INHOUDSOPGAVE
Inleiding 8
1.Mediatisering van de samenleving ……………...8
2.Rode draden 8
2.1 Kennismaking in vogelvlucht 8
2.2. Klemtoom op mediacommunicatie………………………………………………………………………………………………………
9
2.3Multidiscpilinariteit……………………………………………………………………………………………………………………………….9
3.Actuacase………………………………………………………………………………………………………………………………………………9
4. Centrale rol van media………………………………………………………………………………………………………………………..10
Hoofdstuk 1 – Bouwstenen van een discipline en een praktijk………………………………………………….10
1.1 Inleiding: communicatie is meer dan communiceren……………………………………………………………………..10
1.2 Het teken als basis voor betekenisvol communiceren…………………………………………………………….………10
1.2.1 Semiotiek ……………………………………………………………………………………………………………………………………10
1.2.2 Teken, tekensysteem en tekenindeling………………………………………………………………………………………. 11
1.3 Elementen van het communicatieproces……………………………………………………………………………………… 15
1.3.1 Communicator……………………………………………………………………………………………………………………………15
1.3.2 Boodschap ………………………………………………………………………………………………………………………………..16
1.3.3 Encoderen en decoderen……………………………………………………………………………………………………………17
1.3.4 Transmissie, kanaal en medium ………………………………………………………………………………………………..19
1.3.5 Ontvanger………………………………………………………………………………………………………………………………… 20
1.4 Communicatiemodellen……………………………………………………………………………………………………………… 21
1.4.1 Lasswell (1948) ………………………………………………………………………………………………………………………….22
1.4.2 Shannon & Weaver (1949) …………………………………………………………………………………………………………24
1.4.3 Balansmodel / ABX-model (Newcomb, 1953)……………………………………………………………………………..24
1.4.4 Schramm (1954) ………………………………………………………………………………………………………………………..25
1.4.5 Gerbner (1956) ………………………………………………………………………………………………………………………….25
1
, 1.4.6 Jakobsen (1960)………………………………………………………………………………………………………………………… 26
1.4.7 Oomkes (2000) ………………………………………………………………………………………………………………………….28
1.5 Verschillende visies op het communicatieproces ………………………………………………………………………….28
1.5.1 Vier visies van Mcquail……………………………………………………………………………………………………………..28
1.5.1 Twee theoretische scholen van Fiske………………………………………………………………………………………….30
1.5.2 Vier vormen van communicatie…………………………………………………………………………………………………30
Hoofdstuk 2 – The Young and the Restless: de ontwikkeling van
communicatiewetenschappen ………………………………………………………………………………….33
2.1 Inleiding……………………………………………………………………………………………………………………………………….33
2.2 Communicatiewetenschappen …………………………………………………………………………………………………….33
2.3 Jong veld, moeilijke afbakening ………………………………………………………………………………………………….34
2.4 Ontstaan en ontwikkeling als discipline……………………………………………………………………………………….34
2.4.1 Voorlopers …………………………………………………………………………………………………………………………………34
2.4.2 Institutionalisering……………………………………………………………………………………………………………………. 35
2.5 Paradigmatische strijd ………………………………………………………………………………………………………………..36
2.5.1 Paradigma’s in de communicatiewetenschappen…………………………………………………………….………….37
2.6 Theoretische diversiteit ……………………………………………………………………………………………………………….38
2.6.1 Paradigmatische dichotomieën………….…………………………………………………………………………………………38
Hoofdstuk 3 – Coming of Age ……………………………………………………………………………………40
3.1 Inleiding…………………………………………………………………………………………………………………………………….. 40
3.2 De massamaatschappij ………………………………………………………………………………………………………………40
3.2.1 Contextualisering………………………………………………………………………………………………………………………40
3.2.2 Concepten en ideeën………………………………………………………………………………………………………………….41
3.2.3 Massamaatschappijtheorie………………………………………………………………………………………………………..42
3.2.4 Kritieken en evaluatie ……………………………………………………………………………………………………………….43
3.3 Propaganda…………………………………………………………………………………………………………………………………43
3.3.1 Propagandatheorie van Lasswell………………………………………………………………………………………………..44
3.3.2 Kritische propagandastudies ……………………………………………………………………………………………………..45
3.3.3 Paradigmatische strijd……………………………………………………………………………………………………………….47
2
,Hoofdstuk 4 – Mainstreamparadigma……………………………………………………………………….47
4.1 Inleiding…………………………………………………………………………………………………………………………………….. 47
4.2 Mosterd van Communicatiewetenschappen………………………………………………………………………………..47
4.2.1 Functionalisme…………………………………….……….………………………………………………………………………… 48
4.2.2 Actiegerichte benaderingen………………………………………………………………………………………………………51
4.2.3 Psychologie en cognitieve dissonantie……………………………………………………………………………………….53
4.2.4 Sociolinguïstiek………………………………………………………………………………………………………….……………….53
4.2.4.1 Taalgemeenschappen……………………………………………………………………………………………………..54
4.2.4.2 Sapir-Whorf-hypotese………………………………………………………………………………………………………55
4.2.4.3 Codetheorie of deficityhypothese van Bernstein……………………………………………………………….55
4.3 Limited effect………………………………………………………………………………………………………………………………….56
4.3.1 Een gelimiteerde macht van media………………………………………………………………………………………………57
4.3.1.1 Two-& Mulit-step flow………………….……………….………………………………………………………………….57
4.3.1.2 Mediating factors……………………………………………………….……………….……………………………………58
4.3.1.3 Uses and graifications……………………….……………………………………….…………………….……………….58
4.3.2 Machtige media: de seaquel………………………………………………………………….………………………………………59
4.3.2.1 Agenda-setting……………………………………………………………………………………………………………………59
4.3.2.2 Cultivatie-onderzoek……………………………………………………………………………………………………………60
4.3.2.3 De zwijgspiraal…………………………………………………………………………………………….………………………60
3
, Hoofdstuk 5 – Alternatieve paradigma’s………………………………………………………………….. 95
5.1 Marxistische benadering……………………………………………………………………………………………………………. 95
5.2 Kritische theorie & Frankfurter Schule……………………………………………………………………………………….. 96
5.3 Politieke economie van communicatie ……………………………………………………………………………………….97
5.4 Cultural studies…………………………………………………………………………………………………………………………. 98
5.5 Post-benaderingen……………………………………………………………………………………………………………………… 99
4
Inleiding 8
1.Mediatisering van de samenleving ……………...8
2.Rode draden 8
2.1 Kennismaking in vogelvlucht 8
2.2. Klemtoom op mediacommunicatie………………………………………………………………………………………………………
9
2.3Multidiscpilinariteit……………………………………………………………………………………………………………………………….9
3.Actuacase………………………………………………………………………………………………………………………………………………9
4. Centrale rol van media………………………………………………………………………………………………………………………..10
Hoofdstuk 1 – Bouwstenen van een discipline en een praktijk………………………………………………….10
1.1 Inleiding: communicatie is meer dan communiceren……………………………………………………………………..10
1.2 Het teken als basis voor betekenisvol communiceren…………………………………………………………….………10
1.2.1 Semiotiek ……………………………………………………………………………………………………………………………………10
1.2.2 Teken, tekensysteem en tekenindeling………………………………………………………………………………………. 11
1.3 Elementen van het communicatieproces……………………………………………………………………………………… 15
1.3.1 Communicator……………………………………………………………………………………………………………………………15
1.3.2 Boodschap ………………………………………………………………………………………………………………………………..16
1.3.3 Encoderen en decoderen……………………………………………………………………………………………………………17
1.3.4 Transmissie, kanaal en medium ………………………………………………………………………………………………..19
1.3.5 Ontvanger………………………………………………………………………………………………………………………………… 20
1.4 Communicatiemodellen……………………………………………………………………………………………………………… 21
1.4.1 Lasswell (1948) ………………………………………………………………………………………………………………………….22
1.4.2 Shannon & Weaver (1949) …………………………………………………………………………………………………………24
1.4.3 Balansmodel / ABX-model (Newcomb, 1953)……………………………………………………………………………..24
1.4.4 Schramm (1954) ………………………………………………………………………………………………………………………..25
1.4.5 Gerbner (1956) ………………………………………………………………………………………………………………………….25
1
, 1.4.6 Jakobsen (1960)………………………………………………………………………………………………………………………… 26
1.4.7 Oomkes (2000) ………………………………………………………………………………………………………………………….28
1.5 Verschillende visies op het communicatieproces ………………………………………………………………………….28
1.5.1 Vier visies van Mcquail……………………………………………………………………………………………………………..28
1.5.1 Twee theoretische scholen van Fiske………………………………………………………………………………………….30
1.5.2 Vier vormen van communicatie…………………………………………………………………………………………………30
Hoofdstuk 2 – The Young and the Restless: de ontwikkeling van
communicatiewetenschappen ………………………………………………………………………………….33
2.1 Inleiding……………………………………………………………………………………………………………………………………….33
2.2 Communicatiewetenschappen …………………………………………………………………………………………………….33
2.3 Jong veld, moeilijke afbakening ………………………………………………………………………………………………….34
2.4 Ontstaan en ontwikkeling als discipline……………………………………………………………………………………….34
2.4.1 Voorlopers …………………………………………………………………………………………………………………………………34
2.4.2 Institutionalisering……………………………………………………………………………………………………………………. 35
2.5 Paradigmatische strijd ………………………………………………………………………………………………………………..36
2.5.1 Paradigma’s in de communicatiewetenschappen…………………………………………………………….………….37
2.6 Theoretische diversiteit ……………………………………………………………………………………………………………….38
2.6.1 Paradigmatische dichotomieën………….…………………………………………………………………………………………38
Hoofdstuk 3 – Coming of Age ……………………………………………………………………………………40
3.1 Inleiding…………………………………………………………………………………………………………………………………….. 40
3.2 De massamaatschappij ………………………………………………………………………………………………………………40
3.2.1 Contextualisering………………………………………………………………………………………………………………………40
3.2.2 Concepten en ideeën………………………………………………………………………………………………………………….41
3.2.3 Massamaatschappijtheorie………………………………………………………………………………………………………..42
3.2.4 Kritieken en evaluatie ……………………………………………………………………………………………………………….43
3.3 Propaganda…………………………………………………………………………………………………………………………………43
3.3.1 Propagandatheorie van Lasswell………………………………………………………………………………………………..44
3.3.2 Kritische propagandastudies ……………………………………………………………………………………………………..45
3.3.3 Paradigmatische strijd……………………………………………………………………………………………………………….47
2
,Hoofdstuk 4 – Mainstreamparadigma……………………………………………………………………….47
4.1 Inleiding…………………………………………………………………………………………………………………………………….. 47
4.2 Mosterd van Communicatiewetenschappen………………………………………………………………………………..47
4.2.1 Functionalisme…………………………………….……….………………………………………………………………………… 48
4.2.2 Actiegerichte benaderingen………………………………………………………………………………………………………51
4.2.3 Psychologie en cognitieve dissonantie……………………………………………………………………………………….53
4.2.4 Sociolinguïstiek………………………………………………………………………………………………………….……………….53
4.2.4.1 Taalgemeenschappen……………………………………………………………………………………………………..54
4.2.4.2 Sapir-Whorf-hypotese………………………………………………………………………………………………………55
4.2.4.3 Codetheorie of deficityhypothese van Bernstein……………………………………………………………….55
4.3 Limited effect………………………………………………………………………………………………………………………………….56
4.3.1 Een gelimiteerde macht van media………………………………………………………………………………………………57
4.3.1.1 Two-& Mulit-step flow………………….……………….………………………………………………………………….57
4.3.1.2 Mediating factors……………………………………………………….……………….……………………………………58
4.3.1.3 Uses and graifications……………………….……………………………………….…………………….……………….58
4.3.2 Machtige media: de seaquel………………………………………………………………….………………………………………59
4.3.2.1 Agenda-setting……………………………………………………………………………………………………………………59
4.3.2.2 Cultivatie-onderzoek……………………………………………………………………………………………………………60
4.3.2.3 De zwijgspiraal…………………………………………………………………………………………….………………………60
3
, Hoofdstuk 5 – Alternatieve paradigma’s………………………………………………………………….. 95
5.1 Marxistische benadering……………………………………………………………………………………………………………. 95
5.2 Kritische theorie & Frankfurter Schule……………………………………………………………………………………….. 96
5.3 Politieke economie van communicatie ……………………………………………………………………………………….97
5.4 Cultural studies…………………………………………………………………………………………………………………………. 98
5.5 Post-benaderingen……………………………………………………………………………………………………………………… 99
4
