Comm Theory | Midterm

Agenda-Setting Theory

In this theory, it occurs through a cognitive process known as “accessibility.” Media provides information that is the most relevant food for thought, portraits the significant issues of society, and reflects people’s minds.

Donald L. Shaw

Proponents of Agenda-Setting Theory are; Maxwell McCombs and who?

First Level

The researchers usually use this level to study media uses and its objectives or the influences that media create on people and the most proximal thought that people will have on the exposure to the information given by the media house.

Second Level

In this level, the media focuses on how people should think about the nature of the issues. Thus, the sensationalization of news reports may happen to bring in the interest of the audience.

Gatekeepers

these are the powerful authority who ensure suitable materials are disseminated to the masses because some issues are essential to the media but not to the masses.

Priming

Agenda-Setting Theory | Priming or Framing

• the media gives the utmost importance to a particular event such that it gives people the impression that that specific news is the most important one. This is done daily. The selected news report is carried on like a heading or covered regularly for months.

Framing

Agenda-Setting Theory | Priming or Framing

• is a process of selective control.

• it deals with how people attach importance to certain news. For example, in the case of an atack, defeat, win, and loss, the media frames the news in such a way that people perceive it from a different angle.

Knowledge Gap Theory

• it is a theory that is defined as when the infusion of mass media information into a social system increases, higher socioeconomic status segments tend to acquire this information faster than the lower socioeconomic status population segments.

• In this theory, knowledge is treated as any other commodity which is not distributed equally throughout the society and the people at the top of the ladder have more easy access to it.

Clarice N. Olien

Proponents of Knowledge Gap Theory are; Philip J. Tichenor, George A. Dinohue and who?

Magic Bullet Theory

• The media (magic gun) fired the message directly into the audience's head without their knowledge. The message then causes an instant reaction from the audience's mind without any hesitation is called what theory?

• This theory is based on the assumption of human nature, and it was not based on any empirical findings from research. Few media scholars accept this model because it is based on assumptions rather than any scientifc evidence

Hypodermic Needle Theory

The media (needle) injects the message into the audience's mind, and it causes changes in the audience's behavior and psyche towards the message. The audience is passive, and they can't resist the media message is called what theory?

Lazarsfeld and Herta Herzog

They testified the hypodermic needle theory in a radio broadcast “The War of the Worlds” (a famous comic program) by inserting a news bulletin which made a widespread reaction and panic among the American Mass audience. Through this investigation, he found that the media messages may affect or may not affect the audience.

People’s Choice

it is a study conducted by Lazarsfeld in 1940 about the Franklin D. Roosevelt election campaign and the effects of media messages. Through this study, Lazarsfeld disproved the Magic Bullet theory and added that audiences are more influential in interpersonal communication than media messages.

Sandra Ball-Rokeach

Proponents of Media Dependency Theory are; Melvin Defleur and who?

Media Dependency Theory

According to this theory, there is an internal link between media, audience, and the large social system. The audience learning from the real-life is limited, so they can use media to get more information to fulfill their needs.

Active Audience

Media Dependence Theory |

• the degree of dependence is directly proportinal to; Individual, Social Stability and what?

Third-Person Effect Theory

• The theory suggests that when people encounter persuasive communication, they often perceive the message as having a greater effect on other people than on themselves. This perception can influence how they behave, what policies theysupport, and how they respond to media messages.

• it proposes that people tend to perceive persuasive media messages as having: a greater influence on other people than on themselves.

W. Phillips Davison

Who proposed The Third-Effect Theory in 1983 in his article The Third-Person Effect in Communication.

Third Person

it refers to other people or a generalized group of people who are perceived as being more susceptible to media influence.

First Person - Self

The Three Persons in the Theory |

• This refers to how an individual perceives the effect of a media message on themselves.

Second Person - Specific Others

The Three Persons in the Theory |

• This refers to people whom the individual personally knows, such as friends, classmates, family members, or colleagues.

Third Person - Generalized Others

The Three Persons in the Theory |

• This refers to people outside the individual's immediate social circle.

Perceptual Component

• This refers to people's belief that a media message affects others more strongly than it affects themselves.

• It is the first major component of the theory.

Perceived Media Literacy

People who believe they understand media may consider themselves less vulnerable to persuasion.

Social Distance

The perceived difference between oneself and another person can increase third-person perceptions.

Third-Person Effects

These are often associated with messages that people consider negative,harmful, undesirable, or socially unacceptable

Face-Negotiation Theory

This theory explains how people from different cultures manage conflict and communication while trying to maintain face.

Stella Ting-Toomey

Face-Negotiation Theory was developed by ________,particularly to explain how cultural differences influence people's approaches to conflict.

Culture, Face, Conflict Management

Face-Negotiation Theory connects three important concepts which are?

Face

In communication, it refers to a person's desired public self-image or social identity.

Facework

it is what people do through communication to manage identity and social dignity.

Culture

Face-Negotiation Theory |

• One of the most important ideas in the theory is that ______ influences how people understand face and manage conflict.

Face Saving

it refers to communication designed to prevent or reduce embarrassment, humiliation, or damage to someone's social identity.

Selective Perception Theory

• It is a theory that explains how people tend to notice, interpret, and remember information based on their existing beliefs, experiences, attitudes, interests, and expectations. Because people cannot process every piece of information around them, they naturally focus on information that seems relevant or meaningful to them.

• In communication, this means that two people can receive the same message

Selective Exposure

Selective Perception Theory | Forms

• People tend to seek information that agrees with their existing beliefs or interests.

Selective Attention

Selective Perception Theory | Forms

• People focus on certain parts of

  a message while ignoring others.

Selective Retention

Selective Perception Theory | Forms

• People are more likely to

  remember information that

  supports their existing views or is

  personally meaningful.

Self Enhancement

People generally want to maintain a positive image of themselves.

Dominating

Conflict Management Styles |

• The person strongly attempts to achieve their own goals.

Avoiding

Conflict Management Styles |

• The person avoids confronting the conflict.

Compromising

Conflict Management Styles |

• Both parties give up something to reach an acceptable solution.

Integrating

Conflict Management Styles |

• The parties openly discuss the problem and work toward a solution that addresses both sides' concerns.

Selective Perception

helps explain why misunderstanding occurs even when a message is clearly delivered. The receiver does not simply absorb information; the receiver actively interprets it.

Selective Perception Theory

• This theory emphasizes that communication is not only about what the sender says. It is also about how the receiver filters, interprets, and remembers the message.

• In simple terms: “People tend to see and understand what they are prepared, interested, or inclined to see

Third-Person Effect

If people believe that a media message will strongly influence others, they may take action to prevent or reduce that influence. This is sometimes called the behavioral component of the ________?

Gatekeeping Theory

It is a theory that explains how information is selected, filtered, modified, and distributed before it reaches an audience. Not all information that is available to a communicator or media organization is passed on to the public.

David Manning White

The Gatekeeping Theory is associated with Kurt Lewin and who?

Kurt Lewin

He is a social psychologist, introduced the idea of gatekeeping in his study of group behavior and decision-making.

News Selection

• David Manning White, who applied the concept to the study of _______.

• that means choosing which events become news.

Selection

Gatekeeping Theory helps us understand that communication involves ______.

Gatekeeping

Selection and control of information before it reaches an audience.

Gatekeeper

a person or system that controls information flow.

Gate

A decision point where information may be accepted or rejected.

Filtering

a term which means removing or limiting information.