Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
MASS COMMUNICATION
THEORIES
Communication
Theories
– explanations and predictions of
social phenomena that attempt to
relate mass communication to
various aspects of our personal and
cultural lives or social systems.
Communication
Theories
1945-1975
A SHORT HISTORY OF MASS
COMMUNICATION THEORY
-The Era of the Scientific
Perspective
Limited effects
2 step flow theories
1938-1945
A SHORT HISTORY OF MASS
COMMUNICATION THEORY
The Era of Limited Effects
Theory
Attitude Change Theory
Dissonance theory – argues that
when confronted by new/conflicting info.,
people experience a kind of mental
discomfort.
selective exposure
selective retention
selective perception
1945-1975
A SHORT HISTORY OF MASS
COMMUNICATION THEORY
The Era of Limited Effects
Theory
Reinforcement theory – church,
family and school
The Uses & Gratifications
Approach – claimed that mdia do no do
things to people, rather people do thins
with media
Agenda Setting – argues that
media may not tell us what to think, but
1960
A SHORT HISTORY OF MASS
COMMUNICATION THEORY
The Era of Limited Effects
Theory
Dependency Theory
-the basis of media’s influence resides in the
relationship between the larger social system,
the media’s role in that system and audience
relationships to the media
1975-
A SHORT HISTORY OF MASS
COMMUNICATION THEORY
The Era of Cultural Theory
Social Construction of Reality
- argues that people who share a culture
also share ‘an ongoing correspondence’ of
meaning. Things generally mean the same to
me as they do to you.
A SHORT HISTORY OF MASS
COMMUNICATION THEORY
1. The Era of Cultural
Theory
Cultivation Analysis
- says that TV cultivates or
constructs a reality of the world that,
although possible inaccurate, becomes
accepted simply because we as a culture
believe it to be true.