Communication Theory: Cause And Theory Of Mass Communication

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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 social sciences tend to adopt the tests of a good theory from natural sciences, many who study communication adhere to an idea of a theory that is akin to that found in other academic fields.” He then goes on to talk about ten different social sciences theories that relate to mass communication (120). The study of mass communication theories is important because theory tries to explain that effects that mass communication and mass media have on societies and audiences and how media helps shape people’s values and views, these effects can either be direct or indirect. 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

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