I was looking for general communication theories , not bound to mass communication only. PreserveArticles.com is an online article publishing site that helps you to submit your knowledge so that it may be preserved for eternity. Some of the prominent past and present theories in mass communication. All theories which are selected are used in the courses of communication studies. 4.0 out of 5 stars Overview of Mass Communication Theories. One man or an elite group is placed in a leadership role. Disclaimer Magical Bullet Theory (Magic Bullet Theory, Hypodermic Needle Theory) Mass media change or control public behavior. He says there are two main ways to consider freedom of the press: (1) As media autonomy with journalistic self-determinism, and (2) As media adjustment to social or political desires. Technol… However, a study carried out by the CIBER research team at the University College London states today’s youth “rely heavily on search engines, view rather than read and do not possess the critical and analytical skills to assess the information that they find on the web.” The same study showed that people of all ages who use the internet have a low tolerance for any delay in obtaining information. Faye. Reviewed in the United States on November 14, 2003. Communication science and the study of mass communication Alternative traditions of analysis: structural, behavioural and cultural Conclusion Our Object of Study The term ‘mass communication’ was coined, along with that of ‘mass media’, early in the twentieth century to describe what was then a new social phenomenon and a key feature of the In 1956 three professors of communication-Fred S. Siebert, Theodore Peterson and Wilbur Schramm-brought out their Four Theories of the Press which went a long way in establishing a typology in the minds of journalism educators and students. Through the years many new ideas were grafted on to early press libetarianism: One of these, for example, was the general acceptance of a kind of obligation to keep the public abreast of governmental activities, or being a kind of fourth branch of government supplementing the executive, legislative and judicial branches. Some of the technologies that have revolutionized the mass communications industry are the printing press, telegraph, penny press, radio, motion pictures, television and the Internet. Before publishing your Article on this site, please read the following pages: 1. Mass communication theories explore explanations for how we interact with mass communication, its role in our lives, and the effects it has on us. Take a few minutes to view this Hypodermic Needle Theory Video that further summarizes and explains the theory. Denis McQuail, the British social scientist and foundational theorist in mass communication both through his scholarship and his hugely influential textbook McQuail’s Mass Communication Theory, died on June 25.He was 82 years old. They talk about the theories, assumptions, and personalities who shaped the field in its infancy. Very briefly, here are the main characterstics of each of these theories. [However,] Advertising does promote abusive and abnormal attitudes about eating, drinking, and thinness” (261). Theories of mass communication have changed dramatically since the early 1900s, largely as a result of quickly changing technology and more sophisticated academic theories and research methods. These researchers called on libraries and educational institutions to keep up with the digital age in order to provide people with quick access to information. MCQUAIL’S FOUR KINDS OF THEORIES:Social scientific theory, Critical theory Theories of Communication Mass Communication Humanities communication theories because normative theories of press are not providing any scientific explanations or prediction. Mass communication is the process of imparting and exchanging information through mass media to large segments of the population. John C. Merrill emphasises the freedom of the Press in the following words: “Freedom is essential to authentic journalism, to creative press system and to expanding vigorous and self-assured journalists. For example, when natural disasters occur, such as hurricanes, blizzards and tsunamis, traditional and social media … History. I was looking for general communication theories , not bound to mass communication only. The libertarian press concept is generally traced back to England and the American colonies of the seventeenth century. 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