-
we learn what is true by experience:
what happens to us, what we do
-
we learn what is true by authority:
we learn from someone who is trustworthy, credible, or who may have the power to control what we learn
-
we learn what is true by science:
systematic and logical observation in search of truth
-
Four divisions of understanding or truth
- ontology
- praxiology
- epistemology
- axiology
-
ontology
- what is it?
- what is knowable
-
praxiology
how does it work
-
epistemology
- Why does it happen?
- also the study of knowledge and how we know
-
axiology
- should it happen?
- the role of values and morality in research and the building of knowledge
-
all four questions must be answered in order to
develop a sound theory that explains those effects
-
Three basic world views:
- traditionalism
- modernism
- post modernism
-
traditionalism
- dominant until 20th century
- god exists
- truth exists
- to find truth, find god
-
modernism
- dominant until the last quarter of the 20th century
- truth exists
- god may or may not exist
- human beings can find truth through rational means: objective observation, rational analysis and organization
-
post modernism
- dominant world view at the present time (not to the exclusion of others)
- god does not exist (myth)
- truth does not exist but is a "construct" based on our perceptions
- experience and interpretation are the only means of explaining the world(or our perceptions of it)
-
theory (Hoover)
theory (Griffin)
- a set of inter-related propostions that suggest why events occur in the manner that they do
- a set of systematic informed hunches about the way things work
-
theories have been called "nets":
- with which we catch understanding about the world
- as theory develops, net is tighter and denser, collecting smaller details of understanding
-
sometimes theorys are compared to lenses:
- focusing on particular things
- highlighting or magnifying for closer examination
-
Map
another analogy for theory
-
model
- a metaphor for the relationship in a process
- used by scientists to help clarify their thinking
-
a successful theory must fulfill the following purposes:
- description
- explanation/understanding
- prediction
- control
-
description
must describe what happens in a particular communication event (ontology)
-
explaination/understanding
must explain how or why it happens (praxiology, epistemology)
-
prediction
if it can accurately identify what happens and why it happens, the theory ought to predict the phenomenon will happen again (ontology)
-
control
if you predict, then you may be able to control events and outcomes (axiology)
-
-
extension
adding new concepts and ideas which are tested hypotheses
-
intension
developing a deeper understanding of the basic concepts
-
theories are tested:
- hypothesis is developed
- figure out how the hypothesis can be observed
- carry out the experiment/survey in an objective and standardized manner
- interpret the results
-
results of empirical research must have:
-
reliability
- repeatable
- if you do project same way, you get same results
-
validity
they measure what they intent to measure
-
research used to support a theory should have:
- isomorphism
- generalizability
-
isomorphism
- does it apply to the real world?
- are the conditions in the study like those of the real world or are they artificial?
-
generalizability
does it apply to more than the people in the project?
-
science is logical:
- it follows the laws of logic
- no two mutually exclusive qualities can exist at the same time in the same object
-
science is deterministic:
- things don't just happen without some catalyst or reason
- there is cause and effect
-
science is general:
it is aimed at general understanding
-
science is inter-subjective:
mass com researchers and those in psychology or education should find the same results when they do the same experiment
-
science is empirically verifiable:
- no theory can be proved
- it must be disproved
-
science is open to modification:
- if differing results occur, the reasons for them must be explained
- there may be an error OR the results are not mutually exclusive
- may adjust understanding to reflect new findings
-
the goals of science are:
- prediction
- understanding
- explaination
- control
-
prediction
predicts what is going to happen
-
understanding
describe how it is going to happen
-
explaination
explain why it is going to happen
-
control
use the above knowledge to improve society and/or individuals
-
social science approaches questions in the same way physical sciences do:
-
- measures people, attitudes, values, motives and lots of intangible
- things....
- It includes the
- fields of sociology, anthropology, psychology, political science, and mass com.
- studies/measures and social phenomena – how is a society structured and
- maintained/preserved.
- has all of characteristics of science: logic, generality. etc
- depends on established methods which have been and continue to be used in other
- disciplines
-
in social scientific research, standard steps are taken:
- review past research
- identify important questions which remain unanswered
- identify/create best means of finding answers
- gather required data
- analyze data
- present results
- discuss what you've learned
-
postivism is rooted in the
basic qualities of physical science
-
Mirror theory
"we dont affect society, we merely reflect society," and we give people what they want
-
three false premises under-gird the mirror theory
- ratings are reasonable measurments of program consumption
- the multitude of cable and television channels results in intense, unavoidable competition
- television programming is risky
-
market structure
- business conditions or organization
- made up of three types of structure: organizations/instutions structure, structure of content, and structure of industry
-
institutionalization
- "An element of society with clear roles and relationships within the society.
- More than a mere organization."
- Examples: Hospitals, universities, police
- departments, public schools, churches, etc.
-
vertical integration
corporation owns or controls nearly all of the steps and processes in the production/distribution system
-
horizontal integration
- the corporation owns several of the same type of company
- ex: only radio stations or only newspapers
- each industry has to respond to the others around it
-
direct sales
- subscriptions
- ex. magazine sales
-
access sales
where the advertiser gets access to potential customer through advertising on your medium
-
branding
logos at the bottom of the screen
-
big 5 media companies
Disney, Newscorp, General Electric, Time Werner, and Viacom
-
trans-industrialization
when a company owns all or most of the related elements of an industry
-
synergy
"you scratch my back, i'll scratch yours" approach
-
an irrational marketplace obscures:
the relationship between decisions and consequences
-
capacity
what can be accomplished with current technology, finances, and structure
-
competence
how well can you use the techniques and resources available?
-
recirculation
reruns in syndication or on cable channels, and frequently on both
-
repackaging
distribution on dvd or video
-
reversioning
production specials that re-use existing content with additional features
-
recycling
cutting up parts of a previous content and using it in a new way
-
redeployment
here the premises and symbolic universe of one show is used in other in the franchise
-
re-launch
promotion effort designed to reframe a series to build new audiences and encourage existing ones
-
2 primary means used for measuring performance
-
psychographics
- life-style and attitude information about viewers
- values, priorities, likes, dislikes
-
demographics
key statistics about viewers, age, income, education, marital status, etc
-
rating
% of homes WITH television watching your program
-
Share
% of homes using television watching your program
-
diary
handwritten log of what you watched
-
peoplemeter
device which measures what channel a set is tuned to and who is watching
-
regulatory means of measurment
- Media have to meet certain standards set up by the FCC and other government
- bodies, including Congress: Children's Television Act, ownership limits,
- indecency and obscenity standards are examples. (New interest in increased
- regulation at the FCC.
-
consumer criteria means of measurement
(other than price) These relate to whether the consumers like the format, the controversy, and to what degree?
-
industry practices means of measurment
Various codes of ethics and also impose standards on media content. MPAA ratings, TV Ratings, NAB Code, etc.
-
stakeholders in the society means of measurement
Citizen's groups can make significant impact, and some have even worked "deals" with content providers to "clear" content before it goes to production or air.
-
program content is the result of
- the industry system rather than an accurate reflection of our culture or what
- individual viewers would like to see.
-
television content is:
- disposable
- plastic
- limited in access
-
disposable
here today, gone tomorrow
-
plastic
mass appeal and superficial in nature because it has to please a lot of people
-
limited in access
lots of good material never gets on
-
|
|