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Melvin Lawrence DeFleur was born in Portland, Oregon on April 27, 1923. DeFleur received his Ph.D. in social psychology from the University of Washington in 1954. His thesis, Experimental studies of stimulus response relationships in leaflet communication, drew from sociology, psychology, and communication, to study how information diffused through American communities.
In social science, mass communication is related to communication studies, but has its roots in sociology.Mass communication is "the process by which a person, group of people or organization creates a message and transmits it through some type of medium to a large, anonymous, heterogeneous audience."
Influenced strongly by hermeneutics, he studies communication and its uses, and links it closely with social context. Other key concepts are the transformation of visibility, the media and tradition, and identity and the symbolic project. His book Ideology and Modern Culture is a study of what the theory of ideology entails in modern society.
This is another reason why we might call dependency a "comprehensive" theory of media effects – it incorporates the entire theory of agenda-setting within its theoretical framework. Like any other effect, media agenda-setting effects should be heightened during times when the audience's needs and therefore dependency on media are high.
Narcotizing dysfunction is a theory that as mass media inundates people on a particular issue, they become apathetic to it, substituting knowledge for action. [1] It is suggested that the vast supply of communication Americans receive may elicit only a superficial concern with the problems of society.
The knowledge gap hypothesis is a mass communication theory based on how a member in society processes information from mass media differently based on education level and socioeconomic status (SES). The gap in knowledge exists because a member of society with higher socioeconomic status has access to higher education and technology whereas a ...
The People's Choice, a book based on this study presented the theory of "the two-step flow of communications", which later came to be associated with the so-called "limited effects model" of mass media: the idea that ideas often flow from radio and print to local "opinion leaders" who in turn pass them on to those with more limited political ...
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