Mass Communication Mass Communication TheoriesTheories

An understanding of Sociological Perspective Theories

Social Learning Theory Social Learning Theory

Bandura’s Social Learning Theory posits that people learn from one another, via observation, imitation, and modeling.

The theory has often been called a bridge between behaviorist and cognitive learning theories because it encompasses attention, memory, and motivation.

Catharsis Catharsis

By definition a catharsis is an emotional release.

The word catharsis comes from the Greek word katharsis , which literally translated means “a cleansing or purging.”

Many directors and producers of violent media claim that their products are cathartic –Films, video games etc.

Agenda Setting TheoryAgenda Setting Theory

The idea that media don’t tell people what to think, but what to think about.

Assumptions –

1.the press and the media do not reflect reality; they filter and shape it

2.Media concentration on a few issues and subjects leads the public to perceive those issues as more important than other issues

Uses and Gratification TheoryUses and Gratification Theory

Originated in the 1970s as a reaction to traditional mass communication research emphasizing the sender and the message.

Stressing the active audience and user instead.

Psychological orientation taking needs, motives and gratifications of media users as the main point of departure.

AssumptionsAssumptions

1) to explain how individuals use mass communication to gratify their needs. “What do people do with the media”.

2) to discover underlying motives for individuals’ media use.

3) to identify the positive and the negative consequences of individual media use.

Cultivation Theory – AssumptionsCultivation Theory – Assumptions

Suggests that television is responsible for shaping, or ‘cultivating’ viewers’ conceptions of social reality.

The combined effect of massive television exposure by viewers over time subtly shapes the perception of social reality for individuals and, ultimately, for our culture as a whole.

Mass media cultivate attitudes and values which are already present in a culture: the media maintain and propagate these values amongst members of a culture, thus binding it together.

Television tends to cultivate middle-of-the- road political perspectives - ‘mainstreaming’.

Spiral of SilenceSpiral of Silence

Neumann (1974) introduced the “spiral of silence” as an attempt to explain in part how public opinion is formed.

The closer a person believes the opinion held is similar to the prevailing public opinion, the more they are willing to openly disclose that opinion in public.

If public sentiment changes, the person will recognize that the opinion is less in favor and will be less willing to express that opinion publicly.

As the perceived distance between public opinion and a person's personal opinion grows, the more unlikely the person is to express their opinion.