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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 ...
Herta Herzog-Massing (August 14, 1910 – February 25, 2010) was an Austrian-American social scientist specializing in communication studies.Her most prominent contribution to the field, an article entitled "What Do We Really Know About Daytime Serial Listeners?", is considered a pioneering work of the uses-and-gratifications approach and the cognitive revolution in media research.
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]
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.
Figure 2: Hanemann's Endowment Effect Explanation. When goods are indivisible, a coalitional game can be set up so that a utility function can be defined on all subsets of the goods. Hu (2020) [27] shows the endowment effect when the utility function is superadditive, i.e., the value of the whole is greater than the sum of its parts. Hu (2020 ...
In science, an effective theory is a scientific theory which proposes to describe a certain set of observations, but explicitly without the claim or implication that the mechanism used by the theory has a direct counterpart in the actual causes of the observed phenomena to which the theory is fitted.
Reinforcement theory is a limited effects media model applicable within the realm of communication.The theory generally states that people seek out and remember information that provides cognitive support for their pre-existing attitudes and beliefs.
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 ...