No.1 Mass Communication Research Topics and Materials

Common Theories of Mass Communication

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Below are some common theories of mass communication that are often used.

1. Perception Theory by Berenson B. and Steiner G. A. in 1964

2. Uses and Gratifications Theory by Elihu Katz, Jay Blumler and Michael Gurevitch in 1974

3. Source Credibility Theory by Carl Hovland and Walter Weiss in 1951

4. Agenda Setting Theory by Maxwell McCombs and Donald L. Shaw in 1972/1973

5. Gatekeeping Theory by Kurt Lewin in 1947
6. Status Conferral Theory by Paul Lazarsfeld and Robert Merton in 1948

7. Knowledge Gap Theory by Donohue, G.A., Tichenor, P.J., & Olien, C.N. in 1970

8. Spiral of Silence by Elizabeth Noelle-Neumann in 1973/1980

9. Individual Differences Theory by Melvin Lawrence DeFleur in 1970

10. Innovation Diffusion Theory by Everett Rogers in 1960



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