COMMUNICATIE
WETENSCHAPPEN
S"jn Joye
Victorine Sandrap
UGent | 2023-2024
,Inhoudsopgave
1 Bouwstenen ........................................................................................................................................... 4
1.1 Teken en betekenisvol communiceren .................................................................................................... 4
1.1.1 Basisconcepten .................................................................................................................................. 4
1.1.2 Tekensystemen .................................................................................................................................. 6
1.1.3 Tekenindelingen................................................................................................................................. 8
1.2 Elementen van het communica8eproces ............................................................................................. 10
1.2.1 Communicator ................................................................................................................................. 10
1.2.2 Boodschap ....................................................................................................................................... 11
1.2.3 Encoderen/decoderen ..................................................................................................................... 12
1.2.4 Transmissie, kanaal en medium....................................................................................................... 14
1.2.5 Ontvanger (zie H13) ......................................................................................................................... 16
1.2.6 Conclusie ......................................................................................................................................... 17
1.3 Communica8emodellen ....................................................................................................................... 18
1.3.1 Doelstellingen .................................................................................................................................. 18
1.3.2 Overzicht ......................................................................................................................................... 18
1.3.3 Model van Lasswell (1948: beginperiode communicaQe wetenschappen) ..................................... 19
1.3.4 Model van Shannon & Weaver (1949) ............................................................................................ 20
1.3.5 Balansmodel (ABX-model/ coöriëntaQesysteem) van Newcomb (start tweede generaQe) ............ 21
1.3.6 Model van Schramm (1954) ............................................................................................................ 22
1.3.7 Model van Gerbner ......................................................................................................................... 23
1.3.8 Model van Jakobson ........................................................................................................................ 26
1.3.9 Procesmodel van Oomkes ............................................................................................................... 28
1.4 Visies en vormen van communica8e .................................................................................................... 29
1.4.1 4 visies van McQuail ........................................................................................................................ 29
1.4.2 2 theoreQsche scholen van Fiske ..................................................................................................... 32
1.4.3 4 vormen van communicaQe ........................................................................................................... 32
2 The Young and the Restless: communica:ewetenschappen als discipline ............................................. 36
2.1 Inleiding (2.1 – 2.3) .............................................................................................................................. 36
2.1.1 Recap + jong veld, moeilijk acakenen ............................................................................................ 36
2.1.2 CommunicaQewetenschappen: academische discipline? ............................................................... 36
2.2 Ontstaan en ontwikkeling .................................................................................................................... 37
2.2.1 Retoriek ........................................................................................................................................... 37
2.3 Theorie en paradigma’s ....................................................................................................................... 42
2.3.1 Paradigma’s ..................................................................................................................................... 42
2.3.2 TheoreQsche scholen....................................................................................................................... 44
2.3.3 Dichotomieën .................................................................................................................................. 45
3 Coming of age ....................................................................................................................................... 48
3.1 Inleiding ............................................................................................................................................... 48
3.2 Massamaatschappij ............................................................................................................................. 48
3.2.1 Algemene visie (kijk lesopname) ..................................................................................................... 49
3.2.2 Sociologische benaderingen ............................................................................................................ 49
3.2.3 Psychologische benaderingen ......................................................................................................... 49
3.2.4 SociolinguïsQek ................................................................................................................................ 50
3.3 Massamaatschappijtheorie (!!) ........................................................................................................... 54
3.3.1 Verschillende theorieën................................................................................................................... 54
3.3.2 Massamaatschappijtheorie ............................................................................................................. 54
3.4 Propaganda ......................................................................................................................................... 56
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, 3.4.1 Media als soh power vs hard power ............................................................................................... 56
3.4.2 Visies propaganda ........................................................................................................................... 56
3.5 Evolu8e effectonderzoek ...................................................................................................................... 61
5 Alterna:eve kri:sche paradigma .......................................................................................................... 64
5.1 Marxis8sche benaderingen .................................................................................................................. 64
5.2 Kri8sche theorie (Frankfuter Schule) .................................................................................................... 68
5.3 Poli8eke economie (van communica8e) .............................................................................................. 70
5.4 Cultural Studies .................................................................................................................................... 73
5.5 Post-benaderingen (2e genera8e) ........................................................................................................ 75
5.6 Postmodernisme .................................................................................................................................. 77
6 Nieuwe :jden, nieuwe theorieën.......................................................................................................... 78
6.1 Analoge theorieën................................................................................................................................ 78
6.1.1 Inleiding ........................................................................................................................................... 78
6.1.2 Media en ICT.................................................................................................................................... 79
6.1.3 Mediumtechnologische benaderingen ............................................................................................ 82
6.1.4 InformaQemaatschappijtheorie (8ste mediatheorie)........................................................................ 83
6.1.5 Nieuwe mediatheorieën .................................................................................................................. 84
7 Sociaalwetenschappelijke mediatheorieën: de krachtlijnen .................................................................. 86
7.1 Four things you didn’t know about (media) theory.............................................................................. 86
7.2 Sociaalwetenschappelijke mediatheorieën: beknopt overzicht ........................................................... 87
7.2.1 Soorten mediatheorieën en hun impact ......................................................................................... 87
7.3 Slotbedenking: drie assen van mediatheorieën ................................................................................... 96
7.3.1 Eerste as .......................................................................................................................................... 96
7.3.2 Tweede as ........................................................................................................................................ 96
7.3.3 Derde as........................................................................................................................................... 96
7.3.4 Einde hoofdstuk............................................................................................................................... 97
7.4 Flipped classroom ................................................................................................................................ 97
7.4.1 Fragment Gossip Girl ....................................................................................................................... 97
8 Historisch perspec:ef op media & communica:e: sociale evolu:e ..................................................... 100
8.1 Inleiding ............................................................................................................................................. 100
8.2 Mediageschiedenis ............................................................................................................................ 101
8.2.1 Gesproken taal............................................................................................................................... 101
8.2.2 Geschreven taal ............................................................................................................................. 103
8.2.3 Drukkunst ...................................................................................................................................... 105
8.2.4 Dagbladpers................................................................................................................................... 106
8.2.5 RegistraQe van beeld en geluid: fotografie, film en geluidsregistraQe .......................................... 108
8.2.6 Elektronische communicaQe: telegraaf, telefoon, radio en televisie ............................................. 110
8.2.7 Digitale communicaQe ................................................................................................................... 114
8.3 Besluit ................................................................................................................................................ 114
9 Sociologisch perspec:ef op communica:e en media........................................................................... 116
9.1 Sociologisch perspec8ef ..................................................................................................................... 116
9.2 Centrale thema’s ................................................................................................................................ 116
9.2.1 Macht ............................................................................................................................................ 116
9.2.2 Sociale integraQe ........................................................................................................................... 118
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, 9.2.3 Sociale verandering ....................................................................................................................... 119
9.3 Cultuur en iden8teit ........................................................................................................................... 121
9.3.1 Cultuur ........................................................................................................................................... 121
9.3.2 Subcultuur ..................................................................................................................................... 122
9.3.3 Tegencultuur .................................................................................................................................. 122
9.4 Communicatorstudies ........................................................................................................................ 124
9.4.1 Recap ............................................................................................................................................. 124
9.4.2 Communicatorstudies ................................................................................................................... 125
9.5 Beroepsrol .......................................................................................................................................... 127
10 ‘It’s the media economy, stupid’: basisbeginselen media economie ................................................ 130
10.1 Media-economie ................................................................................................................................ 130
10.1.1 Economische basisprincipes ...................................................................................................... 130
10.1.2 Risky media business (!!) ........................................................................................................... 133
10.1.3 Nieuwe media economie .......................................................................................................... 135
11 Norma:eve perspec:even, mediabeleid en het algemeen belang .................................................. 138
11.1.1 NormaQeve modellen ............................................................................................................... 138
11.1.2 Mediabeleid .............................................................................................................................. 143
11.1.3 NormaQeve aspecten van media .............................................................................................. 144
12 Mediaboodschap en representa:e ................................................................................................. 146
12.1 Inleiding ............................................................................................................................................. 146
12.2 Representa8e en beeldvorming ......................................................................................................... 146
12.3 Vormen van media-inhoud................................................................................................................. 154
12.3.1 Mediagenre ............................................................................................................................... 154
12.3.2 Media logic ................................................................................................................................ 154
12.3.3 Media format ............................................................................................................................ 154
12.4 Inhoudsanalyse .................................................................................................................................. 155
13 Publieksperspec:ef: publieksonderzoek, persuasieve communica:e en mediawijsheid .................. 156
13.1 Ontvanger .......................................................................................................................................... 156
13.2 Publieksonderzoek ............................................................................................................................. 157
13.3 Persuasieve communica8e ................................................................................................................. 157
13.4 Mediawijsheid .................................................................................................................................... 160
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WETENSCHAPPEN
S"jn Joye
Victorine Sandrap
UGent | 2023-2024
,Inhoudsopgave
1 Bouwstenen ........................................................................................................................................... 4
1.1 Teken en betekenisvol communiceren .................................................................................................... 4
1.1.1 Basisconcepten .................................................................................................................................. 4
1.1.2 Tekensystemen .................................................................................................................................. 6
1.1.3 Tekenindelingen................................................................................................................................. 8
1.2 Elementen van het communica8eproces ............................................................................................. 10
1.2.1 Communicator ................................................................................................................................. 10
1.2.2 Boodschap ....................................................................................................................................... 11
1.2.3 Encoderen/decoderen ..................................................................................................................... 12
1.2.4 Transmissie, kanaal en medium....................................................................................................... 14
1.2.5 Ontvanger (zie H13) ......................................................................................................................... 16
1.2.6 Conclusie ......................................................................................................................................... 17
1.3 Communica8emodellen ....................................................................................................................... 18
1.3.1 Doelstellingen .................................................................................................................................. 18
1.3.2 Overzicht ......................................................................................................................................... 18
1.3.3 Model van Lasswell (1948: beginperiode communicaQe wetenschappen) ..................................... 19
1.3.4 Model van Shannon & Weaver (1949) ............................................................................................ 20
1.3.5 Balansmodel (ABX-model/ coöriëntaQesysteem) van Newcomb (start tweede generaQe) ............ 21
1.3.6 Model van Schramm (1954) ............................................................................................................ 22
1.3.7 Model van Gerbner ......................................................................................................................... 23
1.3.8 Model van Jakobson ........................................................................................................................ 26
1.3.9 Procesmodel van Oomkes ............................................................................................................... 28
1.4 Visies en vormen van communica8e .................................................................................................... 29
1.4.1 4 visies van McQuail ........................................................................................................................ 29
1.4.2 2 theoreQsche scholen van Fiske ..................................................................................................... 32
1.4.3 4 vormen van communicaQe ........................................................................................................... 32
2 The Young and the Restless: communica:ewetenschappen als discipline ............................................. 36
2.1 Inleiding (2.1 – 2.3) .............................................................................................................................. 36
2.1.1 Recap + jong veld, moeilijk acakenen ............................................................................................ 36
2.1.2 CommunicaQewetenschappen: academische discipline? ............................................................... 36
2.2 Ontstaan en ontwikkeling .................................................................................................................... 37
2.2.1 Retoriek ........................................................................................................................................... 37
2.3 Theorie en paradigma’s ....................................................................................................................... 42
2.3.1 Paradigma’s ..................................................................................................................................... 42
2.3.2 TheoreQsche scholen....................................................................................................................... 44
2.3.3 Dichotomieën .................................................................................................................................. 45
3 Coming of age ....................................................................................................................................... 48
3.1 Inleiding ............................................................................................................................................... 48
3.2 Massamaatschappij ............................................................................................................................. 48
3.2.1 Algemene visie (kijk lesopname) ..................................................................................................... 49
3.2.2 Sociologische benaderingen ............................................................................................................ 49
3.2.3 Psychologische benaderingen ......................................................................................................... 49
3.2.4 SociolinguïsQek ................................................................................................................................ 50
3.3 Massamaatschappijtheorie (!!) ........................................................................................................... 54
3.3.1 Verschillende theorieën................................................................................................................... 54
3.3.2 Massamaatschappijtheorie ............................................................................................................. 54
3.4 Propaganda ......................................................................................................................................... 56
victorinesandrap 1
, 3.4.1 Media als soh power vs hard power ............................................................................................... 56
3.4.2 Visies propaganda ........................................................................................................................... 56
3.5 Evolu8e effectonderzoek ...................................................................................................................... 61
5 Alterna:eve kri:sche paradigma .......................................................................................................... 64
5.1 Marxis8sche benaderingen .................................................................................................................. 64
5.2 Kri8sche theorie (Frankfuter Schule) .................................................................................................... 68
5.3 Poli8eke economie (van communica8e) .............................................................................................. 70
5.4 Cultural Studies .................................................................................................................................... 73
5.5 Post-benaderingen (2e genera8e) ........................................................................................................ 75
5.6 Postmodernisme .................................................................................................................................. 77
6 Nieuwe :jden, nieuwe theorieën.......................................................................................................... 78
6.1 Analoge theorieën................................................................................................................................ 78
6.1.1 Inleiding ........................................................................................................................................... 78
6.1.2 Media en ICT.................................................................................................................................... 79
6.1.3 Mediumtechnologische benaderingen ............................................................................................ 82
6.1.4 InformaQemaatschappijtheorie (8ste mediatheorie)........................................................................ 83
6.1.5 Nieuwe mediatheorieën .................................................................................................................. 84
7 Sociaalwetenschappelijke mediatheorieën: de krachtlijnen .................................................................. 86
7.1 Four things you didn’t know about (media) theory.............................................................................. 86
7.2 Sociaalwetenschappelijke mediatheorieën: beknopt overzicht ........................................................... 87
7.2.1 Soorten mediatheorieën en hun impact ......................................................................................... 87
7.3 Slotbedenking: drie assen van mediatheorieën ................................................................................... 96
7.3.1 Eerste as .......................................................................................................................................... 96
7.3.2 Tweede as ........................................................................................................................................ 96
7.3.3 Derde as........................................................................................................................................... 96
7.3.4 Einde hoofdstuk............................................................................................................................... 97
7.4 Flipped classroom ................................................................................................................................ 97
7.4.1 Fragment Gossip Girl ....................................................................................................................... 97
8 Historisch perspec:ef op media & communica:e: sociale evolu:e ..................................................... 100
8.1 Inleiding ............................................................................................................................................. 100
8.2 Mediageschiedenis ............................................................................................................................ 101
8.2.1 Gesproken taal............................................................................................................................... 101
8.2.2 Geschreven taal ............................................................................................................................. 103
8.2.3 Drukkunst ...................................................................................................................................... 105
8.2.4 Dagbladpers................................................................................................................................... 106
8.2.5 RegistraQe van beeld en geluid: fotografie, film en geluidsregistraQe .......................................... 108
8.2.6 Elektronische communicaQe: telegraaf, telefoon, radio en televisie ............................................. 110
8.2.7 Digitale communicaQe ................................................................................................................... 114
8.3 Besluit ................................................................................................................................................ 114
9 Sociologisch perspec:ef op communica:e en media........................................................................... 116
9.1 Sociologisch perspec8ef ..................................................................................................................... 116
9.2 Centrale thema’s ................................................................................................................................ 116
9.2.1 Macht ............................................................................................................................................ 116
9.2.2 Sociale integraQe ........................................................................................................................... 118
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, 9.2.3 Sociale verandering ....................................................................................................................... 119
9.3 Cultuur en iden8teit ........................................................................................................................... 121
9.3.1 Cultuur ........................................................................................................................................... 121
9.3.2 Subcultuur ..................................................................................................................................... 122
9.3.3 Tegencultuur .................................................................................................................................. 122
9.4 Communicatorstudies ........................................................................................................................ 124
9.4.1 Recap ............................................................................................................................................. 124
9.4.2 Communicatorstudies ................................................................................................................... 125
9.5 Beroepsrol .......................................................................................................................................... 127
10 ‘It’s the media economy, stupid’: basisbeginselen media economie ................................................ 130
10.1 Media-economie ................................................................................................................................ 130
10.1.1 Economische basisprincipes ...................................................................................................... 130
10.1.2 Risky media business (!!) ........................................................................................................... 133
10.1.3 Nieuwe media economie .......................................................................................................... 135
11 Norma:eve perspec:even, mediabeleid en het algemeen belang .................................................. 138
11.1.1 NormaQeve modellen ............................................................................................................... 138
11.1.2 Mediabeleid .............................................................................................................................. 143
11.1.3 NormaQeve aspecten van media .............................................................................................. 144
12 Mediaboodschap en representa:e ................................................................................................. 146
12.1 Inleiding ............................................................................................................................................. 146
12.2 Representa8e en beeldvorming ......................................................................................................... 146
12.3 Vormen van media-inhoud................................................................................................................. 154
12.3.1 Mediagenre ............................................................................................................................... 154
12.3.2 Media logic ................................................................................................................................ 154
12.3.3 Media format ............................................................................................................................ 154
12.4 Inhoudsanalyse .................................................................................................................................. 155
13 Publieksperspec:ef: publieksonderzoek, persuasieve communica:e en mediawijsheid .................. 156
13.1 Ontvanger .......................................................................................................................................... 156
13.2 Publieksonderzoek ............................................................................................................................. 157
13.3 Persuasieve communica8e ................................................................................................................. 157
13.4 Mediawijsheid .................................................................................................................................... 160
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