MassCom Digest: Notes, Theories & Media Trends

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Although it might not be obvious to the casual listener, not all radio stations are created equal. There are two distinct kinds of radio stations: commercial radio and non-commercial radio. The differences between these two types of stations come down more than just formatting. Commercial Radio: Ratings Are #1 Commercial radio derives its operating budget from selling advertising. Since they attract those advertising dollars based on ratings, commercial radio stations need consistently large numbers of listeners. These ratings are used by the station to demonstrate to potential advertisers that buying a commercial spot on the station will reach a significant number of people and is a worthwhile investment. These numbers are also used to price advertising. The more listeners a station has, the more it can charge for ad spots and the more money it will have in its operating budget. Non-Commercial Radio: Fewer Ads, More Variety Non-commercial radio, also called non-comm for short, includ...

Radio Glossary voice/voicer : the person who records his /her voice on mic in actuality :someone who expresses in language; someone who talks (especially someone who delivers a public speech, one that voice :actuality. recorded segment of a newsmaker speaking, generally lasting from 10 to 20 seconds; this is what people outside of radio journalism often call a "sound bite" Radio actualities, also known as newsmaker sound bites, are a mainstay of radiobroadcast journalism. Strauss Media Strategies, Inc. can record and distribute audioactualities to targeted radio stations to fit the needs of just about any radiooutreach campaign commentator:A commentator is a broadcaster who gives a radio or television commentary on an event. ambiance : ambience (also known as atmosphere, atmos, or background) consists of the sounds of a given location or space. It is the opposite of "silence." ambient sound:Ambient sound (AKA ambient audio, ambience, atmosphere, atmos orbackground ...

Persuasion Theory  is a mass communication theory that deals with messages aimed at subtly changing the attitudes of receivers. The concept of Persuasion has been developed between the 1940s and 1950s after studies aimed at defining the optimal persuasive effectiveness of Propaganda, being it political or an  advertising  campaign. Like the  Hypodermic Needle Theory , it considered audiences passive although the scope of a campaign switched from manipulation into persuasion. Researches on Limited Effects of mass communication demonstrated that messages are successful only if they embed the same opinions of their receivers. Therefore, the focus of any campaign has to be on individual psychological factors. Unlike the Hypodermic Needle Theory, Persuasion Theory considers the Stimulus-Response model as interposed by a filter: individual’s specificities, i.e. psychological characteristics of an individual. In this perspective, persuasive messages are thus able to...

a-quick-understanding-of-hegemony The definition of hegemony is leadership or dominance of one group over another. An example of hegemony is the student government leadership in a school. Media Hegemony. ... Based on the definition of hegemony, media hegemony means the dominance of a certain aspects of life and thoughts by penetrating dominant culture and values in social life. In other words, media hegemony served as a crucial shaper of culture, values and ideology of society (Altheide, 1984). REPRESENTATION : Hegemony Hegemony is a representational strategy of power; a way of using representations to control other people. In many ways hegemony is the central concept of media studies. This idea is crucial to the key concepts of representation, ideology, narrative, institutions and audience so it is essential that we develop a detailed understanding of the idea. Let us start with a definition: Hegemony is a representational strategy of social power that aims to ensure t...

FORMATION OF PUBLIC OPINION History and Orientation Neumann (1974) introduced the “spiral of silence” as an attempt to explain in part how public opinion is formed. She wondered why the Germans supported wrong political positions that led to national defeat, humiliation and ruin in the 1930s-1940s. In an 1974 research article, Elisabeth Noelle-Neumann presented a groundbreaking political science and mass communication theory called ‘Spiral of Silence’ (SoS). SoS is a process when an individual finds his views less popular, in contradiction with the majority, and may lead to ‘isolation’, then (consequently) s/he chooses not to express his/her views. Neumann defines ‘the tendency of the one to speak up and the other to be silent starts off a spiralling process which increasingly establishes one’s opinion as the prevailing one.’ As a result, minority opinion may lead to ‘fear of isolation’, which (may) eventually result into self-censorship for detailed version visit the followi...

The cultivation theory was proposed by George Gerbner.  It is one of the core theories of media effects. According to the theory, people who watch television frequently are more likely to be influenced by the messages from the world of television. The influence goes to such an extent that their world view and perceptions start reflecting what they repeatedly see and hear on television. Television is,therefore, considered to contribute independently to the way people perceive social reality. Hypothesis The theory postulates that watching television frequently influences an individual to develop certain ideas of reality or beliefs and assumptions about life that mirror the most consistent or universal values that are showcased on television. The more a person watches television, the more likely he is to be influenced by what he watches when compared to others who watch less but share other similar demographic characteristics. Cultivation Theory The theory argues that the ...

THEORY ,WHAT IS THEORY ?EXPLANATION AND CONSTRUCTION DEFINITIONS OF THEORY 1:A scientific  theory  is a well-substantiated explanation of some aspect of the natural world, based on a body of facts that have been repeatedly confirmed through observation and experiment. Such fact-supported  theories  are not "guesses" but reliable accounts of the real world. 2:The definition of a  theory  is an idea to explain something, or a set of guiding principles 3: A  theory  is a group of linked ideas intended to explain something. A  theory provides a framework for explaining observations. ... They can be tested to provide support for, or challenge, the  theory . The  word  ' theory ' has several meanings: a guess or speculation. 4: A  theory  is a formal idea or set of ideas that is intended to explain something. ... If you have a  theory  about something, you have your own opinion about it which you cannot pr...