Theories

Agenda Setting Theory posits that the media plays a powerful role in shaping what issues are considered important in the public sphere. While the media may not tell people what to think, it tells them what to think about by emphasizing certain issues and omitting others. This theory is crucial in understanding the power of media in focusing public attention on specific topics, whether in politics, social issues, or economic concerns. In media studies, it helps to explore how media coverage can influence public opinion and the political process

Key Scholar(s): McCombs & Shaw (1972)

Cognitive Dissonance Theory explains the psychological discomfort individuals feel when they hold contradictory beliefs, attitudes, or behaviors. In communication, this theory is essential in understanding how people strive for consistency in their thoughts and how they use media to reduce dissonance. For example, a person might selectively expose themselves to media that aligns with their pre-existing beliefs to avoid cognitive discomfort

Key Scholar(s): Festinger (1957)

Cultivation Theory suggests that prolonged exposure to television, particularly violent content, shapes viewers' perceptions of reality. The more individuals watch TV, the more likely they are to perceive the world as violent or dangerous, a phenomenon known as the "Mean World Syndrome." In media studies, this theory highlights the long-term impact of media consumption on societal beliefs and values

Key Scholar(s): Gerbner et al. (1976)

The Elaboration Likelihood Model explains how individuals are persuaded through two different routes: the central route, which involves careful consideration of the message's arguments, and the peripheral route, which relies on superficial cues such as a speaker's attractiveness or credibility. ELM is essential in understanding how communication affects attitudes and behaviors, particularly in media and advertising

Key Scholar(s): Petty & Cacioppo (1986)

Framing Theory focuses on how media structures news and information by highlighting certain aspects of an issue while downplaying others. The way media frames stories influences how the public interprets those stories. In communication studies, this theory examines how different framing techniques shape public perception and policy discussions

Key Scholar(s): Entman (1993)

Gatekeeping Theory explores how information is filtered through various channels, such as journalists, editors, and content moderators, before reaching the public. Gatekeepers decide which news stories to report and how they are presented, influencing what information people consume. In media studies, this theory underscores the role of media professionals in shaping news content and highlights issues related to media bias and control

Key Scholar(s): White (1950)

The Hyperpersonal Model describes how computer-mediated communication (CMC), such as email or social media, can sometimes be more intimate and personal than face-to-face interactions. It posits that online users can optimize self-presentation, leading to more controlled and idealized interactions. This model is important in understanding the dynamics of online relationships and how digital media influences interpersonal communication

Key Scholar(s): Walther (1996)

The Knowledge Gap Hypothesis suggests that the more information that is disseminated via mass media, the greater the divide in knowledge between those of higher and lower socioeconomic statuses. People with more education and access to information tend to benefit more from media, while less-educated groups fall behind. This theory is critical in media studies for understanding the inequalities in information access and how media consumption can exacerbate social disparities

Key Scholar(s): Tichenor, Donohue, & Olien (1970)

The Online Disinhibition Effect explains the phenomenon where individuals behave more freely and openly in online spaces, sometimes exhibiting behaviors they would not in face-to-face settings. This can manifest in both positive (e.g., sharing personal information) and negative (e.g., trolling or cyberbullying) behaviors. Understanding this effect is key in analyzing online communication dynamics and the social consequences of anonymity and disinhibition in digital environments

Key Scholar(s): Suler (2004)

Parasocial Interaction refers to the one-sided relationships that audiences develop with media personalities, such as TV hosts or social media influencers. Though there is no real reciprocity, viewers may feel as though they are part of an ongoing relationship with the media figure. In media studies, this theory is relevant for understanding how individuals connect with media figures and the psychological impact of such connections

Key Scholar(s): Horton & Wohl (1956)

Social Learning Theory posits that individuals learn behaviors by observing others, particularly those depicted in the media. If the behaviors are seen to be rewarded, individuals are more likely to imitate them. This theory is significant in media studies for understanding the impact of media portrayals on audience behavior, particularly in contexts such as advertising, entertainment, and social norms

Key Scholar(s): Bandura (1977)

Social Constructionism argues that reality is constructed through human interaction and language, emphasizing that knowledge is not objective but is shaped by social processes. In communication studies, this theory is used to explore how media and communication influence the way we perceive the world, including concepts of race, gender, and class

Key Scholar(s): Berger & Luckmann (1966)

Social Exchange Theory explains human interactions as a process of weighing the costs and benefits of relationships. People engage in relationships or social interactions when the perceived benefits outweigh the costs. In media studies, this theory helps explain how individuals engage with media or social platforms to maximize their satisfaction, be it through entertainment, information, or social connections

Key Scholar(s): Blau (1964)

Social Identity Theory posits that individuals derive a sense of identity from their membership in social groups, leading to in-group favoritism and out-group discrimination. This theory is essential for understanding how media shapes and reflects group identities, such as those based on nationality, race, or gender, and how these identities influence behavior and attitudes toward others

Key Scholar(s): Tajfel & Turner (1979)

Social Information Processing Theory focuses on how people form relationships through computer-mediated communication (CMC) over time. It suggests that while online communication lacks non-verbal cues, users can develop meaningful relationships by compensating with language and timing strategies. This theory is crucial in understanding digital communication's potential to foster interpersonal connections despite its limitations

Key Scholar(s): Walther (1992)

Uses and Gratifications Theory explores how individuals actively choose media based on their needs and desires, such as entertainment, information, or social interaction. Instead of being passive consumers, individuals engage with media to fulfill specific goals. This theory is key in media studies to understand media consumption patterns and why different people use media in different ways

Key Scholar(s): Katz, Blumler, & Gurevitch (1973)