Category Archive for: Mass Communication Theory

Chemistry

Chemistry Term Paper Help Introduction Chemistry term documents are required at the end of term program. Term paper on Chemistry is composed in various areas and with different information. Main specialty of term paper on Chemistry is undaunted in introduction part of Chemistry term paper. Such intro for Chemistry term paper is composed under the rules…

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Mathematics

Mathematics Term Paper Help Introduction Mathematics term documents are one of the most unusual kinds of term documents as numerous students do not have mathematics as a topic. Mathematics term paper ends up being bothersome in some cases if a student is not all set for the subject matter which was appointed to him. A Mathematics…

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Coding Theory

Coding Theory Term Paper We presume that our message remains in the kind of binary digits or bits, strings of 0 or 1. We need to send these bits along a channel (such as a telephone line) where mistakes happen arbitrarily, but at a foreseeable net rate. To make up for the mistakes we have…

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McLuhans Media and Messages

The final theory introduced in this chapter is not really a theory per se, but a set of philosophical probings by Marshall McLuhan. He has been saved for last not because he offers the final word on mass communication theory, but because in some ways he demonstrates how far mass communication theory has evolved and how far it still has…

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Meaning Theory and Media Dependency

Political socialization and agenda setting research can be seen as separate components of an emerging emphasis on the mass media as “molders of meaning.” That is, these theories attempt to assess the various manners in which the media create or modify the pictures of the world held by individuals and societies. Meaning can be purposefully or accidentally created. It is not…

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Political Socialization and Agenda Setting

In addition to the structures and- functions, uses and gratifications, and play theories discussed so far, several other contemporary approaches to mass communication should be noted. Like the foregoing studies conducted since mid-century, these new theories hold that the media have important but difficult to measure long-term effects, and that information seeking and discriminating audiences are active and important participants in…

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Play Theory

An interesting application of uses and gratifications perspectives, although developed independently, is William Stephenson’s play theory. Stephenson, a British psychologist who did much of his research while serving as a distinguished research professor at the University of Missouri’s School of Journalism, has proposed and rigorously and empirically supported a mass communication theory based around concepts of pain and  pleasure, work and play…

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Structures and Functions

One of the most enduring theories of mass communication is referred to as functional analysis, or structural functionalism. It is based largely on older theories of sociology, economics, psychology, and political science. From the sociologist’s point of view, functional analysis is concerned primarily with examining ‘those consequences of social phenomena that affect the normal operation, adaptation, or adjustment of a given…

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Two-Step Critique

The greatest shortcoming of the two-step theory appears to be .t.hat if pursued too diligently, it discredits the considerable original, direct influence of the mass media. While the dimensions of this influence are not entirely known, it is safest to hypothesize that the real function of the mass media in molding public opinion lies in some combination of the…

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Social Categories

At about the same time psychologists were demonstrating fascination with the individual psychological differences of audience members, sociologists were emerging with an entirely differ not picture of why mass communication did what it did to certain people. Building upon the stimulus-response model, they too sought to discover what variables intervened between media and audience. As sociologists, they looked first at the…

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