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This theory was first introduced by sociologist Paul Lazarsfeld et al. in 1944 and elaborated by Elihu Katz and Lazarsfeld in 1955. [ 1 ] The multi-step flow theory offers a larger range of interaction between opinion leaders, information sources and audiences than the two-step model, which argues that information flows from mass media directly ...
The knowledge gap hypothesis is a mass communication theory based on how a member in society processes information from mass media differently based on education level and socioeconomic status (SES). The gap in knowledge exists because a member of society with higher socioeconomic status has access to higher education and technology whereas a ...
Mass communication began when humans could transmit messages from a single source to multiple receivers. Mass communication has moved from theories including the hypodermic needle model (or magic bullet theory) to more modern theories such as computer-mediated communication. [citation needed]
Many models of communication include the idea that a sender encodes a message and uses a channel to transmit it to a receiver. Noise may distort the message along the way. The receiver then decodes the message and gives some form of feedback. [1] Models of communication simplify or represent the process of communication.
In mass communication, the Hierarchy of Influences, formally known as the Hierarchical Influences Model, is an organized theoretical framework introduced by Pamela Shoemaker & Stephen D. Reese. It comprises five levels of influence on media content from the macro to micro levels: social systems, social institutions, media organizations, routine ...
These leaders tend to influence others to change their attitudes and behaviors. The two-step theory refined the ability to predict how media messages influence audience behavior and explains why certain media campaigns do not alter audiences' attitudes. This hypothesis provided a basis for the two-step flow theory of mass communication. [9]
Social cognitive theory of mass communication; Framing theory; Priming theory; On a micro-level, individuals can be affected in six different ways. Cognitive: The most apparent and measurable effect; includes any new information, meaning or message acquired through media consumption. Cognitive effects extend past knowledge acquisition ...
Influenced strongly by hermeneutics, he studies communication and its uses, and links it closely with social context. Other key concepts are the transformation of visibility, the media and tradition, and identity and the symbolic project. His book Ideology and Modern Culture is a study of what the theory of ideology entails in modern society.