According to the agenda-setting theory, propounded by Maxwell McCombs and Donald Shaw in the 1970s, mass media set the agenda for public opinion by highlighting certain issues. Studying the way political campaigns were covered in the media, Shaw and McCombs found the main effect of news media to be agenda-setting, telling people not what to think, but what to think of. Agenda setting is usually referred to as a function of mass media and not a theory (McCombs & Shaw, 1972). ...more on Wikipedia about "Agenda-setting theory"
Audience theory is an element of thinking that developed within academic Literary Theory and Cultural Studies. ...more on Wikipedia about "Audience theory"
BARB, the Broadcaster's Audience Research Board, is the organisation that compiles television ratings in the UK. It was created to replace a previous system, where the BBC and ITV companies compiled their own ratings. It is owned by the BBC, the ITV companies, Channel 4, five, BSkyB and the Institute of Practitioners in Advertising. Participating families have a box on top of their T.V which tracks the programmes they watch ...more on Wikipedia about "Broadcaster's Audience Research Board"
The Centre for Contemporary Cultural Studies (CCCS) was a research centre at the University of Birmingham. It was founded in 1963 by Richard Hoggart, its first director. Its object of study was the then new field of cultural studies. ...more on Wikipedia about "Centre for Contemporary Cultural Studies"
Communication studies is the academic discipline that studies communication; subdisciplines include animal communication, argumentation, speech communication, rhetoric, communication theory, group communication, information theory, intercultural communication, interpersonal communication, intrapersonal communication, marketing, organizational communication, persuasion, propaganda, public affairs, public relations and telecommunication. ...more on Wikipedia about "Communication studies"
Global village is a term, coined by Marshall McLuhan in his book The Gutenberg Galaxy, describing how electronic mass media collapse space and time barriers in human communication, enabling people to interact and live on a global scale. In this sense, the globe has been turned into a village by the electronic mass media. ...more on Wikipedia about "Global village"
The hypodermic needle model is a model of communications. It is also referred to as the magic bullet. Essentially this model holds that an intended message is directly received and wholly accepted by the receiver. The model came out of the Marxist Frankfurt School of interlectuals in the 1930s to explain the rise of Nazism in Germany. ...more on Wikipedia about "Hypodermic needle model"
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In public relations and journalism, information subsidy is what information sources provide the news media by issuing press releases, purchasing advertising, or sending letters to the editor; this relieves the journalists from some burden of collecting information, and shortens the time to publication. The source however will often lack objectivity and balance and thus should not be published or broadcast in its own right, nor taken at face value. ...more on Wikipedia about "Information subsidy"
Interactive media refers to media of communication that allow for active participation by the recipient, hence interactivity. Traditional information theory would describe interactive media as those media that establish two-way communication. In media theory, interactive media are discussed along their cultural implications. The field of Human Computer Interaction deals with aspects of interactivity and design of in digital media. Other areas that deal with interactive media are new media art and video game production. ...more on Wikipedia about "Interactive media"
Mass Communication is the term used to describe the academic study of various means by which individuals and entities relay information to large segments of the population all at once through mass media. ...more on Wikipedia about "Mass Communication"
Despite being a relatively recent development, the mass media plays a crucial role in forming and reflecting public opinion. It communicates the world to individuals, and it reproduces modern society's self-image. But how much exogeneous influence does the media wield? Early critiques suggested that the media destroys the individual's capacity to act autonomously (sometimes being ascribed an influence reminiscent of the telescreens of the dystopian novel 1984). Later empirical studies, however, suggest a more complex interaction between the media and society, with individuals actively interpreting and evaluating the media and the information it provides. ...more on Wikipedia about "Mass media and public opinion"
Media audience studies is the academic study of media audiences, connected with the academic disciplines of sociology, psychology and media studies. ...more on Wikipedia about "Media audience studies"
Media ecology is an interdisciplinary field of media theory involving the study of media environments. According to the Media Ecology Association ** , media ecology can be defined as "the study of media environments, the idea that technology and techniques, modes of information and codes of communication play a leading role in human affairs." ...more on Wikipedia about "Media ecology"
Media literacy is the skill of understanding the nature of communications, particularly in regard to telecommunications and mass media. The skill entails knowledge of the structural features of the media, and how these might tend to influence the content of the media. ...more on Wikipedia about "Media literacy"
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Media studies is a social science that studies the nature and effects of mass media upon individuals and society, as well as analysing actual media content and representations. A cross-disciplinary field, media studies uses techniques and theorists from sociology, cultural studies, psychology, art theory, information theory, and economics. ...more on Wikipedia about "Media studies"
Media Transparency is the concept of determining how and why information is conveyed through various means. ...more on Wikipedia about "Media transparency"
Online deliberation is a term associated with an emerging body of practice, research, and software dedicated to fostering serious, purposive discussion over the Internet. It overlaps with, but is not identical to, e-democracy. ...more on Wikipedia about "Online deliberation"
Semiotic democracy is a phrase first coined by John Fiske, a media studies professor, in his seminal media studies book Television Culture. Fiske defined the term as the "delegation of the production of meanings and pleasures to [television's] viewers." Fiske discussed how rather than being passive couch potatoes that absorbed information in a unmediated way, viewers actually gave their own meanings to the shows they watched that often differed substantially from the meaning intended by the show's producer. ...more on Wikipedia about "Semiotic democracy"
Television studies is an academic discipline that deals with critical approaches to television. Usually, it is distinguished from mass-communication research, which tends to approach the topic from an empirical perspective. ...more on Wikipedia about "Television studies"
The two-step flow model was propounded by Paul Lazarsfeld and Elihu Katz. Unlike the hypodermic needle model which considers mass media effects to be direct, the two-step flow model stresses human agency. ...more on Wikipedia about "Two-step flow of communication"
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