COM 1001 Lecture Notes - Lecture 3: Inedia

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Communication Lecture #3 Notes
Different Types of Theories
Bullet theory: Implies that media effects flow directly from the media to the individual-
happens immediately
Social learning theory: based on the assumption that people learn how to behave by
observing others/those portrayed in the mass media
Catharsis theory: idea that viewing violence actually then reduces violent behavior
Agenda-setting theory: says the amount of attention given to an issue in the media affects
the level of importance assigned to it by the public
Cumulative affects theory: theory that media has a profound effect through repetition and
Cultivation theory: claims that the media shapes how people view the world
Diffusion of innovation theory: works with the idea that various kinds of people will
adopt new ideas at different times
Uses and gratifications theory: Theory that looks at the ways media consumers choose
media to meet the needs Ex: If you want to know the score to an ongoing game but you
cannot watch it live, you would go online or Twitter to find out
Two-step flow: Communication process in which media effects travel through opinion
Multi-step flow: A complex interaction of media effects; occurs when you mix all of
these items together- the bullet theory and two-step flow, specifically so that messages
travel back and forth from the audience, media, opinion leaders and others
Powerful effects model: one that predicts that media/messages will have a quick/dramatic
influence. Minimal effects model then, is the opposite as it predicts the media will have
little influence on behavior. The Mixed-effects model can and likely will have a
combination of influences
Third person effect is the idea that media affects other people more than oneself