mass com theories
TRANSCRIPT
-
7/25/2019 mass com theories
1/4
Agenda Setting Theory
Priming
Framing
Cultivation Theory
Dependency Theory
Hypodermic Needle TheoryKnowledge GapMedia Richness Theory
Medium Theory
Spiral of SilenceTwo Step Flow Theory
Uses and Gratifications Approach
AttributionAssigning some quality or character of a person or thing
Theory
Attribution theory explains how and why ordinary people explain the things as they do.
Everybody tries to make sense in this social world. People try to find the cause and effects evenif theyre in none. Attribution theory is the study which comes under the social Psychology,
through this theory Heider explains the causes of Individual behaviors and events. The
Attribution theory was introduced by Heider but later it was developed by various psychologistsand based on this theory various models were attempted to explain the behavioral processes of
attribution.
According to Heider, How a person understands the event and how the event is related to the
persons thinking process and their behavior. Attribution theory tends to explain certain basic
question of individuals How others do and what they do. A person interprets with himselveswhy others do something which may cause attribute of ones behavior. Most of our attributionsare driven by our emotional and motivational impulses. Fritz Heider classified the attribution
theory into two types as
1.Internal Attributionand 2.External or Explanatory Attribution
Agenda Setting
"The mass media may not be successful in telling us what to think, but they are stunningly
successful in telling us what to think about."
Critical Cultural Theory
The idea that media operate primarily to justify and support the status quo at the expense of
ordinary people
Cultivation Theory
http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Agenda-Setting_Theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Agenda-Setting_Theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Agenda-Setting_Theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Priming/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Priming/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Priming/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Framing/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Framing/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Cultivation_Theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Cultivation_Theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Cultivation_Theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Dependency%20Theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Dependency%20Theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Hypodermic_Needle_Theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Hypodermic_Needle_Theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/knowledge_gap/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/knowledge_gap/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/knowledge_gap/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Media_Richness_Theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Media_Richness_Theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Medium_theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Medium_theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/spiral_of_silence/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/spiral_of_silence/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/spiral_of_silence/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Two_Step_Flow_Theory-1/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Two_Step_Flow_Theory-1/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Two_Step_Flow_Theory-1/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Uses_and_Gratifications_Approach/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Uses_and_Gratifications_Approach/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Uses_and_Gratifications_Approach/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Two_Step_Flow_Theory-1/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/spiral_of_silence/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Medium_theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Media_Richness_Theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/knowledge_gap/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Hypodermic_Needle_Theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Dependency%20Theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Cultivation_Theory/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Framing/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Priming/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Agenda-Setting_Theory/ -
7/25/2019 mass com theories
2/4
The idea that television constructs a version of the world that, despite its potential inaccuracies,
becomes the accepted reality simply because the culture believes it to be true
Dependency Theory
The idea that media's power is derived from the audience's dependency on that media
Hypodermic Needle Theory
According to this theory, mass media have a direct, immediate, and powerful effect on their
audiences
Limited Effects Theory
Media's influence on an audience is limited by individual differences between audience
members, social categories, and personal relationships
Magic Bullet Theory
Another version of hypodermic Needle Theory
Mainstreaming
Television's ability to move people toward a common view of the world is known as what?
News Production Research
The study of how economic and other influences on the way the news is produced distort andbias news coverage toward those in power
Reinforcement Theory
The idea that if media have any impact at all, it is only in terms of reinforcing current behavior
and/or beliefs
Selective Exposure
The idea that people only willingly expose themselves or attend to messages that are consistent
with their preexisting attitudes and beliefs
Selective Perception
The idea that people only interpret messages in a manner that is consistent with their preexistingattitudes and beliefs
Social Cognitive Theory
-
7/25/2019 mass com theories
3/4
the idea that people learn by observation
Uses and Gratifications Approach
the idea that media don't do things to people, people do things with media
Agenda Setting Theory
According to this theory, when the media concentrate on a few issues or subjects, the public will
perceive those issues as more important than others
Cultivation Theory
Mass media are responsible for shaping, or "cultivating" their viewers' conceptions of social
reality
Dependency Theory
In this theory, media are not used equally. Which medium is most heavily relied on depends onthe number of needs the medium meets and societal factors surrounding the medium.
Framing
According to this construct, media focuses attention on certain events and then places thoseevents within a larger field of meaning.
Framing
This extension of agenda-setting theory examines the way media and media gatekeepers organize
and present the events and issues they cover, thus influencing the audience's perceptions of andattitudes towards those events.
Gatekeeper(s)
The person or people who decides which information will go forward, and which will not
Knowledge Gap
According to this concept, information in society is not evenly acquired; people of a highersocioeconomic status acquire more information more easily and more frequently than people of a
lower socioeconomic status.
Marshall McLuhan
According to this theorist, "the medium is the message."
-
7/25/2019 mass com theories
4/4
Medium Theory
In this theory, the primary sense used by a medium influences the way the messages conveyedby that medium are perceived by the audience.
Modernization Theory
This theory examines the effects of the modernization process on human communication
Social Network Theory
The study of how the `structure of relationships around a person, group, or organization affects
beliefs or behaviors
Priming
According to this off-shoot of agenda-setting theory, the effects of the media are enhanced byoffering the audience a prior context that is used to interpret subsequent information
Social Cues Approach
According to this approach, Computer-Mediated Communication leads to a deregulation of
behavior because it diminishes awareness of the self and the other.
Social Presence Theory
This new-media theory argues that a medium's social effects are principally caused by how much
it allows its users to sense the presence of an interaction partner.
Spiral of Silence
This term refers to how people tend to remain silent when they feel that their views are in the
minority. As the perceived distance between public opinion and an individual's opinion grows,the likelihood of that individual openly expressing their opinion shrinks.