SEEDLING SCHOOL OF MEDIA

STUDIES

SUBMITTED TO: SUBMITTED BY:

PRABHAT DIXIT ADARSH KATARA
BJMC 1ST YEAR
COMMUNICATION
THEORIES
Actor-Network Theory (AN
T)
Actor-Network Theory suggests that human
and non-human factors are equally
influential in the success of technological
innovation and scientific knowledge-
creation. The theory looks at how networks
are formed and how these networks
contribute to these successes. It suggests
that no one person or thing is solely
responsible for these advancements.
Therefore, both an actor and a network are
responsible for achieving these outcomes.
Adaptive Structuration Th
eory
Groups(AST)
and organizations create rules and
resources which are defined as structures.
These structures form social systems which
develop a life of their own. The quality of
the structure affects decision making, and
decisions also affect the structure.
Agenda Setting Theory
Agenda Setting Theory states that mass
media organizations determine what the
general population considers newsworthy
by deciding how much attention a news
story receives. The term salience transfer is
commonly used and refers to the ability of
the media to transfer their agendas onto
the public.
Cognitive Dissonance The
ory
Cognitive Dissonance is the psychological
conflict that results from holding two
contradictory or incompatible beliefs or
attitudes. For example, one can like a
person, but disapprove of their habits. The
theory suggests that a person looks for
balance in their beliefs. Therefore, in order
to reduce dissonance, one will avoid
hearing opposing viewpoints or change
their beliefs to match their actions.
Communication Accommodati
on TheoryAccommodation Theory describes
Communication
when people accommodate or adjust their
communication styles to others. These changes in
verbal and nonverbal styles are done through two
ways: divergence and convergence. Divergence is
used to highlight group identity through touting
the differences of the group they identify with.
Divergence is often used by groups with strong
ethnic or racial pride. Convergence is used more
often by powerless individuals for social approval
and focuses on matching the communication
styles of the person with whom they are speaking
to.
Confirmation Bias
Confirmation Bias is a theory which
explains why people view the world
selectively. It states that people continue to
view the world selectively by choosing
information and media which reinforces
their beliefs.
Constructivism
People who are more cognitively complex
will be more successful communicators
because they possess the ability to create
customized and sophisticated messages
that pursue multiple communication goals.
Cultivation Theory
Cultivation Theory argues media shapes a
persons sense of reality. Because many
acquire information through mediated
sources rather than direct experience, their
world view becomes influenced by these
sources. For example, Cultivation Theory
suggests that people who would be defined
as heavy television viewers see the world
as more violent that it actually is.
Cultural Studies
Cultural Studies theorists suggest that
mass media represents ideologies of the
dominant class in a society. They believe
that media is influenced by profit, since
corporations run the media. Cultural
Studies theorists are curious about the
effect of power on culture.
Hypodermic Needle
Theory
The Hypodermic Needle Theory, also known
as the magic bullet theory, says the media
has a powerful and direct effect on
audiences by injecting them with
messages. The Hypodermic Needle Theory
no longer carries the respect it once did
since its accuracy was found to be
questionable.
Social Exchange Theory
Social Exchange Theory posits an
economic exchange for in interpersonal
relationships. Meaning, the relationships is
enhanced by satisfying each others self-
interest. In this theory, self-interest is not
regarded as a bad thing, but rather as a
concept that builds the relationship.
Social Learning Theory
Social Learning Theory argues that people
learn from each other through observing,
imitating, and modeling the behaviors,
attitudes, and emotional reactions of
others. Social learning theory explains how
human behavior can be shaped by
continuous reciprocal interaction between
cognitive, behavioral, an environmental
influences.
Social Penetration Theory
Social Penetration Theory looks at how
superficial relationships evolve to intimate
relationships. The theory states it is a
gradual evolution due primarily to self-
disclosure between parties. But, while this
self-disclosure can be effective in creating
intimate relationships, it can also leave one
or more persons vulnerable.
THANK YOU