ICS Block 1 Summary
Created @September 15, 2022 6:38 PM
Class ICS
Type Class
Stage?
Reviewed
Column A First Look at Communication Theory
Materials
Reading 1 Chapter 1: Launching Your Study of Communication Theory
Reading 2
Definitions of Theory:
1. Uni if Minnesota (Ernest Bormann):
“An umbrella term for all careful, systematic and self-conscious discussions and
analyses of communication phenomena”
PRO: General
CON: Too broad ⇒ Does Not give Direction
2. Judee Burgoon:
“A theory consists of a set of systematic, INFORMED hunches about the way things
work”
CORE CONCEPTS OF THEORY:
1. SET OF HUNCHES
ICS Block 1 Summary 1
, Cultivation Theory
Cultivation theory states that high frequency viewers of television are more
susceptible to media messages and the belief that they are real and valid.
Media Ecology
It is the study of media environments, the idea that technology and techniques, modes
of information and codes of communication play a leading role in human affairs
Uses & Gratification
The Uses and Gratification theory discusses the effects of the media on people. It
explains how people use the media for their own need and get satisfied when their
needs are fulfilled
Information Processing and Persuasion
This approach focuses on the two critical factors that affect the type of processing that
occurs during exposure to an advertisement--attention levels and the processing
strategy used by an individual.
lit ques:
1. McLuhan claims that “the medium is the message”. Explain what he meant by using
examples. Demonstrate how three different media that basically distribute the same
content can influence our perception of that same content differently (Griffin cites
the example of Moby Dick).
2. Schönbach claims that “the wonderful new medium” myth is the exact mirror image
of the “dangerous new medium” myth. Explain what this means for the role of the
public and media in society assumed in these myths.
ICS Block 1 Summary 2
Created @September 15, 2022 6:38 PM
Class ICS
Type Class
Stage?
Reviewed
Column A First Look at Communication Theory
Materials
Reading 1 Chapter 1: Launching Your Study of Communication Theory
Reading 2
Definitions of Theory:
1. Uni if Minnesota (Ernest Bormann):
“An umbrella term for all careful, systematic and self-conscious discussions and
analyses of communication phenomena”
PRO: General
CON: Too broad ⇒ Does Not give Direction
2. Judee Burgoon:
“A theory consists of a set of systematic, INFORMED hunches about the way things
work”
CORE CONCEPTS OF THEORY:
1. SET OF HUNCHES
ICS Block 1 Summary 1
, Cultivation Theory
Cultivation theory states that high frequency viewers of television are more
susceptible to media messages and the belief that they are real and valid.
Media Ecology
It is the study of media environments, the idea that technology and techniques, modes
of information and codes of communication play a leading role in human affairs
Uses & Gratification
The Uses and Gratification theory discusses the effects of the media on people. It
explains how people use the media for their own need and get satisfied when their
needs are fulfilled
Information Processing and Persuasion
This approach focuses on the two critical factors that affect the type of processing that
occurs during exposure to an advertisement--attention levels and the processing
strategy used by an individual.
lit ques:
1. McLuhan claims that “the medium is the message”. Explain what he meant by using
examples. Demonstrate how three different media that basically distribute the same
content can influence our perception of that same content differently (Griffin cites
the example of Moby Dick).
2. Schönbach claims that “the wonderful new medium” myth is the exact mirror image
of the “dangerous new medium” myth. Explain what this means for the role of the
public and media in society assumed in these myths.
ICS Block 1 Summary 2
