Media Communication Theories

What is media? Media simply refers to various means of communication.

How then, do media affect audience and what is the role of the mass media in shaping values and world views? In order to answer these questions, let’s look at some of the Media Communication Theories.

First, there is the Powerful effects Theory. For this, media is all-powerful and the audience are powerless (passive). When people view a certain message/ advertisements, they react in a uniform manner. Basically, it is influential and consistent.

Next is the Limited effects theory. Audience consume media to derive satisfaction. Audiences are active and have the power to reject certain ideas that are being brought up by media messages.

It is pretty evident that media can have different effects on people (depending on which theory they adopt). So now, let us take a look at one advertisement and we will discuss which theory they chose.

This is one of the posters that HSBC used for their advertising campaign in France. The tag line says something like: "to be open to the world is to understand people's different point of views".

The words and visual combination was really people oriented as it implied we are all different. The “half-empty/ half full glass” visual explained how important words are to truly get a message across. For the same idea can be expressed in different ways but still mean the same. The only difference would be whether a message is more or less impactful and persuasive.

Linking back this media message to the Media Communication Theories I elaborated on earlier, I would think that this poster made use of the Limited effects theory. Why? It is because, in this case, audiences are active. And they have the ability to resist media messages. They are free to choose other banks over HSBC. This ad promotes the banks’ services and audiences can sought out competing media messages according to their own needs. It basically just gives them surveillance (more information about the latest promotions or services).

If you are not convinced, let me explain why I’d say it did not adopt the Powerful effects theory. For in this case this poster does not predict strong and relatively universal effects on all audiences. There is always a 50-50 chance that one chooses or chooses over HSBC. Hence, audiences are NOT passive.

Do correct me if I’m wrong.

Singaporean culture.

As I was pondering on what I should blog about for this week's entry, I reflected back on what Ms Hui said about culture. The first thing which strike me about Singapore's culture was our 'ever-so' famous "Singlish"!

I was browsing through some web pages aimlessly, and eventually ended up at http://www.stomp.com.sg/. Under the "English as it is broken" tab, I saw some very interesting pictures which totally brings out our "singlish" culture.

Apparently, the note "tap spoilt sorry for the inconvience caused" (first image) was seen at a MOS burger outlet in Singapore. With a spelling error of the word inconvenience, how would it reflect on the management themselves? They could justify that it is just a small error in a note which seems quite insignificant to them. However, how would foreigners think of Singaporeans English if they ever happen to chance upon such notice?

The second image says "There are more sittings at the rear". What has happened to our "Speak good English" campaign? I believe Singaporeans have a very long way to go in order to eliminate any traces of singlish around in Singapore.

Last but not least, the instructions shown on the claw machine (3rd image) is written so badly, with all sorts of mistakes that one can ever imagine. It is so awkward to read something that is so grammatically wrong.

Don't you find it an irony? We pride ourselves to be a English-speaking country, while on the other hand, signs and notices around us proves that we are only capable of such minimal English. The government has done quite a bit on their part to correct us and bring us to the right path by enforcing "Speak good English" movement. But I believe the responsibility of speaking good English and writing good signs and notice does not lie entirely with the government. We as citizens should be more careful in our daily speech. This would help us to be more cautious when we are writing notices which will be placed in public. In a way, it would improve our standard of language, and we will also be able to upkeep our reputation of a learned society. Undoubtedly, no one likes to be laughed at. Therefore we should not give others a chance to laugh at or make fun of our "Singlish".

All in all, what these notices say about our Singapore culture? That we are living in a society of "singlish"? I doubt you will be able to find this in other countries. Hence, this shows that every country will have a unique point in their culture which differs from any others.

Orchestra

This picture was taken during my diploma years when I was with the Nanyang Academy of Fine Arts Orchestra. An orchestra comprise of a group of performers on various instrument. Within an orchestra, there will be interaction and interdependence between the members.




Why would musicians want to join an orchestra when he can perform by his own as a soloist? The reason is group synergy. It is very true that what you achieve as a group is far more than what you can achieve from your ownself. As a soloist, all you will be able to play is a single melody line. However, in an orchestra, you will be able to play with the whole entire group of other musicians and perform a symphony or concerto. The tone of the piece would definitely be richer and the experience would be far more enriching as musicians will be able to learn from each other and to also learn how to work with the playing styles of others.

It is important that the group (orchestra) is cohesive as groups who are tightly knitted together will be able to lend each other support, hence put in more commitment. I have performed in many orchestras before and I've seen the different ways of how the members of different orchestra mingle with each other. Group communication with each other is a key point to how we can perform as a whole on the stage. As in an orchestra, it's divided into many different sections. Let's take the section I was in, the cello section. We had to practise hard together and make sure our playing is unison before we practise with the rest of the orchestra.


How then is one able to really interact and become a part of a group? Group socialisation process comes in five stages, and as an ex member of the National Singapore Youth Orchestra, Tanjong Katong Girls School string ensmeble etc, I have experienced all five of them. When I first decide to audition for a particular orchestra I was a prospective member. Then when I was accepted, I became a new member of the group. I had to peform any role or parts that was assigned to me to gain "credits" so as to gain the trust of my section leader. Subsequently, after performing in few concerts, I was promoted to a full member, of which I became the section leader thus having the power to influence others. And when I had increasing personal commitments, I went for lesser practises and participated in less concerts. At that point of time, I took on the role as an advisor (marginal member) to the juniors. Finally, when I realised the juniors have what it takes to excel, I left the orchestra totally, and now, with the label of an ex-member.

It is a very interesting process and I do not regret any bit of it because I had very valuable experience performing in an orchestra.