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With so many "gates" or outlets, news spreads without the aid of legacy media networks. In fact, users on social media can act as a check to the media, calling attention to bias or inaccurate facts. There is also a symbiotic relationship between social media users and the press: younger journalists use social media to track trending topics. [56]
Media dependency theory states two specific conditions under which people's media needs, and consequently people's dependency on media and the potential for media effects, are heightened. The first condition of heightened media needs occurs when the number of media and centrality of media functions in a society are high.
There are three orders of effect that come with the cultivation theory. The first order effects describe how people's behavior changes when exposed to mass media. The second order effect encompasses the viewers' values and attitudes depending on what they are watching. The third order effect is the change in the viewer's observation behavior. [16]
Media ecologists employ a media ecology interpretative framework to deconstruct how today's new media environment increasingly mirrors the values and character attributed to young people. Here are some typical characteristics of the new generation: first, it is "the world's first generation to grow up thinking of itself as global.
Social cognitive theory is pervasively employed in studies examining attitude or behavior changes triggered by the mass media. As Bandura suggested, people can learn how to perform behaviors through media modeling. [3] SCT has been widely applied in media studies pertained to sports, health, education and beyond.
The same fundamental principle applies however, the person will make the decision based on what brings the most gratification. [2] Communication behavior is goal-directed, purpose-driven, and motivated in U & G. People use communication to satisfy their needs or desires while the media competes with other forms of communication.
In social science, mass communication is related to communication studies, but has its roots in sociology.Mass communication is "the process by which a person, group of people or organization creates a message and transmits it through some type of medium to a large, anonymous, heterogeneous audience."
Less obvious mechanisms include learning one's culture from the media, the information environment and various social technologies, which can lead to cultural transmission and adaptation across societies. A good example of this is the diffusion of hip-hop culture into states and communities beyond its American origins.