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".
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 ...
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.
In media studies, mass communication, media psychology, communication theory, and sociology, media influence and the media effect are topics relating to mass media and media culture's effects on individuals' or audiences' thoughts, attitudes, and behaviors. Through written, televised, or spoken channels, mass media reach large audiences.
There are three orders of effect that come with the cultivation theory. The first order effects describe how people's behavior changes when exposed to mass media. The second order effect encompasses the viewers' values and attitudes depending on what they are watching. The third order effect is the change in the viewer's observation behavior. [16]
Media dependency theory states two specific conditions under which people's media needs, and consequently people's dependency on media and the potential for media effects, are heightened. The first condition of heightened media needs occurs when the number of media and centrality of media functions in a society are high.
Affective disposition theory (ADT), in its simplest form, states that media and entertainment users make moral judgments about characters in a narrative which in turn affects their enjoyment of the narrative. This theory was first posited by Zillmann and Cantor (1977), and many offshoots have followed in various areas of entertainment (Raney ...
The third-person effect [1] hypothesis predicts that people tend to perceive that mass media messages have a greater effect on others than on themselves, based on personal biases. The third-person effect manifests itself through an individual's overestimation of the effect of a mass communicated message on the generalized other, or an ...