Mass Communication

Mood Management Theory

admin — Mon, 08 Apr 2019 06:16:48 +0000

The Theory of Mood Management according to Zillmann, is consumption of media messages and information according to the mood of the individuals. The theory as well hypothesizes that the state of mind of an individual uses the influence of media and the available choices to optimize the mood. There are also numbers of theoretical inferences […]

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Reception Theory

admin — Mon, 01 Apr 2019 18:13:28 +0000

Stuart Hall developed reception theory, popularly known as Audience Theory or reader’s reception theory, in 1973. His essay ‘Encoding and Decoding Television Discourse’ focuses on the encoding and decoding of the content given to the audience no matter the form of media such as magazines/papers, television/radios, games. Today theorists who do the analysis of media […]

The post Reception Theory first appeared on Communication Theory.

Limited Effects Theory

admin — Sun, 10 Feb 2019 16:31:32 +0000

The Limited effects theory was proposed by Austrian–American sociologist Paul Lazarsfeld. The theory states that even if there is an effect created by the media on the thoughts and opinions of individuals; this effect is minimal at best or limited. ©[Nomad_Soul]/Adobe Stock History – Uniform Influence versus Limited Effects Mc Quail while tracing the history […]

The post Limited Effects Theory first appeared on Communication Theory.

Media Democracy

admin — Mon, 02 May 2016 16:01:19 +0000

What is Media? Media is the fourth pillar of democracy. Not only does it have to be transparent and unbiased but it also bears the responsibility of educating the masses and propagating reform in public opinion. It is also a platform for public discussion and exchange of opinions. It has the power to control and […]

The post Media Democracy first appeared on Communication Theory.

Media Richness Theory

admin — Mon, 25 Jan 2016 14:11:28 +0000

The media richness theory states that media has the ability to transmit needed information. This ability to transmit, depends on whether the information will be used in times of uncertainty or equivocality. This theory, proposed by Daft and Lengel is also known as the ‘Information Richness Theory’. bst2012/dollar photo club According to the theory, different […]

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Technological Determinism

admin — Mon, 30 Mar 2015 07:27:58 +0000

Introduction Technological determinism is a reductionist theory that aims to provide a causative link between technology and a society’s nature. It tries to explain as to whom or what could have a controlling power in human affairs. The theory questions the degree to which human thought or action is influenced by technological factors. alphaspirit/dollar […]

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Functions of Mass Communication

admin — Mon, 19 Jan 2015 05:42:00 +0000

The 1940s and 1950s saw the beginnings of increased research into the functions of mass communications. Post the Second World War, there was widespread interest in trying to understand the impact of mass media messages on society. Stuart Miles/dollar photo club Functionalism The focus on understanding the effects of mass communications, especially its social consequences […]

The post Functions of Mass Communication first appeared on Communication Theory.

Entertainment Education

admin — Mon, 25 Aug 2014 17:50:08 +0000

Introduction When television first started and for many years hence programmes focused on providing entertainment or information. The entertaining nature of programmes ensured its popularity and it cut across all lines and attracted large numbers of viewers who tuned in regularly to watch. The problem arose when it was noticed that such entertaining programmes were […]

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Catharsis Theory of Mass Communication

admin — Tue, 22 Jul 2014 19:31:32 +0000

Introduction Dr. Seymour Feshbach is an eminent professor in the department of psychology at University of California, Los Angeles (UCLA). He was born in New York City at 1925; In 1951, he was awarded PhD in psychology at Yale University. Later he became a faculty of Pennsylvania University until 1963. Since 1960’s he is very […]

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Meaning Theory of Media Portrayal

admin — Sat, 05 Jul 2014 10:16:53 +0000

Introduction Meaning Theory of Media Portrayal theory is proposed by Melvin DeFleur and Timothy Plax. Defleur was born on April 27, 1923 in Portland. In 1980 DeFleur, Plax joined together and presented a research paper in the title “Human Communication as a Bio-Social Process” at International Communication association, Acapulco, Mexico. Source: niroworld/Adobe Stock Their contributions […]

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