Mass Communications Theory Matrix

COM-126 Communications and the Media

Mass Communication Theory Matrix

Theory | Describe the history of the theory. Where did it originate? | How is the theory used to describe the effects of mass media? | Provide an example of which illustrates how the theory is used to describe the effects of mass media. |

1. Agenda Setting Theory | While conducting research on a previous presidential election Maxwell McCombs andDonald Shaw (1972) wrote about the agenda setting power of the media. Two researchers Iyengar and Kinder (1987) tested the application of the theory and found that their results supported McCombs and Shaw. (Baran, 2013) | Explains that the media does not tell people what to think but certainly influences what they think about. | News station and other media outlets control what stories are reported on and what information is put out there. There are news-worthy stories happening all of the time but we only hear about the things news broadcaster want us to hear about. A specific example was during Hurricane Katrina the media framed most stories by emphasizing government response and less often addressing individuals’ and communities’ level of preparedness or responsibility. |

2. Dependency Theory | In 1975 Melvin DeFleur and Sandra Ball-Rokeach came up with a theory about the potentially powerful mass media and audience members’ dependence on media content. (Baran, 2013) | Explains that people have become increasingly dependent on media to understand what is going on around them. | When a complicated issue arises people turn to media to help them understand how to react and behave. A personal example was when I voted in the latest presidential election I turned to news articles and interviews to help me form my opinion on each of the candidates and their policies. |

3. Social Cognitive Theory | While mass communication researchers were focusing on ideas such as agenda setting and dependency theory, psychologistswere expanding the social...