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Welcome back to Introduction to
Communication Science.
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This is week 4 of our MOOC. So far we have
discussed the history
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of our field, in week 2, and the linear
transmission perspective, last week.
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I’m very glad to see that our course is inspiring
many
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discussions on our forum. I’m also grateful for all
your suggestions for further reading.
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You’ve probably noticed that I have frequently
added your suggestions to the Little Box of
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Nuance section. So thanks for helping improving
this course.
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That's what a MOOC is all about. As you know
by now I’m using a very broad distinction
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into our field. I’ve said before that these
categories are by no means fixed,
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but I find them useful nonetheless. First, we
have the linear transmission perspective.
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Then a focus on reception and signification,
that's the topic of this week.
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And at roughly the same time a focus on social
and cultural effects of communication.
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The topic for this week is the second approach.
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The reception and signification perspective.
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Or perhaps I should say perspectives, because
there is a distinction here that I will cover later.
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Next week we’ll talk about communication as a
social and cultural force.
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I will use week 6 to answer questions you might
have.
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Post your questions on our forum. I’ll make a
selection of recurring themes and
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further explain some of the more complicated
theories and concepts that we discussed.
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Week 6 is all about class interaction, so let me
know which topics you want to cover.
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Week 7 is of course very exciting, because it is
our exam week.
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You need to do the self-evaluation tests each
week and pass the exam
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to complete this course and get a certificate of
accomplishment.
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In week 8 we’ll discuss the exam and look back
at our MOOC. It’s a behind-the-scene look on
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how it was made, why it was made and for who
it was made.
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I would also love to say something about who
you are, what your background is and
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why you enrolled in this course. There is already
a survey in place to get this information.
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It would be great if you participate.
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Okay, back to the topic at hand. Last week we
started with the linear perspective. I explained
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how the First World War fueled research into our
field
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and led to a belief in direct and uniform effects.
The audience was seen as passive and
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defenseless against mass communication as a
hypodermic needle or a magic bullet.
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Later this belief in the power of the media
became more nuanced.
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When scientific studies failed to prove the all
powerful media hypothesis,
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this led to the more skeptical minimal effects
hypothesis.
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But World War Two and the rise of television
clearly showed that mass communication
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indeed could have huge effects under some
circumstances.
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It was now appreciated that effects were not
always direct, uniform, and short term,
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but quite often non-immediate, long term,
indirect, and different from person to person.
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Eventually the negotiated effects paradigm
balanced a belief
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in powerful effects with the notion that the
audience was actually capable of selecting
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and blocking messages and using them for their
own ends. This line of thought was also very
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apparent in the reception and signification
approach
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that had gradually developed since the sixties.
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We'll further discuss this approach this week.