mass communication

Media Dependency Theory

Media Dependency Theory in Mass Communication – A Comprehensive Outlook on a Groundbreaking Theory

The Media Dependency Theory, also known as the Dependency model or the Dependency theory, is a popular mass communication theory. This theory is grounded in classical sociological literature positing that media and their audiences should be studied in the context of larger social systems. Melvin DeFleur and Sandra Ball-Rokeach, two renowned sociologists, developed the theory …

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Selective Exposure Theory

Key Understanding on Selective Exposure Theory in Mass Communication – A Comprehensive Overview

Selective Exposure Theory is a concept in psychology and communication that postulates that individuals prefer information that supports their pre-existing values and beliefs while avoiding contradictory information. This theory was first proposed by psychologist Leon Festinger in the 1950s as a part of his Cognitive Dissonance theory. The core idea of Selective Exposure Theory is …

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Agenda Setting THEORY

7 Powerful Strategies for Implementing Agenda Setting Theory in Mass Communication

Definition of Agenda Setting Theory Agenda Setting Theory is a vital concept in the field of mass communication that posits the media has a significant role in shaping public perception by choosing which issues are important. The theory was first proposed by Maxwell McCombs and Donald Shaw in the late 1960s during their study of …

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Symbolic Convergence Theory

Symbolic Convergence Theory: Powerful Insights and Its Importance and Impact

Brief Overview of Symbolic Convergence Theory Symbolic convergence theory (SCT), developed by Ernest Bormann, is a communication theory that explains the shared group consciousness and its influence on the formation of collective symbolic meanings. It was first introduced in the 1970s as a tool to understand how and why certain communication patterns evolve within a …

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