Media Foundations- Media Theories

Hypodermic Needle Theory

A communications theory that suggests that media messages are immediately received and fully accepted by the audience (Lowery, 1995).

Minimal Effects Theory

the idea that the media have little effect on citizens

Uses and Gratifications Theory

Uses and gratifications characterizes people as active and motivated in selecting the media they choose to consume. The theory relies on two principles: media users are active in their selection of the media they consume, and they are aware of their reasons for selecting different media options.

Meditated Other Theory

Living life parasocialy through other people, similar to Instagram and Social Media Influencers.

Two-Step Flow Theory

The idea that messages pass from the media, through opinion leaders, to opinion followers

Dissonance theory

Argues that people, when confronted by new information, experience a kind of mental discomfort, a dissonance; as a result, they consciously and subconsciously work to limit or reduce that discomfort through the selective processes. we might avoid certain information and prefer media that aligns with our pre-existing beliefs

Reality Show Validation Theory

Viewers of reality TV shows often seek validation for their own beliefs, values, and social perceptions by seeing their own experiences reflected in the behaviors and storylines portrayed on screen.

social learning theory

the theory that we learn social behavior by observing and imitating and by being rewarded or punished (Bandura and Bobo doll experiment)

Cultivation Theory

the use of social media also impacts how individuals learn about their own culture as well as the cultures of those around them.

Spiral of Silence

the process by which a majority opinion becomes exaggerated because minorities do not feel comfortable speaking out in opposition

Ritual & Transmission Theory

A transmission view takes communication as transmission of messages for the control of distance and people, while a ritual view sees communication as a process of maintaining society in time and as constructing and maintaining a cultural world.