The document provides an introduction to mass communication and communication theories. It discusses definitions of mass communication, the role of media, and criteria for evaluating communication theories. Several theories related to mass communication are outlined, including agenda setting theory, cultivation theory, and diffusion of innovation theory. The document also discusses effects of mass media and how social networking services relate to mass communication through their ability to connect people globally and encourage cooperation.

1. Introduction to Mass Communication and Some Theories
 The term “mass communication” is used in a variety of ways, which despite
the potential for confusion, is usually clear from the context. These include:
a. Reference to the various activities of the mass media as a group
b. The use of criteria of a concept, "massiveness”, to differentiate among
media and their activities and
c. The construction of questions about communication as applied to the
activities of the mass media. Significantly, only the third definition does
not take the actual process of communication for granted (something
approved) .
 Mass communication refers to the
activities of the media as a whole
and fails to distinguish among
specific media, modes of
communication, genres of text or
artifact, production or reception
situations, or any questions of actual
communication.

2. Theories of Mass Communication
 A theory is some form of explanation of a class of observed
phenomena. Karl Popper described theory as, “the net, which we
throw out in order to catch the world, to rationalize, explain and
dominate it”.
 The idea of a theory lies at the heart of any scholarly process, and
while those in the social sciences tend to adopt the tests of a good
theory from natural sciences, many who study communication
adhere to an idea of theory that is akin to that found in other
academic fields.
 There are 6 yardsticks to evaluating
theory;
1. Theoretical scope:
2. Appropriateness:
3. Heuristic value:
4. Validity:
5. Parsimony:
6. Openness:

3.  In the context of social sciences, we may find different theories
which may each explain a Phenomenon in useful ways.
 There is value in being able to use theories as “lenses” through
which one can understand the world together with other scholars.
 There are several theories Related to mass communication such as:
1. Agenda setting theory:
2. Cultivation theory:
3. Cultural imperialism theory:
4. Diffusion of innovation theory:
5. Media dependency theory:
6. Media equation theory:
7. Spiral of silence theory:
8. Technological determinism theory:
9. Functional approach to mass
communication theory:
10. Human action theory:

4. Effects of Mass Media
 Most media scholars today believe the effects of the mass media
generally are cumulative over time.
 Individuals choose some mass media over others for the
satisfactions they anticipate.
 Individuals have substantial control over mass media effects on
them.
 Mass media have a significant role helping children learn society’s
expectations of them.
 Scholars differ on whether media-
depicted violence triggers
aggressive behavior.
 The mass media set the agenda for
what people are interested in and
talk about.
 The mass media can work against
citizen involvement in political
processes

5. SNS and Mass Communication
 A social networking service, SNS is an online service, platform, or site that
focuses on building and reflecting of social networks or social relations
among people, who, for example, share interests and/or activities.
 A social network service essentially consists of a representation of each
user (often a profile), his/her social links, and a variety of additional
services.
 Most social network services are web based and provide means for users
to interact over the internet, such as e-mail and instant message.
 SNS and mass communication shared some particular phenomenon such
as:
 SNS makes it possible to connect people who share interests and
activities across political, economic, and geographic borders.
 SNS creates a gift economy, reciprocal relationship, altruism and
encouraged through cooperation which is applicable to mass
communication.
 There are some of the SNSs like Facebook
and twitter which are widely used
worldwide through popular methods of
mass communication.

6. Own Opinion and Suggestion
 Far from being a means for the transfer of
verifiable Information to a mass audience, mass
communication appears to be a rhetorical
presentation carrying within its message
oppositional elements that serve to clarify and
define each other by their very opposition.
 Some criticism does get to the public, of course, but
most of it is corrupted by the same forces that have
turned the rest of the media into a source of
manipulation.
 As in the case of all relatively organized
communication contexts, the language culture of
mass communication may be expected to tend
toward terministic closure because of the inherent
nature of the symbols which have come to be
habitually or conventionally utilized in the
discourse as it exists from time to time.

7. References
 Banerjee Debanjan, Mass communication: Trends,
traits and theories, Media and Communication
Studies, NSHM Institute of Media and
Communication, Kolkata, India.
 Jensen J (1990). Redeeming Modernity: American
Media Criticism as Social Criticism, Newbury
Park, California Sage.
 McQuail D (1987). Mass Communication Theory:
An introduction, London; Newbury Park,
California, Sage.
 Paul M. Shaver, the electronic communication of
the journal, Indiana University South Bend Moira
Burke and Cameron
 Marlow and Thomas Lento; Feed Me: Motivating
Newcomer Contribution in Social Network Sites,
Carnegie Mellon University
 …..www.google.com
 …..www.wikipedia.com

8. Prepared By: Krishna Subedi, D10516
Thank You!!