CULTIVATION THEORY

Cultivation Theory is a social science concept that examines the long-term effects of television viewing on viewers' perceptions of social reality.Cultivation analysis initiated by George Gerbner in the late 1960s. George Gerbner proposed a holistic approach to television's impact on public opinion known as the cultivation theory. George Gerber, Dean...

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Medium Theory

During the 1960’s and 1970’s, a Canadian literary scholar, Marshall McLuhan, who had a profound understanding of electronic media and its impact on both popular culture and society. It is a analytical theory. It analysis of media characteristics and the historical analysis of human perception. Popular media content includes television programming specially includes...

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The Frankfurt School & Critical Cultural theory

The most notable theorists connected with the Frankfurt School were Theodor Adorno, Herbert Marcuse and Max Horkheimer - all committed Marxists who were associated with the Institute for Social Research. They had founded in Frankfurt in 1923 but shifted in 1933 to New York due to II world war. The Frankfurt School in general was profoundly pessimistic about the mass...

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USES AND GRATIFICATIONS Theory

Introduction: The core question of this theory is Why do people use media and what do they got use media for them. There exists a basic idea in this approach: audience members know media content, and which media they can use to meet their needs.  It suggests that people’s needs influence what media they would choose, how they use certain media and what gratifications...

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Theories of Human –Media interaction Agenda Setting Theory

Meaning of Media Mass communication occurs when a small number of people send messages to a large anonymous and heterogeneous audience through the use of specialized communication media. Otherwise the mass communication represents the creation and sending of a homogeneous message to a large heterogeneous audience through the media.  The units of analysis for mass...

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NEW MEDIA

Features of New Media/ Differences Between New And Old Media / Key characteristics     The phrase new media was first used in the 1960’s. New media are digital form such as chip, CD converted from analogue media(film, cosset). Their fundamental characteristics are free and unlimited access to data and its copying without losing quality and interactivity....

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CHARACTERISTICS OF TELEVISION AS A MEDIUM

AUDIO VISUAL   MEDIUM While radio has sound, television content includes both sound and visuals. This audio visual character of television makes it a magic medium which allows us to watch the world from our drawing rooms. This powerful visual nature helps television to create vivid impressions in our minds which in turn leads to emotional involvement. The audio...

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