1. INSTITUTIONAL PRESSURES UPON MASS COMMUNICATORS.
- Author
-
Gerbner, George
- Subjects
COMMUNICATION education ,MASS media ,SOCIAL systems ,PROBLEM solving ,SOCIAL structure - Abstract
The article discusses the institutional pressures and constraints faced by mass communication. Mass media communicators live in a climate of intense competitive pressures. These are personal, situational, social, institutional. The purpose of this paper is to look at some of these systems of pressures and inhibitions from the communicators' point of view. The basic data are interviews conducted with mass communicators involved in the reporting of schools and education in the United States, Great Britain, France, and the Soviet Union. Beyond citing representative or authoritative views of these specialized communicators, the article has attempted to illuminate the nature of institutional relationships in mass communication about another social institution and something of the flavor and climate of mass communicator decision-making in different social systems. The more distant goal of these studies is the development of a scheme and terminology for the more systematic analysis of communicator decisions within the framework of a theory of mass communication.
- Published
- 1969