It states that instead of using traditional logic, we are more open to judging the credibility of a speaker through narrative logic, which analyzes if their stories are well put together (coherence) and sound true (fidelity). Agenda Setting is basically a theory of strong media effects which says that there are three related agendas as media agenda, public agenda and policy agenda. Your email address will not be published. Proxemic theory looks at how different cultures develop and define space. Convergence is used more often by powerless individuals for social approval and focuses on matching the communication styles of the person with whom they are speaking to. UGT is an audience-centered approach to understanding mass communication. The Uses and Gratifications Theory assumes audiences actively seek out media to satisfy individual needs. Communication Accommodation Theory These structures form social systems which develop a life of their own. This theory developed as the economic, social, and political system of developed in the west European and North American countries which have spread to South America, Asia and Africa, the underdeveloped countries. Meaning, the relationships is enhanced by satisfying each others self-interest. This Theory developed when people began to identify that there is some kind of influence is made to the listeners. Available at: [Accessed 20 Oct. 2020]. The term salience transfer is commonly used and refers to the ability of the media to transfer their agendas onto the public. Change ), You are commenting using your Facebook account. ... 2019, 1:51 pm. The theory suggests that a person looks for balance in their beliefs. Collectivist cultures place value on the group and therefore adopt a conflict style of avoiding or integrating to give others mutual face. Groupthink is when groups make faulty decisions because they fail to critically analyzing their options and weigh alternatives. Elaboration Likelihood Model (adsbygoogle = window.adsbygoogle || []).push({}); Different Theories Used in Mass Communication. Theory of Reasoned Action (TRA) Social responsibility theory allows free press without any censorship but at the same time the content of the press should be discussed in public panel and media should accept any obligation from public interference or professional self-regulations or both. Uncertainty Reduction Theory He classifys between backstage and front stage. Cultivation theory says that media cultivates the minds of the people; this holds that through heavy exposure to television; people begin to view the world similar to the television world. For example, it is more difficult to make yourself or your online presence a mystery. Symbolic Interactionism Theory The theory states it is a gradual evolution due primarily to self-disclosure between parties. The peripheral route uses surface characteristics, such as speaker’s credibility, to judge the message. Cultivation Theory argues media shapes a persons sense of reality. The reason why young people use interaction as communication they learn by doing is a mantra that guides young people to start drafting a personal site, they want their online presence to interact with other like minded people. But can I ask you what theory best fit how a person’s profile affects his/her awareness about something? The origin of classical rhetoric theory can be traced back to the times of ancient scholars such as Plato, Aristotle and Socrates. It’s a useful way to understand cohesive group communication. It suggest there are two routes of persuasion. But, while this self-disclosure can be effective in creating intimate relationships, it can also leave one or more persons vulnerable. This theory had its origin in foundationalism, a theory of justification or reasoning in the field of philosophy. Groupthink Create a free website or blog at Save my name, email, and website in this browser for the next time I comment. “Frames” are defined as the way in which we interpret media presented to us, and that these frames function as a way to organize social meanings. But the theory also claims that those who are lower on the social ladder tend to have a greater understanding of the social whole, rather than those higher up. (Leon Festinger) According to cognitive dissonance theory, there is a tendency for individuals to seek consistency among their cognitions (beliefs, opinions). Face Negotiation Theory highlights conflict style differences between collectivist and individualistic cultures. Front stage behavior reflects internalized norms and expectations for behavior shaped partly by the setting, the particular role one plays in it, and by one’s physical appearance. Social learning theory explains how human behavior can be shaped by continuous reciprocal interaction between cognitive, behavioral, an environmental influences. ( Log Out /  Please remember to cite the sources of your images. When I think about communication as interaction, you typically think of it as an alternative to concepts where those involved, whether art form, human or machine are active and can have an effect on one another. As women become less muted and more vocal, the dominant position of males in society will diminish. Hypodermic needle theory, magic bullet or transmission belt theory is that media message is very powerful and injects into minds of the audience in such a way as a bullet acts rapidly on a body. Modernization theory elaborates the development process within the societies. You have presented interesting comments about on-line presence and interaction. University of Amsterdam, Netherland Cultural Studies theorists suggest that mass media represents ideologies of the dominant class in a society. Cambridge, Mass. People who are more cognitively complex will be more successful communicators because they possess the ability to create customized and sophisticated messages that pursue multiple communication goals. Our online presence is a strategy intentionally built behind self presentation which is caused by online settings because communicators strategically represent themselves online ) through social media, text, email marketing) essentially building a brand in a person that can communicate to an audience and have bigger influence on a whole market. For example, if they like the person or do not like the person. Discuss communication theories as signs and interpretation… Kindly help me with steps on how to attempt the question. I wrote this blog post last semester as a humble student of Lou Heldman. Because words and norms have been created by men, women are disadvantaged in public. For this assignment we had to tie SM and communication theories. With this assumption, the Uses and Gratifications Theory looks to answer three questions: what do people do with the media, what are their underlying motives for using said media, and what are the pros and cons of this individual media use. Social Learning Theory Change ), © 2020 Theories of Media and Communication: Blog 4. [online] ThoughtCo. Copyright © 2020 | WordPress Theme by MH Themes, Critical/Cultural Studies of Communication/Media, Intercultural/International Communication, Shocking Truth About Video Games And Real World Skills, The Pushback – Stop Living Through A Screen, Computer Program Learning Classes Falling Behind The Times. It is an influential , two-way flow of information, a modern term that involves evolving forms of conversations. Like emphasizing violence in programs heavy TV viewer perceives the world as a more violent place. Groups and organizations create rules and resources which are defined as structures. We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. This typically occurs in highly cohesive groups who are more concerned with maintaining group unity than finding the best option. Please help, Im urgently writing a paper using communication theories. Adaptive Structuration Theory (AST) People engage in “front stage” behavior when they know that others are watching. Generations of youth : youth cultures and history in twentieth-century America. -------------------------- Nice theories! Theory of Reasoned Action looks at how behaviors can be influenced by influencing a person’s intentions. Standpoint Theory claims that each person is seated in a different rank among the social hierarchy. Uncertainty meaning, being unsure of how to behave (or how the other person will behave), and unsure of what to think of the other person. How Technology is Affecting Our Social Skills. Symbolic interactionism implies that without communication there would be no self concept.