CMN 2101 Lecture Notes - Lecture 2: Harold Lasswell, Walter Benjamin, Understanding Media
30 Mar 2016
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Functionalist approach to mass media harold lasswell and charles. Mass media as institutions in our society. Perspective of mass media theory: macroscopic approach: generalize, want to have something they can apply to everything; create ground theory, microscopic approach: analyze individualistic levels of media. It is the technique of influencing human action by the manipulation of representations. These representations may take spoken, written, pictorial or musical form. Propaganda is a form of persuasion, but the intended action of this persuasive effort is to the advantage of the persuader (sender) and not in the best interests of the persuader (receiver). To preserve the friendship, and if possible to procure the cooperation of neutrals. Message source transmitter signal receiver destination = noise. Creators of the mass media messages perspective. Analysing mass communication in terms of caused and effects job with the scientific model of research. There is a difference between the real world and the inaccurate picture of the world.
