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.

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

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

Effects Theories Mass media/mass communications make people powerless to resist messages the media carries. ﺍﻟﺠﻤﺎﻫﻴﺮﻱ ﺍﻻﺗﺼﺎﻝ ﻭﺳﺎﺋﻞ / ﺍﻹﻋﻼﻡ ﻭﺳﺎﺋﻞ ﺗﺤﻤﻠﻬﺎ ﺍﻟﺘﻲ ﺍﻟﺮﺳﺎﺋﻞ ﻣﻘﺎﻭﻣﺔ ﻋﻦ ﻋﺎﺟﺰﻳﻦ ﺍﻟﻨﺎﺱ ﺗﺠﻌﻞ . ﺍﻹﻋﻼﻡ l Consumers seem to be ‘drugged’ or ‘addicted’ to the media messages. ﻭﻛﺄﻨﻬﻢ ﺍﻟﻤﺴﺘﻬﻠﻜﻮﻥ ﻳﺒﺪﻭ . ﺍﻻﻋﻼﻡ ﻭﺳﺎﺋﻞ ﺗﺤﻤﻠﻬﺎ ﺍﻟﺘﻲ ﺍﻟﺮﺳﺎﺋﻞ ﻋﻠﻰ ﻣﺪﻣﻨﻮﻥ ﺃﻮ ﻣﺨﺪﺭﻭﻥ l Effects theories establish links between violence and the media, especially with the effects on the young. l

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

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 ﺍﻟﻤﺮﻳﺾ ﻓﻲ ﺍﻟﺠﻠﺪ ﺗﺤﺖ ﺇﺑﺮﺓ ﻃﺒﻴﺐ ﻳﺤﻘﻦ ﻛﻤﺎ ، ﺍﻟﻨﺎﺱ ﺃﺬﻫﺎﻥ ﻓﻲ ﻭﺍﻟﻤﻮﺍﻗﻒ ﺍﻷﻔﻜﺎﺭ ﺗﺤﻘﻦ ﻫﻲ ﺍﻹﻋﻼﻡ ﻭﺳﺎﺋﻞ 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

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 ﻣﺮﺣﻠﺘﻴﻦ ﻋﻠﻰ ﺍﻟﺘﺪﻓﻖ 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

Opinion Leaders ﺍﻟﺮﺃﻲ ﻗﺎﺩﺓ l l l Opinion leaders serve as powerful channels in the flow of information ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻟﺘﺪﻓﻖ ﻗﻮﻳﺔ ﻗﻨﻮﺍﺕ ﺑﻤﺜﺎﺑﺔ ﻳﻜﻮﻧﻮﻥ ﺍﻟﺮﺃﻲ ﻗﺎﺩﺓ 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 ﺍﻟﻘﺮﺍﺭ ﺍﺗﺨﺎﺫ 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 – what audiences do with the media ﻧﻈﺮﻳﺔ ﺍﻻﺳﺘﺨﺪﺍﻣﺎﺕ ﻭﺍﻻﺷﺒﺎﻋﺎﺕ

Uses and Gratifications Theory ﻭﺍﻻﺷﺒﺎﻋﺎﺕ ﺍﻻﺳﺘﺨﺪﺍﻣﺎﺕ ﻧﻈﺮﻳﺔ l l l attempts to answer: What do people do with the media? ﺗﺤﺎﻭﻝ ﺃﻦ ﻣﺎﺫﺍ ﻳﻔﻌﻞ ﺍﻟﻨﺎﺱ ﻣﻊ ﻭﺳﺎﺋﻞ ﺍﻻﻋﻼﻡ؟ : 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. ﻫﻨﺎﻙ ﺍﺳﺘﺨﺪﺍﻡ ﻧﺸﻂ ﻟﻮﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﻣﻦ ﻗﺒﻞ ﺃﻔﺮﺍﺩ ﺍﻟﺠﻤﻬﻮﺭ ﻟﻠﺤﺼﻮﻝ ﻋﻠﻰ ﺍﻹﺷﺒﺎﻉ ﻓﻲ ﻣﺠﻤﻮﻋﺔ ﻣﺘﻨﻮﻋﺔ ﻣﻦ ﺍﻻﺣﺘﻴﺎﺟﺎﺕ l The needs most commonly identified are: l Information ( ﺍﻟﻤﻌﻠﻮﻣﺎﺕ i. e. monitoring what's going on in the world) l integration and social interaction ( ﺍﻻﻧﺪﻣﺎﺝ ﻭﺍﻟﺘﻔﺎﻋﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ 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 soap characters or their situations) l Diversion ( ﺗﺤﻮﻳﻞ ﺍﻻﻧﻈﺎﺭ i. e. entertainment and escapism ﺍﻟﺘﺮﻓﻴﻪ )ﻭﺍﻟﻬﺮﻭﺏ.

The Uses and Gratifications of a Quiz Show l Information/Education l l l I find I know more than I thought I find I have improved myself I feel respect for the people on the programme I think over some of the questions afterwards It’s educational

Framing ﺍﻹﻃﺎﺭ l l “Framing” is the shaping of views and discussions through selective choice of facts, themes and words ﺍﻟﺘﺄﻄﻴﺮ ﻫﻮﺗﺸﻜﻴﻞ ﺍﻵﺮﺍﺀ ﻭﺍﻟﻤﻨﺎﻗﺸﺎﺕ ﻭﺍﻟﻤﻮﺍﺿﻴﻊ ﻭﺍﻟﻜﻠﻤﺎﺕ ، ﻣﻦ ﺧﻼﻝ ﺍﻻﺧﺘﻴﺎﺭ ﺍﻻﻧﺘﻘﺎﺋﻲ ﻟﻠﺤﻘﺎﺋﻖ Sender makes the selection PR has a huge influence in “framing” how the media will discuss a product, person, issue or ideology “Framing” creates the context in which the discussion occurs. ﺍﻟﺘﺄﻄﻴﺮ ﻳﺨﻠﻖ ﺍﻟﺴﻴﺎﻕ ﺍﻟﺬﻱ ﻣﻦ ﺧﻼﻟﻪ . ﻳﺘﻢ ﺍﻟﻨﻘﺎﺵ

Authoritarian Media Theory ﺍﻟﺴﻠﻄﻮﻱ ﺍﻻﻋﻼﻡ ﻧﻈﺮﻳﺔ Govt. Media