Mass communication theory is a process by which a person or group of people or a large organization composes a message and sends it through various media to an anonymous and heterogeneous public. The presence of modern communication media as a result of the development of information and communication technology tends to blur the boundaries between traditional interpersonal communication or interpersonal communication and also mass communication.
For example, someone who has computer equipment and computer operating skills can publish his own magazine. This is a question for researchers about whether the various new forms of communication can be categorized into mass communication. Researchers have studied media as well as communication for more than a century. There are three paradigms in which the media becomes the main study in a mass communication research, including:
a. The first paradigm is the paradigm of the power of media effects which sees the strong influence of the media on mass audiences.
b. The second paradigm is the limited effect paradigm or the minimalist effect of media on mass audiences.
c. The third paradigm is the paradigm of the cumulative effects of the media on mass audiences.
There are several theories of mass communication that specifically focus on mass communication and several other theories that are used to research the mass media. Most of the theories used developed outside the field of communication studies which were then applied to media studies by experts.
In their book Encyclopedia of Communication Theory (2009), Littlejohn and Foss divide mass communication theory into three categories, namely theories related to culture and society, theories related to media influence and persuasion, and theories related to media use. . In addition to theories that emphasize the process of the impact of mass media and mass audiences, several mass communication theories also focus on the content of media messages and the structure and appearance of mass media.
List of Mass Communication Theories According to Experts
Below are some lists of mass communication theories according to experts, including:
1. Hypodermic Needle Theory
The hypodermic needle theory is also known as the Magic Bullet or Stimulus Response Theory. Why is it called a hypodermic needle because this theory seems as if the audience can be subdued by providing information according to what the media wants. As also likened to a drug that is stored and distributed throughout the body through a syringe.
Apart from that, this theory also assumes that the media has mightier powers and is smarter. Compared to an audience that is passive or does not know anything. Therefore, the audience can be tricked in such a way from what is reported by the media. So, to avoid the negative impact of news in the mass media, it is important for the audience to always filter the information reported by the mass media.
2. Development Theory (Cultivation Theory)
The theory of development or also known as the theory of cultivation was first coined by Professor George Gerbner. In the mid-1960s, he started a research project on Cultural Indicators. This study aims to study the effect of watching television on people’s lives. According to this cultivation theory, television is the main medium or tool where viewers can learn about society and also the culture of its environment. What perception is awakened in the mind of the audience is largely determined by television. That means, through the audience’s contact with television, one can learn about the world, the people in it, the values contained in it, and also its customs.
Based on the opinion of the researchers, television is the main storyteller in today’s society. By watching television, people can get various kinds of information. In addition, television also displays a mainstream or uniform view of the world today. Thus, heavy television addicts will assume that what happens on television is the real world. In fact, this does not necessarily happen in the real world. In other words, the audience’s judgments, opinions, their perceptions will be herded in such a way as to match what they see on television.
3. Theory of Cultural Imperialism (Cultural Imperialism Theory)
The theory of cultural imperialism was first coined by Herb Schiller in 1973. Where this theory states that western countries will dominate the media around the world. The reason is that the western mass media has a strong effect on influencing media in other countries. Every developing country tends to find it more difficult to produce mass media like western countries, because of the limitations they have.
In addition, this theory also assumes that the media can help modernize by introducing western values that are carried out. Where they will sacrifice traditional values and cause the loss of local cultural authenticity. The values introduced are the values of capitalism. As we understand, this value is intentional in order to place a developing country at the lowest position, namely under the interests of a more dominating power.
4. Media Equation Theory
The media equation theory or what is called the media equation theory wants to answer the problem of why people unconsciously and even automatically respond to what is communicated by the media, as if the media were humans too. Apart from that, this theory also pays attention to the fact that the media can also be talked to. The media can be someone’s interlocutor as in interpersonal communication involving two people in a face-to-face situation.
For example, when we are looking for information about data processing using a computer. So we seem to communicate directly by asking for this information, as if the computer were human. We also use other media to communicate, even we also behave unconsciously as if the media is human.
5. The Spiral of Silence Theory
The spiral of silence theory initiated by Elizabeth Noelle Neumann considers that it is difficult for the media to accept minority voices. So that causes this minority group to hide their opinions or views when they are in the majority group. Someone who thought they were a minority would emphasize their views, but rather than that, if someone had a very strong stance, then that person wouldn’t be easily carried away by the majority’s opinion. For example, if opinion is related to belief, where a Muslim believes that pork is haram and he really believes in that. Of course, he will strongly reject any opinion that says that pork is halal for Muslims.
6. Technological Determinism Theory
The theory of technological determinism was first put forward by Marshall McLuhan in 1962. The basic idea of this theory is that changes that occur in various ways of communicating will also shape human existence itself. Technology shapes individuals in terms of how they think and behave in society. So that technology ultimately directs humans to move forward.
7. Diffusion of Innovation Theory
The emergence of the theory of the diffusion of innovation began in 1903 by a sociologist who came from France, namely Gabriel Tarde. According to this innovation diffusion theory, something new will arouse people’s curiosity to know about it. Where someone who finds something new tends to socialize and spread it. Thus, this theory focuses more on the fact that when humans discover something new, they tend to share this information with others through the mass media.
8. Theory of Use and Satisfaction
The use and satisfaction theory was coined by Herbert Blumer, Elihu Katz, and also Michael Gurevitch. Where this one theory is the opposite of the hypodermic needle theory. In hypodermic needle theory, the media will be very active and have a large effect. While the audience is on the passive side. While this theory emphasizes that the active audience plays a role in determining which media should be chosen to satisfy their needs.
9. Agenda Setting Theory
Agenda setting theory will create public awareness or public awareness by emphasizing an issue that is considered the most important to be heard, seen, read, and trusted in the mass media. The figures who sparked this theory were Bernard Cohen, Maxwell McCombs, and also Donald Shaw. This theory is based on the assumptions of researchers, namely that the press and the media do not reflect the actual reality to the general public. The media is more inviting to discuss these issues compared to discussing other issues.
10. Critical Media Theory
This critical media theory comes from the flow of critical sciences originating from Marxist social science. Where this theory sees that the media cannot be separated from its interests, moreover it is loaded with the interests of the owners of capital, the state, or other stronger groups. In another sense, the media is a tool to dominate society. Next, critical theory sees that media is the formation of consciousness. Representations made by the media in a social structure are more easily understood as media that can provide context for the influence of awareness. This is why the media is used as a social agent that can influence society at large.
11. Media Dependence System Theory
This theory says that the media depends on social context and was first coined by Sandra Ball-Rokeach and Melvin DeFleur in 1976. They assume that the meeting of media with audiences is based on three perspectives, namely the perspective of individual differences, the perspective of social categories, and as well as a social relations perspective.
The assumption of this theory views that the audience’s relative dependence on mass media sources when compared with other sources of information is a variable that must be determined empirically. The greater the level of dependency on the mass media in terms of obtaining information and the higher the level of criticality and instability of society, the greater the power possessed by the media.
12. The Spiral Theory of Silence
The theory coined by Elizabeth Noelle-Neumann in 1974 describes the relationship between media effects on the formation of public opinion and also patterns of democratic behavior. The phrase “spiral of silence” refers to how people tend to prefer silence when they feel their views are in the minority. Any individual who sees that his own opinion is accepted will express it. Whereas those who think that they are a minority, will suppress their views more. Innovators as well as change agents are not afraid of voicing different opinions just as they are not afraid of isolation.
13. Knowledge Gap Theory
This theory was first coined by Philip Tichenor, George Donohue, and Clarice Olien. Where this theory states that increasing the amount of information about a topic causes an increase in the knowledge gap between those who know more and those who know only a little. This knowledge gap theory can help explain research that focuses on public opinion. The knowledge gap can result in an increasing gap between people of low socioeconomic status and people of high socioeconomic status.
Then, improving people’s lives with information in the mass media does not always go smoothly, as planned because it usually encounters various kinds of communication barriers. The mass media may have the effect of increasing the gap between members of the social class.
There are five reasons to justify the knowledge gap as stated by Tichenor, Olien, and Donohue, namely that people with a higher socioeconomic level:
a. Have better communication skills, reading ability, education, ability to remember information.
b. Can store information more easily or remember topics based on background knowledge.
c. Has a more relevant social context.
d. Better at receiving, selective exposure, and also retention.
e. Easier to reach the mass media
14. Cognitive Social Theory
This cognitive social theory was first coined by a psychologist named Albert Bandura in the 1960s. Where this one theory focuses on how and why people are more likely to imitate what is seen from the media. It is a theory that focuses on our capacity to learn by experiencing it firsthand. The process of learning through this observation depends on several factors, namely the ability of the subject to be able to understand and also remember what they see, identify, and various kinds of things that lead to the process of modeling behavior. Cognitive social theory is one of the most frequently used theories for researching the media as well as mass communication.
15. Two Stage Theory
The two-stage theory was first coined by Paul F. Lazarsfeld and his friends based on the results of a voter survey. The results of this study state that informal social relations play a role in modifying behavior, in which each person will sort out the contents of the media campaign.
This research also indicates that various kinds of ideas or ideas often flow from radio and newspapers to opinion leaders and from them they are then conveyed to the general public. Therefore, informal social groups have several levels of influencing people and the way they select media content and how they act on it.
This is an explanation of mass communication theory and several types of mass communication theory according to experts. For Sinaumed’s who want to know more deeply about other theories, they can read related books by visiting sinaumedia.com. To support Sinaumed’s in adding insight, sinaumedia always provides quality and original books so that Sinaumed’s has #MoreWithReading information.