Lecture
Creation and transformation of mass information should be considered as a single process aimed at the perception, assimilation, reflection of this information, and later on its distribution and subsequent use. According to its purpose in society, this process is usually evaluated as a service, i.e. serving the interests of various social systems.
Once again, recalling the models of mass communication created by various authors, we are convinced that the creation of mass information is directly interconnected with the process of perception and assimilation of this information by individuals.
Functions of mass communication: a review of the surrounding world (informational); correlation with the social structures of society (impact through feedback); transfer of cultural heritage (cognitive-cultural function). Separately, entertainment was highlighted, and later - mobilizing (for example, in political campaigns).
In domestic psycholinguistics, the following functions are typical of radio and television communication:
Taking into account the above characteristics and the main functions of mass communication, its social essence boils down to the fact that it is a powerful means of influencing society in order to optimize its activities and socialize individuals.
From the beginning of the twentieth century to the 1930s, the opinion prevailed that the QMS has a direct, immediate, and effective impact on human behavior.
In the 1960s, it was believed that the influence of mass communication on the attitudes and opinions of people was mediated by the characteristics of the audience.
Since the 1970s, the thesis of the increasing influence of mass communication on mass consciousness has become very popular. MK has a greater influence on what the person is talking about, and not on his specific position on this topic.
The effectiveness of the QMS is the ratio of the achieved result to the previously set goal.
Groups of performance criteria for the QMS:
The measure of effectiveness is the degree of realization of the goals that meet the needs of the audience for information and communication, taking into account the capabilities of both the QMS and the audience.
The results achieved by the QMS are the effects - specific changes in the consciousness and behavior of the audience:
Having studied the section, we can summarize the material, making the following conclusions:
Comments
To leave a comment
Communication theory
Terms: Communication theory