THEORY OF COMMUNICATION (MCM-511) ASSIGNMENT NO 1 SPRING 2017

THEORY OF COMMUNICATION (MCM-511)

Assignment No 1

Q No.1            What is difference between theory and paradigm?

SOLUTION:

The basic variance between paradigm and theory is that a theory delivers us with a description of a phenomenon whereas a paradigm performs as a hypothetical or otherwise a philosophical structure. This article tries to more clarify both perceptions and the variance between them as both, paradigm and theory, are significant notions in all disciplines, and we perceive them used very frequently. Paradigm and theory are two diverse thoughts, but are associated to one another; a sole paradigm can have a number of theories within and supports researchers to express theories by means of the paradigm as a reference.

Theory Description

As stated above, a theory describes a marvel or shows an association that exists. It permits us to comprehend the situation of a definite phenomenon and the fundamental associations that occur in it. Theories deliver us with a comprehensive depiction typically deprived of any exceptions. Theories are checkable and can be counterfeit. A theory continuously has indication and can be verified by anybody and obtain the similar outcome which assure the fact it grips. In all disciplines, there are theories that generate new information and carries regarding growth in a specific discipline. In direction to originate with a theory a definite method has to be adopted.

The theorist participates in trials, interpretations and uses a range of scientific procedures to reasonably form up a theory. Theorist also utilize hypothesis that are verified again and again for construction of theory.

Paradigm Description

 

Contrasting a theory, a paradigm is much wider. It denotes to a theoretical context. Just as theories, in all disciplines, there are paradigms that work as frames of reference that assist academics to channel their observations and findings. They are not very explicit as theories. It is paradigms that typically lay behind philosophies letting us to look at possessions in a specific view. It offers us with a viewpoint to considerate things. Let us attempt to comprehend what is meant by a paradigm through an instance. In Sociology, there are a variety of paradigms also identified as outlooks that assist us to recognize the society. For instance, structuralism, functionalism and Marxism are certain such paradigms. Everyone provide us a elementary model that supports to shape theories and work as a frame of reference. In Marxism, the society is assumed through class conflict. So for philosophies, this gives the elementary orientation and the foundation. Nonetheless, contrasting in the social disciplines, in pure sciences such as physics there is a complete certainty. In this situation, two paradigms cannot stand together. This is then reflected a paradigm shift.

DIFFERENCE BETWEEN PARADIGM AND THEORY

PARADIGM	THEORY
A paradigm, mentions to a theoretical as well as a philosophical context.	A theory describes and come up with the causal associations in a phenomenon
A paradigm performs as an edge of reference.	A theory can be measured as a production of fresh knowledge.
It is frequently implied and acts as an personification of theories	A theory is constantly verifiable and could be counterfeit.

Q No.2            Discuss paradigm shift from powerful to limited effects of mass communication while discussing the major assumption of magic bullet theories and two step flow of information         

PARADIGM SHIFTS IN MASS COMMUNICATION THEORIES

Encarta Dictionary describes paradigm as an illustration that works as a framework or mock-up for something, particularly one that shape the foundation of epistemology or hypothesis. A paradigm shift is a transmutation from one categorizing hypothetical standpoint to another. Throughout the supremacy of the print medium, all Dominant Media Theory was in position. It is associated to a bullet released at affiliate, with instant and straight effects. Spectators’ members were reflected as feeble, inert and could be influenced. Theory was widespread in the 19^th century. The media was supposed to own the authorities to operate people’s behaviors. The 2^nd stage in a further sanguine viewpoint starts taking into consideration the restrictions of mass communication. This epoch acknowledged as The Limited Effects Paradigm materialized in 1938. Supplemental study by Paul Lazars Feld on Presidential election 1940 in Erie County, he exposed that the control of the media was range bound and this was owing to individual differences.

The Magic Bullet Theory explicitly accepts that the media's message is a bullet fired from the media cannon into the spectator's mind. Likewise, the "Hypodermic Needle Model" utilizes the similar inkling of the "firing" prototype. It recommends that the media throw its communications direct into the inert spectators. Theory of Magic bullet is a communications model recommending that a deliberated message is straightforwardly incurred and entirely acknowledged by the recipient. The model was initially entrenched in 1930s behaviorism and basically contemplated antiquated for a long period, whereas huge discovery and communication of meaningful patterns in data based mass customization has headed to a recent revitalization of the basic concept.

LIMITED EFFECTS PARADIGM OF MASS COMMUNICATION

Limited Effects Paradigm is a mass communication philosophy which discusses that the impact from a mass media message on individual is restricted or even inconsequential.  Media hardly direct effect individuals. Often people are privileged from straight propaganda manipulation. People did not trust everything what they perceive or comprehend in the media.

Limited Effects Theory was established in late 1940s by sociologists studying about societal perspective and media effects. At that time media researches were commissioned by the US administration and administrative exploration was maintained by democratic parties. The opportunity of the research was to examine how to influence media to best promoted political candidates.

Two Step Flow of information is a mass communication philosophy that proclaims that information from the media travels ultimately in two diverse junctures. At 1st stage opinion leaders give close concentration towards mass media and its messages obtain the information. After that the opinion leaders permit their own understandings of the real media gratified. The word “personal influence” was utilized to specify the procedure superseding concerning the media’s straight message and the definitive response of the spectators to the message.

The two-step flow of communication model states that maximum people custom their opinions beneath the stimulus of opinion leaders, who in turn are subjective by the mass media. In distinction to the one-step flow of the hypodermic needle model or magic bullet philosophy, this grasps that people are straightly inclined by mass media, rendering to the two step flow of information, ideas move from mass media to opinion leaders, and from them towards broader populace. The concept is founded on a 1940s study on societal inspiration that states that media possessions are secondarily recognized through the personal stimulus of opinion leaders. The majorities of people gets most of their info and are inclined by the media cast-off, through the personal stimulus of opinion leaders.