Media Communication Theories

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1. Theory
What are theories? Describe it.
What are theories used for in media and communication
How are theories derived?
According to Business Dictionary, ‘Theory is a set of assumptions, propositions or accepted facts that attempt to provide a rational explanation of cause and effects (causal) relationships among groups of the observed phenomenon.'
Secondly, Merriam Webster Dictionary defines it as ‘analyses of a set of facts in their relation to one another, belief, policy or procedure proposed or followed as the basis of action or a plausible or a scientifically accepted general principle offered to explain phenomena,
From the foregoing, my own definition may be that the theory is a yardstick or a totem used as a principle
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Agenda Setting: This was propounded by McCombs and Donald Shaw in 1972. Here the mass media by paying attention to certain news items and relegating some others to the background ,sets public opinion and directs the mind of the people on what to think about Ralph, E Hanson states that ‘the theory holds that issues that are portrayed as important in the news media become important to the public-that is the media sets the agenda for public debate. If the media are not able to tell them what to think…perhaps they can tell them what to think about’ (p.59) Agenda setting wants to know if what interests the media also interests the public. For an example, the raid of corrupt judges by Directorate of Security Services (DSS) received much discussion and attention in Nigeria following the wide coverage by the media. The media have been able to direct a discussion in that area against other matters of national interest. Agenda setting may have limitations; personal belief may work against agenda setting theory because one may reject a news item because of the…show more content…
It does analyze a situation to find out why certain situation happens, so it posits a question why? For an example, when you want to conduct a research why students are apprehensive about class tests. The main aim here is to solve an immediate problem through answering specific questions connected to action, policy, policy and performance as the researcher aims to solve specific question. Asemah states that it is aimed at ‘Finding solutions to problems of social or commercial importance…a type of scientific investigation that is undertaken to solve a specific problem’ (p.22).It pays attention to solving immediate

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