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Dialogue: 0,0:00:11.37,0:00:14.37,Default,,0000,0000,0000,,Welcome back to Introduction to \NCommunication Science.
Dialogue: 0,0:00:14.37,0:00:17.93,Default,,0000,0000,0000,,This is week 4 of our MOOC. So far we have \Ndiscussed the history
Dialogue: 0,0:00:17.93,0:00:22.97,Default,,0000,0000,0000,,of our field, in week 2, and the linear \Ntransmission perspective, last week.
Dialogue: 0,0:00:22.97,0:00:25.77,Default,,0000,0000,0000,,I’m very glad to see that our course is inspiring \Nmany
Dialogue: 0,0:00:25.77,0:00:31.27,Default,,0000,0000,0000,,discussions on our forum. I’m also grateful for all \Nyour suggestions for further reading.
Dialogue: 0,0:00:31.27,0:00:35.23,Default,,0000,0000,0000,,You’ve probably noticed that I have frequently \Nadded your suggestions to the Little Box of
Dialogue: 0,0:00:35.23,0:00:39.17,Default,,0000,0000,0000,,Nuance section. So thanks for helping improving \Nthis course.
Dialogue: 0,0:00:39.17,0:00:44.77,Default,,0000,0000,0000,,That's what a MOOC is all about. As you know \Nby now I’m using a very broad distinction
Dialogue: 0,0:00:44.77,0:00:48.40,Default,,0000,0000,0000,,into our field. I’ve said before that these \Ncategories are by no means fixed,
Dialogue: 0,0:00:48.40,0:00:54.57,Default,,0000,0000,0000,,but I find them useful nonetheless. First, we \Nhave the linear transmission perspective.
Dialogue: 0,0:00:54.57,0:00:58.80,Default,,0000,0000,0000,,Then a focus on reception and signification, \Nthat's the topic of this week.
Dialogue: 0,0:00:58.80,0:01:05.70,Default,,0000,0000,0000,,And at roughly the same time a focus on social \Nand cultural effects of communication.
Dialogue: 0,0:01:05.70,0:01:08.43,Default,,0000,0000,0000,,The topic for this week is the second approach.
Dialogue: 0,0:01:08.43,0:01:10.100,Default,,0000,0000,0000,,The reception and signification perspective.
Dialogue: 0,0:01:11.00,0:01:17.10,Default,,0000,0000,0000,,Or perhaps I should say perspectives, because \Nthere is a distinction here that I will cover later.
Dialogue: 0,0:01:17.10,0:01:21.80,Default,,0000,0000,0000,,Next week we’ll talk about communication as a \Nsocial and cultural force.
Dialogue: 0,0:01:21.80,0:01:25.77,Default,,0000,0000,0000,,I will use week 6 to answer questions you might \Nhave.
Dialogue: 0,0:01:25.77,0:01:30.60,Default,,0000,0000,0000,,Post your questions on our forum. I’ll make a \Nselection of recurring themes and
Dialogue: 0,0:01:30.60,0:01:35.70,Default,,0000,0000,0000,,further explain some of the more complicated \Ntheories and concepts that we discussed.
Dialogue: 0,0:01:35.70,0:01:40.77,Default,,0000,0000,0000,,Week 6 is all about class interaction, so let me \Nknow which topics you want to cover.
Dialogue: 0,0:01:40.77,0:01:44.23,Default,,0000,0000,0000,,Week 7 is of course very exciting, because it is \Nour exam week.
Dialogue: 0,0:01:44.23,0:01:49.30,Default,,0000,0000,0000,,You need to do the self-evaluation tests each \Nweek and pass the exam
Dialogue: 0,0:01:49.30,0:01:53.03,Default,,0000,0000,0000,,to complete this course and get a certificate of \Naccomplishment.
Dialogue: 0,0:01:53.03,0:01:59.20,Default,,0000,0000,0000,,In week 8 we’ll discuss the exam and look back \Nat our MOOC. It’s a behind-the-scene look on
Dialogue: 0,0:01:59.20,0:02:02.27,Default,,0000,0000,0000,,how it was made, why it was made and for who \Nit was made.
Dialogue: 0,0:02:02.27,0:02:06.63,Default,,0000,0000,0000,,I would also love to say something about who \Nyou are, what your background is and
Dialogue: 0,0:02:06.63,0:02:12.40,Default,,0000,0000,0000,,why you enrolled in this course. There is already \Na survey in place to get this information.
Dialogue: 0,0:02:12.40,0:02:16.37,Default,,0000,0000,0000,,It would be great if you participate.
Dialogue: 0,0:02:16.37,0:02:22.03,Default,,0000,0000,0000,,Okay, back to the topic at hand. Last week we \Nstarted with the linear perspective. I explained
Dialogue: 0,0:02:22.03,0:02:25.33,Default,,0000,0000,0000,,how the First World War fueled research into our \Nfield
Dialogue: 0,0:02:25.33,0:02:32.20,Default,,0000,0000,0000,,and led to a belief in direct and uniform effects. \NThe audience was seen as passive and
Dialogue: 0,0:02:32.20,0:02:38.17,Default,,0000,0000,0000,,defenseless against mass communication as a \Nhypodermic needle or a magic bullet.
Dialogue: 0,0:02:38.17,0:02:42.90,Default,,0000,0000,0000,,Later this belief in the power of the media \Nbecame more nuanced.
Dialogue: 0,0:02:42.90,0:02:47.10,Default,,0000,0000,0000,,When scientific studies failed to prove the all \Npowerful media hypothesis,
Dialogue: 0,0:02:47.10,0:02:52.07,Default,,0000,0000,0000,,this led to the more skeptical minimal effects \Nhypothesis.
Dialogue: 0,0:02:52.07,0:02:57.67,Default,,0000,0000,0000,,But World War Two and the rise of television \Nclearly showed that mass communication
Dialogue: 0,0:02:57.67,0:03:01.47,Default,,0000,0000,0000,,indeed could have huge effects under some \Ncircumstances.
Dialogue: 0,0:03:01.47,0:03:07.30,Default,,0000,0000,0000,,It was now appreciated that effects were not \Nalways direct, uniform, and short term,
Dialogue: 0,0:03:07.30,0:03:14.30,Default,,0000,0000,0000,,but quite often non-immediate, long term, \Nindirect, and different from person to person.
Dialogue: 0,0:03:14.30,0:03:18.97,Default,,0000,0000,0000,,Eventually the negotiated effects paradigm \Nbalanced a belief
Dialogue: 0,0:03:18.97,0:03:23.47,Default,,0000,0000,0000,,in powerful effects with the notion that the \Naudience was actually capable of selecting
Dialogue: 0,0:03:23.47,0:03:28.63,Default,,0000,0000,0000,,and blocking messages and using them for their \Nown ends. This line of thought was also very
Dialogue: 0,0:03:28.63,0:03:31.10,Default,,0000,0000,0000,,apparent in the reception and signification \Napproach
Dialogue: 0,0:03:31.10,0:03:34.30,Default,,0000,0000,0000,,that had gradually developed since the sixties.
Dialogue: 0,0:03:34.30,0:03:37.87,Default,,0000,0000,0000,,We'll further discuss this approach this week.