Here are some of them:
Direct Effect Models
This model assumed that audiences passively accepted media messages and would exhibit predictable reactions in response to those messages.
Agenda-Setting Theory
⦁ mass media determine the issues that concern the public rather than the public’s views.
⦁ Under this theory, the issues that receive the most attention from media become the issues that the public discusses, debates, and demands action on.
Uses and Gratifications Theory
This theory states that consumers use the media to satisfy specific needs or desires.
Symbolic Interactionism
States that the self is derived from and develops through human interaction. This means the way you act toward someone or something is based on the meaning you have for a person or thing.
Spiral of Silence
States that those who hold a minority opinion silence themselves to prevent social isolation, explains the role of mass media in the formation and maintenance of dominant opinions.
The Media Logic Theory
States that common media formats and styles serve as a means of perceiving the world.
Cultivation Analysis Theory
States that heavy exposure to media causes individuals to develop an illusory perception of reality based on the most repetitive and consistent messages of a particular medium.
SUMMARY:
The now largely discredited direct effects model of media studies assumes that media audiences passively accept media messages and exhibit predictable reactions in response to those messages.
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