GLOBALIZATION AND MEDIA:Mediated Communication, Post Modernism

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Theories of Communication MCM 511

LESSON 44

GLOBALIZATION AND MEDIA

Barriers against Effective Interpersonal Communication

4. Feedback - Done by the sender, as a word of confirmation by using closed ended questions such as

"Did you understand what I just said?" or "Is what I said clear to you?", or using an open ended question

to have the receiver summarize the message.

This results in the sender knowing the receiver has fully understood what is being communicated

Types of Interpersonal Communication

This kind of communication is subdivided into dyadic communication, Public speaking, and small-

group communication.

Dyadic communication is simply a method of communication that only involves two people such as a

telephone conversation or even a set of letters sent to and received from a pen pal. In this

communication process, sender can immediately receive and evaluate feedback from the receiver. So

that, it allows for more specific tailoring of the message and more personal communication than do

many of the other media.

Small-group communication refers to the nature of communication that occurs in groups that are

between 2 and 12 individuals.

Since this context involves three or more people, the degree of intimacy, participation and satisfaction

tends to be lower than in two person communication.

Small group communication occurs in churches, in social situations, in organizations to name a few.

Group dynamics is a well researched field of study and tends to focus on small groups that engage in

problem solving and decision making.

Organizational Communication

It is defined as the flow of messages within a net work of interdependent relationships, here we are

concerned with not only with the effectiveness of the individual communication but with the role of

communication in contributing to or detracting from the effective functioning of the total organization.

Mediated Communication

Communication through mass media.

Their argument is straightforward- all communication can be best understood n not in isolation, but two

or more of these levels. Because all levels are necessarily interconnected, changes at one level must

affect other levels. Example-violence on tv modeling theory. Individual leanings. How in school it is

dealt.

Other scholars Pingree, Wiemann and Hawkins suggested a communication science based on two

distinct stages in communication processes:

The first, antecedents of communication, would involve the study of "situations, personality traits,

orientations, abilities and so on that lead to communication behavior," resulting in `theories about

selection and control mechanisms, and the norms and schemas that bring them into play.'

The second stage, consequences of communication, would involve the study of the results or outcomes of

communication and result in theories about the necessary characteristics of communication,

mechanisms of effect, and strength of effects.

Social Semiotics Theory

At the same time that communication science was being developed critical and cultural studies

researchers faced problems partly caused by their success.

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Theories of Communication MCM 511

Globalization and Media

Since the end of the Cold war a new world order has begun to emerge, it is based on international

capitalism and the unrestricted cross border flow of capitalism and information.

This flow is essential to the operation of multinational companies, but it also permits development of

many other multinational organizations.

Unlike the previous world order the new order is being imposed through a quite that is widely referred

to as globalization.

Examples

IMF- involves the spread of western social institutions.

NGO, food chains

Prominent multi national corporations specialize in communications commodities that they distribute to

audiences around the world-CNN, Rupert Murdock-FOX Michael Eisner Disney

MTV- think global, act local

Globalization Problems

Promoting of foreign norms and values.

Undermining of the local culture, traditional ethnic movements.

Where individuals will find an identity in a world that seems to be exploding and where national

boundaries are becoming irrelevant.

Post Modernism

Challenges from cognitive psychology and biological science

Media Literacy

To make sure that media remains functional (not dysfunctional) use of media is to increase individuals'

media use skills. Scholars agree that to have greater control over their environments and lives.

Rubin offered the following definitions of media literacy:

1. The ability to access, analyze evaluate and communicate messages.

2. Understanding cultural economic, political and technological constraints on the creation production

and transmission

Media Literacy Movement

1. An awareness of the impact of the media on the individual and society

2. An understanding of the process of mass communication

3. The development of strategies with which to analyze and discuss media messages

4. An awareness of media content as a text that provides insight into our contemporary culture and

ourselves

5. The cultivation of an enhanced enjoyment, understanding and appreciation of media content

So we can say that:

1. Media literacy is a continuum not a category. It is not a categorical condition like being a high school

graduate

2. Media literacy needs to be developed as we reach higher levels of maturation intellectually,

emotionally and morally we are able to perceive more in media messages... maturation raises our

potential, but we must actively develop our skills and knowledge structures in order to deliver on that

potential.

Why study mass communication

It is the major source of acquiring about the world knowledge -a cognitive approach a mental reality

about the world based on our experience with the media.

This metal attitude become the basis for all sorts of attitudes and behavior and has numerous effects on

our lives.

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Theories of Communication MCM 511

Media is also a place where many affairs of public life are played out both nationally and internationally

The conduct of democratic or undemocratic politics significant social issues are addressed.

Media is also a place where changing culture and values of societies and groups are constructed stored

and most visibly expressed.

Primary key to fame and celebrity status - Media has become the reality against which the real world is

compared. The media view of the world has become more real to many people than the real world itself.

Media are the single largest focus of leisure-time activity and means of entertainment. They help

organize and interrelate the rest of leisure.

As a result a major and expanding industry providing employment and wide range of political economic

benefits.

That is why mass media is of wide interest and is subject to so much scrutiny and regulation as well as

theorizing.

That is why we need to consider theories that deal primarily with the ways individual access and process

media content and the ways with which mass media sources influences those individuals.

That is why mass media is of wide interest and is subject to so much scrutiny and regulation as well as

theorizing.

That is why we need to consider theories that deal primarily with the ways individual access and process

media content and the ways with which mass media sources influences those individuals.

Are there some essential public services that media should provide even if no immediate profits can be

earned?

Should media become involved in identifying and solving social problems?

Is it necessary or advisable for media to serve as watchdogs and protect consumers against business

fraud and corrupt bureaucrats?

What should we expect media to do for us in times of crisis?

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