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Theories of media exposure study the amount and type of Media content an individual is exposed to, directly or indirectly. The scope includes television shows, movies, social media, news articles, advertisements, etc. [ 1 ] Media exposure affects both individuals and society as a whole.
The Media Equation is a general communication theory that claims people tend to assign human characteristics to computers and other media, and treat them as if they were real social actors. [1] The effects of this phenomenon on people experiencing these media are often profound, leading them to behave and to respond to these experiences in ...
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Accordingly, medium theory is distinct from the more generic 'media theory', the majority of which place its emphasis on the content of communication (e.g., sex and violence) rather than the medium. [3]: 305 Joshua Meyrowitz originated the term in his 1985 book, No Sense of Place. Meyrowitz used the term to refer to the body of literature that ...
Media system dependency theory (MSD), or simply media dependency, was developed by Sandra Ball-Rokeach and Melvin Defleur in 1976. [1] The theory is grounded in classical sociological literature positing that media and their audiences should be studied in the context of larger social systems.
However, the focus of such programs sometimes excludes certain media—film, book publishing, video games, etc. [36] The title “media studies” may be used to designate film studies and rhetorical or critical theory, or it may appear in combinations like “media studies and communication” to join two fields or emphasize a different focus.
Audience theory offers explanations of how people encounter media, how they use it, and how it affects them. Although the concept of an audience predates modern media, [1] most audience theory is concerned with people’s relationship to various forms of media. There is no single theory of audience, but a range of explanatory frameworks.
Commonly called new media theory or media-centered theory of composition, stems from the rise of computers as word processing tools. Media theorists now also examine the rhetorical strengths and weakness of different media, and the implications these have for literacy , author , and reader.