Mass

Communication
Theories
SELECTIV
E
EXPOSUR
E THEORY
Selective Exposure Theory
• A theory of communication positing that individuals
prefer exposure to arguments supporting their
position over those supporting other positions.
• People tend to engage in information that comforts
and agrees with their own ideas and as a result,
they avoid information that argues against their
opinion.
Example of Selective Exposure
Theory
•People who do not believe in the efficacy of
vaccines will not read/watch news/articles
on the benefits of vaccine but would rather
choose to read/watch news/articles that will
talk about its negative effects in order to
satisfy their perceptions.
MEDIA ECOLOGY
THEORY
Media Ecology Theory
• The study of media, technology, and
communication and how they affect human
environments.
• Ecology in this context refers to the environment in
which the medium is used – what they are and how
they affect society.
Media Ecology Theory
• Media ecology argues that media act as
extensions of the human senses in each era,
and communication technology is the
primary cause of social change.
• McLuhan proposed that media influence the
progression of society, and that significant periods of
time and growth can be categorized by the rise of a
specific technology during that period.
Media Ecology Theory
• Media Ecology Theory suggests that media acts like
environments that affect the way individuals interact,
think and perceive the world.
• It sees media as not just tools, but as environments
that envelop us, creating a symbiotic relationship
where we both shape media and are shaped by it.
Example of Media Ecology
Theory
•Our generation right now is defined by the
rise of smartphones and other high tech
gadgets.
AGENDA
SETTING
THEORY
Agenda Setting Theory
• First introduced in 1972 by college professors,
Maxwell McCombs and Donald Shaw

• Built on the notion that the mass media sets the

agenda for what people should care about.
 Agenda Setting Theory
• The agenda-setting theory rests on two assumptions:
-The first is that the media filters and shapes what
we see rather than just reflecting stories to the
audience.
-The second assumption is that the more attention
the media gives to an issue, the more likely the
public will consider that issue to be important.
Example of Agenda-Setting
Theory
•News reports that primarily feature oil
price hike because it affects a larger
number of people.
COGNITIV
E
DISSONA
NCE
THEORY
Cognitive Dissonance
Theory
• This theory of Cognitive Dissonance says that
human beings often have conflicting beliefs with
actions they take, or other beliefs they have.
• Cognitive Dissonance is when you have two good
choices and you make your decision then you find
yourself unsure or in doubt about the choice you
made. You might have to downplay the other choice
in order to reassure yourself.
 Cognitive Dissonance
Theory
• The theory of Cognitive Dissonance implies that
when there is tension we change a belief or an action.
Many times selective exposure is used which focuses
one’s attention on only certain aspects so that tension
will not be created. This selective exposure prevents
dissonance.
Example of Cognitive Dissonance
Theory
•Advertisers try to paint a picture that your
life isn’t complete without their product or
their service. For example, shampoo
advertisements that tell you that your hair
will not be beautiful if you are not using the
shampoo that they try to sell to you.
SPIRAL
OF
SILENCE
THEORY
Spiral of Silence Theory
• Spiral of silence is the term meant to refer to the
tendency of people to remain silent when they feel
that their views are in opposition to the majority
view on a subject.
Spiral of Silence Theory
• The theory posits that they remain silent for a few reasons:
1.Fear of isolation when the group or public realizes that
the individual has a divergent opinion from the status quo.
2.Fear of reprisal or more extreme isolation, in the sense
that voicing said opinion might lead to a negative
consequence beyond that of mere isolation (loss of a job,
status, etc.)
Example of Spiral of Silence
Theory
•Some people are afraid of voicing out their
opinion on political issues—especially if it
contradicts with the opinion of the
majority—for fear of being cancelled by
their peers.
MUTED
GROUP
THEORY
 Muted Group Theory
• Focuses on the ways that the communication practices
of dominant groups suppress, mute, or devalue the
words, ideas, and discourses of subordinate groups.
• The theory is concerned with what and how much
people with differing social status speak, when and
where they speak, with what words and concepts, in
what modes or channels, and with what
repercussions.
Example of Muted Group Theory
•Women are not as free or as able as men
are to say what they wish because the words
and the norms for their use have been
formulated by the dominant group of men.
USES AND
GRATIFICATI
ON THEORY
Uses and Gratification
Theory
• The Uses and Gratification theory discusses the
effects of the media on people. It explains how
people use the media for their own need and get
satisfied when their needs are fulfilled.
• It can be said that the theory argues what people do
with media rather than what media does to people.
Uses and Gratification
Theory
• Cognitive Needs
-People use media for acquiring knowledge,
information, facts, etc. Among the audience, some have the
thirst to acquire intellectual and academic knowledge.
• Affective Needs
-It includes all kinds of emotions, pleasure and moods of
the people. People use media; say television, to satisfy their
emotional needs.
Uses and Gratification
Theory
• Personal Integrative Needs
-This is the self-esteem need. People use
media to reassure their status, gain credibility and
stabilize. So people watch television and assure
themselves that they have a respectable status in
society.
Uses and Gratification
Theory
• Social Integrative Needs
-It encompasses the need to socialize with family,
friends and relations in society. For social interaction
nowadays, people do not seem to gather socially during
weekends instead they have turned to social networking
sites on the internet such as Facebook, Twitter, and
Tumblr etc. to satisfy their needs.
Uses and Gratification
Theory
• Tension Free Needs
-People sometimes use the media as a means of
escapism from the real world and to relieve from
tension and stress.
 SOCIAL
PENETRATIO
N THEORY
Social Penetration Theory
• The social penetration theory states that as
relationships develop, communication moves
from relatively shallow, non-intimate levels to
deeper, more personal ones.
• Another important assumption is that individuals in
beginning relationships will always talk about a
broad variety of topics or care about the perceptions
of others.
Example of Social Penetration
Theory
• An example of social penetration is two people
who meet at work. They initially only talk about
sports teams or local events. However, as they
grow to be more comfortable with each other
they begin to talk about religion and politics.
They have transferred from the orientation
stage to the exploratory stage.
GROUPTHI
NK
THEORY
Groupthink Theory
• In groupthink, the members of the group
place emphasis on everyone agreeing and feel
threatened if all do not agree on a course of
action. This results on better options being
overlooked, people overcoming their basic
thoughts of providing alternatives, critiques or a
new opinion.
 Groupthink Theory
• Groupthink occurs normally when there a strong
sense of “we” in the group. In such a case people
want to be on good terms with their group no
matter what the cost. They try to maintain the
harmony of the group and sacrifice individual
critical thinking for groupthink.
Example of Groupthink Theory

•A group of people who firmly believes in

one politician despite the politician’s
failure to deliver on his/her campaign
promises.