Agenda setting theory is a communication theory that examines the relationship between the media and public opinion. The theory suggests that the media does not simply reflect public opinion, but rather shapes it by determining which issues are considered important. This is done by selecting and highlighting certain news stories over others, and by framing those stories in a particular way.
Cognitive Dissonance
Cognitive dissonance is a state of discomfort that occurs when a person holds two conflicting beliefs, or when a person’s behavior is inconsistent with their beliefs. This discomfort motivates the person to try to reduce the dissonance by changing one of the beliefs, changing their behavior, or finding a way to justify the inconsistency..
Cultivation Theory
Cultivation theory is a communication theory that examines the long-term effects of television viewing on viewers’ conceptions of social reality. The theory was developed by George Gerbner and his colleagues at the University of Pennsylvania’s Annenberg School for Communication in the 1960s.
Elaboration Likelihood Model
The elaboration likelihood model (ELM) is a dual-process theory of persuasion that was developed by Richard E. Petty and John Cacioppo in 1980. The ELM proposes that there are two routes to persuasion: the central route and the peripheral
route.
Framing Theory
Framing theory is a communication theory that examines how the way an issue is presented can affect how people understand and respond to it. The theory was first proposed by Erving Goffman in 1974, and it has been used to explain a wide range of phenomena, such as the effects of news coverage on public opinion, the impact of advertising on consumer behavior, and the role of social movements in shaping public discourse.
Gatekeeping Theory
Gatekeeping theory is a communication theory that examines how decisions are made about what news stories get covered and how they are presented. The theory was first proposed by Kurt Lewin in 1947, and it has been used to explain a wide range of phenomena, such as the effects of news coverage on public opinion, the impact of media bias, and the role of journalists in shaping public discourse.
Hyperpersonal Model
The hyperpersonal model is a communication theory that examines how computer-mediated communication (CMC) can create more personal and intimate relationships than traditional face-to-face (FtF) communication. The theory was proposed by Joseph Walther in 1992, and it has been used to explain a wide range of phenomena, such as the development of online relationships, the impact of CMC on social interaction, and the role of CMC in shaping our self-presentation.
Knowledge Gap Hypothesis
The knowledge gap hypothesis (KGH) is a communication theory that predicts that the gap in knowledge between the informed and the uninformed will widen over time, rather than close, as a result of mass communication. The theory was first proposed by Philip J. Tichenor, George A. Donohue, and Clarice N. Olien in 1970, and it has been used to explain a wide range of phenomena, such as the effects of news coverage on public opinion, the impact of educational campaigns, and the role of the media in shaping social inequality.
Online Disinhibition Effect
The online disinhibition effect (ODE) is a phenomenon that occurs when people are more likely to say or do things online that they would not say or do in person. The ODE can be attributed to a number of factors, including anonymity, immediacy, absence of cues, and disinhibition.
Parasocial Interaction
Parasocial interaction (PSI) is a term used to describe the illusion of a close relationship between a media persona and a viewer or listener. The term was coined by Donald Horton and Richard Wohl in 1956, who defined it as “the perception of the performer-audience relationship as involving mutual intimacy.”
Social Learning Theory
Social learning is a theory of learning process social behavior which proposes that new behaviors can be acquired by observing and imitating others. It states that learning is a cognitive process that takes place in a social context and can occur purely through observation or direct instruction, even in the absence of motor reproduction or direct reinforcement.
Social Constructionism
Social learning theory is a psychological theory that explains how people learn new behaviors by observing and modeling the behaviors of others. The theory was developed by Albert Bandura in the 1960s, and it has been used to explain a wide range of phenomena, such as the development of aggression, the acquisition of prosocial behaviors, and the impact of media on behavior.
Social Exchange Theory
Social exchange theory is a sociological and psychological theory that explains how people interact with each other based on the costs and rewards of those interactions. The theory was developed by George Homans in the 1950s, and it has been used to explain a wide range of phenomena, such as the formation of relationships, the development of norms, and the maintenance of social order.
Social Identity Theory
Social identity theory is a social psychology theory that explains how people categorize themselves and others into groups, and how these group memberships affect their self-concept and behavior. The theory was developed by Henri Tajfel and John Turner in the 1970s, and it has been used to explain a wide range of phenomena, such as prejudice, discrimination, and intergroup conflict.
Social Information Processing Theory
Social information processing theory (SIP) is a cognitive theory of social interaction that was developed by Kenneth Dodge in the 1980s. The theory explains how people make sense of social interactions and how these interpretations influence their behavior.
Uses and Gratifications Theory
Uses and gratifications theory (UGT) is a media effects theory that explains why people use media. The theory was developed in the 1940s by Katz, Blumler, and Gurevitch, and it has been revised and updated over time.
