ZUR705 Mass communication theory II

Faculty of Social Studies
Autumn 2012
Extent and Intensity
0/0. 6 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. Jana Pokorná (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
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
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
  • McCombs, M.: News Influence on Our Pictures of the World. in: Media Effects Research, Sage 1989
  • McQuail, D.: Úvod do teorie masové komunikace. Portál 1999.
  • Kunczik, M.: Základy masové komunikace. Karolinum. 1995.
  • Klapper, J.: The Effects of Mass Communication.In: Berelson, B., Janowitz, M. (eds). Reader in Public Opinion and Communication. The Free Press 1966
Assessment methods
přednášky homeworks written test
Language of instruction
Czech
Further Comments
Study Materials
The course is taught annually.
The course is taught: in blocks.
The course is also listed under the following terms Autumn 2002, Autumn 2003, Autumn 2004, Autumn 2005, Autumn 2006, Autumn 2007, Autumn 2008, Autumn 2009, Autumn 2010, Autumn 2011.
  • Enrolment Statistics (recent)
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