Mass Communication Theories Pdf Viewer

Mass communication theories pdf viewer

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Theories of Mass Communication. Mass communication Theories is the main stream subject of this era and Researchers a lot of research work is doing in this field. Hypodermic needle theory, magic bullet or transmission belt theory is that media message is very powerful and injects into minds of the audience in such a way as a bullet acts rapidly on a body.

Four Press Theories

So it assumes powerful media effects leading to the hypodermic needle or magic bullet approach. In landmark media effects studies, Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet shift the view of media from powerful to limited effects, this says that media message has not very strong impact and its effects are limited, it depends on audience that how they take the media message.

Mass communication theories pdf viewer

Cultivation theory says that media cultivates the minds of the people; this holds that through heavy exposure to television; people begin to view the world similar to the television world. Like emphasizing violence in programs heavy TV viewer perceives the world as a more violent place.

Agenda Setting is basically a theory of strong media effects which says that there are three related agendas as media agenda, public agenda and policy agenda.

List of Theories

This suggests that with the passage of time media agenda becomes the public agenda and they are linked with one another. Framing theory is closely interlinked with the agenda setting concept, Framing says the media focus attention on certain issues and then place them within a specific field of meaning.

Mass media creates pictures of the world in our minds; framing is also termed as a second level agenda setting. This theory is based on the idea that dissidents to a prevailing media -created idea will not speak out against it if they perceive themselves to be in the minority and thus avoid the risk of isolation and rejection.

Mass communication theories pdf viewer

This leads others to keep silent since they believe most people agree with majority. Authoritarian theory says it is necessary to control the media to protect and prevent the people from the national threats through any form communication i. The authorities have all rights to permit any media and control it by providing license to the media and make certain censorship.

Cultivation Theory

Libertarian theory says people are more enough to find and judge good ideas from bad, people are rational and their rational thoughts lead them to find out what are good and bad. The press should not restrict anything even a negative content may give knowledge and can make better decision whilst worst situation.

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The libertarian thoughts are opposite to the authoritarian theory. Social responsibility theory allows free press without any censorship but at the same time the content of the press should be discussed in public panel and media should accept any obligation from public interference or professional self-regulations or both.

Download: Theories Of Mass Communication.pdf

The theory gives total media freedom in one hand but the external controls in other hand. The government undertakes the total media and communication to serve working classes and their interest.

Mass communication theories pdf viewer

Theory says the state have absolute power to control any media for the benefits of people. They put end to the private ownership of the press and other media. The origin of classical rhetoric theory can be traced back to the times of ancient scholars such as Plato, Aristotle and Socrates.

Mass communication theories pdf viewer

This Theory developed when people began to identify that there is some kind of influence is made to the listeners. Therefore, the ability for public speaking reaped its magnitude in ancient world.

Argumentation is a vital factor for communication and it endured in our society for centuries.

McQuail's Reader in Mass Communication Theory

But during those days the argumentation was based on oration and logic. Modernization theory elaborates the development process within the societies. Theory states that the marginalized and underdeveloped societies develop in the same phase with that of other developed countries by providing proper support.

This theory developed as the economic, social, and political system of developed in the west European and North American countries which have spread to South America, Asia and Africa, the underdeveloped countries.

Grounding Theories of Mass Communication

As the infusion of mass media information into a social system increases higher socioeconomic status segments tend to acquire this information faster than lower socioeconomic status population segments so that gap in knowledge between the two tends to increase rather than decrease. UGT is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication.

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February 28, No Comments. Limited Effect In landmark media effects studies, Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet shift the view of media from powerful to limited effects, this says that media message has not very strong impact and its effects are limited, it depends on audience that how they take the media message. Cultivation Theory Cultivation theory says that media cultivates the minds of the people; this holds that through heavy exposure to television; people begin to view the world similar to the television world.

Mass Communication Theory: from Theory to Practical Application

Spiral of Silence Theory This theory is based on the idea that dissidents to a prevailing media -created idea will not speak out against it if they perceive themselves to be in the minority and thus avoid the risk of isolation and rejection. Authoritarian Theory Authoritarian theory says it is necessary to control the media to protect and prevent the people from the national threats through any form communication i. Libertarian Theory Libertarian theory says people are more enough to find and judge good ideas from bad, people are rational and their rational thoughts lead them to find out what are good and bad.

Social Responsibility Theory Social responsibility theory allows free press without any censorship but at the same time the content of the press should be discussed in public panel and media should accept any obligation from public interference or professional self-regulations or both.

Different Theories Used in Mass Communication

Classical Rhetorical Theory The origin of classical rhetoric theory can be traced back to the times of ancient scholars such as Plato, Aristotle and Socrates. Argumentation Theory Argumentation is a vital factor for communication and it endured in our society for centuries.

Modernization Theory Modernization theory elaborates the development process within the societies. Uses and gratifications theory UGT is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. Previous Post Next Post.

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