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Assignment Questions

Detailed Information on Youtube

Guidelines:

1. Topic: Discuss the impact of Youtube on media (Please help to set a good topic or questions for the paper and focus on one specific area e.g. new media (ctitque on agenda setting theory), self made star, impact on society/media culture. I would be appreciate if you could confirm me the topic before start writing, Thanks!

2. analysis (rather than description), original ideas, tight logic in argument, (where applicable) sound methods; source attribution.

3. Content: Please applied Communication Theory in the paper such as:? Agenda Setting Theory, Framing, Spiral of slience, gatekeeper etc

4. Quote example/case: (analysis case rather than description)
You may try to use Hong Kong bus uncle case, Banning in Thailand, anti-U.S. Iraqi insurgent attack videos. (You can select one or quote more example to support the agrument)

4. You are to write an original theory paper connecting some aspects of (mass) communication with social/institution system. “Original theory,” by definition, refers to your own efforts at developing a theory with concepts clearly defined and relationships rigorously specified. In other words, you are to build an argument with compelling and convincing logic, mindful particularly of ruling out alternative explanations.

Generally, you could approach this with:
a) a spin-off of an existing theory;
b) an extension of one or more existing theories;
c) specification of contingent conditions for some existing theory;
d) speculations about relationships among various social “systems,” based on the solid grounds of logic;
e) experience-generated thoughts about the role of mass media in society; and/or
f) applying ideas derived from other, familiar academic territories to media-society relationships (e.g., an economic model of mass communication; a kinetic movement model, etc.). Existing theories to be used need not come from this class and no data are required.

5. A typical approach is to find patterns and discover relationships, to be proposed in the form of questions.
To illustrate, does viewing Japanese soap operas lead to positive attitude toward Japanese products; what are key dimensions (and their relationships) of TV channel loyalty; how do we explain differential news angle selection between Apple Daily and Oriental Daily; does office gossip impede or facilitate employee performance, etc. Application and adaptation of Western theories to the specific context of life in Hong Kong is always a good approach to doing this paper. Here, the issues unavoidably involve–regional factor, unique characteristics of media structure, production, and content, distinctive media use patterns, historical and cultural determinants, and how a combination of these engender effects that may lead to a reconceptualization of existing theories.

6. Breadth is never preferred over depth consistent in your style. The following topic areas are of reference value only.

The mass media today in Hong Kong may produce certain significantly different effects from those discovered in early research on political communication (i.e., the Columbia studies of limited effects). What are these effects, how are they different, why are they different, how should we re-evaluate the “magic bullet” or the “limited effects” model, given these effects (effects analysis).

Ostensibly, mass media have come to appreciate and reckon with market forces in practically all societies. What functions do mass media perform that place them either in the role of a threat to or a sustainer of status quo? What contextual factors motivate media to do that, what rewards they may receive, what are the potential or real risks involved (historicist, functional, or critical analysis)?

Audience composition here may have some unique characteristics. What are they, in what ways are they unique, what kind of roles do they play in changing, mediating, or be the consequences of media use, how would an understanding of local audience re-define existing mass communication theories (any theory)?

Take any one theory and dissect it by examining: a. independent variables; b. dependent variables; c. interaction variables; d. causal flow direction; e. hidden assumptions; and f. any combination of these. You may choose to focus on only one or some of these aspects and raise questions/criticisms (whether conceptual, methodological, or contextual). However, you must provide answers to your own questions or remedial suggestions for your criticisms.

Develop your own “mini-theory” on some media phenomenon. Here, you need to: a. define key concepts; b. build a strong case of their logical connections; c. show how your theory may be broader or narrower than the most closely related existing theories (that is, your theory may imply, extend, indicate existing theories).

Choose a pair of concepts: a. between social forces (e.g., government, market, audience factors, etc.) and media production; b. between particular modes of production and content; c. between content and specific effects; d. between use patterns and effects; e. between information processing habits and effects; f. between technology and effects; g. between particular programs and effects. Define concepts and make and justify their real and potential relationships in Hong Kong/China etc.

Take one or more democratically desirable/undesirable citizenship factors such as being well-informed (comprehensive coverage and avid use), actively participating in political activities (voting, demonstration etc.); gaining knowledge/awareness about current events; having political interest; learning from news; anti-social behavior (aggression etc.); apathy (lack of interest); political inaction; sacrifice of civil liberties; distrust of politicians etc. and link it (them) with media use.
Comparing two or more media publications and address the issues of their differences, what account for the differences, whether journalists are socialized differently, how tensions are compromised, what are the relationships between media and their owners, and ultimately how this understanding leads to social theorizing.

Take a real-life scenario such as a well-known trial, medical malpractice, election, real estates, unemployment, etc. and evaluate media’s coverage. This could be done on one single medium or compare across different media outlets. Apply a theoretical perspective and discuss the strengths and weaknesses of the theory.

Specifically, in writing the paper, you may want to:

(1) Develop useful (abstract) concepts. Again, these may be existing concepts re-defined to fit the purpose of your particular argument;
(2) Define the key terms as unambiguous as possible;
(3) Specify the connections among concepts, preferably the causal flow of influence;
(4) Provide logical basis for assertions about the connections.

Data are not required, neither are methodological stipulations, although both will be evaluated. The problems dealt with ought to be real rather than hypothetical. Depending on your background, you may choose any place to be the primary site for the origin and application of the theory.

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