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In the years before World War 11 mass communication per see was hardly investigated.
Scholars from different academic disciplines like history, sociology, looked into specific role
of the mass medium bringing about changes in society relevant to their discipline.
Some basic studies were conducted but lacked focus and direction. Decades later
communication was studied in North American Universities where degree programs were
offered in mass communication studies.
The entire subject of communication can be studied through two schools of thought: The
Semiotics School and The Process School.
Lasswell states that in order to understand the process of mass communication one has to
Lasswell states that in order to understand the process of mass communication one has to
understand each of the stages.
understand each of the stages.
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Untill the 1960s Lasswells questions dominaqted the scene of mass media reseach.
Untill the 1960s Lasswells questions dominaqted the scene of mass media reseach.
Shannon
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WeaverWeaver’s Model –1949.
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Shannon and Weaver’s Model –1949.
This model is also known as the Engineering Model of communication. It is a good example of
process school of thought. It’s also referred to as the Mathematical theory of communication as
it provided an approach to problem of how to send maximum information in a given channel.
It introduced the concept of Noise for the first time
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it provided an approach to problem of how to send maximum information in a given channel.
It introduced the concept of Noise for the first time
As engineers during the World War 11, Shannon and weavers primary concern was to find out
the most effective means of human communication.
Newcomb’s Model –1953
This is the first models to introduce the role of communication in a society or a social
relationship.
The primary role according to Newcomb is to maintain equilibrium in a sicial relationship.
2---Reinforcement Theory
This is also called The limited effects model. Klapper who propounded this theory stated that
mass media has a limited effects on its audience. It merely reinforces existing values and
attitudes. Lazarsfield and Merton further stated that the mass media cannot be relied upon to
work for changes.
3---Catharsis and Narcosis Theory
Narcosis Theory;
This theory was propounded by Lazarsfield, Merton and Winn. They argued that media have a
“Narcostising dysfunction”. They stated that the audience are so engrossed/ lulified during their
exposure to mass media particularly A/V Media, that it becomes difficult for them to make
logical reactions. It engrosses the audience attention to the extent that it prevents them from
taking any logical decisions.
Cathasis Theory
This theory was propounded by Semyour Feshbatch. Feshbatch’s experiments in the lab,
showed that media content particularly non-violence helps to vent out frustration. He
studied the same by setting up two groups of in control and experimental setup
Students of both were exposed to verbal abuse, later the experimental group was shown a
violent film while the other group was not shown the same.
Findings indicated that the experimental group had feelings of less hostility than that of
control group.
4—Theory of Incidental Effects
This theory was formulated by Aldous Huxley.
He stated that media effects were limited to copying of style, mannerism, etc.
Huxley stated that Television could be an effective agent of incidental learning among
children.