Elements of Mass Communication l Five elements of

Elements of Mass Communication l Five elements of mass communication 1. 2. 3. 4. 5. Sender: ﻣﺮﺳﻞ : It may be media professional or media institution or organization which sends the information. Receiver: ﻣﺴﺘﻘﻝ person who receives the information sent. This mass of receivers are often called mass audience ﺍﻟﺠﻤﻬﻮﺭ ﺍﻟﻤﺘﻠﻘﻲ. Message: ﺍﻟﺮﺳﺎﻟﺔ content of information sent by sender. The message is put in various forms like an interview, documentary, film, an article, feature or news story. Channel ﺍﻻﺗﺼﺎﻝ ﻗﻨﺎﺓ : Modern mass media like radio, television or newspapers spread the message with great speed. Feedback: ﺍﻟﺘﻐﺬﻳﺔ ﺍﻟﺮﺍﺟﻌﺔ response from receiver. Mass communication will have indirect feedback.

The Communication Model Source Message Channel Feedback Receiver

Persuasion vs. Manipulation ﺍﻻﻗﻨﺎﻉ ﺍﻟﺘﻼﻋﺐ ﻣﻘﺎﺑﻞ l What is the difference between persuasion and manipulation?

Persuasion versus Manipulation l l l Manipulation suggests something dishonest. Short-term gains are short-lived. Manipulation comes with a cost: credibility.

What is propaganda? l l “The deliberate and systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent of the propagandist. ” (Jowett & O’Donnell, 1986). It’s the enemy that uses/makes propaganda (we say) l while we provide “information, ” “evidence, ” “education, ” “reasoned arguments” (we say) 8

Propaganda and the mass media l Mass media—then and now—are regarded as essential to successful propaganda l They’re the only channels guaranteed to reach the whole public l Mass media have advantage (in free societies) of being regarded as trustworthy 9

Why Public Relations Is Not Propaganda l l l Many falsely use the two terms as if they are synonyms. Propaganda is associated with manipulation. Public relations uses persuasion to satisfy the needs of all parties.

The goal of all media theories ﺍﻹﻋﻼﻡ ﻫﺪﻑ ﻧﻈﺮﻳﺎﺕ l l l Explain relationships between media and people l Individuals l Societies l Cultures Often, to explain media’s influence or “effects” What’s in it for us? Placing PR in context.

Timeline (highlights) l l 1880 s-1910 s (or so): mass society and mass culture theories 1920 s-30 s: public opinion research; propaganda theories (including “magic bullet”) 1940 s-60 s: “limited effects” paradigm 1960 s : reactions against “limited effects” (in various directions: some moderate, some powerful) 12

Effects Theories ﻧﻈﺮﻳﺎﺕ ﺗﺄﺜﻴﺮ ﻭﺳﺎﺋﻞ ﺍﻻﻋﻼﻡ Do the media have an effect on viewers and listeners? l There are several theories that support the extremes and the middle on this l l Yes, it impacts us No, it does not Yes and No. . . somewhere in between

Limited-Effects Theory ﻧﻈﺮﻳﺔ ﺍﻟﺘﺄﺜﻴﺮ ﺍﻟﻤﺤﺪﻭﺩ l l Media often does not have a direct effect on audience and decision making. ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﻓﻲ ﻛﺜﻴﺮ ﻣﻦ ﺍﻷﺤﻴﺎﻥ ﻻ ﻳﻜﻮﻥ ﻟﻬﺎ ﺗﺄﺜﻴﺮ ﻣﺒﺎﺷﺮ ﻋﻠﻰ ﺍﻟﺠﻤﻬﻮﺭ ﻭﺍﺗﺨﺎﺫ ﺍﻟﻘﺮﺍﺭﺍﺕ However, it is just one of many influences, including: l l l Opinion leaders One’s prior held beliefs Influence of family, friends, peers

Powerful-Effects Theory ﻧﻈﺮﻳﺔ ﺍﻟﺘﺄﺜﻴﺮ ﺍﻟﻘﻮﻱ l l Media has the potential for a huge influence on the audience Influence increases if: l l Audience has little or no opinion on an issue Audience has no direct experience with the issue

The Magic Bullet Theory WWI (1930’s) Mass Media has the power with the right message; therefore, can influence people to do most anything. Mass Media Public

Hypodermic Needle Theory or Magic Bullet Theory ﺍﻻﺑﺮﺓ ﺗﺤﺖ ﺍﻟﺠﻠﺪ ﺃﻮ ﺍﻟﻄﻠﻘﺔ ﺍﻟﺴﺤﺮﻳﺔ ﻧﻈﺮﻳﺔ One of the earliest theories held that mass media was highly influential. It was started by the Frankfurt School, a group of German Marxists in the 1930’s. They observed how Hitler user Propaganda to influence the nation. The Communists in the Soviet Union had a similar impact. l The media is like a syringe injects ideas and attitudes into people’s minds, as a doctor shoots a hypodermic needle into a patient. l ﻛﻤﺎ ﻳﺤﻘﻦ ﻃﺒﻴﺐ ﺇﺑﺮﺓ ﺗﺤﺖ ﺍﻟﺠﻠﺪ ﻓﻲ ﺍﻟﻤﺮﻳﺾ ، ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﻫﻲ ﺗﺤﻘﻦ ﺍﻷﻔﻜﺎﺭ ﻭﺍﻟﻤﻮﺍﻗﻒ ﻓﻲ ﺃﺬﻫﺎﻥ ﺍﻟﻨﺎﺱ Audiences passively receive the information transmitted via a media text, without any attempt on their part to process or challenge the information. l ، ﺍﻟﺠﻤﻬﻮﺭ ﻳﺘﻠﻘﻰ ﺑﺸﻜﻞ ﺳﻠﺒﻲ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﻲ ﺗﻨﺘﻘﻞ ﻣﻦ ﺧﻼﻝ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ . ﻣﻦ ﺩﻭﻥ ﺃﻲ ﻣﺤﺎﻭﻟﺔ ﻣﻦ ﺟﺎﻧﺒﻬﻢ ﻟﻤﻌﺎﻟﺠﺔ ﺃﻮ ﺗﺤﺪﻱ ﻫﺬﻩ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ l Violence in the Media encourages viewers to imitate what they see. ﻳﺘﺄﺜﺮ ﺍﻟﻨﺎﺱ ﺑﻤﺸﺎﻫﺪ ﺍﻟﻌﻨﻒ ﻭﻳﻤﻴﻠﻮﻥ ﻟﺘﻘﻠﻴﺪﻫﺎ l This theory is no longer widely held.

The Magic Bullet Theory Mass Media You

“Magic bullet” theory of propaganda l Simplistic propaganda theory: media stimuli work like “magic bullets” (or hypodermic needles) l l people are simply “targets, ” unwitting victims people are powerless to resist influence l l no matter who they are Media messages penetrate people’s minds and instantly and directly create associations between strong emotions and specific concepts. 23

magic-bullet theory l l External stimuli, like those in mass media, can condition anyone to behave in whatever way a master propagandist wants l Built on stimulus-response (behaviorist) model No matter what your level of education or social status l magic bullets (media messages) penetrate your defenses and transform your thoughts/actions 24

Example Origin: A British recruitment poster which would have come out before conscription was introduced in January 1916. Motive: To encourage men in Britain to enlist in the New Armies. Audience: Men who are eligible to enlist and who are in the right age group. Content: The symbol - John Bull represents the British people, note the Union Jack waistcoat. Personal appeal - Use of Question -'Who's Absent? Is it You? ‘ The finger pointing at the reader -'You'. Soldiers waiting in the background for 'your' response.

Two-Step Flow Theory ﻧﻈﺮﻳﺔ ﺍﻟﺘﺪﻓﻖ ﻋﻠﻰ ﻣﺮﺣﻠﺘﻴﻦ Media messages analyzed, interpreted and passed on by opinion leaders first. ﺍﻻﻋﻼﻣﻴﺔ ﻳﺘﻢ ﺍﻟﺮﺳﺎﻟﺔ ﺃﻮﻻ ﺗﺤﻠﻴﻠﻬﺎ ﻭﺗﻔﺴﻴﺮﻫﺎ ﻭﺗﻤﺮﻳﺮﻫﺎ ﻣﻦ ﻗﺒﻞ ﻗﺎﺩﺓ ﺍﻟﺮﺃﻲ l Ideas flow from mass media to opinion leaders and from them to the less active sections of the population ﺍﻻﻋﻼﻡ ﺍﻟﻰ ﻗﺎﺩﺓ ﺍﻟﺮﺃﻲ ﻭﻣﻦ ﺛﻢ ﺍﻷﻔﻜﺎﺭ ﻣﻦ ﻭﺳﺎﺋﻞ ﺗﺘﺪﻓﻖ . ﺍﻻﺧﺮﻯ ﻓﻲ ﺍﻟﻤﺠﺘﻤﻊ ﺍﻟﻰ ﺍﻟﻔﺌﺎﺕ l l The mass public gets information via these opinion leaders: l Opinions are formed l Perceptions are created l Knowledge is gained (or repressed)

Two-Step Theory Mass Media Opinion Leaders Public End of WWII (late 1940’s): This theory recognizes that opinion leaders influence the rest of society

Opinion Leaders ﻗﺎﺩﺓ ﺍﻟﺮﺃﻲ l l l Opinion leaders serve as powerful channels in the flow of information ﻗﺎﺩﺓ ﺍﻟﺮﺃﻲ ﻳﻜﻮﻧﻮﻥ ﺑﻤﺜﺎﺑﺔ ﻗﻨﻮﺍﺕ ﻗﻮﻳﺔ ﻟﺘﺪﻓﻖ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ Opinion leaders may have more direct access to the media and/or a better media literacy than the masses. ﻳﺴﺘﻄﻴﻊ ﻗﺎﺩﺓ ﺍﻟﺮﺃﻲ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﻭﺳﺎﺋﻞ ﺍﻻﻋﻼﻡ ﺑﺸﻜﻞ ﻣﺒﺎﺷﺮ ﻭﻟﺪﻳﻬﻢ ﻣﻌﺮﻓﺔ ﺑﻜﻴﻔﻴﺔ ﺍﻟﺘﻌﺎﻣﻞ ﻣﻊ ﻭﺳﺎﺋﻞ ﺍﻻﻋﻼﻡ . ﺍﻛﺜﺮ ﻣﻦ ﺍﻟﺠﻤﻬﻮﺭ They may include: q q q q Political leaders Experts Celebrities Community or religious leaders Writers Media analysts Journalists

Decision-making Process ﻋﻤﻠﻴﺔ ﺍﺗﺨﺎﺫ ﺍﻟﻘﺮﺍﺭ l l Exists on a continuum ﻣﻮﺟﻮﺩﺓ ﻋﻠﻰ ﺷﻜﻞ ﺳﻠﻢ ﻣﺘﺪﺭﺝ Depends on: l l l The information itself Personal psyche or disposition Some key factors: l Socio-economic status (class) l Religion l Gender l Intra-familial status

l Uses and Gratifications ﻧﻈﺮﻳﺔ ﺍﻻﺳﺘﺨﺪﺍﻣﺎﺕ ﻭﺍﻻﺷﺒﺎﻋﺎﺕ “what audiences do with the media”

Uses & Gratifications Theory ﻧﻈﺮﻳﺔ ﺍﻻﺳﺘﺨﺪﺍﻣﺎﺕ ﻭﺍﻻﺷﺒﺎﻋﺎﺕ l l l It attempts to answer the question: What do people do with the media? ﺍﻻﻋﻼﻡ؟ ﻣﺎﺫﺍ ﻳﻔﻌﻞ ﺍﻟﻨﺎﺱ ﻣﻊ ﻭﺳﺎﺋﻞ : ﺗﺤﺎﻭﻝ ﺃﻦ ﺗﺠﻴﺐ ﻋﻦ ﺍﻟﺴﺆﺎﻝ The media have a limited effect on their audiences because audiences are able to exercise control over their media Active use of media by audience members to seek gratification of a variety of needs. ﺍﻹﻋﻼﻡ ﻣﻦ ﻗﺒﻞ ﺃﻔﺮﺍﺩ ﻫﻨﺎﻙ ﺍﺳﺘﺨﺪﺍﻡ ﻧﺸﻂ ﻟﻮﺳﺎﺋﻞ ﺍﻻﺣﺘﻴﺎﺟﺎﺕ l ﺍﻹﺷﺒﺎﻉ ﻓﻲ ﻣﺠﻤﻮﻋﺔ ﻣﺘﻨﻮﻋﺔ ﻣﻦ ﺍﻟﺠﻤﻬﻮﺭ ﻟﻠﺤﺼﻮﻝ ﻋﻠﻰ The needs most commonly identified are: l Information ( ﺍﻟﻤﻌﻠﻮﻣﺎﺕ i. e. monitoring what's going on in the world) l integration and social interaction ﺍﻻﺟﺘﻤﺎﻋﻲ ﺍﻻﻧﺪﻣﺎﺝ ﻭﺍﻟﺘﻔﺎﻋﻞ (we use the media to find out more about the circumstances of other people perhaps through empathy or sympathy) l personal identity (ﺍﻟﻬﻮﻳﺔ ﺍﻟﺸﺨﺼﻴﺔ we may watch television for models for our behaviour. For instance - we may identify with film characters or their situations) l Diversion ﺍﻻﻧﻈﺎﺭ ( ﺗﺤﻮﻳﻞ i. e. entertainment and escapism ) ﺍﻟﺘﺮﻓﻴﻪ ﻭﺍﻟﻬﺮﻭﺏ.

Uses & Gratifications Theory l There are 4 basic assumptions: ﻫﻨﺎﻙ ﺍﻓﺘﺮﺍﺿﺎﺕ ﺃﺮﺑﻌﺔ 1. 2. 3. People are active & choose what they want to watch & why. ﻫﻨﺎﻙ ﺩﻭﺭ ﻓﺎﻋﻞ ﻟﻠﻨﺎﺱ ﻭﻳﺨﺘﺎﺭﻭﻥ ﻣﺎ ﻳﺸﺎﻫﺪﻭﻥ ﻭﻟﻤﺎﺫﺍ The media compete with other sources for need gratifications. ﺍﻻﻋﻼﻡ ﻣﻊ ﻣﺼﺎﺩﺭ ﺃﺨﺮﻯ ﺗﺘﻨﺎﻓﺲ ﻭﺳﺎﺋﻞ . ﻹﺷﺒﺎﻉ ﺍﻟﺤﺎﺟﺎﺕ People are aware of their media use, interests and motives. ﺍﻻﻋﻼﻡ ﺍﻟﻨﺎﺱ ﻋﻠﻰ ﻭﻋﻲ ﺑﺎﺳﺘﺨﺪﺍﻣﻬﻢ ﻟﻮﺳﺎﺋﻞ . ﻭﻣﺼﺎﻟﺤﻬﻢ ﻭﺩﻭﺍﻓﻌﻬﻢ 3. 1 People choose media that suit them 3. 2 People choose media that fulfill needs, are useful, and are pleasurable to them 4. Value judgments of the media can only be assessed by the audience. ﺍﻻﻋﻼﻡ ﻳﻘﻮﻡ ﺍﻟﺠﻤﻬﻮﺭ ﻓﻘﻂ ﺑﺘﻘﻴﻴﻢ ﻭﺳﺎﺋﻞ

Uses and Gratifications Theory Mass Media Public Message is blocked by the receiver as they now have the power to pick and choose their communication source ﻳﻘﻮﻡ ﺍﻟﻤﺘﻠﻘﻲ ﺑﺼﺪ ﺍﻟﺮﺳﺎﻟﺔ ﺣﻴﺚ ﻟﺪﻳﻪ ﺍﻟﻘﻮﺓ ﻟﻴﺨﺘﺎﺭ ﻣﺼﺪﺭ . ﺍﻻﺗﺼﺎﻝ

Uses and Gratifications Theory Mass Media Message received ﺗﻠﻘﻲ ﺍﻟﺮﺳﺎﻟﺔ Public

Uses and Gratifications Theory Mass Media Interactive Public

Uses and Gratifications Theory Mass Media Self-selected messages ﺭﺳﺎﺋﻞ ﻳﺨﺘﺎﺭﻫﺎ ﺍﻟﻤﺘﻠﻘﻲ ﺑﺬﺍﺗﻪ Public

Maslow’s Hierarchy of Needs l l l Physiological/ Survival (lowest): The most basic needs that must be fulfilled before all others… food, water, rest and sex. Safety: Personal security, comfort and peace, and orderly surroundings Love & Acceptance: A sense of belonging, love and affection. Self-esteem: Seeking recognition, prestige, leadership opportunities and success. Self-actualization: (highest) To seek a goal just for the sense of accomplishment

The Agenda-Setting Theory ﻧﻈﺮﻳﺔ ﺗﺮﺗﻴﺐ ﺍﻷﻮﻟﻮﻳﺎﺕ Mass Media Based on the principle that the mass media does not tell the people what to think, but what to think about. The challenge: Who tells the media what to think about? Public

ﺍﻻﻭﻟﻮﻳﺎﺕ l l The theory was developed by Maxwell Mc. Combs and Donald Shaw in the late 1960 s. Mc. Combs and Shaw argued that the “Mass media have the ability to transfer the salience of items on their news agendas to the public

Agenda Setting Political scientist Bernard Cohen observed “The press may not be successful much of the time in telling people what to think, but it is stunningly successful in telling them what to think about. ” (1963) ﻻ ﻻﺣﻆ ﺃﻦ » ﺍﻟﺼﺤﺎﻓﺔ ﺭﺑﻤﺎ ﻋﺎﻟﻢ ﺍﻟﺴﻴﺎﺳﺔ ﺑﺮﻧﺎﺭﺩ ﻛﻮﻫﻴﻦ ﻭﻟﻜﻨﻬﺎ ، ﺗﻨﺠﺢ ﻓﻲ ﻣﻌﻈﻢ ﺍﻟﻮﻗﺖ ﻓﻲ ﺃﻦ ﺗﺨﺒﺮ ﺍﻟﻨﺎﺱ ﻛﻴﻒ ﻳﻔﻜﺮﻭﻥ “ ﺗﻨﺠﺢ ﺑﺸﻜﻞ ﻛﺒﻴﺮ ﻓﻲ ﺃﻦ ﺗﻘﻮﻝ ﻟﻬﻢ ﻋﻦ ﻣﺎﺫﺍ ﻳﻔﻜﺮﻭﻥ l “Media agenda” determines the “public agenda” l What’s covered—and emphasized—in news becomes what people say is important to them

One Study on Agenda Setting l Mc. Combs and Shaw’s study defined media agenda by studying coverage of issues in nine print and broadcast sources. l They used position and length of story as main criteria of prominence in print media and placement in first three stories or a discussion over 45 seconds for broadcast

Agenda setting l Issues prominent in the media were: § § § Foreign policy Law and Order Fiscal Policy Public Welfare Civil Rights

Agenda Setting l l To determine public’s agenda they asked voters to identify what they considered to be the top issues in the 1968 campaign between Nixon and Humphrey. They compared aggregate data from voters with media content and found that the issues and the ranking of the issues was nearly identical on both lists.

Agenda Setting Mc. Combs and Shaw have argued that the people who have a willingness to let the media shape their thinking. ﻷﻦ ﺗﺸﻜﻞ ﻭﺳﺎﺋﻞ ﻣﻦ ﻟﺪﻳﻬﻢ ﺍﺳﺘﻌﺪﺍﺩ ﺍﻻﻋﻼﻡ ﺗﻔﻜﻴﺮﻫﻢ l A high need for orientation or index of curiosity stemming from high relevance and uncertainty. ﻭﻟﺪﻳﻬﻢ ﺣﺎﺟﺔ ﻛﺒﻴﺮﺓ ﻟﻠﺘﻮﺟﻴﻪ ﺃﻮ ﻣﺆﺸﺮ ﻓﻀﻮﻝ ﻧﺎﺟﻢ ﻋﻦ ﺍﻫﺘﻤﺎﻡ ﻛﺒﻴﺮ . ﺑﺎﻟﻤﻮﺿﻮﻉ ﺃﻮ ﻋﺪﻡ ﻳﻘﻴﻦ ﺗﺠﺎﻫﻪ l

Criticism of original AS theory l How do you know the relationship is causal in THIS direction? l l Media agenda voters’ agenda Isn’t it possible that it works the other way? l l Voters’ agenda media agenda (That is, the media give their audiences what they want)

The Agenda-Setting Theory ﻧﻈﺮﻳﺔ ﺗﺮﺗﻴﺐ ﺍﻷﻮﻟﻮﻳﺎﺕ Mass Media Based on the principle that the mass media does not tell the people what to think, but what to think about. The challenge: Who tells the media what to think about? Public

Updating the Agenda Setting “The press may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think about” (Cohen, 1963). “The media may not only tell us what to think about, they may also tell us how and what to think about it, and perhaps even what to do about it” (Mc. Combs, 1997)