Thinking about mass communication research
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Date
2011
Authors
Fourie, Pieter J.
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Communication Science, University of the Free State
Abstract
The article presents an argument for a return to phenomenological (mass)
communication research. The article is informed by social semiotics' emphasis on the
multimodality of communication and phenomenological hermeneutics' emphasis on the
development of a semiotic consciousness. The central argument is that the technology
and market-driven media, media landscape and media culture have created a media
studies which disregards and overlooks the phenomenological nature of mediated
communication. The article expands on and substantiates this criticism as it has
emerged from, what for the purpose of this article, is called a group of French, Harvard
and Bloomington academics. As a solution the article argues for a phenomenological
approach, taking as its point of departure the basic constructs of what constitutes mass
communication, viz. signification, dialogue, rhetoric, and representation.
Description
Keywords
Communication research, Multimodality, Phenomenological hermeneutics, Semiotic consciousnes, Media, Mass communication
Citation
Fourie, P. J. (2011). Thinking about mass communication research. Communitas, 16, 1-14.