Media theory focuses on the effects of utilizing new media, like new textual experiences and new ways of representing the world. There are three of the most recent theories within media effects, namely:
Framing Effects,
Agenda-Setting,
Priming
According to the symbolic interactionism theory of mass communication, mass media shape our world perception. People interact with each other to create the meaning of things, objects, and processes in society. There is a change in the relationship between subjects and technologies, especially regarding identity and community. The Three we have chosen to highlight are:
The Cultivation Theory,
The Spiral of Silence Theory,
The Hypodermic Needle Theory.
I. The Cultivation Theory:
It is the Idea that media affects its audiences, not only consciously but subconsciously as well. The theory states when we are constantly exposed to the gender roles, cultural norms, and lifestyles by the media, the more we will try to match these ideals subconsciously.
II. The Spiral of Silence Theory:
It is based on the idea that people have an almost unconscious need to belong. It means that most people will try to support what's seen as the majority opinion.
Example:
During a time like World War 1, speaking out against the war could have some significant consequences. People were aware of this, and most chose not to say anything negative.
Spiral of Silence is made up of five pieces:
Threat of Isolation
Fear of Isolation
Quasi-statistical Sense
Willingness to Speak
Tendency to Remain Silent
III. The Hypodermic Needle Theory
It was created around the 1920s and 1930s. The effect inspired that Civil War propaganda had on its audience. It is one of the earliest theories of how communication connects and affects its audience. It is a linear theory that indicates that propaganda and media are like a hypodermic needle being injected into a passive audience member's brain, and they will not question the information being communicated. It conveys the message that all of us, as an audience, will process and understand media similarly.
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