The theory explains “how individuals use mass communication to gratify their needs” (Burgeon, Hunsaker and Dawson, 1994, cited in Udende and Azeez, 2010, p. 34). The theory holds that “people influence the effects that mass media have on them” (Anaeto et al, 2008 cited in Edegoh, Asemah and Nwammuo, 2013, p. 23). The assumption of the theory is that people are not just passive receivers of media messages; rather, they actively influence the message effects. Media audience selectively choose, attend to, perceive and retain media offerings on the basis of their needs, beliefs, etc., thus, “there are as many reasons for using the media as there are media users” (Anaeto et al, 2008, p. 71). Uses and Gratification theory has also been used in models that attempt to identify how people choose among media.
More importantly, how are people influenced by media to view those called upon for help when in need? The overabundance of media relating to crime has not only influenced public opinion but has also triggered changes for law enforcement personnel. The bias (or incorrect/incomplete) views of news media have contributed to a negative opinion of law enforcement officers. Television programs and movies have portrayed false realities of the lives of law enforcement
According to Baran (2012) mass communication can be defined as “the process of creating shared meaning between the mass media and their audiences.” This essay aims to discuss the degree to which we are shaped by our interaction with the media. In order to achieve the aforementioned aim of this essay I will focus on the following: limited-effects theory, two-step flow theory, attitude change theory and agenda setting. The limited effects theory sets out that media influence is based on individual and social characteristics. An example of this is Lazarfelds two-step flow theory. Baran (2012) states that “behaviour was limited by opinion leaders – people who initially consumed media content on topics of particular interest to them, interpreted it in light of their own values and beliefs, and then passed it on to opinion followed, people like them who had less frequent contact with media.” This theory can only go so far as in this day in age there are so many different mediums used to convey media information.
VI. THEORETICAL FRAMEWORK Media influence and interference in certain issues can be influential in both good and bad ways.  Various theories exist in today’s scenario which stress on the perspective of the role or influence of media. These theories are Limited-Effects theory, Class Dominant theory and Culturist Theory. Limited Effects theory states that the people who are more learned and experienced tend to get less affected by media while the common people are more influenced by media and media is an important factor in their decision making.
Prospects and challenges of mass communication and its effects on perception Before 1920 “mass” refers to target the large audience but mac quail stated that now a days it refers that how much the media influence the secrecy, the ideas of individuals and their cognitions which are not satisfied with the media use. Author said that individual perception often depend on how much they are in contact (interactivity) with media. Perception is effected by personal experience, social interactions and media Furthermore the individual perception is not only influenced by the level of interactivity with media but it impacts on the perception of time spending on media type while using the media. Each and every different type of media communication
It is pivotal in reaffirmation and creation of attitudes we have. This is also reinforced by the Social Learning theory (Bandura, 1969) in which mass communication is also a propellant, those who control the media has the power in allowing us to learn just by observation alone. This power has been undermined by individuals at times, however, it has a key role in providing a platform in addressing unjust circumstances and social inequalities. Though there have been improvements in media landscape the marginalization of ethnic minorities in the media is accountable for a lot of prejudicial and discriminatory behavior towards
Media bias is the bias or perceived bias of journalists and news producers within the mass media in the selection of events and stories that are reported and how they are covered. (political-science, 2016) Media bias refers to a widespread phenomenon that is opposite to the standard of journalism. It means that most journalists and news producers commonly report the events and news due to their preferences and personal perspectives, but not an individual one. Furthermore, the existence of the media bias is so common that it has involved a wild range of fields, such as Advertising Bias, Corporate Bias, Mainstream Bias, Sensationalism Bias and other types of bias. (political-science, 2016) Advertising bias refers to the stories that are selected or slanted to please advertisers.
Finally, in a self-developed case study about the rescue of Chilean miners in 2010, disasters will be discussed as a different form of media event. The earlier works of Dayan and Katz can be understood as a twofold intervention in mass communication studies. Theoretically, one can argue that the original social science-created research standards of the media were merged by them with a grand narrative study to consolidate a novel broadcast ideology. While methodologically, the study of narratives that are neither ‘regular’ nor ‘normal’ was brought into
The questions asked about the media within the media effects tradition reflect the various key aspects in the BFI Framework to a great extent. While, the media effects tradition focuses primarily and substantially on the effects of the media on audience beliefs, attitudes and behavior and how such effects were differentially distributed according to the social positioning of audience members. This specifically refers to their social class, education and occupation. In so doing, it asks and answers the questions put forward by the BFI key aspects framework. Such as: ‘Who is communicating and why?, What type of text is it?, How has it been produced, How do we know what it means, Who receives it, and what sense do they make of it (Media Audiences), and How does it present its subject to
The wellsprings of the media picked are unmistakable. As Jay Blumler brings up in his book The Use of Mass Communication, where he asserts that studies have demonstrated that crowd satisfactions can be gotten from no less than three particular sources: media content, introduction to the media in essence, and social connection that encapsulates the circumstance of presentation to various media (Blumler 1974). It is clear that groups of viewers invest energy utilizing the media as a part of different ways. Whether they are killing time or utilizing it as a social instrument, every medium is novel in its motivation. The theory has five essential presumptions.