Mcquail's Communications Theory

2109 words 9 pages
In the theoretical field of communication studies, the works are often heavily influenced and led by Western-oriented perspectives. In this essay, we shall explore the various media texts in Singapore and analyze the extent to which it relates to McQuail’s communication theory.
Comparing the influence of mass media to the early century, McQuail D. (2002) associates the first concept of communication to the ‘teachings’ and guidance towards the masses through propaganda. This transmission perception is communication at its simplest level. In this model, the major concern is to dispatch the message regardless of the receiver having reached an understanding with the source and hence omitting feedback. For example, it is evident in the
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This means that they are more likely to have different viewpoints regarding the same issue which will in turn welcome the prospect of feedback. As a result, the relationship between the sender and receiver becomes more interactive (McQuail D., 1997). This theory is apparent in the case of newspapers.
In Singapore, approximately 50 percent of the adult population reads a newspaper at least once a day, with much more obtaining news via alternative sources such as the Internet and radio on a weekly basis (Keshishoglou, J.E., Aquilia, P., 2003).
A local newspaper, Singapore Today, reported on the sale of five wet markets property to one of the largest supermarket chains in Singapore, Sheng Shiong Property (Todayonline, 2009). This sparked and raised concerns among local residents as they worry about the growing trend of new supermarkets replacing the traditional wet markets.
For this reason, readers wrote in to the editors to “have their say” and get their opinions published in the “Voices” section of the newspaper. As the media text is interpreted through the perceptions of its readers, the “receivers” are given the option to consent or disagree with the idea. Likewise, in this scenario, there are people who are in support of preserving the wet markets and those who are in favor of an upgraded market. For instance, Sharma M. (2009) stands by his belief that wet markets are part of Singapore’s