Mary Jackson Pitts, Ph.D.

mpitts@astate.edu

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Theory of Mass Communication

Fall 2005

MC 6043

Dr. Mary Jackson Pitts                                                 Phone 972-3361

Office hours:   M 2-3; TTH 12:00-12:30, TTH 1:45-2:30; W 10-11, F: 8:30-9:00  & 10:00-10:30

Room 367                                                                               

mpitts@astate.edu                                                                                                         www.clt.astate.edu/mpitts

Course Description

Study of mass communication models, theory development, mass communication and theory relationship to research in mass communications.

Objective

1. To examine the major theoretical and research trends in the field of mass communication;
2. To examine various mass communication models and theories;
3. To examine the way theories (in general) are developed;
4. To develop the ability to critically examine existing theories; and
5. To examine the relationship between mass communication theories and theories in related disciplines (e.g. interpersonal communication, political science, sociology, etc.)

Course Requirements

Texts:
Michael B. Salwen and Don W. Stacks. 1996. An Integrated Approach to Communication Theory and Research. New Jersey: Lawrence Erlbaum Associates, Publishers

A compilation of readings available on reserve at the Dean B. Ellis Library.

Participation: 

Participation is quintessential to success in this course.  Students must cultivate the habit of reading articles of interest in scholarly journals relating to the field of mass communication.  All assigned readings must be done by or before their due dates.  Being poorly prepared can be a detriment to success in this class.  Students are required to present research articles supporting or disputing each weekly topic.  A one to two page abstract of your presentation must be prepared for the professor.  Copies of this abstract must be shared with your classmates.  The abstract should be typed single space, with a  full citation in the APA format.  (15%)

Papers: 

Two papers are required.  The first is a 10 to 12 page bibliographic essay summarizing the literature in the area from which your final topic will be drawn.  A bibliographic essay is an argumentative discourse that uses full citation within its text.  Examples will be provided during the course of the semester.  The essay should utilize pertinent seminal and recent research works, and no fewer than 20 bibliographies or sources should be used.  The essay should be well organized, with an appropriate introduction, body and conclusion.  The APA citation style should be used all papers for the class.  The critique is due on Wednesday, October 5th.  (20%)

The second paper will be a full-length, topical research paper.  The length of the paper should not be shorter than 20 pages, excluding bibliography and appendix.  The paper should address any topic of relevance to mass communication research and/or theory.  It is due on November 16. (40%) The paper should be scholarly and imaginative in both conception of topic and evidentiary support.  Its ideas should be presented as clearly as possible, and should conform to the following structure:

An INTRODUCTION that describes and justifies the purpose of the study, and links this purpose with suggested areas for research in an existing body of literature; A BODY where you present your critical assessment (your own ideas supported by research evidence) of the chosen topic, and; A CONCLUSION that restates the purpose of the paper and provides recommendation for future research.

A major requirement for the paper is that it must be worthy of publication by a relevant scholarly journal.  Therefore, the chosen topics must be both timely and well addressed.

The topics for both papers are due on September 7th.  Ideas for each paper should be presented in the form of a one page abstract, respectively.  Please note that extensions will not be granted on due dates.  An oral presentation of both papers will be made at times stipulated by the professor.  Oral presentation should last between 10 and 15 minutes.  The presentation format will be an acceptable Power Point Template.  It is important that you are thoroughly familiar with your material.  No reading of papers will be allowed.  The use of audio-visual materials during the presentation is highly recommended.

Examination

There will be two written (take home) examinations in the course. These will be the midterm and final. These will cover lecture materials, assigned readings, readings from scholarly journals and other pertinent materials. Both exams will be comprehensive in nature.

Grading

Final grades will be distributed as the following percentages:

The following scale will be used to determine letter grades:

Disability Support Services

Any student in this course who has a disability that may prevent him/her from fully participating in this course should contact the Disability Services (972-3964) as soon as possible, so we can make the necessary accommodations to facilitate your educational experience.

List of Readings (additional readings will be added as needed during the semester.

Week 1

            Wilbur Schramm, "The Unique Perspective of communication:  A Retrospective View," in Journal of Communication, 33: 6-18 (Summer, 1983).  Dr. O-A

            Everett Rogers and Steven H. Chaffee, "Communication As An Academic Discipline:  A Dialogue," Journal of Communication, 33: 18-31 (Summer, 1983). Dr. O.A.

            Austin S. Babrow, "The Advent of Multiple-Process Theories of Communication," Journal of Communication, 43, 3: 110-118 (Summer, 1993).  Dr. A-O

            Pietila, Veikko, "Perspectives on our Past: Charting the Histories of Mass Communication Studies," Critical Studies in Mass Communication, 11, 4: 346-361 (December, 1994).  Dr. A-O

            Krippendorf, K., The Past of Communication's Hoped-for Future," Journal of Communication, 43, 3: 34-44 (Summer, 1993).  Dr. A-O\

Lowery, S.A., & DeFleur, M.L. (1988). Milestones in Mass Communication Research. (2^nd edition).  Longman: New York. (Read preface)   (Dr J-P)  Read pages 31-54.  Payne Fund Study

            "The People's Choice" by Bernard Berelson, Hazel Gaudet and Paul Lazarsfeld in Erie County, Ohio.  or read abbreviated version in Lowery and DeFleur book (pp79-103) (Dr. J-P)

            Lowery, S.A., & DeFleur, M.L. (1988). Milestones in Mass Communication Research. (2^nd edition).  Longman: New York. (Read preface)   (Dr J-P)

            Oliver, M.B. (2002). Individual differences in media effects. In J. Bryant, & D. Zillman (Eds.) Media Effects: Advances in Theory & Research (2^nd  Edition) (p.  507-524).  Lawrence Erlbaum Associates: Mahwah, New Jersey.   Dr J-P

            Zillman, D. (1998). Mood Management in the Context of Selective Exposure Theory. In Michael E. Roloff (ed.). Communication Yearbook 23 (103-123). Sage Publications: Thousand Oaks.  (Dr. J-P)

Katz, Elihu. "The Two-Step Flow of Communication: An Up-To-Date Report on an Hypotheses." Public Opinion Quarterly, 21, pp. 61-78, Spring 1957.  or page 163-186.  of Lowery, S.A., & DeFleur, M.L. (1988). Milestones in Mass Communication Research. (2^nd edition).  Longman: New York. (Read preface)   (Dr J-P)

Week 3

            Maxwell E. McCombs and Donald L. Shaw, 'The Agenda-Setting Function of the Media," Public Opinion Quarterly, 36: 176-187 (Summer, 1972).  Dr. OA

            Rogers, E. M., & Dearing J. W. (1988) Agenda-setting research:  Where has it been, where is it going? In J.A. Anderson (Ed.), Communication yearbook 11 (pp. 555-594).  Newbury Park, CA: Sage Publications.  Dr J-P

McCombs, M., & Reynolds, A. (2002). News influence on our pictures of the world. In J. Bryant, & D. Zillman (Eds.) Media Effects: Advances in Theory & Research (2^nd  Edition) (p. 43-67).  Lawrence Erlbaum Associates: Mahwah, New Jersey.   Dr J-P

Roskos-Ewoldsen, D.R., Roskos-Ewoldsen, Dillman Carpentier, F.R. (2002).  Media Priming: A Synthesis.  In J. Bryant, & D. Zillman (Eds.) Media Effects: Advances in Theory & Research (2^nd  Edition) (p. 97-120).  Lawrence Erlbaum Associates: Mahwah, New Jersey.   Dr. J-P

Week 4

            Gerbner, G., Gross, L., Morgan, M., Signorielli, N., & Shanahan, J. (2002). Growing up with television: Cultivation processes.   In J. Bryant, & D. Zillman (Eds.) Media Effects: Advances in Theory & Research (2^nd  Edition) (p. 43-67).  Lawrence Erlbaum Associates: Mahwah, New Jersey.   Dr J-P

            Gerbner, George, Gross, Larry, Morgan, Michael and Signorelli Nancy, "The Mainstreaming of America: Violence Profile No. 11," Journal of Communication, 30: (1980).  Dr. OA

            Hirsch, Paul M., "The Scary World" of the Nonviewer and other Anomalies:  A Reanalysis of Gerbner et al.'s Findings on Cultivation Analysis," Communication Research, 7: 4 pp 403-456 (October, 1980).  Dr. OA

            Potter, J.W.,  & Chang, I. C.  (1990). Television Exposure Measures and the Cultivation Hypothesis, Journal of Broadcasting, 34, 313-333.

            Saito, S. (1995).  Cultivation Theory Revisited: Another look at the theory and implications for Future research.  A paper presented at the AEJMC convention, Washington D.C.

Week 5

            Marjorie Heins, “Violence and the Media: An Exploration of Cause, Effects and the First Amendment,” (Freedom Forum, 2001), pp 1-49  Dr. OA

            Gloria Steinem, "Erotica vs. Pornography," in Donald Ungurait et al. (eds), Media Now (White Plains, N.Y.: Longman, 1985), pp 439-446.  Dr. OA

            Harris, R.J., & Scott, C.L. (2002).  Effects of sex in the media. In J. Bryant, & D. Zillman (Eds.) Media Effects: Advances in Theory & Research (2^nd  Edition) (p. 307-331).  Lawrence Erlbaum Associates: Mahwah, New Jersey.    Dr. J-P

            Jean B. Elshtain, "The Victim Syndrome: A Troubling Turn in Feminism," in Donald Ungurait et al. (eds.), Media Now (White Plains, N.Y.: Longman, 1985), pp. 447-456.  Dr. OA

            Bandura, A. (2002). Social Cognitive Theory of Mass Communication.  In Jennings Bryant, & Dolf Zillman (Eds). Media Effects: Advances in Theory and Research. Lawrence Erlbaum Associates, New Jersey.  Dr. J-P

Week 6

             Blumler, J. "Role of Theory in Uses and Gratification Studies," Communication Research, 6, 1 January 1978.  Dr OA

Rubin, A. (2002). The uses-and-gratifications perspective. In J. Bryant, & D. Zillman (Eds.) Media Effects: Advances in Theory & Research (2^nd  Edition) (p.525-548).  Lawrence Erlbaum Associates: Mahwah, New Jersey.   Dr. J-P

            Noelle-Neuman, Elisabeth. (1997). Perceived Support for One’s Opinions and Willingness to Speak Out. Public Opinion Quarterly, 61 (3): 452-463.  Dr. OA

            Noelle-Neuman, Elisabeth.. (1984).  The Spiral of Silence. University of Chicago Press: Chicago.  Dr. J-P

Week 7

            Jack M. McLeod and S.H. Chaffee, "The Construction of Social Reality," in Tedeschi (ed.), The Social Influence Process, (Chicago:  Aldine-Atherton, 1972).  Dr. OA

Karen Siune and F. Gerald Kline, "Communication, Mass Political Behavior, and Mass Society," in Steven H. Chaffee, (ed.), Political Communication, (Beverly Hills: Sage Publications, 1975), pp. 65-84.  Dr. OA

Paul Lazarsfeld,and Robert K. Merton, "Mass Communication, Popular Taste and Organized Social Action," in Wilbur Schramm, (ed.), Mass Communications (Urbana, Ill.:  University of Illinois Press, 1972).  Dr. OA.

Ten years of progress. Television and behavior:  Ten years of scientific progress and implications.

Broom, G. M. (         ). Coorientational measurement of public issues. Public Relations Review,   , 110-119.

Week 8

            Ball-Rokeach and M.L. DeFleur, "A Dependency Model of Mass-Media Effects," Communication Research, 3:3-21 (January, 1976).  Dr. OA

            Beninger, James R., "The Flirtation With Mass Society," Public Opinion Quarterly, pp. 546-566, Winter, 1987.  Dr. OA

Week 9

            George A. Donohue, Phillip J. Tichenor, and Clarice Oline, "Mass Media Functions, Knowledge and Social Control," Journalism Quarterly, 41: 552-659 (Winter, 1973). Dr. OA

            Phillip J. Tichenor, George A. Donohue, and Clarice N. Olien. "Mass Media Flow and Differential Growth in Knowledge." Public Opinion Quarterly, 34, pp. 159-170, 1970.    Dr. OA

            Ceceille Gaziano. (1997). "Forecast 2000: Widening Gaps." Journalism and Mass Communications Quarterly, 237-264.   Dr. OA

            Viswanath, K., & Finnegan, J.R. (1996).  The Knowledge Gap Hypothesis Twenty Five Years Later. In Brant R. Burleson (Ed). Communication Yearbook 19,  (pp. 187-227). Sage Publications: Thousand Oaks.   Dr. J-P

            Ceceille Gaziano. "The Knowledge Gap: An Analytical Review of Media Effects." Communication Research, 10, pp. 447-486, 1983.  Dr. OA

Week 10

            Sonaike, Adefemi, "Communication and Third World Development:  A Dead End?," Gazette, 41, 2, pp. 83-103.  Dr. OA

            Amienyi, Osabuohien P. (1998).  “Communication and Development Quintessentials: The focus of international development agencies and theorist,"  Journal of Development Communication, 9, 1, pp. 1-17.  Dr. OA

            Ryan, Bryce, and Neal Gross, "The Diffusion of Hybrid Seed Corn in Two Iowa Communities," Rural Sociology, 8, pp. 15-24, 1943.   Dr. OA

            Coleman, James, et al., "The Diffusion of an Innovation Among Physicians," Sociometry, 20, pp. 253-270, 1957.   Dr. OA

            Rogers, E. M. (2002). Intermedia Processes and Powerful Media Effects.  In Jennings Bryant, & Dolf Zillman (Eds). Media Effects: Advances in Theory and Research. Lawrence Erlbaum Associates, New Jersey.  Dr. J-P

Week 11

            Herrett-Skjellum, J., & Allen, M. (1996). Television Programming and Sex Stereotyping: A meta-analysis. In Brant R. Burleson (Ed). Communication Yearbook 19,  (pp. 157-185). Sage Publications: Thousand Oaks.  Dr. J-P

            Marshall Mcluhan. "Understanding Media: The Extensions of Man." New York: McGraw Hill, 1964   Dr. J-P

            Bruce E. Gronbeck. "Mcluhan as Rhetorical Theorist." Journal of Communication, pp. 117-128, 1981.   Dr. OA

Vasquez G.M.,  & Taylor, M.  (1999). Public relations: An emerging social science enters the new millennium. In William B. Gudykunst (ed.). Communication Yearbook 24 (319-342). Sage Publications: Thousand Oaks.  Dr. J-P

Griffin, M. (1999). Camera as witness, image as sign: The study of visual communication in communication research.  . In William B. Gudykunst (ed.). Communication Yearbook 24 (433-463). Sage Publications: Thousand Oaks.  Dr. J-P

Week 12

            Byron Reeves, "On How We Study and What We Study," Journal of Broadcasting and Electronic Media, pp. 235-237 (1992).  Dr. OA

            Richard F. Carter, "Our Future Research Agenda: Confronting Challenges...Or Our Dying Grasp?" Journalism Quarterly, 1991: 282-285   Dr. OA

            Deetz, S.A. (1994). Future of the Discipline:  The Challenges, the Research , and the social contribution.  In Stanley Deetz (Ed.), Communication yearbook 11  (pp. 565-600).  Newbury Park, CA: Sage Publications.  Dr. J-P

            Rubin, A. M., & Haridakis, P.M. (1999). Mass communication research at the dawn of the 21^st century.  In William B. Gudykunst (ed.). Communication Yearbook 24 (73-97). Sage Publications: Thousand Oaks.  Dr. J-P

Lirvtoue, L.A., Haythornthwaite, C., Bucy, E.P., Thomas Kohler, T., Finn, T. A., Frindte, W., Metz, J. M., Gershon, R.A., Suundar. S. S. (1999). Bridging the Subdisciplines:  An overview of communication and technology research. In William B. Gudykunst (ed.). Communication Yearbook 24 (271-295). Sage Publications: Thousand Oaks.   Dr. J-P

General Course Outline:

Tentative Schedule

Week 1
Introduction--Chapter 1 of text Historical Perspective-- the evolution of mass communication theory--What is theory? What do theories do? Why study theories? Mass Communication theories versus Physical Science Theories.  

Week 2
Assessing the State of Theory in Mass Communication Research Chapters 2, 3 & 5 of text.

Attitudinal Effects - Chapter 6 of text.
The Bullet (Hypodermic Needle) Theory
The Limited Effects Model –

MICRO-LEVEL APPROACHES

Week 3
Cognitive Effects -- Chapter 7 of text. Agenda Setting

Week 4
Cultivation Process Research - Chapter 8

Week 5
Behavioral Effects
Violence and the Media - Chapter 13
Pornography and the Media - 
Psychological Approaches - Media and Deviance

Week 6
Functional Approaches - Uses and Gratifications - Chapter 10
The Spiral of Silence - Chapter 11
MACRO-LEVEL APPROACHES

Week 7
Studying the small group-- The Co-orientation Theory - Chapters 15, 21, 23

Week 8
The importance of media in large social systems; reevaluating the powerful effects model
Dependency Theory
Mass Society - Chapter 19

Week 9
Media and Economics - Chapter 6
Does Marx make any sense today?

Media and Literacy
The knowledge gap hypothesis - Chapter 9

Week 10
Mass Media and National Development - Chapter 26
The Dominant Paradigm
Humane development
The culturalist approach
Diffusion Studies

Week 11
Marshall McLuhan's Media Determinism
TAKE HOME FINAL

Week 12
The future of mass communication theory  - Chapters 33, 34
 Is mass communication research worth doing?  The issues of diversity and multiculturalism

Week 13
Paper presentations

Week 14
Paper presentations
FINAL (take home) EXAM DUE