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    Knowledge Gap Systematic Differences in Knowledge: Between Better-Informed and Less-Informed Segments of A Population

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    Narinder
    The document discusses several theories related to mass communication and the spread of ideas: - Diffusion of innovations theory explains how new ideas and technologies spread through a social system over time via communication channels. It proposes four main elements that influence spread: the innovation, communication, time, and social systems. - Social marketing theory promotes communicating socially valuable information and behaviors by integrating marketing concepts to benefit society. - Media dependency theory examines the relationship between media, audiences, and social systems, and how individuals and societies depend on media. Dependence influences the extent of media influence. - Knowledge gap theory describes systematic differences in knowledge between more and less informed groups in a population. - Agenda-setting theory

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    Knowledge Gap Systematic Differences in Knowledge: Between Better-Informed and Less-Informed Segments of A Population

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    Narinder
    14 views2 pages
    The document discusses several theories related to mass communication and the spread of ideas: - Diffusion of innovations theory explains how new ideas and technologies spread through a social system over time via communication channels. It proposes four main elements that influence spread: the innovation, communication, time, and social systems. - Social marketing theory promotes communicating socially valuable information and behaviors by integrating marketing concepts to benefit society. - Media dependency theory examines the relationship between media, audiences, and social systems, and how individuals and societies depend on media. Dependence influences the extent of media influence. - Knowledge gap theory describes systematic differences in knowledge between more and less informed groups in a population. - Agenda-setting theory

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    Business law

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    Jahnzeb imc

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    The document discusses several theories related to mass communication and the spread of ideas: - Diffusion of innovations theory explains how new ideas and technologies spread through a social system over time via communication channels. It proposes four main elements that influence spread: the innovation, communication, time, and social systems. - Social marketing theory promotes communicating socially valuable information and behaviors by integrating marketing concepts to benefit society. - Media dependency theory examines the relationship between media, audiences, and social systems, and how individuals and societies depend on media. Dependence influences the extent of media influence. - Knowledge gap theory describes systematic differences in knowledge between more and less informed groups in a population. - Agenda-setting theory

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    © All Rights Reserved
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    14 views2 pages

    Knowledge Gap Systematic Differences in Knowledge: Between Better-Informed and Less-Informed Segments of A Population

    Uploaded by

    Narinder
    The document discusses several theories related to mass communication and the spread of ideas: - Diffusion of innovations theory explains how new ideas and technologies spread through a social system over time via communication channels. It proposes four main elements that influence spread: the innovation, communication, time, and social systems. - Social marketing theory promotes communicating socially valuable information and behaviors by integrating marketing concepts to benefit society. - Media dependency theory examines the relationship between media, audiences, and social systems, and how individuals and societies depend on media. Dependence influences the extent of media influence. - Knowledge gap theory describes systematic differences in knowledge between more and less informed groups in a population. - Agenda-setting theory

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    Jahnzeb 37167

    Diffusion of innovations is a theory that seeks to explain how, why, and at what


    rate new ideas and technology spread. Everett Rogers, a professor
    of communication studies, popularized the theory in his book Diffusion of
    Innovations; the book was first published in 1962, and is now in its fifth edition (2003).
    [1] Rogers argues that diffusion is the process by which an innovation is
    communicated over time among the participants in a social system. The origins of the
    diffusion of innovations theory are varied and span multiple disciplines.
    Rogers proposes that four main elements influence the spread of a new idea: the
    innovation itself, communication channels, time, and a social system. This process
    relies heavily on human capital. The innovation must be widely adopted in order to
    self-sustain. Within the rate of adoption, there is a point at which an innovation
    reaches critical mass.
    The categories of adopters are innovators, early adopters, early majority, late majority,
    and laggards.[2] Diffusion manifests itself in different ways and is highly subject to the
    type of adopters and innovation-decision process. The criterion for the adopter
    categorization is innovativeness, defined as the degree to which an individual adopts a
    new idea.

    Social marketing theory is a theory of mass communication that promotes socially valuable
    information and socially accepted behaviors. It tries to integrate marketing ideas, principles, tools,
    techniques and socially beneficial concepts to promote communication and benefit society

    Media dependency theory, a systematic approach to the study of the effects


    of mass media on audiences and of the interactions between media,
    audiences, and social systems. ... In general, the extent of
    the media's influence is related to the degree of dependence of individuals
    and social systems on the media.

    Knowledge gap Systematic differences in knowledge


    between better-informed and less-informed segments of
    a population
    knowledge gap in those countries between the well
    educated and less educated and between those who
    were financially well off and those who weren’t.
    • Agenda Setting The idea that media don’t tell people
    what to think, but what to think about
    Agenda-setting theory describes the "ability (of the news media) to influence the importance placed
    on the topics of the public agenda". Agenda-setting theory was formally developed by Max
    McCombs and Donald Shaw in a study on the 1968 American presidential election.

    The spiral of silence theory is a political science and mass communication theory proposed by


    the German political scientist Elisabeth Noelle-Neumann. It states that a social group or society
    might isolate or exclude members due to the members' opinions. This stipulates that individuals
    have a fear of isolation. This fear of isolation consequently leads to remaining silent instead of
    voicing opinions. Media is an important factor that influences both the dominant idea
    and people's perception of what the dominant idea is. The assessment of one's social
    environment may not always correlate with reality.

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