Library - Indian Media Studies

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

Leave a Comment / Introduction to Journalism and Mass Communication / By

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

Leave a Comment / Introduction to Journalism and Mass Communication / By

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

Leave a Comment / Introduction to Journalism and Mass Communication / By

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

Leave a Comment / Introduction to Journalism and Mass Communication / By

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

Leave a Comment / Introduction to Journalism and Mass Communication / By

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

Leave a Comment / Introduction to Journalism and Mass Communication / By

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

Leave a Comment / Introduction to Journalism and Mass Communication / By

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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6 Key Components of Shannon-Weaver Model

1 Comment / Introduction to Journalism and Mass Communication, Uncategorized / By

Shannon-Weaver Model of Communication: Introduction The Shannon-Weaver Model is a key framework in communication theory that has significantly influenced our understanding of information transmission. Created in 1948 by Claude Shannon and Warren Weaver, it aimed to enhance technical communication, particularly in telephony. However, its impact has extended far beyond its initial scope, becoming a fundamental

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5 W’s of Lasswell’s Model of Communication

Leave a Comment / Introduction to Journalism and Mass Communication / By

Lasswell’s Model of Communication Harold Lasswell’s Model of Communication significantly contributes to the field of communication theories. It provides a clear and insightful framework for comprehending the process of mass communication. Understanding this model is essential for media scholars to achieve academic success and gain a nuanced understanding of how information circulates in our media-saturated

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