Communication models
MEDIA COMMUNICATION MODELS
Media Communication Theories exist, arising from the results of research, as well as different schools of thought. Theories of media influence and communication models are underpinned by academic approaches, including the political economy model, the effects tradition, and the cultural studies model. (VCE Media Study Design). Communication Theories also arise from one or more of three different 'models' that describe the relationship between media and society. As explained in the text book, our selection of communication theories (BAPRU) is a collection of theories that fall under the 'cultural effects theories'. For more information, read page 3 of this LessonBucket resource on Academic Approaches.
Understanding how the media works depends on your world view and your world view depends on your history…..
Before we can examine the relationship between the media and its audiences we need to understand that arguments and evidence about this relationship arise from three ways of thinking of about the role of media and society.
- Nelson Media 2018 - Flack
These 3 models seem to be the overarching approach to Media and its Influence over audiences.
• The Political Economy Model: holds that the media is simply part of an economic system where power and control reside in political and economical institutions. Under this model, the media transmits the messages these institutions determine.
• The Effects Model: holds that media forms and content have strong effects on individuals and society. This model sees media forms and texts as powerful agents of change and not always for the better.
• The Cultural Model: holds that it is culture – which includes the political economy and the media – that explains the individual’s relationship with the media. The media serves as the communication space within which cultures and other forces in society can interact.
THE EFFECTS (TRADITION) MODEL
The Effects Tradition model refers to the idea that media forms and content have strong effects on individuals and society. This model sees the media as powerful agents of change.
Theories that fall under the Effects Tradition Model are:
THE CULTURAL (STUDIES) MODEL
The Cultural Studies Model explains an individuals’ relationship with the media. The media act as a space for communication, within which cultures and other ideas in society can interact.
Theories that fall under the Cultural Studies Model are:
POLITICAL ECONOMY MODEL
The Political Economy Model suggests that the media are simply part of an economic system where power and control reside in political and economic institutions. Under this model, the media transmit the messages these institutions determine.
Theories that fall under the Political Economy Model are:
You might also consider when discussing this Model, your understanding of how the Media is regulated and how content is created under certain economic and political constraints.
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What is the difference between a Communication Theory and a Communication Model?
Often these terms are used interchangeably however, it’s good to understand the difference between them.
• A Communication Theory is a set of systematic informed generalisations about how the communication process may work.
• A Communication Model is a theoretical and simplified representation of the communication process. Models are metaphors. They allow us to see one thing in terms of another and can be useful to illustrate theories.
PRACTICE EXAM QUESTION
Look at the following practice exam question:
Compare one theory / model from the effects tradition with one theory / model from the cultural studies model. Your response must focus on how audiences are understood to use or be used by the media and should make reference to research or evidence.
This question is essentially asking you to compare the difference between differing theories of media influence, specifically those that suggest a differing role for the audience.
For example: The Effects Tradition Model suggests that audiences are used by the media. A communication such as The Bullet Theory suggests that the audience is passive, and therefore ... The Cultural Studies Model on the other hand suggests that the audience themselves use the media. The Uses & Gratification Theory suggests that the audience is active, and therefore ...