MY PORTFOLIO IN MASS

MEDIA THEORIES

“Mass Media Theories”

“4 Theories of the press”
INTRODUCTION

Theories about mass media help us understand how media such as the
internet and television in fluencies our attitudes and actions. These ideas look at the
social effects of some subjects' rise to fame. They offer as a technique to investigate
the complex relationship between the media and ourselves, offering perceptions into
the ways in which it influences our attitudes and behaviour’s. A few important
theories that aid in our understanding of the function of media in our lives are those
related to agenda-setting, cultivation, framing, and media effects.

Mass media theories provide theoretical frameworks for understanding how

the media affects society and shapes communication behaviour’s. These theories
study the ways in which media impacts attitudes, actions, and perceptions in
individuals as well as how media shapes civilizations and communities.

Media effect, agenda-setting, nurturing, and framing theories are significant

concepts that present different points of view on the complex relationship between
media and its audience. By investigating these theories, academics and professionals
can gain additional knowledge about the various ways that media shapes our
understanding of the world and how it functions.
 Mass communication is compared to a weapon that fires information bullets at
a compliant target audience in the "magic bullet" or "hypodermic needle" theory.
However, this theory has been largely criticized by academics since it suggests that
audience members are fundamentally passive message absorbers and that they all
understand the message in the same way.

This theory also fails to take into account the cultural and demographic
influences that come from age, gender, ethnicity, personality, and education, all of
which have an impact on how we interpret messages from the media. Furthermore,
a common misconception is that news outlets like television qualify as media. Simply
publish content with no chance for audience participation so that readers can form
their own opinions.

Social media trends are one area in which the magic bullet idea is put to use,
since in the era of social media, viral material has the ability to quickly reach large
audiences. Misinformation, attitudes, and trends can spread swiftly and seem to
directly impact people's actions and beliefs. Furthermore, because interactive
participatory media has grown in popularity, audiences are becoming active
participants rather than passive recipients.

But understanding the intricacy of media effects requires acknowledging

human participation. Our theories of influence must adapt to changing media
settings, and we must recognize the complexity of the ways in which individuals
engage with and digest mediated information.
 This point of view holds that opinion leaders serve as a mediator between the
public's reaction to the information presented by the media and themselves.
However, the multi-step approach suggests that influencing attitudes, beliefs, and
actions and exchanging knowledge are mutually reinforcing, according to Trodahi
and Van Dam. It also implies that opinion followers could be able to sway opinion
leaders even if opinion leaders may construct media messages.

Multi-step flow theory is applied, for example, in politics, where public

education about political issues is greatly aided by mass media channels. To do this,
they make use of the internet, radio, newspapers, and television. Those in positions
of political opinion leadership who are incredibly powerful are pundits and politicians.

In summary, the multi-step flow theory improved our knowledge of the

dynamics underlying information dissemination. It highlights the notion that media
effect is not a straightforward process and that opinion leaders, or intermediaries,
are essential in shaping public opinion.

This theory, in contrast, challenges oversimplified one-way communication by

highlighting the importance of social networks and human interactions in the
dissemination of ideas. The multi-step flow hypothesis suggests that understanding
the entry level web of interpersonal links and opinion leadership in a world where
people are flooded with information would help us better understand the complexity
of how ideas and opinions spread throughout society.
 The uses gratification theory postulates that viewers intentionally seek out
particular media to satisfy their own needs. Media viewers are no longer seen as
passive, uneducated bystanders due to the reciprocal nature of mass
communication; instead, they are seen as active participants who actively avoid
information that goes against their morals, attitudes, worldviews, or financial
circumstances.

Even with all the information available online, some people still think it's too
time-consuming and confusing. Still, a sizable portion of students watch television on
all platforms. The ability to avoid media advertisements that we don't want to watch
is one advantage of streaming shows online. In addition, a growing body of study
examines how people use media to meet higher order needs like reflecting on
morality and discovering purpose in life.

People look to the media for sentimental sources of fulfilment, such as

entertainment. Through activities like viewing movies or TV shows or interacting
with online content, people consciously opt to escape the rigors of everyday life and
find satisfaction. Since social media platforms play a critical role in helping people
shape and express their personal identities, one of the greatest instances of the uses
and gratification theory is the personal identity. In summary, the uses and
gratification hypothesis emphasizes that people actively participate in the media they
consume, as opposed to being passive consumers who seek out content to satisfy a
variety of needs and desires. Users curate their profiles, discuss their experiences,
and create identities in order to satisfy their need for self-satisfaction. This idea
holds that people use media for a range of reasons, such as relationship
maintenance, social integration, escapism, informational objectives, and personal
identity expression.

By comprehending these purposes, media researchers and practitioners can

gain insight into audience preferences, behaviors, and the dynamic interactions
between media and personal gratification. Utilizations and satisfaction theory offers
a useful framework for understanding the many and varied ways that media
interacts with and meets the various needs of its audience.
 Though it rejects the notion that anyone may spread anything like libertarian
thinking through the media, the theory of social responsibility is an extension of
libertarian philosophy. Social responsibility theory, which generally consists of rules
and practices that organizations worldwide follow in order to strike a balance
between making a profit and developing society, defines the fundamental principle
of giving back to and improving society.

This approach emphasizes how important the media is in creating a safe,

responsible, and democratic atmosphere. By doing so, media organizations are
urged to participate constructively in society and support the public's right to
information and decision-making. Furthermore, the social responsibility theory
emphasizes the importance of media outlets embracing their role with a sense of
duty towards the greater good. It highlights that media organizations are called
upon to actively contribute to the betterment of society by upholding ethical
standards and fostering an informed and engaged citizenry.

Furthermore, since they demonstrate a media organization's commitment to

social responsibility by actively engaging with local communities and sponsoring
events and activities that address issues in the community, community engagement
programs are a great example of the social responsibility theory. The social
responsibility thesis holds that media corporations have a critical obligation to speak
for the public interest; doing so encourages the dissemination of objective, factual
information as well as the advancement of societal values.
 The agenda-setting theory is the belief that the media shapes public opinion.
1972 saw Drs. According to the agenda-setting theory put out by Donald Shaw and
Maxwell Macombs, news has a significant influence on how political realities are
shaped. The length of the story, the information it provides, and its viewpoint all
influence how much the reader learns and how much attention is placed on a given
issue.

The agenda-setting theory of McCombs and Shaw states that while reporting
on candidates' points of view during the campaign, the media also selects and
influences the major issues. The setting hypothesis looks at the possibility that what
people see and hear in the media could have an impact on their perceptions.
Nonetheless, this idea is important since agenda shaping depends on generating a
message and disseminating it widely. The agenda setting theory also explains how
media reports are skewed to support the agenda of the media corporations.

One example of agenda setting theory in action is the political agenda. As

elections highlight the influence of agenda setting in politics, media outlets
frequently highlight specific candidates or issues, thereby swaying the public's
opinion of the political environment. The media has the power to influence voters'
priorities and decisions by spotlighting certain issues and downplaying others
through selective reporting and framing.
 Political agendas are among the examples of agenda setting theory because
elections demonstrate the impact of age setting in the political sphere. The public's
perception of the political scene is shaped by the media's frequent attention to
particular politicians or issues, which highlights the importance of certain issues and
downplays others through selective reporting and framing. This, in turn, affects
voters' priorities and decisions. In conclusion, agenda setting theory highlights the
media's power in shaping public opinion and social agendas.

Regardless of the field politics, business communication, or international

affairs the media’s choice and focus on particular issues shape public agendas,
nevertheless, the theory underscores not only the media’s capacity to direct public
attention but also the mutual influence between tradition and digital media in
shaping narratives. In order to grasp how information is spread, how attitudes are
formed, and ultimately how societies travers the complicated landscape of concerns
and priorities, one must have a solid understanding of agenda setting.
 The term "spiral of silence" was coined in 1974 by German political scientist
Elesabeth, Neolle-Newmann to characterize people's tendency to remain silent when
they feel that their beliefs on a particular topic disagree with those of the majority.
When someone in the perceived viewpoint majority speaks out passionately in favor
of that opinion, the minority becomes more and more alienated from the place
where they experience the aforementioned worries, which either starts or feeds the
spiral.

According to the theory, people's perceptions of the climate of opinion

frequently have an impact on their opinions and willingness to voice them. People
may be more likely to speak up if they believe their opinions align with the majority's
or to self-criticise if they believe they are in the minority. But this can also lead to a
cycle of silence in which a minority feels silenced and eventually disappears from
public conversation, which has an impact on people's desire to express their own
thoughts.

Classroom debates are often cited as an illustration of the spiral of silence.

When a contentious issue is being discussed in a classroom, students who believe
their viewpoint is in the minority may be reluctant to speak up, conforming to the
opinion of the perceived majority. This phenomenon is also referred to as the spiral
of silence.
 A general communication theory called the "media equation" claims that
people often regard computers and other media as real social actors and attribute
human characteristics to them. People who are exposed to these media often
endure severe consequences as a result of this phenomenon, leading them to
respond and act in unexpected ways to experiences that most of them are
completely ignorant of.

According to the theory, which was first based on research done by Clifford
Nass and Byron Reeves at Stanford University, people typically respond to media in
the same manner they would to another person: by being cooperative and friendly,
or by attaching characteristics and personality traits. However, according to Reeves
and Nass (1996), people's interactions with computers, televisions, and other new
media are essentially social and natural, much like their interactions with real-world
people.

The social effect in video games is one instance of the media equation; in
these virtual environments, players could encounter peer pressure or a need to fit in
with real-world norms. This occurrence demonstrates how the social interaction rule
can permeate digital settings with ease, impacting player decisions and behaviour
inside game material.

For this reason, the theory suggests that people treat computers and other
digital objects as though they were real, sentient beings. Examples of this include
being polite in virtual encounters, identifying emotionally with fictional characters,
and rating products online.
 The theories of Marxists, Leninists, and Stalinists formed the basis of Soviet
communist theory after the 17th century. The role of the media in countries that
follow the Soviet communist ideology is to act as a rolling party instrument that
unites the citizens of the state. Moreover, the core ideas of soviet communist
ideology include putting party state programs into practice and bringing about social
transformation.

This viewpoint held that the government could achieve any goal for the
welfare of the people, including the realization of communist objectives, because it
possessed complete control over the media. Most, if not all, of the media in North
Korea is officially controlled by the Soviet Communist Party, despite the fact that this
is not the case everywhere. In contrast, despite recent signs of opening up, North
Korea uses its media more to maintain the status quo than to bring about change.

Soviet communists pushed for the global adoption of communism and

socialism, believing that if socialism was successful in one country, it would inspire
and support movements in other nations, leading to the eventual establishment of
communist society on a global scale. Soviet theory postulated that the proletariat
and working class will dominate politics, which in practice translated to communist
party one-party rule.

In conclusion, Soviet communist ideology which had its origin in the writings
of Marx and Linin, attempted to build a society devoid of class and states by leading
the country’s transition from capitalism and ultimately communism.
 An authoritarian personality prefers small, concentrated authority and uses
methods to size, hold, and protect it, purposefully leaving its subjects helpless.
Authoritarianism is characterized by the absence of individual freedom, aggressions,
and concentrated power. Authoritarian theory defines an authoritarian government
as one that has a centralized authority structure and is typically led by strongmen or
elites who oversee governmental operations.

Political scientists have, nevertheless, developed a number of typologies that

characterize different forms of authoritarian regimes, which might be autocratic or
oligarchic and may be founded on the dominance of a military party. Furthermore,
an article by Przeworski and Jenife Gandhi claims that authoritarian rules may
require cooperation and may be afraid of threats from different social groups. A
corporation may be coerced, and the prospect of reduced profit sharing or policy
concessions may be made.

A good way for leaders to extend their base of support, assign authority, and
monitor the elites is through authoritarian forums. Because they are typified by
monopoly patterns of authority, authoritarian party systems are also very stable and
harmful to the party's expansion. Moreover, the fundamental principle of the
authoritarian leadership ideology is that a strong, limited authority is necessary for
effective governance.

Political regimes and organizational structures are two real-world instances of

authoritarian systems that have been observed in a range of historical and
contemporary contexts. While authoritarian regimes can be successful in the short
run, they present problems for the defence of human rights, the promotion of
innovation, and the maintenance of a peaceful coexistence between the community's
individual liberties and the state.
 Libertarian theory is the opposite of the authoritarian theory of mass media,
which maintains that information is managed by the government, and it was
developed in liberal Europe in the sixteenth century. Libertarian philosophy holds
that everyone has the right to free speech, that there is no central authority, and
that people should be allowed to think for themselves. The media should also be
privately held. Furthermore, there is no censorship and no government power to
limit or regulate the media.

All types of information are available to everyone, and as humans are logical
beings, they may all understand and choose which information to believe. Even if
the media has a lot of power, they shouldn't censor information or even criticize
policies because doing so is lawful if they abuse it.

Libertarian politics, in its broadest sense, affirms people's rights to liberty, the
ability to obtain, hold, and exchange their property, and the idea that the state
should prioritize protecting these rights. Since information of all kinds is freely
available to everyone, it is up to them to interpret it, decide what information they
need, and evaluate its accuracy.

People have reason, which is why the press shouldn't hide facts even when
opposing policies. Even with the media's enormous influence, abuse of power is
frowned upon. In its broadest sense, libertarian politics affirms people's rights to the
acquisition, upkeep, and exchange of property as well as their fundamental
obligation to defend individual liberties as the state's primary responsibility.

The nation is exemplified by private property rights, which libertarians

emphasize are essential for protecting people's labor and resources. They agreed
that a healthy society requires the protection of property rights. In conclusion, the
non-aggression principle, self-ownership, and a strong emphasis on an individual's
freedom and rights form the basis of libertarian philosophy. It advocates for little
government intervention, seeing free markets and private property as essential
components of an equitable and prosperous society.

In order to protect individual rights and respect agreements, the core idea is
to allow people the freedom to make their own decisions and conduct business with
the least amount of interference from the government.
 The sociological theory known as "cultivation theory" examines the long-term
effects of television on individuals. Its central thesis is that people who spend more
time immersed in the television medium are more likely to believe the social reality
portrayed on the medium, leading to a distorted perception of time in the universe.

According to the American Academy of Paediatrics, by the time an American

child reaches the age of 18, they will have witnessed 200,000 violent television
shows. This statistic does not even account for the violence that kids may come
across on Facebook, Instagram, YouTube videos, music videos, and other channels
that distribute media.

The idea of cultivation holds that watching television alters our perception of
the outer world. We're going to get more and more used to thinking that a screen-
projected image of reality is an accurate portrayal of social media. However, the idea
has been broadened to consider how the media affects people's social life and
personal opinions in more general ways.

According to the theory of cultivation, viewing television changes how we see

the outside world. We will grow increasingly accustomed to believing that a world
shown onto a screen represents social media accurately. The concept has been
expanded, nevertheless, to take into account more general effects that the media
may have on people's social lives and personal beliefs.

The media represents a variety of cultural realities, including views on racism,

prostitution, families, religion, and body image. If we spend a lot of time watching
crime dramas and hearing about disruptions in the neighborhood on the evening
news, we may begin to fear that violence is making its way into our own
communities and take protective measures.

Furthermore, according to the cultivation theory, media content that

consistently presents particular themes and narratives can have an impact on
viewers' attitudes, values, and beliefs over time. It's important to understand the
limitations of cultivation theory, though. In summary, the implementation of
cultivation theory necessitates careful consideration of changing media dynamics and
the multifaceted nature of individual experiences, even though it has yielded
insightful information about the possible influence of media on perceptions of reality.
 INTRODUCTION
TO
COMMUNICATION
MEDIA

“Submitted to: Sir, Francis Cabca” 

“Submitted by: Bianca M. Domingo” 