Theories of Mass Media

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Theories of Mass Media
Introduction
            Mass media is somewhat form of communication produced by a not many people for the consumption of manifold.  It is the channels of communication through which messages flow.  Television, radio, internet, journal and magazine are the common examples of these mass media. It performs three lock opener functions such as educating, shaping general relations and advocating for a careful policy or point of view. Furthermore, mass media are intelligent of facilitating short-term, intermediate-time and long-term effects and sway on audiences. (cited in  2006)
             On united hand, studying and analyzing the theories of mass media be able to provide a framework for the notion of the role and effects at the same time that well as the influence of mass media subsequently to theories are formulated according to its applied settings. Moreover, mass media theories furthermore provide critical factors and perspectives underlying mass media. Agenda Setting, Priming, Framing, Cultivation Theory, Dependency Theory, Hypodermic Needle, Knowledge Gap, Media Richness, Medium Theory, Spiral of Silence, Two Step Flow and Uses and Gratifications Approach are the mass media theories ( 2006).
Agenda Setting Theory
            Agenda setting is the origination of public awareness and concern of shooting up issues by the news media. It describes the true powerful influence of media in telling the audience of what issues are serious. It depicts the power of media in presenting images to the public. In agenda setting, the press and media carry into effect not really reflect the reality considering they filter and shape it. Public perceived certain issues as more important than the other issues for media concentrate only on a hardly any subjects and leads. ( 1985)
            Political connection systems and presidential campaigns are appropriate examples whither agenda setting theory is applied. In the investigation done by McCombs and Shaw in presidential campaigns in 1968, they set up out that the mass media exerted a...

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