Communication Theories Research

In this 21st century, a profound shift is taking place in the way people communicate and state themselves. The advent of Internet, social network, communication technology and especially the elaborateness of globalization have played an important aim in stimulating this fast-changing trend. This essay aims at analyzing three major theories viz.: propaganda speculation, uses and gratification theory and stopping point theory. To the best of my knowledge, these theories argon break off at describing how human communicate in relation to the mount media, audiences and communication channels in this century. cipher line and foremost, propaganda is defined as the deliberate and systematic endeavor to shape perceptions, manipulate cognitions, and impart behavior to achieve a response that furthers the desired jailed of the propagandist (Jowett & ODonnell, 1986). It remarkably unquestionable during the First and Second World War. through the use of propaganda, gove rnments could ensure that a nation functioned to action its goals, on the button could withal lead to devastating individuals ability to shape their receive lives and their own consciousness.

Second, the uses and gratification theory places more focus on the consumer, or audience, instead of the true message itself by ask what people do with media quite an than what media does to people (Katz, 1959). It assumes that members of the audience atomic number 18 not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsib le for choosing media to meet their needs (K! atz, E., Blumler, J. G., & Gurevitch, M. 1974). The coating but not least, cultivation theory is an approach developed by Professor George Gerbner, dean of the Annenberg School of Communications at the University of Pennsylvania. He began the Cultural Indicators research sound projection in the mid-1960s, to speculate whether and how watching television may govern viewers ideas of what the everyday orb is...If you want to get a bounteous essay, order it on our website: OrderCustomPaper.com

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