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Liberālā teorija
liberal tradition sees the mass media as essential to the development of democracy. The mass media is seen, in this view, as helping to secure rights of citizenship by disseminating information and a pluralism of views. 18.gs. indivīds prag.sapr.būtne, uzņemtos atbildību par cēloņiem, sekām. Visas tiesības piedalīties kom., publiskās debatēs. Ideja – nav pareizu, nepareizu lietu, kamēr tā nav izdiskutēta. Nevar teikt uzreiz kaitīgs – jāskatās vai tajā nav kaut kas vērtīgs. -
Klasiskā retorika 330. g. p.m.ē Aristotelis
Komunikators-Ziņa-Recepients -
Semiotika U. Eko, C.S. Peirce, R. Barthe
Semiotics is the theory of the production and interpretation of meaning. It's basic principle is that meaning is made by the deployment of acts and objects which function as "signs" in relation to other signs. Systems of signs are constituted by the complex meaning-relations that can exist between one sign and another. -
Marksisms
Marxism is an economic and sociopolitical worldview and method of socioeconomic inquiry based upon a materialist interpretation of historical development, a dialectical view of social change, and an analysis of class-relations within society and their application in the analysis and critique of the development of capitalism. In the mid-to-late 19th century, the intellectual development of Marxism was pioneered by two German philosophers, Karl Marx and Friedrich Engels. Marxism is based on a mate -
Psihoanalīze Zigmunds Freids
The basic tenets of psychoanalysis include the following:
beside the inherited constitution of personality, a person's development is determined by events in early childhood;
human behavior, experience, and cognition are largely determined by irrational drives;
those drives are largely unconscious;
attempts to bring those drives into awareness meet psychological resistance in the form of defense mechanisms. -
Inovāciju izplatības teorija
Diffusion research centers on the conditions which increase or decrease the likelihood that a new idea, product, or practice will be adopted by members of a given culture. Diffusion of innovation theory predicts that media as well as interpersonal contacts provide information and influence opinion and judgment. -
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WW I
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Dienaskārtības teorija
Agenda-setting is the creation of public awareness and concern of salient issues by the news media. Two basis assumptions underlie most research on agenda-setting: (1) the press and the media do not reflect reality; they filter and shape it; (2) media concentration on a few issues and subjects leads the public to perceive those issues as more important than other issues. -
zemādas adatas teorija - biheivorisms
The theory suggests that the mass media could influence a very large group of people directly and uniformly by ‘shooting’ or ‘injecting’ them with appropriate messages designed to trigger a desired response. -
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K. Honlends
ASV pētī propagandu; attiecības starp uztveri, emocijām; info avotu izmantojums; pirmā iespaida efekts; kāda loma info daudzpusīgumam -
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J.Gēbelss
33-45g vācija; vada propagandas institūtu; visu līmeņu komunik kā ietkmē cilv; tehnikas līdzekļu izmantošana, bezierunu pakļaušanās -
Kritiskā teorija, Max Horkheimer of the Frankfurt School
Critical theory is a school of thought that stresses the examination and the critique of society and culture, by applying knowledge from the social sciences and the humanities. As a term, critical theory has two meanings with different origins and histories: the first originated in sociology and the second originated in literary criticism.
Frankfurtes skola: orientēta uz pētījumu kultūru, bailes, ietekme, dominances, saturu kultura. -
Period: to
WW II
1.Attīstās strauji tehnoloģijas. (TV pēckara gados)
2.Vāciešu intensīvā propogandas darbība
Vērtības nāk no pašas sabiedrības, pašu izvēlētas.
Propoganda jau pirms tam ir bijusi. (Ticības – kultūrā iekļaujas – kontekstā).
Fašistiskā Vācija – politiskā propoganda. Noteiktas vienas ideoloģijas propoganda.
Rodas bailes zināmā pakāpē – bijība MK fenomens.
3.Propoganda vienlaicīgi 2.p.k. – demonstrē, darbojas militārais – intelektuālais spēks. Ietekme. Agrāk nebija smadzeņu skalošanas. -
Sociāli kognitīvā teorija A. Bandura
The social cognitive theory explains how people acquire and maintain certain behavioral patterns, while also providing the basis for intervention strategies (Bandura, 1997). Evaluating behavioral change depends on the factors environment, people and behavior. SCT provides a framework for designing, implementing and evaluating programs. -
Divpakāpju komunikācija/ divu virzienu komunikācijas plūsma - Paul Lazarsfeld, Katz
This theory asserts that information from the media moves in two distinct stages. First, individuals (opinion leaders) who pay close attention to the mass media and its messages receive the information. Opinion leaders pass on their own interpretations in addition to the actual media content. The term ‘personal influence’ was coined to refer to the process intervening between the media’s direct message and the audience’s ultimate reaction to that mesmedia as opposed to mainstream mass media. -
Vārtsarga teorija Kurts Levins
The gatekeeper decides which information will go forward, and which will not. In other words a gatekeeper in a social system decides which of a certain commodity – materials, goods, and information – may enter the system. Important to realize is that gatekeepers are able to control the public’s knowledge of the actual events by letting some stories pass through the system but keeping others out. Gatekeepers can also be seen as institutions or organizations. -
Information Highway
1948 parādās pirmās masu komunik teorijas H. Lasvels ievieš terminus: gatekeeper (cilv kurš filtrē info) un information highway (info apjomi palielinās un tie “nēsājas”) -
Informācijas teorijas Shannon & Wiever
According to the theory, transmission of the message involved sending information through electronic signals. “Information” in the information theory sense of the word, should not be confused with ‘information’ as we commonly understand it. According to Shannon and Weaver, information is defined as “a measure of one’s freedom of choice when one selects a message”. In information theory, information and uncertainty are closely related. Information refers to the degree of uncertainty present in a -
Argumentācijas teorija
Argumentation is a verbal and social activity of reason aimed at increasing (or decreasing) the acceptability of a controversial standpoint for the listener or reader, by putting forward a constellation of propositions intended to justify (or refute) the standpoint before a rational judge’ (Van Eemeren et al, 1996). Argumentation is a verbal activity, most often in an ordinary language. In argumentation people use words and sentences to argue, to state or to deny etc. Nonverbal communication is -
Tīklu teorija un analīze
Core: Network analysis (social network theory) is the study of how the social structure of relationships around a person, group, or organization affects beliefs or behaviors. Causal pressures are inherent in social structure. Network analysis is a set of methods for detecting and measuring the magnitude of the pressures. The axiom of every network approach is that reality should be primarily conceived and investigated from the view of the properties of relations between and within units instead -
Sociālās atbildības teorija
radusies 50.g. ASV, notiek mediju koncentrācija, izklaides tirgus – jaunā kvalitātē. Bažas no propogandas, pieļaut absalūto preses brīvību, vārdu – ierobežot, šaubas cilv. 50.g. izveidoja kongresa komisiju – ziņojumu Hečkins? – nozīme, žurnālistika. Brīvā informācijas izplatīšana, uzņemtos atbildību žurn. – cilv. skaidra situācija. Pašregulācijas process. Ētikas kodekss. -
Mediju lietojuma un apmierinājuma teorija
Cilvēki paši izvēlas medijus, ko lietot.
Cilvēki izvēlas informāciju atbilstoši vajadzībām un nav pakļauti nekotrolētai informācijas plūsmai
Informācijas atlasīšana notiek nevis tādēļ, lai tiktu iegūta labāka, plašāka, pilnīgāka informācija, bet gan tādēļ, lai gūtu apmierinājumu, lai justos ērti. -
Modernizācijas teorija
Modernization theory has evolved in three waves. The first wave appeared in the 1950s and 1960s. One made the attempt to explain the diffusion of Western styles of living, technological innovations and individualist types of communication (highly selective, addressing only particular persons) as the superiority of secular, materialist, Western, individualist culture and of individual motivation and achievement (Lerner, 1958), Schramm, 1964).
This first wave of theory produced three variants (Mc -
Kognitīvās disonanses teorija Festinger
Cognitive dissonance is a communication theory adopted from social psychology. The title gives the concept: cognitive is thinking or the mind; and dissonance is inconsistency or conflict. Cognitive dissonance is the psychological conflict from holding two or more incompatible beliefs simultaneously. Cognitive dissonance is a relatively straightforward social psychology theory that has enjoyed wide acceptance in a variety of disciplines including communication. -
Attiecinājuma teorija
Attribution theory is concerned with how individuals interpret events and how this relates to their thinking and behavior. Attribution theory assumes that people try to determine why people do what they do. A person seeking to understand why another person did something may attribute one or more causes to that behavior. -
Altercasting
When a person accepts a certain social role, a number of social pressures are brought to bear to insure that the role is enacted. The social environment expects the person to behave in a manner that is consistent with the role; the role also provides the person with selective exposure to information consistent with the role.
Altercasting means that we ‘force’ an audience to accept a particular role that make them behave in the way we want them to behave. -
Pievilcības - izvēles un nolietojuma sistēma
Statement: ‘attributes of people, not the nature of external environment, or organizational technology, or organizational structure, are the fundamental determinants of organizational behavior’ (Schneider, 1987). The people are functions of an Attraction-Selection-Attrition cycle.Attraction: People are differentially attracted to careers as a function of their own interests and personality (Holland, 1985). Other signs of attraction are researched by Tom (1971) and Vroom (1966). They have state -
Funkcionālisms
MK informējoša, izglītojoša, socializācija, revalūcijas funkcijas. Savstarpēji pārklājās. Baudas funkcija. -
Kultivācijas teorija Gerbner
media affects usCultivation theory in its most basic form, suggests that television is responsible for shaping, or ‘cultivating’ viewers’ conceptions of social reality. The combined effect of massive television exposure by viewers over time subtly shapes the perception of social reality for individuals and, ultimately, for our culture as a whole.the media maintain and propagate these values amongst others. -
Mediju teorija Mcluhan
Core: Medium theory focuses on the medium characteristics itself (like in media richness theory) rather than on what it conveys or how information is received. In medium theory, a medium is not simply a newspaper, the Internet, a digital camera and so forth. Rather, it is the symbolic environment of any communicative act. Media, apart from whatever content is transmitted, impact individuals and society. -
Transactional Model of Stress and Coping Lazarus, Cohen
The Transactional Model of Stress and Coping is a framework for evaluating the processes of coping with stressful events. Stressful experiences are construed as person-environment transactions. These transactions depend on the impact of the external stressor. This is mediated by firstly the person’s appraisal of the stressor and secondly on the social and cultural resources at his or her disposal (Lazarus & Cohen, 1977; Antonovsky & Kats, 1967; Cohen 1984).
When faced with a stressor, a person -
Diskurss
- Diskursa pieredze – zināšanas par simboliem, kas tiek izmantoti komu. TXT atrodas dažādās attiecībās (radītājs – patērētājs, arī starp citiem txt). Attiecības starp txt piešķir txt nozīmes.
- Diskurss ir vēsturiska pazīme.
- D realizē stwarpnieka lomu starp radītāju un publiku
- D ir sociālas darbības veids
- D veido sabiedrību un kultūru
- D analīz ir interpretējoša un skaidrojoša
- D ir izteikti orientēts uz ind.izpausmju meklēšanu
- Tiek izdalīts D, D analīze un kritiskā D studijas,
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Klusuma spirāle Neumann
The phrase "spiral of silence" actually refers to how people tend to remain silent when they feel that their views are in the minority. The model is based on three premises: 1) people have a "quasi-statistical organ," a sixth-sense if you will, which allows them to know the prevailing public opinion, even without access to polls, 2) people have a fear of isolation and know what behaviors will increase their likelihood of being socially isolated, and 3) people are reticent to express their minori -
Runas darbības teorija Searle
According to Searle, to understand language one must understand the speaker’s intention. Since language is intentional behavior, it should be treated like a form of action. Thus Searle refers to statements as speech acts. The speech act is the basic unit of language used to express meaning, an utterance that expresses an intention. Normally, the speech act is a sentence, but it can be a word or phrase as long as it follows the rules necessary to accomplish the intention. When one speaks, one per -
Zināšanu plaisa Tichenor, Donohue and Olien
The knowledge gap can result in an increased gap between people of lower and higher socioeconomic status. The attempt to improve people’s life with information via the mass media might not always work the way this is planned. Mass media might have the effect of increasing the difference gap between members of social classes.
Tichenor, Donohue and Olien (1970) present five reasons for justifying the knowledge gap. 1) People of higher socioeconomic status have better communication skills, educati -
Kultūras imperiālisma teorija M. Focault,
The work of French philosopher and social theorist, Michel Foucault has been utilized in a variety of disciplines, such as history, philosophy, anthropology, sociology, psychology, and linguistics.[citation needed] Particularly influential for many who utilize the term, Cultural imperialism, is his philosophical interpretation of power and his concept of governmentality.Following an interpretation of power similar to that of Machiavelli, Foucault defines power as immaterial, as a "certain type -
Paredzamības - vērtību teorija > Fishbein
Core: According to expectancy-value theory, behavior is a function of the expectancies one has and the value of the goal toward which one is working. Such an approach predicts that, when more than one behavior is possible, the behavior chosen will be the one with the largest combination of expected success and value. Expectancy-value theories hold that people are goal-oriented beings. The behaviors they perform in response to their beliefs and values are undertaken to achieve some end. However, -
Rāmēšana
Core: The media draws the public attention to certain topics, it decides where people think about, the journalists select the topics. This is the original agenda setting ‘thought’. In news items occurs more than only bringing up certain topics. The way in which the news is brought, the frame in which the news is presented, is also a choice made by journalists. -epizodisks framing – fokusējas uz konkrētu piemēru, prezentācijutematisks framing – fokusējas uz saturu, grupas, kopuma pieredzi -
Nenoteiktības mazināšanas teorija C.R. Berger and Calabrese
Uncertainty is unpleasant and therefore motivational; people communicate to reduce it. Uncertainty reduction follows a pattern of developmental stages (entry, personal, exit). During the entry stage information about another’s sex, age, economic or social status, and other demographic information is obtained. Much of the interaction in this entry phase is controlled by communication rules and norms. When communicators begin to share attitudes, beliefs, values, and more personal data, the persona -
Mediju sistēmas atkarības teorija
Dependency theory proposes an integral relationship among audiences, media and the larger social system. This theory predicts that you depend on media information to meet certain needs and achieve certain goals, like uses-and-gratifications theory. -
Sociālās klātesamības teorija Short, Williams, Christie
Short, Williams and Christie founded this theory in 1976. This approach is the groundwork for many theories on new medium effects. The idea is that a medium’s social effects are principally caused by the degree of social presence which it affords to its users. By social presence is meant a communicator’s sense of awareness of the presence of an interaction partner. -
Varbūtības izstrādes modelis ELM
Core: The ELM is based on the idea that attitudes are important because attitudes guide decisions and other behaviors. While attitudes can result from a number of things, persuasion is a primary source. The model features two routes of persuasive influence: central and peripheral. The ELM accounts for the differences in persuasive impact produced by arguments that contain ample information and cogent reasons as compared to messages that rely on simplistic associations of negative and positive at -
Demokrātiskās līdzdalības teorija McQuail
70.g. sākums – vairāk nekā ideālistiska teorija. Mūsdienās ir cita pieeja – nevis sūtītājs sūta, bet arī gaida. Auditorija var arī rīkoties. -
Plānotās uzvedības teorija, Ajzen and Fishbein
Theory of Reasoned Action suggests that a person's behavior is determined by his/her intention to perform the behavior and that this intention is, in turn, a function of his/her attitude toward the behavior and his/her subjective norm. The best predictor of behavior is intention. Intention is the cognitive representation of a person's readiness to perform a given behavior, and it is considered to be the immediate antecedent of behavior. This intention is determined by three things: their attitud -
Gruntēšanas (Priming) teorija
Priming refers to enhancing the effects of the media by offering the audience a prior context – a context that will be used to interpret subsequent communication. The media serve to provide the audience with standards and frames of reference. Agenda-setting refers mainly to the importance of an issue; priming tells us whether something is good or bad, whether it is communicated effectively, etc. -
Sociālā atbalsta teorija
Social Support is associated with how networking helps people cope with stressful events. -
Mediju bagātības, piepildījuma teorija Draft & Engel
Core: Researchers Daft, Lengel and successors propose that communication media have varying capacities for resolving ambiguity, negotiating varying interpretations, and facilitating understanding.
Two main assumptions of this theory are: people want to overcome equivocality and uncertainty in organizations and a variety of media commonly used in organizations work better for certain tasks than others.
