Mass communication, popular taste, and organized social action
نویسندگان
چکیده
Ana akımın en tanınmış ve en önemli iki aydınının iletişim alanında en önemli klasik yapıtlarından biri de Mass Communication, Popular Taste and Organized Action yapıtıdır. Lazarsfeld iletişimde ampirik yöntemin gelişmesinde ve yönetimsel araştırmanın yaygınlaşmasında öncülük etmiştir. Merton, T. Parsons’un yapısal fonksiyonalizmini geliştiren Amerikan ana akım sosyolojisinin önemli liderlerindendir. Lazarsfeld ve Merton bu yazılarında kitle iletişimiyle ve etki konusuyla ilgili olarak, ana akımın tutucu okullarında söylenmeyenleri tartışarak, örneğin 20 yıl kadar sonra G. Gerbner’in medyanın işlevi hakkında öne sürdüklerine paralel bir açıklama getirmektedirler: Kitle iletişim sistemi iş dünyasının bütünleşik bir parçası olarak var olan değerler ve normları destekler ve değişimi engellerler. Bunun dışında, Lazarsfeld ve Merton bu yazılarında, kitle iletişimiyle ilgili olarak doğru anlaşılması gereken önemli kavramlar üzerinde durmaktadırlar. 2
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