Mcquails Communications Theory - 2103 Words

In the theoretical field of communication studies, the works are often heavily influenced and led by Western-oriented perspectives. In this essay, we shall explore the various media texts in Singapore and analyze the extent to which it relates to McQuail’s communication theory. Comparing the influence of mass media to the early century, McQuail D. (2002) associates the first concept of communication to the ‘teachings’ and guidance towards the masses through propaganda. This transmission perception is communication at its simplest level. In this model, the major concern is to dispatch the message regardless of the receiver having reached an understanding with the source and hence omitting feedback. For example, it is evident in the†¦show more content†¦Taking the previous example of Wendy’s blog, her entries often do not fall into the good tastes of the public. As mentioned, her weblog usually covers controversial issues such as weak women, phone sex and racist topics. Recently, she was once again featured on a local newspaper for her alleged defamation of another local blogger. The feud reached a boiling point when Wendy accused her of undergoing plastic surgery and as a result, she was threatened with a lawsuit (Yong, D., 2008) . This illustrates the key point of the display model as even though she may not hold the best reputation in the eyes of the public, she have achieve her main purpose of attracting potential readers to her blog. In this case, she was given a free publicity pass â€Å"at no cost†. Although it is notable that audience is sensitive to the quality of media content, in particular, the upholding of certain norms and values present in the local community such as morality and sensitivity, it is in human nature to give in to curiosity (McQuail D., 1997). Finally, we have arrived at the last concept of McQuail’s communication theory, the reception model. This concept places a strong emphasis on the role of the receiver, and thus the readers, in the interpretation of media texts (McQuail D., 1997). It is slightly more critical than the previous models as it permits the audience with the power to resist andShow MoreRelatedMcquails Communications Theory2095 Words   |  9 Pagesfield of communication studies, the works are often heavily influenced and led by Western-oriented perspectives. In this essay, we shall explore the various media texts in Singapore and analyze the extent to which it relates to McQuail’s communication theory. Comparing the influence of mass media to the early century, McQuail D. (2002) associates the first concept of communication to the ‘teachings’ and guidance towards the masses through propaganda. This transmission perception is communication at itsRead MoreAn Analysis of How Mass Media Affects the Youth950 Words   |  4 Pagespoint made use of the different forms of the media. 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