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Sociological theories:

The sociological attack to communicating theory is based on the premise that there exists a definite relationship between mass communicating and societal alteration.



Cultivation theory was an attack propounded by Professor George Gerbner. dean of the Annenberg School of Communications at the University of Pennsylvania. He began the ‘Cultural Indicators’ research undertaking in the mid-1960s. to analyze whether and how watching telecasting may act upon viewers’ thoughts of what the mundane universe is like. Cultivation research is in the ‘effects’ tradition. Cultivation theoreticians argue that telecasting has long-run effects which are little. gradual. indirect but cumulative and important.

Premises and Statements

Cultivation theory provinces that the more a individual is exposed to a message provided by the media. the more likely that individual is to believe the message is existent. Cultivation Theory is frequently applied to people’s perceptual experiences of world. For illustration. a individual who watches a batch of offense shows on telecasting will finally believe that there is a batch of violent offense in the metropolis in which he lives. This skewed universe is called a “mediated reality” ( Wilcox et al. 2003. p. 214 ) . The theory besides states that viewing audiences who watch more telecasting will be more influenced than those who watch less and that “the cumulative consequence of telecasting is to make a man-made universe that heavy viewing audiences come to see as reality” Conceptual Model- Cultivation Theory

Beginning: Hawkynss and Pingree ( 1983 )
Scope and Application
Cultivation research looks at the mass media as a socialization agent and investigates whether telecasting viewing audiences come to believe the telecasting version of world the more they watch it. Application in Public Relations

Cultivation Theory is an highly of import rule in public dealingss for several grounds. It has negative every bit good as positive effects. Negative consequence on a business’s image- If the populace is bombarded with negative stuffs about a company. so it is really possible that the populace will no longer tie in the company with its old repute or accomplishments or even its merchandises. The public alternatively will concentrate on the negative stuffs attached to the company. and if they do still attach merchandises to a company’s image. it is wholly possible that the populace will so attach that negative stigma to the merchandises. Positive consequence on a business- By utilizing the effects of a mediated world to a company’s advantage. the public dealingss squad may be able to switch public focal point to the company’s ends. repute and merchandise. If a company is admired by the populace. so that populace is by and large much more willing to stand by it should a crisis or dirt occur.

Cultivation theory and mediated world suggested by it is a double-edged blade for public dealingss practicians. A world skewed in favour of a company can be highly helpful. but a world skewed against a company can be the straw that breaks the camel’s back. so to talk. If the populace is against an entity. it certainly will non last long in this state in which companies rely entirely on the public’s ingestion of a merchandise. If a company is to last negative media onslaughts. it must hold established a solid repute before and handle media dealingss good during a crisis. To keep a good image companies need to utilize the expertness of public dealingss professionals.


McComb & A ; Shaw advanced the Agenda Setting Theory in 1972. They investigated presidential runs in 1968. 1972 and 1976. In the research done in 1968 they focused on two elements: consciousness and information. Investigating the agenda-setting map of the mass media. they attempted to measure the relationship between what electors in one community said were of import issues and the existent content of the media messages used during the run.

Theory believes that mass-media have the ability T transfer the saliency f points n their intelligence docket to the public docket. It is the creative activity of public consciousness and concern of salient issues by the intelligence media. Two footing premises underlie most research on agenda-setting: ( 1 ) The imperativeness and the media do non reflect world ; they filter and shape it ; ( 2 ) Media concentration on a few issues and topics leads the populace to comprehend those issues as more of import than other issues. One of the most critical facets in the construct of an agenda-setting function of mass communicating is the clip frame for this phenomenon. Framing discusses how the media frames the intelligence that people tend to believe. understand and separate it otherwise.

For Example: The war between India and Pakistan. It was framed in different ways in both of the states. So it all depends on which media you view because you will acquire different perceptual experience.

In add-on. different media have different agenda-setting potency. Agenda-setting theory helps in understanding the permeant function of the media. Agenda puting theory strengthens the media’s influence. For example- run against corruptness. In any instance. if media is aware of good docket puting. it is bound to do an effort in beef uping media’s positive influence on the society at big. Political campaign for gender equality. runs for literacy and instruction are illustration of good docket puting. Political campaigns for RTI ( Right to Information ) . or smart usage of RTI by journalists is good docket scene.

Conceptual theoretical account

Scope and Application
Merely as McCombs and Shaw expanded their focal point. other research workers have extended probes of docket puting to issues including history. advertisement. foreign. and medical intelligence. Decision: Media sets docket for the multitudes or brings into focal point certain issues. Audience acts on the suggestions that have been made by the mass-media. The audience determines whether the dockets set by the media are acceptable or non. The degree of credence or rejection determines the extent of influence the docket set by the mass media has been able to make. 3. USES AND GRATIFICATION THEORY

Katz et al originated the theory in the seventiess as a reaction to traditional mass communicating research stressing the transmitter and the message. Stressing the active audience and user alternatively. Sociological & A ; psychological orientation taking demands. motivations and satisfactions of media users as the chief point of going. Premises

Uses and satisfactions theory efforts to explicate the utilizations and maps of the media for persons. groups. and society in general. There are three aims in developing utilizations and satisfactions theory: 1 ) To explicate how persons use mass communicating to satisfy their demands. “What do people make with the media? ” 2 ) To detect implicit in motivations for individuals’ media usage. 3 ) To place the positive and the negative effects of single media usage. Katz et Al in his theory explained that people satisfy their different personal/social demands from media word pictures and how people use media for their demand and satisfaction. In other words we can state this theory states what people do with media instead than what media does to people. There are 5 basic demands in persons. They are:

• Cognitive demands
• Affective demands
• Personal Integrative demands
• Social Integrative demands
• Tension release demands
a ) Cognitive demands: refer to the demands for being informed. stimulated. being cognizant etc. For e. g. quiz plans on Television. in order to get cognition and information you will watch intelligence to fulfill the demand. seek engines in the cyberspace. they make usage of these to derive more cognition. B ) Affective Needs: refer to all sorts of emotions. pleasance and other tempers of the people. Peoples use media like telecasting to fulfill their emotional demands. The best illustration is people watch seriess and if there is any emotional or sad scene means people use to shout. degree Celsius ) Personal Integrative Needs: refer to the manner in which people want to do sense about their environment and associate to people and events etc.

For e. g. people get to better their position by watching media advertizements like jewellery ad. furniture’s ad and purchase merchandises. so the people change their life manner and media helps them to make so. vitamin D ) Social integrative demands: these are household demands. It is based on the demand for security. belongingness. etc. in persons. For e. g. societal networking sites like facebook. my infinite etc. vitamin E ) Tension release needs: Peoples have a large demand to avoid unpleasantness or let go of their choler or defeats. For e. g. Peoples tend to loosen up watching Television. listening to radio and for fulfilling their demand for amusement at that place by loosen uping from all the tenseness. people watch movies. movies on Television etc.

4. Spiral OF SILENCE
Neumann ( 1974 ) introduced the “spiral of silence” as an effort to explicate in portion how public sentiment is formed. She wondered why the Germans supported incorrect political places that led to national licking. humiliation and ruin in the 1930s-1940s. Premises

The phrase “spiral of silence” really refers to how people tend to stay soundless when they feel that their positions are in the minority. The theoretical account is based on three premises: 1 ) Peoples have a “quasi-statistical organ. ” a sixth-sense if you will. which allows them to cognize the prevalent public sentiment. even without entree to polls. 2 ) Peoples have a fright of isolation and cognize what behaviours will increase their likeliness of being socially isolated. and 3 ) Peoples are untalkative to show their minority positions. chiefly out of fright of being isolated. The closer a individual believes the sentiment held is similar to the predominating public sentiment. the more they are willing to openly unwrap that sentiment in public. Then. if public sentiment alterations. the individual will acknowledge that the sentiment is less in favour and will be less willing to show that sentiment publically. As the sensed distance between public sentiment and a person’s personal sentiment grows. the more improbable the individual is to show their sentiment.

Conceptual Model

In a company. the pull offing manager decides to increase their working hr from 8 to 10 and direct electronic mail to all employees. Majority of them accept this clip alterations and few employees are non satisfied with his determination. But they can non or ready to show their idea publically. Because:

a. They may experience unsupported by the other employees.

B. “Fear of isolation” like transportation

c. “Fear of Rejection” By rejecting their personal sentiment from the populace will assist to avoid battle.

d. They may seek to salvage their occupation by stamp downing or avoid personal statement in public.


Dependency theory was originally proposed by Sandra Ball-Rokeach and Melvin DeFleur ( 1976 ) . This theory merged out of the communicating subject. It is basically an extension of Uses and Gratifications Theory in its audience demands based attack to media usage. But it goes a measure farther because it addresses the possible effects of media usage. It deals with relationships between media. persons. and societal establishments. Harmonizing to Baran theory reveals that there should be a direct relationship between the sum of overall media dependence and the grade of media influence at any given point in clip


Harmonizing to this theory. the potency of the media to convey about the alteration would increase when there is instability in society. The singularity of the bringing system can besides be the bases of alteration. The audience response in the theoretical account implies that feedback besides has possible for alteration. So. the audience. media and society co-exist in a three-party mode ; in every society jointly become the alteration agents.

Conceptual Model


Normative THEORIES

Normative theories were foremost proposed by Fred Siebert. Theodore Peterson and Wilbur Schramm in their book called “Four Theories of the Press” . At first the word “Normative Theory” was pronounced in USA during the tallness of ‘cold war’ with communism and Soviet. Often it called as western theories of mass media.

A Normative theory describes an ideal manner for a media system to be controlled and operated by the authorities. authorization. leader and public. These theories are fundamentally different from other communicating theories because normative theories of imperativeness are non supplying any scientific accounts or anticipation. Normative theories are more focussed in the relationship between Press and the Government than imperativeness and the audience. The four theories of the press/media:

1 ) Authoritarian

2 ) Libertarian

3 ) Communist

4 ) Social Responsibility

1. Authoritarian

Authoritarian theory describe that all signifiers of communications are under the control of the regulating elite or governments or influential administrative officials. This theory negotiations about the function of communicating in autocratic states. Here the swayers control the multitudes with the power they hold. The imperativeness is non free in such societies. There is censoring and tight control over the media.

Authoritarians are necessary to command the media to protect and forestall the people from the national menaces through any form communicating ( information or intelligence ) . The imperativeness is an instrument to heighten the ruler’s power in the state instead than any menaces. The governments have all rights to allow any media and command it by supplying licence to the media and do certain censoring.

If any media violate the authorities policies against licence. so the authorization has wholly right to call off the licence and revoke it. The authorities has wholly right to curtail any sensitive issues from imperativeness to keep peace and security in the state.

Censoring is a suppression of any communicating which may see as harmful to the people. King. authorities and its state. Particularly these censoring methods are much familiar in imperativeness which against the freedom of address and freedom of look. In some other instances. the censoring helps to protect the swayers and governments from sensitive issues. There are different types of censors like

? Political censor
? Moral censor
? Religious censor
? Military censor
? Corporate censor
2. Libertarian

The Libertarian theory is one of the “Normative theories of press” . The theory which is originally came from libertarian ideas from 16th century in Europe. The libertarian theoreticians are against the autocratic ideas. Liberalism means information is knowledge and cognition is power. Libertarianism is free from any authorization or any control or censoring. The libertarianism is an thought of individuality and limited authorities which is non harmful to another.


Harmonizing to this theory the authorities has no right to command the imperativeness. The freedom to print should rest with the media. The construct of autonomy dominates this theory. The imperativeness should non curtail anything even a negative content may give cognition and can do better determination whilst worst state of affairs. The libertarian ideas are precisely against or opposite to the autocratic theory which means the autocratic theory says “all signifiers of communicating plants under the control of authorities or elite like king” .

Strength and Weakness:
I. Freedom of imperativeness will give more freedom to media to uncover the existent thing go oning in the society without any censoring or any authorization encirclements. two. Is dependable with U. S media traditions.

three. It gives more values for persons to show their ideas in media. four. Theory overly positive about media’s willing to run into duties which may take people into negative facets. v. Is excessively positive about single moralss and reason. six. Ignores need for sensible control of media.

seven. Ignores quandaries posed by conflicting freedoms.

3. Communist theory:


After the 1917th revolution. the Soviet Union was restructured with new political system based on the Marxist-leninist rules. The freshly formed communist party by Lenin shows much involvement in the media which serves to the working category in the state and their public assistances. So the Soviet originates a theory from Marxist. Leninist and Stalinist ideas. with mixture of Georg Wilhelm Friedrich Hegel political orientation is called “Soviet Media Theory” is besides known as “The Communist Media Theory” .


Harmonizing to this theory the media is portion of the authorities and should be voice of the authorities. So the media’s function is to foster the purposes of the authorities. So the media’s roles is to foster the purposes of the authorities. So independency of the media is non seen as necessary. Soviet media theory looks similar like autocratic theory but the nucleus portion is different from each other. In autocratic theory is a one manner communicating. there is no feedback allowed from the populace but in Soviet media theory is a two manner communicating at the same clip the whole media is controlled or works under the leading. Soviet media theory allows some limitation based on the state involvement instead than personal.

4. Social Responsibility Theory

In mid twentieth century most of the developing states and 3rd universe states have used this societal duty theory of imperativeness which is associated with “the Commission of the Freedom of Press” in United States at 1949. In the book “Four theories of Press” ( Siebert. Peterson and Schramm ) it’s been stated that “pure libertarianism is antiquated. out dated and disused. ” That paved manner for replacing of Libertarian theory with the Social duty theory.


Harmonizing to the theory the media should be free but at the same clip be socially responsible. The societal duties of the media include informing the public right about events and mould public sentiment on every issue in a just mode. This theory implies that the media has to unite duty with freedom on it ain agreement. in maintaining with the public good. The theory lies between both autocratic theory and libertarian theory because it gives entire media freedom in one manus but the external controls in other manus. Here. the imperativeness ownership is private. The theory helped in making professionalism in media by puting up a high degree of truth. truth. and information. The committee of imperativeness council besides included some undertakings based on societal duty of media. which are as follows:

a ) Formulate the codification of behavior for the imperativeness.
B ) Better the criterions of news media.
degree Celsius ) Safeguarding the involvements of news media and journalist. vitamin D ) Criticize and do some punishment for go againsting the codification of behavior.

The theory allows- everyone to state something or show their sentiment about the media ; community sentiment. Consumer action and professional moralss ; serious invasion of recognized private rights and critical societal involvements ; private ownership in media may give better public service unless authorities has to take over to guarantee the populace to supply better media service ; media must take attention of societal duty and if they do non. authorities or other organisation will make. Example:

The first major trial of societal duty theory occurred during the fiftiess with the rise of anti-communist sentiments at the clip of the Cold War. Assignment-3

Psychological Theory

Psychological theories are based on the psychological processing of stimulation. The construct of exposure/perception & A ; keeping act as a barrier between message & A ; consequence. thereby restricting the range of direct impact of mass communicating on people.

1. Selective Exposure

This theory was proposed by Book et Al in 1980. Selective exposure implies giving precedence to a peculiar centripetal message. This is the first phase of perceptual experience. We are surrounded by sights. sounds. colorss. touch esthesis. odors and gustatory sensations. Which are 3we 3aware of? We select from different inputs. Bittner states that the theory of selective exposure suggest we will choose those media which supports our beliefs and which have scheduling and information appealing to our ain involvement.

Harmonizing to this theory people keep themselves off from communicating of opposite chromaticity.

For Example:

One can be strongly disinclined to alter to the BJP if their household has voted for Congress for a long clip. In this instance. the person’s sensitivity to the political party is already set. so they don’t perceive information about BJP or alter voting behaviour because of mass communicating

Selective exposure has been displayed in assorted contexts such as self-seeking state of affairss and state of affairss where people hold biass sing out-groups. peculiar sentiments. and personal and group-related issues. Perceived utility of information. perceived norm of equity. and wonder of valuable information are three factors that can antagonize selective exposure.

2. Selective Percept

This theory refers to any figure of cognitive prejudices in psychological science related to the manner outlooks affect perceptual experience. This is the mental procedure of forming esthesiss into meaningful forms. Percepts are based on certain classification of experiences. these are determined by two factors.

I. Structural Factors: these are present in the stimulation.

a. Size

b. strength

c. frequence

d. freshness

e. contrast

f. change

two. Functional factors: these are present in the person.

a. Motivations

B. Interests

c. Needs

d. Set or anticipations

e. Familiarity and unfamiliarity

f. Emotions

These two factors combine to find whether a given stimulation is perceived or non. This refers to the selectivity of perceptual experience.

Selective perceptual experience is besides an issue for advertizers. as consumers may prosecute with some ads and non others based on their preexistent beliefs about the trade name. Peoples who like. purchase. or are sing purchasing a trade name are more likely to detect advertisement than are those who are impersonal toward the trade name.

3. Selective Retention

Selective keeping. in associating to the head. is the procedure when people more accurately retrieve messages that are closer to their involvements. values and beliefs. than those that are in contrast with their values and beliefs. choosing what to maintain in the memory. contracting the informational flow.

For Examples

• A individual may bit by bit reflect more positively on their clip at school as they grow older.

• A consumer might retrieve merely the positive wellness benefits of a merchandise they enjoy.

• Peoples be givening to exclude jobs and differences in past relationships.

• A confederacy theoretician paying less attending to facts which do non help their point of view.

We tend to retrieve things which are familiar to us. For illustration: If politician is doing a address we might retain merely those part of the address with which we agree. If we perceive full address as favorable. we may retrieve all of it. If we perceive it as unfavorable. we may pass over it wholly from our head.

Therefore. factor act uponing selective keeping include the importance of the message for ulterior public-service corporation. the extent to which the message coincided with sensitivity. the strength of the message. the agencies by which it was transmitted.

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