The Cybernetic Tradition of Mass Com theory looks at the complex interaction among individual statements, media depictio

1. The Cybernetic Tradition of Mass Com theory looks at the complex interaction among individual statements, media depictions and public opinion, political opinions that can be expressed openly. Noelle-Neumann�s spiral of silence demonstrates how interpersonal communication and media operate together in the development of public opinion.

2. When individuals perceive their opinion is popular, they express it, and when they think their opinion is not popular, they tend not to. This process leads to certain opinions being stated more than others. The media report on those opinions most often expressed, giving impetus to the spiral.

3. This theory is based on two assumptions. a) People possess a pseudoscientific or quasi-statistical sense to predict which opinions are prevalent and which are not. b) People adjust their expressions of opinion to these perceptions.

4. There is also some individual variation in the tendency to express opinion. a) Young people tend to be more expressive than the older. b) Educated individuals will speak up more than the uneducated. c) Men are generally more disclosive of their opinions than women.

5. The spiral of silence is caused by the fear of isolation. Individuals often cannot tell where their opinions come from, whether what is learned comes through media or interpersonal channels. There are exceptions to the spiral of silence, as innovators, change agents, and the avant-garde tend to speak out regardless of the prevailing opinion.

6. The media themselves contribute to the spiral of silence. a) It is often difficult for people to get publicity in the media for their cause or point of view. b) Individuals often feel their cause is scapegoated in the media, the pillory function of media.

7. When journalists' opinions vary from those of the general public, they will publicize their own opinions as well as those expressed by citizens, leading to a dual climate of opinion.

8. The Critical Tradition see media as more than simple disseminators of information but complex organizations that are major players in an ideological struggle. It is influenced by the cybernetic, semiotic, and sociocultural traditions

9. According to Denis McQuail there are five major branches. 1. Classical Marxism sees media as instruments of the dominant class that serves to promote capitalist�s interests. 2. Political-economic media theory, like Marxism, blames media ownership for society�s ills. a)Media content is commodified to be sold. b)This leads to a conservative, non-risk taking operation making certain media outlets dominant and others ignored.

10. Frankfurt School Frankfurt School sees media as a means of constructing culture, creating, manipulating and disseminating messages that benefit the dominant class.

11. Hegemonic theory is the domination of one particular ideology. a) This ideology perpetuates the interest of the dominant class. b) It becomes pervasive and is unconsciously co-opted by the subservient classes as their own.

12. http://en.wikipedia.org/wiki/Hegemony http://dictionary.reference.com/browse/hegemony

13. Cultural studies, is a critical, sociocultural and semiotic approach. a) It is interested in the cultural meanings of media products. b) It looks at ways media content is interpreted, either in the dominant mode, negotiated or oppositional mode. c) It uses the concept of hegemony as the domination of a set of ideas over others.