Play Theory by William Stephenson
William
Stephenson published the ‘Play Theory of Mass Communication’ in 1967 wherein he
pointed out that one of the significant functions of Mass Communication is to
provide people pleasure, in other words a “Subjective Play”, which provided an
interlude from the pressing matters that concerned them.
While,
most studies in this field had been focusing on the factual and sociological perspectives,
he channelised his contribution based on the subjective and the Psychological
aspects involved in the use of Mass Communication.
Arthur Asa Berger in his book, ‘Essentials of Mass Communication Theory’, writes Stephenson sees mass communication as serving two functions. While the first one is to provide play, to influence customs, normalize manners, give people something in common to talk about, so as to foster mutual socialization.
Stephenson highlights that most studies have been always aimed at pointing out that behind Mass communication was always this “lurking of “hidden persuasion” and tyranny over the mind” (a view expressed by Aldous Huxley)”; He differs from it and points out that Mass Communication can also be chosen by a Media Recipient for the reasons of play, i.e., entertainment and a bit of Socialisation. This entertainment which provided for pleasure and play was an end in itself. Stephenson believed that not every media content consumed by the audience of media took a toll on their behaviour or drastically impacted their lives. Certain media was watched for the purpose of play.
Arthur Asa Berger further writes that, "In the words of Stephenson, the other purpose of Mass communication is to “rock the boat,” to be in the forefront of change in status quo conditions. The press, traditionally has served revolution and revolt. It is important to notice that it is difficult to change basic beliefs, though in a revolution that is perhaps exactly what happens willy-nilly. It takes a cataclysmic event, however, to bring this about. The achievement of Mass communication lies in the way it short-circuits older beliefs, substituting new values for them." (Stephenson, 1967/ 1988, p.65)
The
above theory was criticised as it lacked a working model. Stephenson’s
understanding that media provided ‘subjective play’ and contributed to ‘Self
Enhancement’ was sceptically viewed by many scholars.
Julian Kücklich in her article, ‘Play and Playability as Key Concepts in New Media Studies’ writes that “According to Stephenson, communication pleasure leads to a 'self-enhancement' that seems to be akin to a form of catharsis. But ultimately, Stephenson fails to explain why news-reading is pleasurable even when one reads 'bad news'; and he does not arrive at a working model of play in mass communication. Although he comes to the conclusion that "the communication situation is not one in which information is passed from a communication source to a receiver; it is one in which the individual plays with communication", he fails to come up with convincing examples”. [1]
[1] Julian Kücklich, Play and Playability as Key Concepts in New Media
Studies,
https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.94.4169&rep=rep1&type=pdf
