media

Gatekeeping Theory

Gatekeeping Theory in Communications: Unmasking A Comprehensive Tool for Mass Communication

Origins and Evolution of Gatekeeping Theory The gatekeeping theory originated in the mid-20th century from the field of mass communication research. The concept of gatekeeping was first proposed by psychologist Kurt Lewin in his 1947 publication, “Frontiers in Group Dynamics“. Lewin’s studies on food choices introduced the term ‘gatekeeping’ to describe the process of decision-making …

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Hypodermic Needle Theory Or Magic Bullet Theory- Advantages, Criticism, and Relevance: Comprehensive Overview

What is the hypodermic needle theory? The Hypodermic Needle Theory is a powerful communication theory that refers to a direct and immediate impact that is effective on its audience. During the time when mass media such as radio and television were just beginning to gain popularity, this was one of the earliest methods by which …

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