ZUR410 Mass communication theory: history of changes in the research on mass media effects

Faculty of Social Studies
Autumn 2013
Extent and Intensity
2/0. 8 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Jaromír Volek, Ph.D. (lecturer)
Mgr. et Mgr. Kateřina Kirkosová, Ph.D. (assistant)
Mgr. Johana Kotišová, Ph.D. (assistant)
Mgr. et Mgr. Michal Tkaczyk, Ph.D. (assistant)
Guaranteed by
prof. PhDr. Jiří Pavelka, CSc.
Department of Media Studies and Journalism – Faculty of Social Studies
Contact Person: Ing. Bc. Pavlína Brabcová
Supplier department: Department of Media Studies and Journalism – Faculty of Social Studies
Timetable
Thu 14:00–15:40 P51 Posluchárna V. Čermáka
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 35 student(s).
Current registration and enrolment status: enrolled: 0/35, only registered: 0/35
fields of study / plans the course is directly associated with
Course objectives
The course provide introduction to the evolution of mass communication effects research including early period of „powerful effects“ models of 1940s (for example hypodermic needle theory), the „limited effects“ research of the late 1950s and 1960s (the theory of pesuasion, the theory of selective perception, two step flow model of communication, the theory of reinforcement and so on). In the final part of the course we will consider current scientific interest, which stresses „the return of powerful media effects theory“ (for example the theory of agenda-setting, the theory of cultivation analysis, the spiral of silence theory, the theory of knowledge gaps and so on). In this context the course will focus on question of media violence effects and pornography effects and will introduce basic principles and methods of their analysis too.
At the end of this course, students should be able to:
A/understand key theories of mmedia effects
B/ how to analyse media effects and design research strategy
Syllabus
  • 1. Media impact, media influence, media effect: basic definition
  • 2.The key topics of media impact debate
  • 3.Theory of perception
  • 4.Social perception and media content
  • 5. Selectivity and media
  • 6. Persuasion theory and media
  • 7. Two step flow communication and opinion leaders
  • 8. Agenda setting I.
  • 9. Agenda setting II.
  • 10. Knowledge gap
  • 11. Spiral of silence
  • 12. Cultivation analysis
  • 13. Aggression and violence in media content
Literature
  • Klapper, J.: Reinforcement, Minor Change and Related Phenomena. In: The Effects of Mass Communication. Glencoe, Illinois 1960
  • McCombs, M.: News Influence on Our Pictures of the World. in: Media Effects Research, Sage 1989
  • Kunczik, M.: Základy masové komunikace. Karolinum. 1995
  • McQuail, D.: Úvod do teorie masové komunikace. Portál 1999
Teaching methods
class discussion, text analysis, media analysis
Assessment methods
lectures
formal essay
writtten test
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
The course is taught annually.
Information on course enrolment limitations: Přednostní právo účasti mají studenti mediálních studií a žurnalistiky i v případě, že se přihlásí později než studenti jiných oborů.
The course is also listed under the following terms Spring 2003, Spring 2004, Spring 2005, Spring 2006, Autumn 2006, Autumn 2007, Autumn 2008, Autumn 2009, Autumn 2010, Spring 2011, Autumn 2011, Autumn 2012, Autumn 2014, Autumn 2015, Autumn 2016.
  • Enrolment Statistics (Autumn 2013, recent)
  • Permalink: https://is.muni.cz/course/fss/autumn2013/ZUR410