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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 multi-step flow theory assumes ideas flow from mass media to opinion leaders before being disseminated to a wider population.This theory was first introduced by sociologist Paul Lazarsfeld et al. in 1944 and elaborated by Elihu Katz and Lazarsfeld in 1955.
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."
In mass communication, the Hierarchy of Influences, formally known as the Hierarchical Influences Model, is an organized theoretical framework introduced by Pamela Shoemaker & Stephen D. Reese. It comprises five levels of influence on media content from the macro to micro levels: social systems, social institutions, media organizations, routine ...
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.
In Thompson's The Media and Modernity, he breaks down the term mass communication and questions whether it is applicable to today's current media environment. He firstly highlights the use of the word 'mass' and claims that most of the media today are not produced for the masses, rather they are produced for niche markets. [4] "The term 'mass ...
Lasswell's model was initially formulated specifically for the analysis of mass communication like radio, television, and newspapers. But it has also been applied to various other fields and forms of communication. [2] [12] They include the analysis of new media, such as the internet, computer animations, and video games. [15]
Dependency on media emerges from three relationships. [1] [4]The relationship between the society and the media: Within this relationship, media access and availability are regarded as important antecedents to an individual's experience with the media.