Media Theories

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Media Theories

• 11-27-07

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Uses Gratifications Theory

• 4 basic assumptions
• People are active choose what they want to
  watch why
• The media compete w/other sources for need
  gratifications
• People are cognizant of their media use,
  interests, motives
• Value judgments of the media can only be assessed
  by the audience

3
Social Learning Theory

• We observe behavior and learn from it.
• Imitation
• Observational learning
• Vicarious Reinforcement
• Identification

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Agenda Setting Theory

• The media doesnt tell us what to think, it
  tells us what to think about.
• High need for orientation
• Uncertainty
• Framing Positioning on an issue spin. ?
• Gatekeepers Key decision makers in the news
  industry.

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Agenda Setting Continued

• Priming We make our decisions about politicians
  based on how they perform on the issues at the
  top of the agenda.
• The media may not only tell us what to think
  about, they also may tell us how and what to
  think about it, and perhaps even what to do about
  it!
• Triggering Event
• 3-4 issues on the agenda.

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Diffusion of Innovations Theory

• Definitions
• Diffusion the process by which new ideas,
  opinions, or products is communicated through
  certain channels over time throughout a society.
• Innovation an idea, practice, or object that is
  perceived as new by an individual.
• Critical mass the smallest number of adopters
  needed to sustain the subsequent wide diffusion
  of an innovation. 15-20