Spiral of silence
The spiral of silence is a political science and mass communication theory propounded by the German political scientist Elisabeth Noelle-Neumann. The theory asserts that a person is less likely to voice an opinion on a topic if one feels that one is in the minority for fear of reprisal or isolation from the majority.
knowledge gap
The knowledge-gap hypothesis theory suggests that each new medium increases the gap between the information rich and information poor, because of differences in access to the medium, and control over its use, among other factors.
It was first proposed by Phillip J. Tichenor and his colleagues. The concept of a digital divide is linked to this hypothesis, although its development was independent. Agenda-setting theory
The agenda-setting theory is the theory that the mass-news media have a large influence on audiences by their choice of what stories to consider newsworthy and how much prominence and space to give them. Agenda-setting theory’s central axiom is salience transfer, or the ability of the mass media to transfer importance of items on their mass agendas to the public agendas.
Two-step flow of communication
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.
According to Lazarsfeld and Katz, mass media information is channeled to the "masses" through opinion leadership. The people with most access to media, and having a more literate understanding of media content, explain and diffuse the content to others.
Two-step flow model laid the foundation for diffusion of innovations.
Opinion leadership
Opinion leadership is a concept that arose out of the theory of two-step flow of communication propounded by Paul Lazarsfeld and Elihu Katz. This theory is one of several models that try to explain the diffusion of innovations, ideas, or commercial products.
The opinion leader is the agent who is an active media user and who interprets the meaning of media messages or content for lower-end media users. Typically the opinion leader is held in high esteem by those that accept his or her opinions. Opinion leadership tends to be subject specific, that is, a person that is an opinion leader in one field may be a follower in another field.
Gatekeeping (communication)
In human communication, in particular, in journalism, gatekeeping is the process
through which ideas and information are filtered for publication. The internal decision making process of relaying or withholding information from the media to the masses. The theory was first instituted by social psychologist Kurt Lewin in 1947 and is still one of the most important theories studied by students of mass communication and journalism. Gatekeeping occurs at all levels of the media structure - from a reporter deciding which sources are chosen to include in a story to editors deciding which stories are printed, or even covered.
Cultivation theory
Cultivation theory is a social theory designed in the 1960s and '70s to examine the role of television on Americans.
It regards audiences as passive, presenting ideas to society as a mass with meaning open to little or no interpretation. The ideas presented to a passive audience are often accepted, therefore influencing large groups into conforming behind ideas, meaning that the media exerts a significant influence over audiences. This audience is seen as very vulnerable and easily manipulated.
Sociology is a branch of the social sciences that uses systematic methods of empirical investigation and critical analysis to develop and refine a body of knowledge about human social structure and activity, sometimes with the goal of applying such knowledge to the pursuit of social welfare. Its subject matter ranges from the micro level of face-to-face interaction to the macro level of societies at large.
