This document provides an overview of major communication theories developed since the early 20th century. It discusses early theories like rhetorical theory and symbolic interaction theory. It then covers research in the 1930s-40s that studied the effects of media like film, radio and newspapers. This led to theories around two-step flow of communication, uses and gratifications, and limited effects of media. The document also summarizes cognitive dissonance theory, agenda setting theory, spiral of silence theory, cultivation theory, dependency theory and other influential communication theories.
A presentation that briefly entails the major theories of mass communication. Spiral of silence,Two step flow theory,Multi-step flow, cultivation theory,mean world syndrome and normative theories.
Communication
Communication studies
A summary of some mass communication theories
Communication theory as a field
History of communication
Media influence
Media studies
A presentation that briefly entails the major theories of mass communication. Spiral of silence,Two step flow theory,Multi-step flow, cultivation theory,mean world syndrome and normative theories.
Communication
Communication studies
A summary of some mass communication theories
Communication theory as a field
History of communication
Media influence
Media studies
Knowledge Gap Hypothesis:
Introduction:
This theory is concerned mainly with “information” and “knowledge” and emphasizes that knowledge is not distributed equally throughout society.
There are haves and have-nots with regard to information just as material wealth Information is very important in our society because any developed country depends on well-informed citizens.
It appears certain that information will be even more important in the future as we move into an increasingly technological age.
Many contemporary issues will require information and an informed public for the solutions for such issues.
Role of mass communication:
* One of the great promises of mass communication is that it provides people with information they need.
* It has the potential of reaching people who have not been reached by other means (poor and undeveloped people).
One example of an effort to use mass communication to provide information to the disadvantaged is the “educational TV program” Sesame Street (which combined information with entertainment for preschool Children.).
Other mass communication efforts that have the advantage of getting information to people usually not reached
is the televised presidential debates that might take the presidential election campaigns to people who would not normally be exposed to the campaign.
The attempts to increase people’s quantities of information from mass media might have some unexpected or undesirable effects.
This undesirable possibility is that mass communication might actually have the effect of increasing the gap in knowledge between members of different social classes. This possibility is called: “ Knowledge gap Hypothesis”.
The authors of Knowledge Gap Hypothesis:
• § The Knowledge Gap Hypothesis was first proposed in 1970 by Tichenor, Donohue and OLien. Mostly, it is known as Tichenor et al or Tichenor and his colleagues’ hypothesis.
Tichenor et al . Stated the KG Hypothesis as follow:
“As the infusion of mass media information into a social system increases, segments of the population with higher socio-economic status tend to acquire this information at a faster rate than the lower status segments, so that the gap in knowledge between these two segments tend to increase rather than decrease”.
The hypothesis predicts that:
• § People of both high and low socioeconomic status will gain in knowledge because of the additional information, but that persons of higher socioeconomic status will gain more.
• § This would mean that the relative gap in knowledge between the well-to-do and less well-off would increase.
Tichenor and his colleagues suggest that:
The K. G. is particularly likely to occur in such areas of general interest as public affairs and science news. It is less likely to occur in more specific areas that are related to people’s particular interests-areas like sports or garden care.
The Two-Step Flow of Communication: An Up-to-Date Report on an HypothesisElihu Katz(1957)
- The People's Choice
- The Two-Step Flow Theory
- Opinion Leaders and Opinion Followers
- Minimal/ Limited Paradigm vs. Mass Society Paradigm
- Strengths and Limitations of The Two-Step Flow Theory
- Elmira Study, Rovere Study, Decatur Study and Drug Study
- Diffusion of Innovation
- Personal Influence vs. Mass Influence
- Impact of Personal Influence
- Flow of Personal Influence
The presentation is a simple breakdown of the theory with examples from an Indian as well as international Media context. The intent of the same is to understand the theory with real life instances of where it is used.
In this presentation we will learn ‘’ Evolution of Communication Theories’’ Before starting this we are discussing about basic communication and communication theories.
Communication: Communication is simply the act of transferring information from one place, person or group to another.
Communication theories: Communication theory is a proposed description of communication phenomena, the relationships among them, a storyline describing these relationships, and an argument for these three elements. Communication theory provides a way of talking about and analyzing key events, processes, and commitments that together form communication
Knowledge Gap Hypothesis:
Introduction:
This theory is concerned mainly with “information” and “knowledge” and emphasizes that knowledge is not distributed equally throughout society.
There are haves and have-nots with regard to information just as material wealth Information is very important in our society because any developed country depends on well-informed citizens.
It appears certain that information will be even more important in the future as we move into an increasingly technological age.
Many contemporary issues will require information and an informed public for the solutions for such issues.
Role of mass communication:
* One of the great promises of mass communication is that it provides people with information they need.
* It has the potential of reaching people who have not been reached by other means (poor and undeveloped people).
One example of an effort to use mass communication to provide information to the disadvantaged is the “educational TV program” Sesame Street (which combined information with entertainment for preschool Children.).
Other mass communication efforts that have the advantage of getting information to people usually not reached
is the televised presidential debates that might take the presidential election campaigns to people who would not normally be exposed to the campaign.
The attempts to increase people’s quantities of information from mass media might have some unexpected or undesirable effects.
This undesirable possibility is that mass communication might actually have the effect of increasing the gap in knowledge between members of different social classes. This possibility is called: “ Knowledge gap Hypothesis”.
The authors of Knowledge Gap Hypothesis:
• § The Knowledge Gap Hypothesis was first proposed in 1970 by Tichenor, Donohue and OLien. Mostly, it is known as Tichenor et al or Tichenor and his colleagues’ hypothesis.
Tichenor et al . Stated the KG Hypothesis as follow:
“As the infusion of mass media information into a social system increases, segments of the population with higher socio-economic status tend to acquire this information at a faster rate than the lower status segments, so that the gap in knowledge between these two segments tend to increase rather than decrease”.
The hypothesis predicts that:
• § People of both high and low socioeconomic status will gain in knowledge because of the additional information, but that persons of higher socioeconomic status will gain more.
• § This would mean that the relative gap in knowledge between the well-to-do and less well-off would increase.
Tichenor and his colleagues suggest that:
The K. G. is particularly likely to occur in such areas of general interest as public affairs and science news. It is less likely to occur in more specific areas that are related to people’s particular interests-areas like sports or garden care.
The Two-Step Flow of Communication: An Up-to-Date Report on an HypothesisElihu Katz(1957)
- The People's Choice
- The Two-Step Flow Theory
- Opinion Leaders and Opinion Followers
- Minimal/ Limited Paradigm vs. Mass Society Paradigm
- Strengths and Limitations of The Two-Step Flow Theory
- Elmira Study, Rovere Study, Decatur Study and Drug Study
- Diffusion of Innovation
- Personal Influence vs. Mass Influence
- Impact of Personal Influence
- Flow of Personal Influence
The presentation is a simple breakdown of the theory with examples from an Indian as well as international Media context. The intent of the same is to understand the theory with real life instances of where it is used.
In this presentation we will learn ‘’ Evolution of Communication Theories’’ Before starting this we are discussing about basic communication and communication theories.
Communication: Communication is simply the act of transferring information from one place, person or group to another.
Communication theories: Communication theory is a proposed description of communication phenomena, the relationships among them, a storyline describing these relationships, and an argument for these three elements. Communication theory provides a way of talking about and analyzing key events, processes, and commitments that together form communication
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it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
2. Table of contents
Definitions of Theory
An overview of Communication Theories
Conclusion
References
3. Definitions
Theory is a set of logical tested and systematically
interrelated proportions that have been developed through
research, describing and explaining some social phenomena.
(Seranda Kos – 1998)
4. Cont.
It is a set of statements or principles to explain a group of
facts or phenomena especially that have been repeatedly
tested or widely accepted and can be used in more
predictions about natural phenomena.
5. An overview of Communication
Theories
Researches over communication started in America in 1929
by studying the effects of the films of 1920-30 on children
and their content analysis.
The concept of the Rhetoric by Aristotle was also introduced
for communication researches in 1900s.
Rhetorical theory is based on the available means of
persuasion.
6. Cont.
A speaker who is interested in persuading his or her
audience should consider three rhetorical proofs:
• logical
• emotional
• ethical.
7. Cont.
After the content analysis of films, a survey regarding the
effects of a radio program was conducted in 1938.
It proved that radio programs have deeper effects on the
audience.
8. Cont.
In 1930s Symbolic Interaction Theory was introduced by
George Herbert Mead.
This theory suggests that people are motivated to act based
on the meanings they assign to people, things, and events.
Further, meaning is created in the language that people use
both with others and in private thought.
9. Cont.
In 1940, researches were conducted to measure the role of
communication media in election campaigns.
Those researches proved that radio is more effective medium
as compared to newspaper.
10. Cont.
Moreover it was also found that different communication
media have different impact over the audience with different
socio-economic status.
This phenomena was later given the name of Selective
Influence Theory.
Hence Magic Bullet Theory invalidated.
11. Cont.
Research conducted during the election campaigns in
America introduced a new phenomenon termed as Two Step
Flow of Communication.
According to which people get more influenced by the
elderly members of their family than by the media.
12. Cont.
In 1942-43, a research was conducted to measure the impact
of radio over the audience.
That research resulted into the information that women seek
guidance from certain radio programs.
This gave birth to the theory of Uses and Gratification.
13. Cont.
This theory attempts to answer the question: What do
people do with the media?
Uses and Gratifications theorists explain why people choose
and use certain media forms.
14. Cont.
In 1943, a theory named as Adoption of Innovation was
introduced.
According to which people need to know about an invention
first. Then they evaluate it. Then after its successful trial,
people finally adopt it.
It was also found that in adoption of innovation interpersonal
communication influences more than the mass media.
15. Cont.
Documentary films like “Why We Fight” were created during
World War II to train American soldiers.
After the war, a survey was conducted to measure the
results. It showed that the documentaries were helpful for
creating awareness only however they did not motivate
soldiers to attack and fight aggressively.
This introduced a new methodology in communication
research named and Before and After Methodology. This led
to introduced of Limited Effects Model of media
communication.
16. Cont.
After that in 1950s, Theory of Cognitive Dissonance was
introduced by Festinger.
This theory argues that people are highly motivated to
avoid the experience of dissonance.
In their efforts to avoid feelings of dissonance, people will
avoid hearing views that oppose their own, change their
beliefs to match their actions and seek reassurance after
making a difficult decision.
17. Cont.
Gate Keeping Theory in media describes that many of the
news from different media sources are discarded before
presenting them to the audience, depending upon the
priorities of a media organization.
Shoemaker, in 1991, said that selection of news depends
upon certain ideological and cultural elements.
18. Cont.
Although all the researches conducted regarding mass media
till 1964 supported the limited effect of media yet there was
an observation that the continuous exposure of children or
public to media has long lasting impact over them.
Similarly Marshal McLuhan said that the development of
human civilization and culture depends upon media.
19. Cont.
Knowledge Gap Hypothesis describes that even if media will
be used to lessen the knowledge gap between the elite and
the lower class, it will only be enhanced.
In 1963, Bernard Cohen analyzed the limitations of press and
its impact over the public.
He formulated that press cannot tell people what to think but
it can guide people what to think about.
This led to the foundation of Agenda Setting Theory.
20. Cont.
A German professor, Elisabeth Noelle-Neumann said that the
continuous projection of a particular news by media
discourages the opponents to hold the ground and
eventually they will end up to silence.
This process is known as Spiral of Silence Theory.
21. Cont.
Cultivation Theory states that heavy viewers and light viewers
of television have different perspectives regarding a
particular topic.
Dependency Theory describes that modern people depend
upon media to resolve many of their confusions regarding
various topics.
Therefore, people depend more on media in an uncertain
situation.
22. Conclusion
Analysis of mass media on the whole suggests that its effects
are not always the same rather they are different in different
circumstances and for different people.