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Perspectives on Mass Communication
Chapter 2
© 2009, The McGraw-Hill Companies, Inc. All rights reserved.
CHAPTER OUTLINE
• Paradigms
• Functional Analysis
• Critical/Cultural Studies
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Paradigms
• Paradigms are models guiding how we think. Paradigms relevant to mass communication processes include:
– Functional Approaches
– Critical/Cultural Approaches
• Paradigms are useful because they:
– Provide a perspective to examine mass communication
– Generate concepts to understand media behavior – Help identify important elements in the process
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FUNCTIONAL ANALYSIS
• Functional approach: Something is best understood by examining how it is used.
– For mass media, this means examining how audiences interact with media and how they use media
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The Role of Mass Communication
• Different media provide different primary uses.
• Macroanalysis: how media functions for the society as a whole
• Microanalysis: how media functions for the individual
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