Communication models and theories form the backbone of understanding how information flows in society. From linear models to more complex theories, these concepts explain how messages are transmitted and received.
Media effects theories dive deeper, exploring how mass communication impacts audiences. They examine agenda-setting, cultivation, and audience-centered approaches, shedding light on the complex relationship between media and society.
Communication Models
Linear Models of Communication
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depicts communication as a linear, one-way process (sender encodes message, transmits through channel, receiver decodes)
Model includes concepts of (physical, semantic, psychological) that can disrupt the communication process
also portrays communication as a linear process answering who (communicator) says what (message) in which channel (medium) to whom (receiver) with what effect (impact)
Linear models focus on the transmission of messages and view communication as a one-way process rather than an interactive exchange
Two-Step Flow Theory
Suggests that information from the media moves in two distinct stages:
From the mass media to
From opinion leaders to the wider population
Opinion leaders pay close attention to mass media and pass on their interpretation of media messages to others
Recognizes that the media does not have a direct, hypodermic effect on audiences but is rather mediated through opinion leaders and social relationships
Highlights the importance of in the communication process (friends, family, coworkers)
Diffusion of Innovations
Explains how, why, and at what rate new ideas and technology spread through cultures and social systems over time
The spread of a new idea is influenced by four main elements: the innovation itself, communication channels, time, and a social system
Adopters of innovations can be categorized based on how early or late they adopt the new idea (, , , , )
The rate of adoption follows an S-shaped curve with slow initial growth, followed by rapid growth, then a leveling off as the innovation reaches saturation in the social system
Media Effects Theories
Theories on Media Influence
proposes that the media sets the public agenda by focusing attention on certain issues while ignoring others
Tells us what to think about, not necessarily what to think
The more attention the media gives an issue, the more importance the public attributes to it
suggests that heavy exposure to media, specifically television, shapes viewers' perceptions of social reality over time
Heavy TV viewers are more likely to perceive the world as resembling the one depicted on television ()
Argues that media has long-term, gradual effects on attitudes rather than immediate, direct impacts
Audience-Centered Theories
focuses on how and why people use media to satisfy their specific needs and desires
Assumes audiences are active and goal-oriented in their media use (information, entertainment, social interaction, personal identity)
Emphasizes what people do with media rather than what media does to people
posits that people are less likely to voice opinions they perceive to be in the minority due to fear of isolation or reprisal
Media coverage of opinion trends can influence people's willingness to express their views if they believe they hold a minority opinion
Over time, minority opinions may be suppressed entirely, reinforcing the perceived majority opinion and silencing alternative views