If theory understood not only as a system of law-like proposition, but as any set of ideas which can help make sense of a phenomenon, guide action or predict a consequence, then one can distinguish at least four kinds of theory which are relevant to mass communication: social scientific, normative, operational and everyday theory. The most obvious kind to be expected in a text like this consist...
Selasa, 29 November 2011
Senin, 28 November 2011
Media Theory (Basic differences of approach)
The field of media theory is characterized by widely divergent perspectives. In addition to a fundamental difference between the left and the right of the political spectrum – between progressive and conservative, or critical and applied purposes – which plays a major part in structuring theory, there are two main differences of perspective in relation to mass media and society.
...
Rabu, 23 November 2011
Media and society relationships
This book is about theories of mass communication, but it is hard to draw a line between ideas concerning mass media and wider theories of society. Yet one can at least try to recognize some of the fundamentals underlying assumptions about the relation between media and society. Most basic is a view of the mass media as an established social institution, with its own distinctive set of norms...
Media of Mass Communication
It is the basic assumption that the mass media (newspaper, television and radio especially) are of considerable, and still growing, importance in modern societies. This view of the media is widely shared, and the reasons seem to lie in the fact that the media are :· a power source – a potential means of influence, control...
Selasa, 22 November 2011
Goal-Setting Theory
While goal setting is originally viewed as a technique, it is developing into a motivational theory as researchers attempt to better understand the cognitive factors that influence its succes. Goal-setting experts argue that goal setting works by directing attention and action, mobilizing effort, increasing persistence, and encouraging...
Equity Theory J. Stacy Adams
Equity theory is a theory that argues that we prefer situations of balance, or equity, which exist when we perceive the ratio of our inputs and outcomes to be equal to the ratio of inputs and outcomes for a comparison other. The selection of the person with whom we compare ourselves depend on our own view of appropriate comparisons....
Rabu, 16 November 2011
Expectancy Theory Victor H. Vroom
The expectancy theory of motivation, originally proposed by Victor H. Vroom, argues that we consider three main issues before we expend the effort necessary to perform at a given level. EFFORT-PERFORMANCE EXPECTANCY When we consider...
Senin, 14 November 2011
Cognitive Theories
Need theories try to identify the internal desires that influence our behavior, but they do not go very far in explaining the thought processes that are involved. In contrast, cognitive theories attempt to isolate the thinking patterns that we use in deciding whether or not to behave in a certain way. Cognitive theories are not necessarily at odds with need...
Minggu, 13 November 2011
Clayton Alderfer ERG Theory
Because of the criticism of maslow’s hierarchy of needs theory, motivation researcher Clayton Aderfer proposed an alternative known as ERG theory. The name stems from combining maslow’s five levels of needs into three levels: existence, relatedness, and growth. Existence needs include psychological desires, such as food and water,...
Kamis, 10 November 2011
Komunikasi Cinta
Komunikasi itu menjadi
kunci utama dalam sebuah hubungan percintaan. Kenapa menjadi kunci utama? Mari kita
bahas satu persatu.
Komunikasi sendiri memiliki arti suatu proses penyampaian pendapat, pikiran dan perasaan
kepada orang lain yang kemampuannya dipengaruhi oleh lingkungan atau budaya
sosialnya. Komunikasi yang efektif...
Selasa, 08 November 2011
Frederick Herzberg Two-Factor Theory
Building on the work of
maslow, psychologist Frederick Hezberg interviewed accountants and engineers
working in the pittsburgh vicinity. He asked them to relate situations in which
they felt particularly good about their jobs. Analysis of the interview data
revealed a distinct pattern. Factors that seemed to make individuals feel
satisfied with their jobs were associated with the content of...
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