‫בס"ד‬
‫ביה"ס לתקשורת‬
Introduction to Communication: Theories and models
63-001-18
Lecturer name: Shani Horowitz-Rozen
School year: 2013
Course: Introductory course Year: 1st year
Semester: 2nd
Credits: 3 annual credits (lecture & section)
A. Course objectives and purposes:
This course will introduce the students to the central theories and models in current communication
research. The course will emphasize theoretical aspects and will expand the discussion to relevant
updated case studies and events. Among the theories, the course will deepen the understanding of
the media, their technological and social functions, their characteristics, and the effects of mass
media.
B. Course Topics: 6 Major Parts
1. What is communication? Definitions, theories and models
2. Media and Society: Historical, social, economic and technological aspects
3. New media: changes and challenges.
4. The media institution: Society and the government
5. Mass society and mass communication: Theories of media effects
6. Persuasive communication: Advertising and public relations
C. Course Pedagogical Tools
The class lectures and exercise sections will include slide presentations, video clips, as well as
discussions based upon pre-listed, thought questions and homework readings.
D. Course Requirements and Final Grading*
1. Class presentation and active class participation: 20%
2. Mandatory attendance in the smaller sections
3. Doing the readings for each class
4. Paper – (10-12 pages) guidelines will be announced in class: 30%
5. Final, end-of-course exam -- including lecture material, section discussions and bibliography:
50%
* The presentation will include applying the weekly reading to a current event.
More detail will be provided in the first class session.
* No more than 6 discrete session absences permitted for the entire course.
* Students must receive a minimum grade of 60 in each requirement to pass the course.
E. Course Program
Lecture Topics and Readings
The readings with an asterisk* are optional
What is communication? Definitions, theories and models
Lecture 1: What is Communication?
Fiske. J. (1982). Introduction to Communication Studies (pp. 1-5). London: Methuen.
302.2 FIS i (178592)
)878725( ‫וגם תדפיס‬
1
Lecture 2: Between interpersonal and mass media: How do we communicate?
Knapp, L.M. & Hall, J.A. (2009). Nonverbal communication in human interaction, 7th ed. (chapters 1
& 12). Boston, MA: Wadsworth Publishing.
302.222 KNA n (208561) – 2791 ‫מהדורת‬
302.222 KNA n2 (110212) – 2795 ,1 ‫בספרייה לחינוך – מהדורה‬
Lectures 3-4: Models of Communication
Bryant, J. & Thompson, S. (2002). Fundamentals of media effects (Chapter 1). Boston, MA:
McGraw-Hill.
)1802268( BRY f2 ‫ – שמור לפי‬1628 ,1 ‫מהדורה‬
Sparks, G.G. (2006). Media effects research: A basic overview, 2nd ed. (chapter 1, pp.1-19).
Australia: Thomson Wadsworth.
)1802269( SPA m4 ‫ – שמור לפי‬1628 ,2 ‫מהדורה‬
Carey, J. W. (1988). A Cultural Approach to Communications, in Carey, J., Communication as
Culture (pp. 13-36). London: Routledge.
)817111( CAR ‫שמור לפי‬
)157761( ‫וגם תדפיס‬
Media and Society: Historical, Social, Economic and Technological aspects
Lectures 5-6: Historical, Social, Economic and Technological aspects
Carey, J.W. (1967). Harold Adams Innis and Marshal McLuhan, Antioch Review, 27, 5-39.
‫אין‬
Carey, J. W. (1992) Technology and Ideology. Communication as Culture, London: Routledge, pp.
201-214.
)817111( CAR ‫שמור לפי‬
McLuhan, M. (1964). Understanding media: The extension of man (Chapters 1 & 2). NY: McGrawHill.
)258666( MAC-LUH ‫שמור לפי‬
McLuhan, M. (1964). Radio. In McLuhan, M. Understanding Media (pp. 297-307). New-York:
McGraw-Hill.
)258666( MAC-LUH ‫שמור לפי‬
Sparks, G.G. (2006). Media effects research: A basic overview, 2nd ed. (Chapter 12). Australia:
Thomson Wadsworth.
)1802269( SPA m4 ‫ – שמור לפי‬1628 ,2 ‫מהדורה‬
Ong, W. J. (1988). Orality and Literacy (pp. 31-68, 78-116). London: Routledge.
)2766( ONG ‫ – שמור לפי‬2751 ‫מהדורת‬
)882567( ‫וגם תדפיס‬
New media: changes and challenges
Lecture 7: Internet: Social and technological aspects
DiMaggio, P. E. Hargittai, W. R. Neuman and J. P. Robinson (2001). Social implication of the
Internet, Annual Review of Sociology, 27, 307-336.
)286660( ‫כתב עת וגם אלקטרוני‬
Mayer J.D. and Cornfield, M. (2003). The New Media, in Rozell, J. M. (Ed.) Media power, media
politics (pp. 297-318). New York: Rowman & Littlefield Publishers.
320.014 MED 2008 (2289257)
2
Neuman, W.R., Bimber, B. and Hindman, M. (2011). The Internet and Four Dimensions of
Citizenship, in Shapiro, R.Y. and Jacobs, L. (eds.), The Oxford Handbook of American Public
Opinion and The Media (pp. 22-42). New York: The Oxford University Press Inc.
)2128870( OXF 2011 ‫שמור לפי‬
Lecture 8: Cultural Imperialism
Seongcheol, K. (1998). Cultural Imperialism on the Internet, The Edge: The E-Journal of
Intercultural Relations, 1(4). http://www.hart-il.com/biz/theedge
‫אין‬
Tomlinson, J. (2002). Four Ways to Talk about Cultural Imperialism, in McQuail, D. (ed.) McQuail’s
Reader in Mass Communication Theory (pp. 223-226). London: Sage.
)2262926( MCQ ‫שמור לפי‬
The Media as Institution, Society and the Government
Lectures 9-10: Media-Government relationships
Dennis, E.and J. Merrill (2006). Media-Government Relationship, in Dennis, E.& Merrill, J., Media
Debates,4th ed. (pp. 20-33). New York: Longman.
302.230973 DEN m4 (2289259)
Nerone, J. (2002). Social Responsibility Theory, in McQuail’s Reader, op. cit., pp. 185-192.
)2262926( MCQ ‫שמור לפי‬
Howard, R., Grazer, B., Fellner, E. & Bevan, T.(Producers) & Howard, R. (Director). (2008).
Frost/Nixon [motion picture]. USA: Universal pictures & Imagine entertainment.
Lectures 11-12: The Journalistic profession
Bennett, L. W., and Serrin, W. (2007). The Watchdog Role of the Press, in Graber, D. A. (ed.),
Media Power in Politics (pp.326-336). Washington, D.C: CQ Press.
)2285269( MED 2007 ‫שמור לפי‬
Janowitz, M. (1988). The Journalistic Profession and the Mass Media, in Selection of Articles in
Communication (pp. 74-86), Jerusalem: Hebrew University.
‫אין‬
Clooney, G,, Wagner, T. & Heslov, G. (producers) & Clooney, G. (director). (2005). Good night and
good luck [motion picture]. USA: Warner Independent Pictures (WIP),
Lecture 13: News: definitions, components & routines
Just, M.R. (2011). What's News: A View from The Twenty-first Century, in R. Y. Shapiro and L. R.
Jacobs (eds.), The Oxford Handbook of American Public Opinion and the Media (pp.105-120).
New York: Oxford University Press Inc.
)2128870( OXF 2011 ‫שמור לפי‬
Galtung, Y., & Ruge, M.H. (1965). The structure of foreign news: The presentation of the Congo,
Cuba and Cyprus crises in four Norwegian newspapers, Journal of Peace Research, 2, 64-90.
)225500( ‫כתב עת וגם אלקטרוני‬
Molotch, H. and Lester, M. (1974). News as Purposive Behavior, American Sociological Review,
39, 101-112.
)227088( ‫כתב עת וגם אלקטרוני‬
Tuchman, G. (1973). Making News by Doing Work: Routinizing the Unexpected, The American
Journal of Sociology, 79(1), 110-131.
)227187( ‫כתב עת וגם אלקטרוני‬
Lecture 14: Elite vs. Popular press
3
Gans, H. J. (2010). News & the news media in the digital age: Implications for democracy,
Daedalus, 39(2), 8-17.
)221862( ‫כתב עת אלקטרוני‬
Bloch-Elkon, Y. and Lehman-Wilzig, S. (2007). Media functioning during a violent international
crisis: Differences between elite and popular press coverage of American policy in Bosnia (199295), in H. Nossek, et al. (Eds.). Media and Political Violence (pp. 119-142). NJ: Hampton Press.
‫אין‬
Baum, M. A. and Jamison, A. (2011). Soft News and the Four Oprah Effects, in R. Y. Shapiro, and
L. R. Jacobs (eds.), The Oxford Handbook of American Public Opinion and The Media (pp. 121137). New York: Oxford University Press Inc.
)2128870( OXF 2011 ‫שמור לפי‬
Lecture 15: Media events
Katz, E. and Dayan, D. (1985). Media events: On the experience of 'not being there', Religion, 15,
305-324.
)281798( ‫כתב עת אלקטרוני‬
Katz, E. and Liebes, T. (2007). No more peace! How disaster, terror and war have upstaged media
events, International Journal of Communication, 1, 157-166.
‫אין‬
Mass society and mass communication: Theories of media effects
Lecture 16: Theories of powerful media effects
Sparks, G.G. (2006). Media effects research: A basic overview, 2nd ed. (chapter 3, pp. 43-62).
Australia: Thomson Wadsworth.
)1802269( SPA m4 ‫ – שמור לפי‬1628 ,2 ‫מהדורה‬
Lectures 17-18: Theories of limited media effects: The structural-functional approach, uses
and gratifications theory, and the two step flow of communication
Bryant, J. & Thompson, S. (2002). Fundamentals of media effects (Chapter 8). Boston, MA:
McGraw-Hill.
)1802268( BRY f2 ‫ – שמור לפי‬1628 ,1 ‫מהדורה‬
Lazarsfeld, P.F., & Merton, R.K. (1948). Mass communication, popular taste and organization
social action, in Bryson, L. (Ed.), The communication of ideas (pp. 95-118). NY: Harper & Row.
‫אין‬
Wright, C.R. (1960). Functional analysis and mass communication, Public opinion quarterly, 24,
605-620.
)281109( ‫כתב עת וגם אלקטרוני‬
Katz, E. (1957). The two step flow of communication: An up-to-date report on an hypothesis, Public
Opinion Quarterly, 21, 61-78.
)281109( ‫כתב עת וגם אלקטרוני‬
Rubin, A.M. (2002). The uses and gratifications of media effects. In: J. Bryant & D. Zillman (Eds.).
Media effects: Advances in theory and research (pp. 525-548). Mahwah, New Jersey: Lawrence
Erlbaum Associates, Publishers.
)2228528( 1661 MED ‫שמור לפי‬
Lectures 19-20: Moderate to powerful media effects: Agenda setting, framing, priming, and
the spiral of silence
McCombs, M.E., & Shaw, D.L. (1972). The agenda setting function of the mass media, Public
Opinion Quarterly, 36, 176-187.
)281109( ‫כתב עת וגם אלקטרוני‬
4
Entman, R. (1993). Framing: Toward clarification of a fractured paradigm, Journal of
Communication, 43, 51-58.
)288661( ‫כתב עת אלקטרוני‬
Scheufele, D. A. (1999). Framing as a theory of media effects, Journal of Communication, 49(1),
103-122.
)288661( ‫כתב עת אלקטרוני‬
Bora, P. (2011). Conceptual issues in framing theory: A systematic examination of a decade's
literature, Journal of Communication. 61, 246-263.
)288661( ‫כתב עת אלקטרוני‬
Noelle-Neumann, E. (1974). The spiral of silence: A theory of public opinion, Journal of
Communication, 24(2), 41-51.
)288661( ‫כתב עת אלקטרוני‬
(*) Nelson, Thomas E. (2011). Issue Framing, in Shapiro, R.Y. and Jacobs, L. R. (eds.). The
Oxford handbook of American public opinion and the media (pp. 189-203). New York: Oxford
University Press Inc.
)2128870( OXF 2011 ‫שמור לפי‬
(*) Nacos B.L., Bloch-Elkon, Y. and Shapiro R.Y. (2007). Post-9/11 Terrorism Threats, News
Coverage, and Public Perception in the United States, International Journal of Conflict and
Violence, 1(2), 105-126.
)2110262( ‫כתב עת אלקטרוני‬
Lecture 21: Reality construction: Social learning and Cultivation theory
Bryant, J. & Thompson, S. (2002). Fundamentals of media effects (Chapter 6). Boston, MA:
McGraw-Hill.
)1802268( BRY f2 ‫ – שמור לפי‬1628 ,1 ‫מהדורה‬
Bandura, A. (2002). Social cognitive theory of mass communication. In: J. Bryant & D. Zillman
(Eds.). Media effects: Advances in theory and research (pp.121-154). Mahwah, New Jersey:
Lawrence Erlbaum Associates, Publishers
)2228528( 1661 MED ‫שמור לפי‬
Vidmar, N. & Rokeach, M. (1974). Archie Bunker’s Bigotry, Journal of Communication, 24, 36-74.
)288661( ‫כתב עת אלקטרוני‬
Gerbner, G. (1989). Cultivation analysis: An overview, Mass Communication & Society, 1, 175-194.
Google Scholar ‫נגיש דרך‬
http://www.pwsz.krosno.pl/download/gfx/pwszkrosno/pl/defaultaktualnosci/675/5/1/s08a_lk_cultivati
on_overview_gerbner.pdf
Gerbner, G. and Gross, L. (1976). Living with Television: The Violence Profile, Journal of
Communication, 20(2), 172-199.
)288661( ‫כתב עת אלקטרוני‬
Lecture 22: Neo-Marxist approaches
Gitlin, T. (1979). Prime-time ideology: The hegemonic process in television entertainment, Social
problems, 26, 251-266.
)280609( ‫כתב עת וגם אלקטרוני‬
Benjamin, W. (1936). The work of art in the age of mechanical reproduction, Retrieved from the
internet on Nov. 30, 2011:
http://www.marxists.org/reference/subject/philosophy/works/ge/benjamin.htm
5
Lecture 23: Moderate media effects: cultural – critical approaches
Fiske, J. (1986). Television: Polysemy and popularity. Critical Studies in Mass Communication, 3,
391-408.
‫אין‬
Liebes, T. (1988). Cultural differences in the retelling of television fiction, Critical Studies in Mass
Communication, 5, 277-292.
‫אין‬
Radway, J. (1984). Interpretive communities and variable literacies: The functions of romance
reading, Daedalus,113, 49-73.
)221862( ‫כתב עת‬
Persuasive communication: Advertising and public relations
Lecture 24: Advertising: categories, effects and cultural aspects
Schudson, M. (1984). Advertising as Capitalist Realism, Advertising: The Uneasy Persuasion (pp.
209-233). New-York: Basic Books.
)12185( SCHU ‫שמור לפי‬
)888268( ‫וגם תדפיס‬
*Jamieson, K. H. and Campbell, K. K. (1997). Persuasion through Advertising, The Interplay of
Influence: News Advertising, Politics and the Mass Media (pp. 215-245). Belmont, CA: Thomson
Wadsworth.
302.23 JAM i5 (820288) – 1662 ,8 ‫מהדורה‬
Lecture 25: Public relations vs. Advertising
Newsom, D., VanSlyke, J, D. Kruckenberg & Turk, J. (2006). This is PR: The Realities of Public
Relations (9th ed.), (pp. 1-32). Belmont, CA: Wadsworth .
)2671582( NEW ‫שמור לפי‬
Lecture 26: Summary and review for final exam
**************
6