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These types of perceptions stem from a self-motivated social desirability (not feeling influenced by mass messages promotes self-esteem), a social-distance corollary (choosing to dissociate oneself from the others who may be influenced), and a perceived exposure to a message (others choose to be influenced by persuasive communication). [1]
Audience reception theory can be traced back to work done by British Sociologist Stuart Hall and his communication model first revealed in an essay titled "Encoding/Decoding." [ 2 ] Hall proposed a new model of mass communication which highlighted the importance of active interpretation within relevant codes. [ 3 ]
Three cognitive mechanisms for explaining the hostile media effect have been suggested: [15]. Selective recall refers to memory and retrieval.In instances of the hostile media effect, partisans should tend to remember more of the disconfirming portions of a message than the parts that support their position, in a variation of the negativity effect.
Spiral of silence illustrated in Spanish. The spiral of silence theory is a political science and mass communication theory which states that an individual's perception of the distribution of public opinion influences that individual's willingness to express their own opinions.
This method of perception was coined by communications scholar George Gerbner and is associated with the impact of mass communication on one's thoughts of the world they live in. [33] It was characterized to explain how people who are constantly subjected to the evils of the world, now made readily available through mass communication, have the ...
Social cognitive theory of mass communication; Framing theory; Priming theory; On a micro-level, individuals can be affected in six different ways. Cognitive: The most apparent and measurable effect; includes any new information, meaning or message acquired through media consumption. Cognitive effects extend past knowledge acquisition ...
Theories such as the Uses and Gratifications Theory, Social Learning Theory, and Cultivation theory offer insights into how individuals learn from media, how media shapes people’s perceptions of reality, and how media satisfies individuals' needs. Research influences what content is produced, what content is consumed, and how media is used to ...
Selective exposure is a theory within the practice of psychology, often used in media and communication research, that historically refers to individuals' tendency to favor information which reinforces their pre-existing views while avoiding contradictory information.