Mass Communication Theory Foundations, Ferment, and Future Review of Chaper 1: DEFINING AND REDEFINING MASS COMMUNICATION When an organization (Source) employs a technology as a medium to communicate with a large audience, mass communication is said to have occurred. SCIENCE AND HUMAN BEHAVIOR Implementation of the scientific method is difficult for those studying the social world for four reasons: Most of the significant and interesting forms of human behavior are quite difficult to measure. How do we measure something like civic duty? Should we count the incidence of voting? Maybe a person’s decision not to vote is her personal expression of that duty. Try something a little easier, like measuring aggression in a television violence study. Can aggression be measured by counting how many times a child hits a rubber doll? Is gossiping about a neighbor an aggressive act? How do we measure an attitude (a predisposition to do something […]
Theory & Different Basic Mass Communication Theories
