Tag: Personal influence approach

The functional analysis approach in communication is related to (A) Personal influence approach (B) Mass culture approach (C) Persuasive technology approach (D) Social systems approach Correct Ans: (D) Explanation: The functional analysis approach in communication is closely linked to the social systems approach. This perspective examines how communication and media function within society to maintain stability, order, and continuity. It highlights how media serves various social needs, such as providing information, shaping public opinion, and reinforcing cultural values. American sociologist Charles R. Wright and communication theorist Denis McQuail played key roles in developing this approach. They emphasized that media has specific roles in society, including surveillance, correlation, cultural transmission, and entertainment. These functions help individuals and institutions adapt to changing environments and make informed decisions. The social systems approach views communication as an essential part of a larger social structure. It does not focus solely on individual media effects but rather on how media interacts with other societal elements, such as politics, economy, and culture. For instance, news media inform the public, while entertainment media shape cultural norms. Furthermore, this approach suggests that media plays both manifest (intended) and latent (unintended) functions. For example, news broadcasts inform the public (manifest function) but may also create anxiety (latent function). In conclusion, the functional analysis approach helps scholars understand how communication maintains social order. It remains relevant in media studies, influencing research on media effects, public communication, and mass media’s role in shaping society.

Tag: Personal influence approach

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