media theories

Social Cognitive Theory

We learn through observation (via real world and media world)

Cultivation theory

Proposes that heavy TV viewing cultivates our views about the real world.

Agenda Setting theory

A news-specific theory. Examines story placement, space given, and consistency of story across news outlets

Dependency Theory

the more we depend on media the more likely well be influenced by media experiences

Uses and Grats theory

Premise: We need to figure out what motivates people to use the media they select; then we will have a better idea about how people might be affected.

Dissonance theory

When we confront new/conflicting info, we experience unease/discomfort as a result, the discomfort is reduced.

Two step flow theory

Media’s influence on people’s behavior is limited by those who initially consume and interpret media (= the opinion leaders) and then pass it along to others with less frequent contact with media (= the opinion followers) Social media influence. 

Desensitization theory

another theory specific to the issue of media violence. proposes that viewers of media violence become more accepting by real world violence because of its constant presence on tv, film, news, video games

Catharsis theory

a theory specific to the issue of media violence. Proposes that watching/consuming media violence reduces one’s inclination to behave aggressively.

excitation transfer theory

Physical arousal/excitement/emotion created from media consumption can transfer to a non-media experience.

mediatization theory

A theory arguing that societal structures like religion, politics, education, medicine, sports, etc, and their routine social practices are constantly modified to accommodate media.