Denis Mcquail's Mass Communication Theory

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A theory is a set of assumptions that attempts to provide a reasonable or rational explanation of cause-and-effect relationships among a group of observed phenomenon. However, theory in mass communication is looked at differently, one of the interpretation of theory in mass communication is that a theory is a lens through which a person can understand the world together with other scholars (McQuail). Banerjee Debanjan, an author and professor in Journalism and Communication studies and Head Examiner of a leading Indian state university talks about communication theories in his research paper, “Mass communication: Trends, traits and theories.” Debanjan says, “The idea of a theory lies at the heart of any scholarly process, and while those in …show more content…

Also, theory tries to show us the ways in which people put mass communication into use. One theory of the many mass communication theories is the common sense theory Denis McQuail, a communication theorist, mentions in his book McQuail’s Mass Communication Theory, that we all have knowledge as a result of experiences with media; it also allows us to differentiate between what is actual and …show more content…

The evolution of media has caused the people not take their time and think about what they’ve been told on social media, and the television (Gillmor, Dan, 6). Media is very powerful because it dominates almost everything, from politics to the economy, media shapes the values and views of the audiences, it gives the audience something to discuss and to gather around for. However, media also plays a big role in shaping the youngsters, for instance, There is also the Mass Society, it proposes that media in a way manipulates people by offering the audience a view on the world that is not similar to their world, but it is also needed for the audience’s psychic survival under tough conditions. This theory relates to current social phenomenon because nowadays media is affecting the audience, both positively and negatively, for example youngsters are the most affected by this because they’re still growing and thus their opinions and outlook on like are still being shaped, what mass media does here is affect the way youngsters think, and it influences them to live a certain lifestyle, that does not exactly fit with the society they live in. Ultimately mass communication and mass media do the thinking for their audiences. This theory

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