Communication Models for the Study of Mass Communications

Cover......Page 1
Half Title......Page 2
Title Page......Page 4
Copyright Page......Page 5
Table of Contents......Page 6
1.1 Scope and purpose......Page 10
1.2 The uses and misuses of models......Page 11
1.3 Definitions and terms......Page 13
1.4 Early communication models and mass communication research......Page 15
1.5 Elaboration of the basic mathematical model......Page 16
1.6 From communication to mass communication......Page 17
1.7 Developments in communication models and communication research......Page 18
1.8 Future developments......Page 20
2.1 The Lasswell Formula......Page 22
2.2 Shannon and Weaver's, Osgood and Schramm's, and Dance's models......Page 25
2.3 Gerbner's general model of communication......Page 32
2.4.1 The Newcomb ABX model......Page 36
2.4.2 Kite co-orientation model......Page 39
2.4.3 Theory of consonance and dissonance......Page 42
2.4 A convergence model......Page 44
2.5 Westley and Maclean's conceptual model for communication research......Page 47
2.6 Maletzke's model of the mass communicationprocess......Page 55
2.7.1 A ritual model of communication......Page 63
2.7.2 Communication as display and attention......Page 65
3.1 Stimulus-response models and their modifications......Page 67
3.2 Katz and Lazarsfeld's two-step flow model of mass media and personal influence......Page 71
3.3 Comstock's psychological model of television effects on individual behaviour......Page 76
3.4 Rogers and Shoemaker's model of innovation diffusion......Page 82
3.5.1 The 'normal' diffusion curve......Page 87
3.5.2 The J-curve model......Page 88
3.6 News comprehension, processing and recall......Page 94
3.6.1 A transmission model of news learning......Page 95
3.6.2 Processing the news - a reception model......Page 98
3.7 The mycelium model of public opinion and interpersonal communication......Page 104
4 Effects of Mass Communication on Culture and Society......Page 107
4.1 Cultural indicators and the cultivation process......Page 109
4.2 Agenda-setting......Page 113
4.2.1 The basic model......Page 114
4.2.2 Rogers and Dearing's model of differential agenda setting......Page 116
4.3.1 The dependency state......Page 120
4.3.2 The dependency effect process......Page 122
4.4 The spiral of silence......Page 125
4.4.1 The basic model......Page 126
4.4.2 Process model for individual opinion......Page 127
4.5 Information gaps as effects......Page 131
4.6 Centrifugal versus centripetal effects of media insociety......Page 138
5 Audience-Centered Models......Page 141
5.1.1 The basic formula......Page 142
5.1.2 Rosengren's general model......Page 143
5.1.3 The expectancy-value approach to media gratifications......Page 145
5.1.4 Cultural versus informational gratification models......Page 147
5.2 Renckstorf's social action model......Page 152
5.3 Audience reception and decoding......Page 154
5.3.1 A model of encoding and decoding......Page 155
5.3.2 A discourse model......Page 157
5.4.1 A model of differential audience reach......Page 160
5.4.2 Television programme choice......Page 162
5.4.3 Audience choice under conditions of channel abundance......Page 165
5.4.4 Television programme appreciation......Page 166
6.1 The media in a field of social forces......Page 169
6.2 Gieber and Johnson's model of source-reporter relationships......Page 171
6.3 Media gatekeeping......Page 175
6.4 McNelly's model of news flow......Page 178
6.5 Bass's 'Double Action' model of internal news low......Page 180
6.6 Galtung and Ruge's model of selective gatekeeping......Page 182
6.7.1 Newsmaking......Page 186
6.7.2 The news production process......Page 187
6.7.3 The decision chain in the music industry......Page 189
7 Planned Communication......Page 192
7.1 The communication campaign......Page 193
7.2 Dimensions of campaign objectives and effects......Page 197
7.3 Communication effects hierarchy......Page 199
7.4 Four models of public relations......Page 202
7.5 Marketing communication......Page 206
8.1 The information society: promise and problems......Page 210
8.2 Changing balance of information traffic......Page 214
8.3 Convergence of communication modes and models of media regulation......Page 219
8.4 Communication policy and social problems: cross-system differences......Page 222
9.1 Introduction......Page 224
9.2 International flow of information......Page 226
9.3 International news flow......Page 228
9.4 Transnational television flows......Page 232
Index
......Page 235