but knowledge about mass communication was accumulating. An outcome of World War I propaganda efforts, the Magic Bullet or Hypodermic Needle Theory came into existence. It propounded the view that the mass media had a powerful influence on the mass audience and could deliberately alter or control peoples' behaviour.

Klapper (1960) formulated several generalizations on the effects of mass media. His research findings are as follows: "Mass-media ordinarily does not serve as a necessary and sufficient cause of audience effect, but rather functions through a nexus of mediating factors and influences. These mediating factors render mass-communication as a contributory agent in a process of reinforcing the existing conditions."
The main mediating factors which he considers responsible for the functions and effects of mass communications are

- selective exposure i.e., people's tendency to expose themselves to those mass communications which are in agreement with their attitudes and interests; and
- selective perception and retention i.e., people's inclination to organize the meaning of mass communication messages into accord with their already existing views.