How have theories of mass communication evolved through the years? What is the biggest change that has occurred?
What will be an ideal response?
Answer: Mass communication theory appears to have undergone a complete reversal from its earliest days. The Magic Bullet Theory, the earliest of the mass communication theories, professed a belief that the mass media wield great power over their audiences. It was thought that just the right message, the so-called magic bullet, could influence people to do almost anything. Since then, theorists have recognized the influence of opinion leaders and peer groups. By the time the Agenda Setting Hypothesis was accepted, it was widely acknowledged that the media do not tell us what to think, but what to think about. Uses and Gratifications Theory says the real power now rests with the individuals who pick and choose their sources of information. In this model, the receiver serves in the critical gatekeeping role. In essence, mass communication theory has evolved from a belief that people are powerless to resist the mass media to one that is an acknowledgment of the public's supremacy over them. This suggests that persuasion, like communication, is a two-way process.
You might also like to view...
To remove barriers to commitment it is wise to threaten audience values
Indicate whether the statement is true or false
Suppressing differences of opinion in a group is a positive behavior which benefits the group in the long run
Indicate whether this statement is true or false.
Which person in this picture will people most likely look at the most?
What will be an ideal response?
Procedural communication focuses on the need for the communication climate to be open
Indicate whether the statement is true or false