MEDIA THEORIES

HYPODERMIC OR BULLET THEORY

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HYPODERMIC OR BULLET THEORYConclusions of the Hypodermic or bullet theory –Messages were thought to be magic bullets that were shot directly into the receiver.Receivers were passive and defenseless and took whatever is shot at them.Media has a direct , Immediate and powerful effect on those who pay attention to their content.Media reaches every eye and ear in the same way and brought about same changes of thought and behavior in the entire audience.People receive information directly from the mass media and not through an intermediaryThe reaction is individual and not based on how other people might influence them.Critics view that magic bullet theory is not applicable in real life b’coz of no simple , direct influences that cause individuals thought and action .T he influence of media on individuals depend on many factors ,including individual psychological differences ,membership in social categories and patterns of social relationship that serve as alternative channels of communication . All of these shape and limit a person’s exposure to media and how he or she will eventually interpret media content.

I DN ID FI FV EI RD EU NA CL E

THEORY

INDIVIDUAL DIFFERENCE THEORY

The theory proposes –Each of us has unique qualities that result in our reacting differently to different messagesThe reaction to media content differs according to motivation of audience members , their position to accept or reject a given message, intelligence, beliefs, opinions,values,needs,moods,prejudices,perceptibilityetc.The audiences are very selective about what they read , listen and see and behave differently to different messages

1.Selective Exposure –People tend to expose themselves to various messages or stimuli that are in accordance with their opinion and interest and avoid communication which is in dissonance to their beliefs.

2.Selective Perception –The y will read or hear a message which is in accordance to their existing attitudes.

3.Selective Retention –The audience will tend to remember things which are in accordance to their existing beliefs

PERSONAL INFLUENCE THEORY

Outcome of Presidential election of 1940Surveys conducted by Lazaefeld,Berelson and Gaudelin 1948 helped reveal that decisions to a great extent were found to be modified by interpersonal communication and personal influences to a great extent.Researchers identified certain people to have a great influence over others -Opinion leaders

The opinion leaders are found to be people who are well acquainted to media themselves and are found to be well influenced by the media.The opinion leaders tend to pass down this influence to other people through face to face communication thereby generating either a –1.Two step flow of communication2.Multi step flow of communication

CULTIVATION THEORY

Theorist –George GerbnerYear -1967

It is based on the assumption that mass media have subtle effects on audiences who unknowingly absorbs the dominant symbols ,images and messages of media . He calls it “Cultivation of dominant Image pattern”According to this theory ,a long persistent exposure to TV is capable of cultivating common beliefs about the world

Gerbner and his colleagues are of the view that the messages of television do not portray reality in society , but repeated exposure to such distortions leads to the development of particular beliefs about the world ,and these beliefs get reinforced once they are developed.

Gerbner and his associates concluded that

1.Media has a powerful impact on the society2.Media act as moulders of the society3.Concentrates on long term effects of exposure rather than short term impacts.4.Two major outcomes –a. Mainstreaming(social and cultural differences tend to diminish)b. Resonance (Respondents real life situations and experiences are congruent with those of television)5.Cultivation appears to depend on motivation for viewing.6.Cultivation appears to be enhanced when the viewer perceives the content of the entertainment shows to be realistic.

EFFECTS

1.TV portrays the world /society as a bad place in which to live 2.Effects are small , gradual ,indirect but accumulate over a long time3.People become distrustful of the world/society(Mean World Syndrome)

STRENGTHS

Combines macro and micro level theoriesProvides detailed explanation of television’s unique roleRedefines effect as more than observable behavioral change Provides basis for social changePrototype for further research.

WEAKNESS

The methodology is troublingAssumes homogeneity of TV contentFocuses on heavy users.

USES AND GRATIFICATION THEORY

Objective –To study what people do with media rather than what media do with people.The major assumptions of the theory are as follows –1.Audiences are active.2.And willingly expose themselves to media3.The most potent of mass media content cannot influence themselves who has no use for it in the environment in which he lives.4.The uses of mass media are dependent on perception,selectivityand previously held values ,beliefs and intrests of the people.

USES AND GRATIFICATION THEORY

What is gratification?

Gratification refers to rewards and satisfaction experienced by audiences after the use of media.Motivations behind media use and habit

The several gratifications for media use are as follows –

1.Cognition –obtaining information.

USES AND GRATIFICATION THEORY2.Diversion –a.Stimulation or seeking releif from boredom.b.Relaxation or escape of pressure.c.Emotional release of pent up emotions and energy.d.Reality exploration or advice.3.Social Utility –a.Strengthen our contacts with family,friends and others in our society.Means to overcome loneliness.4.Withdrawal –a.Barrier between themselves and other people.

AGENDA SETTING THEORY

The term was coined by Maxwell Mc.Combs and Donald L.Shaw(1972)It was done in context of election campaigns and the party’s important issuesAn agenda is a selection of items arranged to give some items more importance than others. Gate keeping results in a news agenda presented by media to the public.There are numerous factors which affect gatekeeping : cultural, social, psychological,ethicsof individual journalism,policies of editors,orpublishers,a desire to get ahead,to protect one’s job,or to avoid conflict in time and space,dependence of handouts from government or public relation offices as sources of news

AGENDA SETTING THEORY

The major conclusions for the agenda setting theory –•There is a progressive increase in the use of mass communication•The influence of the media’s agenda is directly related to how much he or she is exposed to mass communication.•Those individuals most frequently exposed to mass communication show higher level of agreement between personal agendas and mass communication agendas.•Agenda setting has an important influence on our political process and hence can immensely contribute to change in society over a period of time.

MEDIA DEPENDENCY THEORY

Proposed by S.J.Ball Rokeach and Melvin De Fluer

The theory assumes that in a modern mass society the media can be considered as information systems vitally involved in maintainance ,change and conflict processes at the social as well as the group and individual levels of social action.

In such a society individuals come increasingly to depend on mass media information for knowledge of and orientation to what is happening in their own society.

The theory proposes that fewer the sources of information in the media world ,the more likely the media will affect our minds and thoughts , our attitudes and how we behave.

MEDIA DEPENDENCY THEORY

The influence will have increased potential when there is a high degree of structural instability in the society due to conflict and change.

At critical decision making times such as elections people have become increasingly dependent on media ,especially TV for election information and guidance

Greater uncertainty in society ,less clear are people’s frame of reference ,consequently there is greater audience dependence

SPIRAL OF SILENCE THEORY

SPIRAL OF SILENCE THEORY

This concept has been proposed by Elizabeth Noelle –NeumannThe theory concerns the interplay between 4 elements :mass communication,interpersonalcommunication and social relations,theindividual expression of opinion and the perception which individuals have of the surrounding climate of opinion in their social environment.The theory derives from fundamental social psychological thinking concerning the dependence of personal opinion on what others thinkThe main assumptions –1.Society threatens deviant individuals with isolation2.Individuals experience fear of isolation continuously

SPIRAL OF SILENCE THEORY

3.This fear of isolation causes individuals to try to assess the climate of opinion at all times.4.The results of this estimate affect the behavior in public , especially the open expression or concealment of opinions.The theory proposes that in order to avoid isolation on important public issues(like political party)many people look to their environment for clues about what the dominant opinion is and which views are gaining strength or are in decline . If one believes one’s own personal views are amongst those in decline ,one is less inclined to express them openly.As a result the views perceived to be dominant appear to gain even more ground and alternatives decline further in a spiraling fashion.

SPIRAL OF SILENCE THEORY

CULTURAL IMPERIALISM THEORY

Cultural Imperialism theory states that Western Nations dominate the media around the world which in return has a powerful effect on Third world cultures by imposing on them Western views and therefore destroying their Native Culture.

Cultural imperialism is the practice of promoting ,distinguishing , separating and artificially injecting the culture of one nation into another.

Theorist –Herb Schiller

Year -1973

Globalization of media and the internet are accelerating the process of cultural imperialism

CULTURAL IMPERIALISM THEORY

Western civilization produces the majority of media (films , news etc ) because they have money to do so . The rest of the world purchases those productions b’coz it is easier for them to purchase rather than produce own of their own.

Third world countries are watching media filled with Western worlds’ way of living , believing and thinking.

The third world cultures then start doing the same things , debasing and destroying the culture of the Nation.

Cultural Imperialism communication refer to either forced accumulation of a subject population, or to the voluntarily embracing of a foreign culture by individuals who do so of them ,who do so of their own free will.