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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]
Communication theory is a proposed description of communication phenomena, the relationships among them, a storyline describing these relationships, and an argument for these three elements. Communication theory provides a way of talking about and analyzing key events, processes, and commitments that together form communication.
The book details basic communication models (Lasswell model, Shannon and Weaver's model, Gerbner's model), theories of media, audience-centered models, and mass media systems in general. In textbook style, the book outlines each topic: it is a compilation of existing communication theories with the author's own thoughts.
Models of communication are classified depending on their intended applications and on how they conceptualize the process. General models apply to all forms of communication while specialized models restrict themselves to specific forms, like mass communication. Linear transmission models understand communication as a one-way process in which a ...
Despite the field normally being called mass communication in American circles, many theories within the realm of media studies have evolved from the United States. Elihu Katz’s uses and gratifications theory examines why individuals choose to take in media.
The focus of communication studies developed further in the 20th century, eventually including means of communication such as mass communication, interpersonal communication, and oral interpretation. [13] When World War I ended, the interest in studying communication intensified. The methods of communication that had been used during the war ...
A similar theory that examines media's effects on individuals is the magic bullet theory. It is one of the first theories concerning mass communication. It is a linear model of communication concerned with audiences directly influenced by mass media and the media's power over them.
The hypodermic needle model (known as the hypodermic-syringe model, transmission-belt model, or magic bullet theory) is claimed to have been a model of communication in which media consumers were "uniformly controlled by their biologically based 'instincts' and that they react more or less uniformly to whatever 'stimuli' came along".