THEORY PRACTICE QUESTIONS & ANSWERS

Hi everyone. 

Here's a shot at some of the practice questions sent in by Charles. You can build on this. Hope it helps someone be better prepared.

Regards.

Beryl

FT9VC

Communication Theories Questions

1    What did Marshal McLuhan mean by the term “Global Village”?

McLuhan was a philosopher of communication theory who is credited with predicting the Internet long before it happened. In the 1960s, McLuhan used the term "global village" to describe how the world was becoming more connected since the usage of public radio in the 1920s to spread information. McLuhan published two books, "The Gutenberg Galaxy" and "Understanding the Media," in which he discussed this phenomenon in which humankind would rely on electronic media for information. As a result, he argued, people would move toward a collective identity with a tribal base. He labeled this type of social organization a global village. McLuhan cautioned that such technology would damage individualism.

McLuhan predicted the end of the printed medium and the obsolescence of libraries. Three decades before the Internet was invented, McLuhan set forth the idea that electronic media would replace printed and oral or aural media. In "The Gutenberg Galaxy," McLuhan writes that "the next medium ... will transform television into an art form." He also wrote that "a computer as a research and communication instrument could enhance retrieval ... and flip into a private line to speedily tailored data of a salable kind."

The assertion that it is possible for all the cultures of the world to become one global village is controversial, though. On one hand, people believe that if it continues, cultural globalization will lead to a dazzling marketplace where countries of all economic opportunities are represented and where more fortunate countries come to the aid of less fortunate ones with humanitarian efforts.

He is known for coining the expressions the medium is the message and the global village, and for predicting the World Wide Web

Associated theory: Technological determinism

2.     Theories originate from our disposition to understand the world. Discuss.

3.     What is the communication system called “The Iron Curtain” and what are the relevant communication theories at play here?

4.     Differentiate between theories and models.

MODELS	THEORIES
Definition Daramola 2003- defines model as a device representing the essential features of a given phenomenon Severin & Tankard 1979- a model is a theoretical and simplified representation of the real world Karl Deutsch -a structure of symbols and operating rules which is supposed to match a set of relevant points in an existing structure or process	Kerlinger 1973 – a set of inter-related constructs, definitions and proportions that give a systematic view about a phenomena, by specifying relations among variables with the purpose of explaining and predicting their outcome Severin & Tankard 1982 –a set of ideas of systematic generalisation based on scientific observation and leading to further empirical observation
Function ·         It explains how something works and can be applied by other people ·         They help clarify the structure of complex events ·         They provide a frame of reference for scientific inquiry ·         Heuristic stimulus, they crystallise new ideas and new ways of looking at things ·         They describe the 'what' of communication ·         Other functions are on slide 25 of Theory presentation	Function ·         Theories help in describing, predicting and explaining a phenomenon ·         Without theories facts will be isolated and fragmented ·
Types Lasswell model, Shannon and weaver model,  hub model, elaboration likelihood model, social identification model,  Osgood model	You know this list is endless, can be classified too
No process to arrive at model, used to test theories	We arrive at models through scientific methods by the following steps: Conceptualisation, Operationalisation, Observation, Analysis, Testing, Generalisation, Theory (this also answers how theories are derived)

5.     What are the criteria for evaluating theories?

Explanatory power-should have explanatory power with which propositions achieved therein could be used to explain as much as possible the communication phenomena the theory is describing

Parsimony- a theory should be simple and easy to explain in terms of the communication phenomena

Prediction power- the proposition in a theory should be able to predict future events and outcomes

Falsifiability – a theory must be falsifiable. The propositions of a theory should be such that it can be proved to be true or false

Internal Consistency- the theoretical propositions in the construct should not contradict one another, should be consistent with one another

Heuristic provocativeness- the theory should bring up hypothesis and interest that provoke quest for further studies and research  

Intellectual contribution- it should contribute or add to existing knowledge  

6.     Briefly discuss Lane’s list of mass communication theories clearly showing how each theory is related and connected to the next.

·         Agenda-Setting theory

·         Cultivation theory

·         Cultural Imperialism theory

·         Diffusion theory

·         Functional Approach to Mass Communication

·         Human Action Approach theory

·         Media Dependency

·         Media Equation

·         Rules-Based theory

·         Spiral of Silence theory

·         Technological Determinism theory

·         Uses and Gratifications theory

You can go through your slides and have an idea of each

The rest of the questions deal with theories, your slides and note are your best friends right now

7.     With due deference to the Nigerian media industry, highlight six communication theories used with practical examples.

8.    Discuss 10 of Twente University’s communication theories with practical Nigerian examples.

9.     Is it possible for there to be a theory that can replace all existing communication theories and why?

10.Can a theory die? Why and how?