Intercultural Communication

1 INTRODUCTION 2

2 THE ROLE AND FUNCTIONS OF THE MEDIA 2

2.1 Normative theories of the media 2

2.1.1 The social responsibility theory 2

2.1.2 The libertarian theory 2

2.1.3 The authoritarian theory 2

2.2 The assumptions of the development theory 3

2.3 The paradigms of normative theory 3

2.3.1 Liberal-individualist paradigm 3

2.3.2 Social responsibility paradigm 4

2.3.3 Cultural negotiation paradigm 4

3 THE EFFECTS OF MASS COMMUNICATION 4

3.1 The diffusions of innovations theory 4

3.1.1 The adoption process 4

3.1.2 The interest stage 4

3.1.3 The assessment stage 5

3.1.4 The trial stage 5

3.1.5 The adoption stage 5

4 CONCLUSION 6

SOURCES CONSULTED 6

2

1. INTRODUCTION

In this section of communications studies, we are dealing with the subject of communications with a specific focus on the media. The first topic we will focus on is the role and functions of the media, whereby we take an in-depth look at the theories and paradigms that guide and inform the media industry. We then proceed to examine the effects that mass communications has on society with a specific focus on the diffusions of innovations theory. For the purpose of unpacking this theory, we use blackberry smart phone as an example.

2. THE ROLE AND FUNCTIONS OF THE MEDIA

2.1 Normative theories of the media

2.1.1 The social responsibility theory

The Hutchins Commission of 1947 states that “the press has a moral obligation to consider the overall needs of society. It also states that it is the responsibility of the media to elevate society’s standards and provide citizens with information they need to govern themselves”. This is because the press plays an important role in the development and stability of modern society according to social theorists.

2.1.2 The libertarian theory

In this theory, the media is seen as a source of information and a platform for the expression of...