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  2. Uses and gratifications theory - Wikipedia

    en.wikipedia.org/wiki/Uses_and_gratifications_theory

    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 ...

  3. Hypodermic needle model - Wikipedia

    en.wikipedia.org/wiki/Hypodermic_needle_model

    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]

  4. List of effects - Wikipedia

    en.wikipedia.org/wiki/List_of_effects

    (de Sitter effect: see) Geodetic effect (general relativity) Debye–Falkenhagen effect; Decoy effect (consumer behavior) (decision theory) (economic theories) (finance theory) (marketing) Delay (audio effect) (audio effects) (effects units) (musical techniques) Dellinger effect (radio communications) Dember effect (electrical phenomena) (physics)

  5. Theories of media exposure - Wikipedia

    en.wikipedia.org/wiki/Theories_of_media_exposure

    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]

  6. Lasswell's model of communication - Wikipedia

    en.wikipedia.org/wiki/Lasswell's_model_of...

    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.

  7. Affect theory - Wikipedia

    en.wikipedia.org/wiki/Affect_theory

    Emotion theory is therefore defined in different ways depending on the field. Emotion theory was originally written by psychologist Silvan Tomkins and was introduced in the first two volumes of his book Effects on Image Consciousness (1962). Tomkins uses the concept of emotion to refer to the "biological part of emotion."

  8. Two-step flow of communication - Wikipedia

    en.wikipedia.org/wiki/Two-step_flow_of_communication

    The People's Choice, a book based on this study presented the theory of "the two-step flow of communications", which later came to be associated with the so-called "limited effects model" of mass media: the idea that ideas often flow from radio and print to local "opinion leaders" who in turn pass them on to those with more limited political ...

  9. Active audience theory - Wikipedia

    en.wikipedia.org/wiki/Active_audience_theory

    Other theories and models are compatible with active audience theory, including the Encoding/Decoding model and the Uses and gratifications theory.There has been much debate and research on how audiences interpret the Mass media and the effects mass media has on its audiences and the messages they receive.