Category Archive for: Mass Communication Theory

Hypodermic or Bullet Theory

To today’s student of mass media, it should be obvious that media gatekeepers go to great lengths to cater to their customers. But it has not always been that way. Actually, for most of their history, mass media have appeared to-be convinced that the whims, values, and intentions of the senders were of greater importance than those of the receivers…

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Mass Communication Theory

In the first chapter we were introduced to some basic characteristics of the communication process and the nature of mass media. It is appropriate to turn our attention to some important theoretical issues centering on the effects of mass media in society. In order to fully appreciate how social scientists have come to understand what the media do to us and what…

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