Introducing
Prezi AI.
Your new presentation assistant.
Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.
Trending searches
Loading…
The Functions of Television
204
Transcript
Who is the Communicatior?
Educate or Entertain?
- aberrant decoding
- identifying the communicator: three simultaneous levels
- the image on the screen
- the broadcasting institution
- the culture for which the message is meainingful
- offer fresh knowledge
- teach practical skills
- entertainment to help relieve everyday pressure
- make people forget what made them unhappy
Mass Consumption or Mass Communication?
- audience as a 'market'
- metaphorical language: 'product' and 'market'
- tv is communication and mass
- the way the audience communicate
- mass media influence individuals
The General Conditions which Bear upon the Effect of Communication
- Greater monopoly of source over recipient -> greater effect in favour of the source
- Greatest effects: where the message is in line with the beliefs of the receiver
- The most effective shifts: on unfamiliar issues
- Source is believed to have expertise, power
- The social context, group will mediate the communication and influence whether or not it is accepted
The Functions of Television
The Hypodermic Needle
It's a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver.
As a mass, an audience displays the following characteristics:
- It comprises people from all walks of life
- It comprises anonymous individuals
- Its members share little experience with each other
- Its members are disunited
De Fleur and Ball-Rokeach:
- The need to understand one's social world
- The need to act meaningfully and effectively in that world
- The need for fantasy-escape from daily problems and tensions
Uses and Gratifications
Basic needs to be fulfilled by the mass media
(according to Katz):
- cognitive needs
- affective needs
- personal integrative needs
- social integrative needs
- tension-release needs
The Functional Tradition
Most important assumptions:
- Individualism: mass communicator - individual viewer
- Abstraction: individual's needs are the same culture and society do not matter
- Functionalism: tv is used to satisfy needs
The Leading Factors of the Rising Popularity of Television
- Shorter working hours
- Increased family resources available for leisure
- Activities changed: previously knitting, chatting, dozing
- Tv has brought new stimulus: more books, magazines, newspaper, music and films
Choose a template
Learn more about creating dynamic, engaging presentations with Prezi