This presentation discusses two communication theories - Knowledge Gap (Tichenor, Donohue & Olien, 1970) and Modernization Theory (Marks, 2014). We apply these theories through an examination of contemporary uses of social media across the globe. In India, the rise of the internet has led to the rise of "semi-arranged marriages" (Jejeebhoy et al., 2013) and a growing dating culture. In Africa, we examine how young people use social media to fulfill information needs (GeoPoll Rapid Survey, February 2017). With respect to the Knowledge Gap , we look at if education and social standing really do affect political awareness and activism, and if social media can actually help bridge socio-economic gap.
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.
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.
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.
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.
Human beings are faced with numerous choices every day. These choices vary from the most trivial ones to the most important ones. One important choice (probably after the choice of becoming born again) is the marital choice, especially the choice of whom to marry. One phenomenon that is influencing people’s choices in this modern age is the social media in particular and the Internet in general. The social media and the Internet have influenced many facets of human endeavours. The contemporary marriage is not exempted from this influence. As a matter of fact, many people are now using social media to meet and connect with others and some of such connections have led to marital choice and marriage. This article aims at looking at social media and the Internet and how they are affecting the contemporary marriages both positively and adversely.
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Can Social Media, As A Communication Tool, Bring The End Of The Spiral Of Sil...inventionjournals
In the 20th century with the invention of computer technology and the internet, communication revolution gained momentum and it is continuing to accelerate further in the 21st century. These rapid technological developments are forcing a change in society at the same rate. Especially in recent years, as one of the important changes of the communication field, social media has become one of the most effective tools of the internet. Without taking into consideration whether their ideas are the prevailing ones or the minority ones, people have begun to share every idea, so they can create their own public in a very short time and as a result they have the opportunity to announce their ideas to whole world. Social media is an important place in the lives of many people, for some it may even be at the addiction levels. With steadily growth of this created communication area of social networks, it has been questioned whether the spiral of silence as introduced by Elisabeth Noelle-Neumann is still there today. In this study, the facilities offered to individuals by social media as a communication tool, social media as a communication strategy, the spiral of silence in terms of social communication and the impact of social media on spiral of silence will be discussed.
For most people living and working in developed parts of the world, it is difficult to remember life Before Digital—the time before computers, Internet, and mobile phones. For those under age 25, it is not just difficult but virtually impossible to remember such a predigital existence.
These people are known as Millenials, and Social Media is embedded in their DNA.
Social Media and PoliticsLearning objectivesLearning objec.docxjensgosney
Social Media and Politics
Learning objectives
Learning objectives include an understanding of the following:
· The role of social media in democracy
· The role of social media in advancing political reforms
· How social media create polarization
Introduction
Social Media are now a central component of democracy. The media are increasingly associated with political organizing, elections campaigns, accountability, and generally a more engaged citizenry. Social media are a dominant platform through which everyday citizens can share, organize, and communicate their ideas. People regularly use the media to acquire information about leaders and public policy related areas like the environment, education, health and so on. Many public offices now have websites that include social media functions in their communication with the public. Collectively, social media provide a public sphere where individuals can interact with likeminded people on political issues and provide criticism and support for leaders. However, while social media platforms make many issues accessible to increasingly large groups, the media have the potential to create polarization. Specifically, many blogs are quite subjective while some forms of media promote hatred and intolerance. Additionally, it is also difficult to examine the extent to which social media really alters public opinion as more research is needed. Lastly, questions remain on how much time users are prepared to devote their time on the social media for political problems.
Social Media and Elections
Popular social networks have transformed the use of the internet as a political tool for democratic transitions. Barack Obama’s historic in 2008 win was attributed to a new media strategy inspired by popular networks such as MySpace and Facebook. The campaign’s website My.BarackObama.com, allows supporters to join local groups, create events, sign up for updates and set up personal fund-raising pages. The campaign was spearheaded by Chris Hughes, a co-founder of Facebook. The social networks helped Obama raise more than two million donations of less than $200 each (Stelter, 2008). This success was based on huge investments on social media. The campaign spent $3 million on online advertising that targeted potential voters and online tools providing details of voting locations (Stelter, 2008).
Similarly, social media was extensively used in Canada’s 2011 elections. The elections were dubbed the “social media elections” or “election 2.0.” Harris (2011) observed that the social media served as “a one-stop shopping for parodies, speech remixes, gotcha moments, unconventional ads, and attacks so fiery, they risk scorching your computer monitor.” Two "vote mob" videos simultaneously held spots in the Top 10 on YouTube. A satirical video juxtaposing a Harper speech with an address by Star Wars' evil Emperor Palpatine drew more than 114,000. The University of Guelph's "vote mob" videos were viewed more than 33,000 .
The age of fractured truth – subhash dhuliyaGmeconline
This first phase of the information and technological revolution was facilitated by the integration of computers, telecommunication and satellite. A networked global ‘village’ had emerged. People had access to diverse sources of news and information. The Internet created numerous platforms of political, social and cultural interactions. There were high expectations that information will be democratized... Read More
Sports, Business, Theatre or Drama; change seldom discriminates. It resonates in each and every walk of life. On the brink of a terrific change is Politics, courtesy the social media. Social media has rapidly grown as a forum for political discourse and activism. Its various platforms such as Facebook, Twitter, Instagram, Youtube etc. are providing a plethora of new ways to engage citizens in politics (Benkler, 2006). A great advantage inherent in social media is the possibility of personal, ie., one to one communication. Politicians as well as political parties are seemingly benefitting with this new found ability to reach out to their potential voters. It has become possible for politicians to reach voters in a well targeted manner without relying on the media as an intermediary (Gentle, 2012). Various reactions, messages, feedbacks and debates are generated online. In addition to this, support for offline causes of a political party are also generated through social media petitions
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Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
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“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
indicating the need for language policy reform. The study underlines the importanceof considering the
children‟s agency when being integrated into mainstream public schools.
.
KEYWORDS: migration, education, integration, sub-Saharan African children, public school
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Improving Workplace Safety Performance in Malaysian SMEs: The Role of Safety ...AJHSSR Journal
ABSTRACT: In the Malaysian context, small and medium enterprises (SMEs) experience a significant
burden of workplace accidents. A consensus among scholars attributes a substantial portion of these incidents to
human factors, particularly unsafe behaviors. This study, conducted in Malaysia's northern region, specifically
targeted Safety and Health/Human Resource professionals within the manufacturing sector of SMEs. We
gathered a robust dataset comprising 107 responses through a meticulously designed self-administered
questionnaire. Employing advanced partial least squares-structural equation modeling (PLS-SEM) techniques
with SmartPLS 3.2.9, we rigorously analyzed the data to scrutinize the intricate relationship between safety
behavior and safety performance. The research findings unequivocally underscore the palpable and
consequential impact of safety behavior variables, namely safety compliance and safety participation, on
improving safety performance indicators such as accidents, injuries, and property damages. These results
strongly validate research hypotheses. Consequently, this study highlights the pivotal significance of cultivating
safety behavior among employees, particularly in resource-constrained SME settings, as an essential step toward
enhancing workplace safety performance.
KEYWORDS :Safety compliance, safety participation, safety performance, SME
2. Modernization Theory
“as societies develop, they become more open and more achievement
oriented; and what people do and think are less tied to their socioeconomic
background, social position, and other ascribed characteristics”
- (Marks, 2014)
.
1. Diffusion of Western lifestyle (1950s - 60s)
Modernization is due to a superior of Western, individualist culture
2. Critique of Western modernization (1970s - 80s)
Previous view is the result of Western cultural and economic imperialism or dominance
3. Late/high/postmodernity (1990s onwards)
Contradictions & consequences of modernity
3. Marriage & Dating in India
• Matrimonial Sites:
• Shaadi.com, simplymarry.com,
• “Semi-arranged marriages” - (Jejeebhoy et al.,
2013)
• Kin based to Global/national networks
• Growth of internet, proliferation of cell phones
• Compatibility over other parameters - (Harris,
2015)
• Dating:
• Tinder, Woo, TrulyMadly
• Tinder’s fastest
growing market in Asia - (Chaturvedi, 2016)
• Changed the tone of matrimonial websites
(Tandon, 2017)
• Local apps that cater to India (Russell, 2015)
Image: Techcrunch, March 2015
Image: Askmen.com, Shaadi.com Review
4. Media Consumption Among African Millennials
GeoPoll Survey done among youth in five Sub-Sahara
African countries between ages 18-35
Kenya, Uganda, Tanzania, Ghana and Nigeria
(GeoPoll Rapid Survey, February, 2017)
Africa has highest youth population in world with 200
million people, aged 15-24.
Increased dependency on technology and mobile first
approach
Even with lack of access to smartphones and reliable
internet, level of use and influence reached a major
milestone in last 5 years.
* Use mostly mobile data for internet access
5. Rise of Social
Media
60% of African millennials use social media as
primary source of information
35% said they are always on their phone
Video streaming services still low- Netflix is
most popular
WhatsApp (56%) and Facebook (31%) most
important social media platforms
They download social networking apps most,
with gaming, instant messaging, banking,
education/health & fitness apps following
(GeoPoll Rapid Survey, February 2017)
6. Knowledge Gap
“As the infusion of mass media information into a social system increases, segments of
the population with higher socioeconomic status tend to acquire this information at a
faster rate than the lower status segments, so that the gap in knowledge between these
segments tend to increase rather than decrease.” - (Tichenor, Donohue & Olien, 1970)
● Reading and comprehension skills
● Prior exposure to info (i.e. background knowledge)
● Social contact (reference groups, interaction)
● Selective exposure, acceptance & retention
● Mass media (Print media) dies out lacking repetition
Too Big To Fail
7.
8. People have easy
access to
information these
days but
sometimes they
react without
verifying the
information
Ramu Violence 2012
Photo:CNN
- The Daily Show, August 19, 2018
9. Things to consider...
● People from higher socioeconomic status not necessarily
information rich. (Trump is high SES but…)
● Social climate is changing and lower SES segments are
mobilizing. (Can social media bridge gap?)
○ #Blacklivesmatter
○ #Womensmarch
○ #Lovewins
○ Influx of minorities in education
○ Indie artists bypassing record labels
○ Arab Spring
○ Shahbagh Movement
● Internet provides access
○ Increasing number of social media users and advent
of cheap smartphones made information more
accessible
● Threshold of diminishing returns. What if the higher
segment reaches it before the lower segment? - bbcnews, January 25, 2016
10. References
Alias FBC [aliais_fcb]. (2018, Febreuary). Lying Trump @theRealDonaldTrump yuge failure again poop lil Donnie Dotard worse fake president ever. [Quote Tweet]. Retrieved from
https://twitter.com/search?src=typd&q=alias_fcb.
bbcnews. (2016, January 25). 25 JAN: Five years ago today, mass protests began in Cairo which brought down Egyptian president Hosni Mubarak. We look back at events since the revolution began, in the #ArabSpring of
2011. Watch more: bbc.in/Jan25 #Egypt #Jan25 #EgyptianRevolution #Tahrir #MohammedMorsi. [Instagram video]. Retrieved from https://www.instagram.com/p/BA9krtGOj_x/?tagged=arabspring.
bitcoin. (2015, August 13). Somebody contacted me asking to sell my account…[Instagram post]. Retrieved from https://www.instagram.com/p/6U2GlKyosp/?taken-by=bitcoin
Chaturvedi, A. (2016). India is the largest market for Tinder in Asia: Taru Kapoor, head, India, Tinder. The Economic Times. Retrieved 7 February 2018, from
https://www.bing.com/cr?IG=D156AB6274384C15B125990408B92748&CID=31B7AAAB25AB62F32AF1A124240463FD&rd=1&h=Hl4R92OIrGNsaw1nv-ObTQTulWcK04KqJPODTqL5Bnw&v=1&r=https%3a%2f%2feconomicti
mes.indiatimes.com%2fopinion%2finterviews%2findia-is-the-largest-market-for-tinder-in-asia-taru-kapoor-head-india-tinder%2farticleshow%2f51840649.cms&p=DevEx,5069.1
Harris, G. (2015). Websites in India Put a Bit of Choice Into Arranged Marriages. Nytimes.com. Retrieved 7 February 2018, from
https://www.nytimes.com/2015/04/26/world/asia/india-arranged-marriages-matrimonial-websites.html#
Jejeebhoy, S., Santhya, K., Acharya, R., & Prakash, R. (2013). Marriage-related Decision-making and Young Women’s Marital Relations and Agency. Asian Population Studies, 9(1), 28-49.
http://dx.doi.org/10.1080/17441730.2012.736699
Lld, G. [Garnell]. 2018, January 26. Who’s doing rides?? I need one ASAP…[Facebook status update]. Retrieved from https://www.facebook.com/DonnieLoong?ref=br_rs
Marks, G. (2014). Modernization theory. In D. Phillips (Ed.), Encyclopedia of educational theory and philosophy (Vol. 1, pp. 528-530). Thousand Oaks,, CA: SAGE Publications Ltd. doi: 10.4135/9781483346229.n221
Mass Media I Knowledge Gap. Retrieved from https://www.utwente.nl/en/bms/communication-theories/sorted-by-cluster/Mass%20Media/knowledge_gap/
Media, Culture and Society I Modernization Theory. Retrieved from https://www.utwente.nl/en/bms/communication-theories/sorted-by-cluster/Media%2C%20Culture%20and%20Society/Modernization%20Theory/
Tandon, S. (2017). India’s matrimonial websites are trying to keep up in the age of Tinder. Scroll.in. Retrieved 7 February 2018, from
https://scroll.in/article/831770/indias-matrimonial-websites-are-trying-to-keep-up-in-the-age-of-tinder
The Daily Show with Trevor Noah. (2016, August 19). Putting Donal Trump Supports Through and Ideology Test: The Daily Show. [Video file]. Retrieved from https://www.youtube.com/watch?v=Y4Zdx97A63s
Theos [_zensei]. (2018, February 4th). This why we not f*ckin wit you @jtimberlake. [Tweet]. Retrieved from https://twitter.com/_zensei/status/960317486863396865
Tichenor, P., Donohue, G., & Olien, C. (1970). Mass Media Flow and Differential Growth in Knowledge. The Public Opinion Quarterly, 34(2), 159-170. Retrieved from http://www.jstor.org/stable/2747414
Russell, J. (2015). TrulyMadly Is A Tinder-Style Dating App That’s Built For India. TechCrunch. Retrieved 7 February 2018, from https://techcrunch.com/2015/03/02/trulymadly/
Wangari, Njeri (2017, February). African Millennials; Mobile Usage and Media Consumption. GeoPoll. Retrieved 27 February, 2017, from https://blog.geopoll.com/african-millennials-mobile-usage-and-media-consumption
