Social Theory, communicaTion and media STudieS inSTrumenTSanddidacTicmaTerial 1 Direttore Director michele infanTe link campus university — [email protected] centro di ricerca “Scienza nuova”, università degli Studi di napoli, Suor orsola Benincasa Comitato scientifico internazionale International Scientific Board John B. ThompSon professor of Sociology at the university of cambridge, uK lev manovich professor of digital humanities at cuny Graduate center, new york, uSa patrice flichy université paris-est marne-la-vallée, department de Sciences humaines et Sociales michel maffeSoli paris iv- Sorbonne france –directeur du ceaQ –national Board du cnrS member of the institut universitaire de france William c. uricchio miT, massachusetts institute of Technology, uSa –director of comparative media program daniel dayan eheSS, paris, france frank WeBSTer head of department of Sociology, city university london derrick de KerKhove Toronto university, canada –former director of mcluhan program Klaus Krippendorff university of pennsylvania, uSa –Gregory Bateson professor for cibenetics, language, and culture howard rheinGold Berkeley university's School of information, uSa paolo carpiGnano new School for Social research, new york, uSa –director of media program Wolfgan ernST humboldt universität, Berlin, Germany –director of medientheorien lukas SoSoe université du luxembourg – luXemBourG mike S. Schäfer university of hamburg, cluster of excellence, Germany massimo di felice universidade de São paulo, BraSil Comitato scientifico italiano Italian Scientific Board alberto aBruzzeSe università degli Studi di modena e reggio emilia alberto marinelli università di roma “la Sapienza” agata GamBardella piromallo università degli Studi di napoli “Suor orsola Benincasa” mario ricciardi politecnico di Torino fausto colomBo università cattolica del Sacro cuore di milano –direttore dell’osservatorio sulla comunicazione peppino orToleva università degli Studi di Torino Sergio Belardinelli università di Bologna Giovanni Boccia arTieri università degli Studi di urbino elena eSpoSiTo università degli Studi di modena e reggio emilia raffaele de GiorGi università del Salento Giovanni raGone università di roma “la Sapienza” mariano lonGo università del Salento vanni codeluppi libera università di lingue e comunicazione iulm Comitato di redazione Board peter Sarram John cabot university, rome diana Salzano università degli Studi di Salerno davide Borrelli università del Salento Social Theory, communicaTion and media STudieS inSTrumenTSanddidacTicmaTerial The book series “Social Theory, communication and media Studies”, edi- ted by michele infante, is a collection of works and researches on media culture and communication’s Social effects on economy, arts, law and policy. The purpose is to analyze the most recent innovations in media studies from a sociological point of view. The book series describes and studies in depth the main theories of international sociologists, linguists and thinkers, publishing high-scientific and academic texts, papers, collec- ted essays, case studies, debates, etc. in this way, the series gives an impor- tant contribution to the most advanced debates, through the analysis and interpretation of the evolution of media and Social Theory. every reader, from academics ones, to policy makers, artists, video makers, professio- nals and any other social actor, will find detailed analysis of this dynamic research field. The book series collects the most relevant researches dea- ling with new media technologies, social theory and media practices. The different authors use a multidisciplinary approach to media studies: from philosophy to anthropology, from cybernetics to semiotics, from history of media to systemic science, from structuralism to social constructivism. in this sense, the series is also a collection of different methods and approaches to the study of media. The final goal of this book series is to collect the studies of several scholars in order to build a systematic and rigorous social theory for the contemporary cultural forms, linking diffe- rent point of views; this social theory of media will tend to be an impor- tant mean to deeply understand current society. finally, the book series is also a way to create a link between several scholars, belonging to different academic and professional fields and contexts, composing an international network of Scholars dealing with Social Theory, communication and media Studies. This section of the Book Series wants to help teachers and professionals in their didactic aims; its goal is to be a support for students. la collana è bilingue: italiano ed inglese / The book series is bilin- gual italian and english luca corchia Le teorie sociologiche sulla comunicazione di massa dieci lezioni Prefazione di michele infante copyright © mmXii aracne editrice int.le S.r.l. www.aracneeditrice.it [email protected] via Quarto negroni, 15 00040 ariccia (rm) (06) 93781065 iSBn978–88–548–7802–0 I diritti di traduzione, di memorizzazione elettronica, di riproduzione e di adattamento anche parziale, con qualsiasi mezzo, sono riservati per tutti i Paesi. Non sono assolutamente consentite le fotocopie senza il permesso scritto dell’Editore. i edizione: dicembre 2014 Indice 11 Prefazione Ciò che è vivo e ciò che è morto nella teoria della comunicazione del Novecento di Michele Infante 31 Introduzione 37 Capitolo I Le prime riflessioni sugli effetti dei mass media 63 Capitolo II La scoperta delle variabili intervenienti 83 Capitolo III Le reti sociali e il “flusso a due fasi” 121 Capitolo IV L’approccio degli usi e delle gratificazioni 141 Capitolo V La teoria critica vs. l’industria culturale 171 Capitolo VI I Cultural Studies 197 Capitolo VII La teoria dell’agenda setting