Theories on the influence

of mass media
AGENDA-SETTING
THEORY “MEDIA
The media, REALITY”
“REALITY”
(especially the news The media’s
agenda
media) are not
always successful at
telling us what to
think, but they are Public
quite successful at perception
telling us what to of reality

think about.
  The intense media attention increases the
importance of a certain topics, issues,
individuals

AGENDA-
SETTING
THEORY
  The television has become the main source of
storytelling in today’s society.
 Those who watch it for four or more hours a
day are labeled heavy television viewers while
those who view less than four hours per day,
are light viewers.
CULTIVATION
 Heavy viewers are exposed to more violence
THEORY and therefore are affected by the mean world
syndrome, an idea that the world is worse than
it actually is.
 According to Gerbner, the overuse of television
is creating a homogeneous and fearful
populace.
CULTIVATION
THEORY
 Western nations dominate the media
around the world, which in return have a
Cultural powerful effect on the Third World
Imperialism cultures by imposing them on Western
Theory views and therefore destroying their
native cultures.
Cultural
Imperialism
Theory
  Communicators in society with a message
influence/encourage people that have strong
Diffusion of opinions through the media to influence
Innovation masses.
Theory
Diffusion of
Innovation
Theory
Media  This theory states that the more dependent an
individual is on the media in fulfilling his/her
Dependency needs, the more important the media will be to
Theory that person.
Media This theory predicts why people respond
unconsciously and automatically to
Equation communication media as if it were
Theory human.
Spiral of  It explains why people often feel the need to
conceal their opinions, preferences, views, etc.,
Silence Theory when they fall within the minority group.
Technological  States that the media technology shapes how
we as individuals in a society think, feel, act and
Determinism how society operates as we move from one
Theory technological age to another.
  There are five functional approaches that the
media serve their users:
Functional
Approach to  Surveillance
Mass  Correlation
Communicatio  Transmission
n Theory  Entertainment
 Mobilization
  Human behavior can be predicted because
people make choices with a purpose foe their
Human Action actions.
Theory  Behavior is chosen by individuals to reach
certain goals.
Quiz
Identify the specific theory being described in each number:
1. It states that television has become the main source of storytelling in
today’s society.
2. This theory predicts why people respond unconsciously and automatically
to communication media as if it were human. (
3. It states that the media (especially the news) are not always successful at
telling us what to think, but they are quite successful at telling us what to
think about. (
4. It states that human behavior can be predicted because people make
choices with a purpose for their actions.
5. This theory states that the media technology shapes how we as individuals
in a society think, feel, act and how society operates as we move from one
technological age to another. (
Activity
In your notebook, list down five areas of
your life where you were influenced by
mass media.
Explain the positive and negative effects
of mass media in the area of your life that
you listed down. Provide specific
examples.
 Write an essay suggesting ways and
means to separate truth from fiction, and
fact from opinion in what the media are
telling us.
  Scour the seven mass media and look for at
least five examples of false information that
were made available to the public. Document
your findings by:
 Indicating the mass media used;
 Citing the source of false information
Mini-Task and  Pointing the wrong information
Assignment  Explaining the true and correct information.
 Use one bond paper for each example. You may
provide illustrations if possible.
 Assignment: read and understand the
introductory reading on page 74-75 of your
book.