Search results
Results from the WOW.Com Content Network
Medium theory is a mode of analysis that examines the ways in which particular communication media and modalities impact the specific content (messages) they are meant to convey. It Medium theory refers to a set of approaches that can be used to convey the difference in meanings of messages depending on the channel through which they are ...
Media richness theory states that all communication media vary in their ability to enable users to communicate and to change understanding. [5] The degree of this ability is known as a medium's "richness." MRT places all communication media on a continuous scale based on their ability to adequately communicate a complex message. [6]
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.
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".
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 ...
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.
Agenda-setting theory was formally developed by Maxwell McCombs and Donald Lewis Shaw in a study on the 1968 presidential election deemed "the Chapel Hill study". McCombs and Shaw demonstrated a strong correlation between one hundred Chapel Hill residents' thought on what was the most important election issue and what the local news media reported was the most important issue.
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 ...