Communication Theories

1. USES AND EFFECTS OF THE
MASS MEDIA
J. JANARDHAN

2. MEANING OF EFFECTS
• It means different things to different people.
• Films, Mobiles and Internet effects on Children behavior &
attitudes
• Effects are of various types
Short-term
Medium-term
Long- term

3. THEORIES OF MEDIA EFFECTS
I. Functionalist theory
II. Critical theory
• F.T have assumption that the media have a role and
function in society.
• To substance, reinforce and maintain the consensus in
society
• C.T place the struggle for power among social groups
• MM are invariably employed by the dominant class

4. EFFECTS THEORIES
• Joseph Klapper said that Media succeed only in ‘reinforcing
old attitudes, habits and beliefs
• Media theories deal directly with the ‘effects’ of
programmes on Opinions, attitudes, perceptions, beliefs
and social behavior
• Effects of violence in TV programmes on Children
• Effects of propaganda on personal opinion and on voting
behavior

5. USES & GRATIFICATIONS
• By the 1950-60s, Communication researchers began to fine
tune their methods
• Elihu Katz, Denis McQuil and Michael Gurevitche introduced
the ‘Uses and Gratifications’
• How audiences used the media to live out their fantasy
lives
• to seek out other gratifications or to inform, to educate
themselves about the world
• Media effects were related to the needs/ activities of
audiences

6. USES & GRATIFICATIONS
• It largely concerned with the selection, reception and
nature of response of audience

7. CULTIVATION THEORY
• George Gerbner’s team analysed TV programmes
• Looking at portrayals of gender, violence, the family &
minorities,
• then they matched these with actual situation, behaviours
and attitudes
• Gerbner concluded that there was cultivation effect on
audiences
• They adopted the perceptions and values which are
consistently portrayed in different genres

8. MM AND THE INDIAN FAMILY
• MM effect on Children
• Mass media effect on Women
• Specially, Women in DD, AIR, Print Media

9. THANK YOU