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Challenging the Dominant Paradigm:

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3. TV is very popular & the focus increased on the real world of violence. ... System theory has greatest practical impact on communication. ... – PowerPoint PPT presentation

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Title: Challenging the Dominant Paradigm:


1
Challenging the Dominant Paradigm
  • Theories on Children, Systems Effects
  • Chapter 8. Pgs. 185-216

2
Slides Preview
  • At the end of this lesson you should be able to
    identify the following theories
  • 1. Overview
  • 2. TV Violence Theories
  • 3. Social Learning Theory
  • 4. Active View of Television Viewing
  • 5. Development Perspectives
  • 6. System Theories of Communication Process.

3
  • 7. The rise of the System Theory
  • 8. Mathematical Theory of Communication
  • 9. Modeling System
  • 10. Cybernetic Theory

4
  • By 1960s about 90 of homes in US reached by TV
    its influence in a social system.
  • A system theory was created. Theory that examines
    the mass communication process as composed of
    inter-related parts that work together to meet
    some goals.

5
  • Psychologist turned their attention to mass media
    esp. TV which later created the theory of social
    cognitive i.e. learning takes place through
    interactions with many factors such as
    behaviors, personal factors the environment.

6
Social Cognitive Theory
  • This is a theory where learning takes place
    through interaction with the environment that
    involves reciprocal causation of behavior,
    personal factors environmental events.
  • (work of White, 1972 Miller Dollard (19411)
    Bendura, 1965, 1971,1994 Berkowitz, 1965
    Potter, 1997)

7
  • About this time, there is a greater concerned in
    America on the effects of TV because of the
    following reasons
  • 1. More women entered the workforce resulting
    both parents working outside homes.
  • 2. Migrations to urban areas.
  • 3. TV is very popular the focus increased on
    the real world of violence. John Robert
    Kennedy and Martin Luther King were dignitaries
    that were assassinated. The world is a
    dangerous place to lived.

8
  • 4. Social movement such as Civil Rights anti
    Vietnam war protests catch the attention of the
    nation.
  • 5. Young people were listening to new unfamiliar
    music.

9
  • 6. There exist a generation gap between
    conservative , middle-class parents their
    liberal, radical parents.
  • 7. Evidence showed that families, school and
    churches became less important to children.
    Children are being socialized more and more
    away from home and classrooms.

10
  • 8. TV became target criticism esp. on violence
    \ programming forming social instability.
  • 9. Riots everywhere -in Los Angeles, Detroit and
    Cleveland.

11
  • Presidents Johnson established a National
    Commission to locate causes of violence. This
    Commission recommended changes in both news
    reporting and entertainment.
  • Research suggest the idea of CATHARSIS or
    SUBLIMATION Hypothesis i.e. the idea that viewing
    violence is sufficient purge to satisfy a
    persons aggressive drive therefore most
    likelihood reduces a person aggressive behavior.

12
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13
B. Social Learning Theory
  • Human learn from observation.
  • IMITATION is the direct reproduction of observed
    behavior.
  • IDENTIFICATION is a form of imitation in which
    copying a model , wanting trying to be like a
    model in terms of characters or quality.

14
  • Miller Dollard argued that imitation learning
    occurred when observers were motivated to learn
    , when the cues or elements of the behavior to
    be learned were present and when he/she perform
    the same behavior were positively reinforced.

15
  • SOCIAL LEARNING is applying both imitation and
    identification to explain how people learn
    through observations of others in their
    environment.
  • SOCIAL COGNITIVE THEORY is that observers can
    acquire symbolic representations of behaviors
    these pictures provide information on which to
    base on their subsequent behavior. E.g. behavior
    depicted on screen.

16
  • MODELING is a efficient way to learn a wide range
    of behaviors solutions to problems that we
    would otherwise learn slowly or pay high price to
    learn the same thing.
  • OBSERVATIONAL LEARNING refers to when the
    observation of the behavior is sufficient to
    learn that behavior.

17
  • AGGRASIVE CUES refer to media portrayals of
    violence and expected to show higher level
    subsequent aggression.
  • PRIMING EFFECTS refers to the idea that
    presentation in media heighten the likelihood
    that people will develop similar thoughts about
    those things in the real world.

18
  • CONTEXTUAL VARIABLES referring to the
    environmental variables surrounding the
    presentation of violence (e.g.
    reward/punishment, consequences, motive, realism,
    humor, media characters, arousal).

19
Theory of TV Viewing
  • ACTIVE THEORY refer to viewing of TV
    consumption that assumes viewer comprehension
    causes attention (effects)
  • DEVELOPMENTAL PERSPECTIVE refers to view that
    child undergo cognitive growth and adulthood
    influence. Part of the intellectual development
    through media exposure (Sesame's Street).

20
  • CHILDREN SOCIALIZATION this is the view that
    children learning beyond social cognition. It
    also involves process of socialization.
  • EARLY WINDOW refers to the idea that television
    allows children to see the world before they
    have the skill to successfully act on it.

21
  • STRENGTH
  • Causal link between the media and behavior.
  • Applies across several viewer and viewing
    situations
  • Has strong explanatory power (e.g. catharsis,
    cues etc)

22
  • WEAKNESSES
  • Lab. Demonstration raises questions of
    generalizability.
  • Demonstration might overestimate media power.
  • Has difficulty explaining long term effects.
  • Underestimate peoples active use of media
  • Focuses too narrow on individual rather than
    cultural.

23
Part II
24
B. System Theory
  • This theory examines the role of mass
    communication process consisted of interrelated
    parts that work together to meet some goals. It
    can influence control one another through
    communication and feedback loops.
  • Some system are capable of monitoring the
    environment and alter their operations in
    response to environmental changes.
  • Bukley, 1967 Wiener1954, 1961 Shannon Weaver
    1949 Fisher Fisher, 1996 Westly MacLean
    1957.

25
  • Engineers are concerned with designing a system
    which communication links efficiently transmit
    information accurately. Communication is a means
    to an end.

26
  • COMMUNICATION SYSTEMS Systems that function
    primarily to facilitate communication.

27
  • TH E RISE OF THE SYSTEM THEORY
  • In 1960s engineers development of system
    theories based on the idea of Cybernetics i.e. is
    the study of regulation control in complex
    machines.
  • CYBERNETICS investigates how communication links
    between various parts of machine to perform very
    complex tasks and adjusted to changes taking
    place in its external environment. e.g. in
    weapon system, radar, air conditioning,

28
  • FEEDBACK LOOPS referring to ongoing adjustments
    in systems.
  • Complex machines rely on feedback loops as a
    means of making ongoing adjustments to change
    caused by the environment. Feedback loops enable
    sources to monitor the influence of their
    message.

29
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30
C. Mathematical Theory of Communication
  • Shannon Weaver (1949) created a system model
    known as the Mathematical Theory of
    Communication. The components of this theory
    consisted of SIGNAL, INFORMATION, NOISE,
    REDUNDANT, CHANNEL CHANNEL CAPACITY.

31
  • SIGNAL the flow of communication from one part
    of the system to the other.
  • INFORMATION BIT individual elements of the
    signal.
  • NOISE The difference between the signal sent
    and the signal received.

32
  • REDUNDANT when the system contains many bits
    carrying the same information
  • CHANNEL the carrier of the signal
  • CARRYING CAPACITY the ability for the channel to
    transmit complex and simple accurate signal

33
  • Shannon Weaver (1949) Mathematical Model led to
    the development of the INFORMATION THEORY.
  • A theory that attempts to explain the process of
    communication.

34
Information Theory
  • This theory attempts to explain the application
    of mechanical notions of information flow to the
    understanding of all forms of communication
    applied it to human communication.
  • Using the concept of SYSTEM MODELING. The system
    of this model is INTERDEPENDENCE to each other
    (relationships) as such that changes in one
    element changes the other elements.

35
  • This theory was then adopted replacing the
    TRANSMISSIONAL Model that assumes the message
    source dominates the communication process,
    that the primary outcome of the process is the
    effects on the receiver.

36
  • E.g of the TRANSMISSIONAL Model is Lasswells
    Theory (1949) Who Says What Through what Medium
    with What Effects.

37
  • System theory has greatest practical impact on
    communication. In particular the system theory
    can be applied both close system (Homeostatic)
    or open system (dynamically balanced).
  • E.g of close system applied on machines air
    conditioning, machines using some form of
    automatic regulator etc.

38
  • E.g. of open system like the biological organism
    in our body. Using electrical chemical
    messages transmitted by nervous and circulatory
    system our organs functions and make adjustment
    accordingly. The same analogy is applied on human
    communications.

39
Critics of the System Model Theory
  • Two types of critics argued strongly against this
    theory
  • (a) The humanistic scholars
  • (b) The Social Scientists
  • Dehumanizing overly simplistic. This is just
    an elaborate metaphors or analogies. It is not
    suitable to explain complex human
    interrelationships. People are not like machines.

40
  • System theorists argued that the model can
    represent quite complicated phenomena. The
    Simulation Model for example is capable of
    analyzing complex social system in which
    interrelationships between agents are
    represented.

41
  • Another critics of the system theory is that the
    system assumed that the structure functions
    accordingly as designed. Functionally properly
    and maintaining a proper relationships with other
    parts.
  • Our body, one organ tells the other organ what to
    do control command. But in the process of
    communication, communication sometimes play
    different roles.

42
  • As an improvement to the system theory model
    other scholars suggested the introduction of
    SECOND ORDER OF CYBERNATIC THEORY.
  • These theorists argued that many system theory
    often continually undergo fundamental sometimes
    chaotic, transformations of their own
    structures. As such that it is not possible to
    predict by simply examining the past behavior of
    the system.

43
  • By the end of this lessons you should have
    learned the following topics
  • 2. TV Violence Theories
  • 3. Social Learning Theory
  • 4. Active View of Television Viewing
  • 5.Development Perspectives
  • 6. System Theories of Communication Process.

44
Thank You
  • 7. The rise of the System Theory
  • 8. Mathematical Theory of Communication
  • 9. Modeling System
  • 10. Cybernetic Theories

45
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