Mass Communication

Priming Theory

Priming theory, which is considered to be the predecessor to agenda setting theory, is about the media effect on audience’s decision making, like agenda setting. It is also taken as an effect of agenda setting as priming is done before setting an agenda. Priming provides basic perception and relative comparison, which makes judgment easier and quicker. The preconceptions are used for as frame of reference for decision making.

Framing Theory

Framing Theory is an adaptation of Agenda Setting Theory, both theories talk about how media diverts the attention of audience from importance of an issue to what it wants to project and it is used to know media effects. It sets a point of view by having a field of meaning.

Agenda Setting Theory

Maxwell MaxCombs and Donald Shaw along with G. Ray Funkhouser prepared a mass media theory known as Agenda Setting Theory in 1968. The study was conducted on North Carolina voters done in 1968 presidential election. The conclusion was later published as an article in 1972 in  "Public Opinion Quarterly", which was later revised in 1976.

Democratic-participant Theory of Mass Communication

The idea of Democratic participant Theory was started by grass-root level media in 1960s. It emerged because of the dissatisfaction with other models such as Libertarian theory, social responsibility theory, etc. The democratic-participant theory believes there is democratic and professional hegemony in the media today and the media is totally commercial.

Social Responsibility Theory

Social responsibility is ethics that guide any action, be it in media or other organizations, that put an obligation towards environment, society, culture and economy. The media like any other sector should not harm, but should promote environment and socio-cultural aspects in relation to the economy of the place.

Pages