Introduction to Journalism and Mass Communication Archives - Page 2 of 5

Marshall McLuhan’s The Medium is the Message Theory

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Marshall McLuhan’s The Medium is the Message Theory McLuhan’s theory of technological determination, developed in the 1960s, asserts that technology, particularly communication technology, is the primary driver of social change and cultural development. According to this view, the medium through which information is transmitted is more important than the content itself. McLuhan famously stated, “The […]

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6 Ways Encoding/Decoding Model Shapes Media Analysis

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Encoding/Decoding Model of Stuart Hall Stuart Hall’s Encoding/Decoding Model, proposed in 1973, represents a significant shift in understanding how media messages are produced, disseminated, and interpreted. For UGC-NET aspirants in the field of mass communication and journalism, grasping this model is crucial as it provides insights into the complex relationship between media producers, texts, and

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From Soap Operas to News: 6 Components of Cultivation Theory of Communication

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Cultivation Theory of Communication A significant mass communication theory that explores the long-term effects of television viewing on viewers’ perceptions of reality is the Cultivation Theory of Communication, which George Gerbner and his colleagues developed in the 1960s and 1970s. This theory is important for UGC-NET aspirants in mass communication and journalism, as it offers

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6 Ways Spiral of Silence Theory Shapes Public Discourse

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Spiral of Silence Theory Elisabeth Noelle-Neumann, a German political scientist, proposed the Spiral of Silence theory in 1974. It provides a distinctive viewpoint on the dynamics of expressing opinions in society. Understanding this theory is crucial for UGC-NET aspirants in the fields of mass communication and journalism, as it provides insights into how media influence,

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6 Key Concepts of Agenda-Setting Theory

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Agenda-Setting Theory A key idea in mass communication research that examines the connection between media coverage and public perception of issues is the Agenda-Setting Theory, which Maxwell McCombs and Donald Shaw developed in 1972. Understanding this theory is crucial for UGC-NET aspirants in mass communication and journalism, as it provides insights into the power of

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5 Key Concepts of Uses and Gratifications Theory Explained

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Uses and Gratifications Theory Elihu Katz, Jay Blumler, and Michael Gurevitch created the Uses and Gratifications Theory in the 1970s, representing a significant shift in media effects research. Unlike earlier theories that focused on what media do to people, this theory examines what people do with media. For UGC-NET aspirants in mass communication and journalism,

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From Paytm to Netflix: 6 Diffusion of Innovations in Digital India Explained

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Diffusion of Innovations Theory Everett Rogers created the Diffusion of Innovations theory in 1962, which serves as a crucial framework in communication studies for explaining how, why, and how quickly new ideas and technologies spread across cultures. For UGC-NET aspirants in the field of mass communication and journalism, understanding this theory is crucial as it

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8 Key Components of Wilbur Schramm Model of Communication

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Wilbur Schramm Model of Communication Wilbur Schramm’s model in communication theory has evolved significantly from earlier linear models. The Schramm’s Model, developed in 1954, emphasizes the circular nature of communication and introduces the concept of feedback, making it a more dynamic and interactive representation of the communication process. This model offers valuable insights into the

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5 Key Components of Two-Step Flow Theory

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Two-Step Flow Theory The Two-Step Flow Theory is a significant model in mass communication theories that questions previous ideas about direct media effects. In the 1940s, Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet created it based on their research on voter behavior during the 1940 U.S. presidential election. UGC-NET aspirants in mass communication and journalism must learn this theory, as

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