Search results
Results from the WOW.Com Content Network
Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. The theory has a heuristic value because it gives communication scholars a "perspective through which a number of ideas and theories about media choice, consumption, and even impact can be viewed". [11] [12] [13 ...
It can include effects that were not intended by the sender. [ 1 ] [ 12 ] [ 11 ] In the case of a news paper headline, the sender is the reporter, the message is the content of the headline, the newspaper itself is the channel, the audience is the reader, and the effect is how the reader responds to the headline.
This theory also states that the experience of others can be used in the decision making process. If a family member recommends a book then an individual is more likely to pick up the book and read it themselves. This theory does address more thoroughly media avoidance than does Uses and Gratifications Theory. [2]
The history of scientific method considers changes in the methodology of scientific inquiry, not the history of science itself. The development of rules for scientific reasoning has not been straightforward; scientific method has been the subject of intense and recurring debate throughout the history of science, and eminent natural philosophers and scientists have argued for the primacy of ...
The "Magic Bullet" theory graphically assumes that the media's message is a bullet fired from the "media gun" into the viewer's "head". [2] Similarly, the "Hypodermic Needle Model" uses the same idea of the "shooting" paradigm. It suggests that the media injects its messages straight into the passive audience. [3]
The law of effect, or Thorndike's law, is a psychology principle advanced by Edward Thorndike in 1898 on the matter of behavioral conditioning (not then formulated as such) which states that "responses that produce a satisfying effect in a particular situation become more likely to occur again in that situation, and responses that produce a ...
An indirect effect indicates that an independent variable (e.g., media use) affecting the dependent variables (e.g., outcomes of media use) via one or more intervening (mediating) variables. The conceptualization of indirect media effects urges attention to be paid to those intervening variables to better explain how and why media effects occur.
In persuasive communication, the order of the information's presentation influences opinion formation. The law of primacy in persuasion, otherwise known as a primacy effect, as postulated by Frederick Hansen Lund in 1925 holds that the side of an issue presented first will have greater effectiveness in persuasion than the side presented subsequently. [1]