What Is Mass Communication And What Are Prominent Theories Related To It?
Mass communication is the process of
sharing information with a large group of people via one medium. A large
segment of the population can get the message instantly with the help of mass
media. There are various types of communication such as interpersonal,
interpersonal, organizational, group communication and so on, but all of them
are entirely different mass communication. Whenever you feel difficulty
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study of mass communication mainly deals with how to share a piece of effective
information via mass communication that can affect attitude, emotion,
behaviour, attitude, opinion, etc. We understand the drafting information may
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What Are The Theories Used In Mass Communication?
● Magic bullet theory - this is one of the most important parts of mass communication. While drafting assignments, dissertations, thesis etc., this theory is widely used. The magic bullet theory states that the message shared by the mass media directly hits the audience's mind. It says that the message hits the target audience just like a needle.
● Cultivation theory - the cultivation theory is taught in the initial days of the course, this theory denotes that mass media has the ability to cultivates the mind of the audience. For instance, if the audience sees something on television, they consider that the world is also the same. In simple words, we can say that students start perceiving the world accordingly.
● Agenda setting theory - Agenda setting theory states that the media has immense power. This theory is primarily related to three agendas: the public agenda, the media agenda, and the policy agenda. It also denotes that in this modern situation media agenda has become public agenda.
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