Communication Theories

Communication theory helps explain media dynamics. The following are definitions of theories developed from research findings and commonly used to explain observed results of media research.

Table 2.1. Communication Theories

Theory	Explanation
SOCIAL COGNITIVE THEORY (also called Social Learning Theory)	Albert Bandura helped develop this theory which encompasses both imitation and identification to explain how people learn through observation of others in their environments and can base behavior on symbolic representations of behavior in media.
SOCIAL CONSTRUCTION OF REALITY THEORY	A treatise on the sociology of knowledge. Media contribute to the construction of our social reality (Berger P. L. & Luckmann, T. 1966)
SOCIAL RESPONSIBILITY THEORY	Media are responsible to inform the public in a democracy. Developed from 1948 Hutchins Commission Report findings.
FEMINIST THEORY	Idea that gender equality is a social value.
CULTIVATION THEORY	George Gerbner and others’ research helped develop this theory to explain research findings that mass media exposure cultivates a view of the world that is consistent with mediated reality in heavy viewers.

 

Theories help explain Media Production, Distribution, Exhibition and Consumption.

Table 2.2. Communication Theories

Theory	Explanation
ECONOMICS	Theory that explains society in terms of production, distribution and consumption of goods and services.
POLITICAL ECONOMY	Struggle between social classes, the owners of means of production & the production workers, underlies all political issues.
MARKET ECONOMY SYSTEM	Decisions on resource allocation are left to the independent decisions of individual producers and consumers acting in their own best interests without central direction (Baumol & Blinder, 1988).
MARKETPLACE OF IDEAS	All ideas are put before the public and a democratic public will choose the best ideas.

 

Theory helps explain media-audience relationships & meaning construction

Table 2.3. Communication Theories

Theory	Explanation
USES & GRATIFICATIONS	Predicts media usage according to the human needs media satisfy.
SOCIAL IDENTITY THEORY	Emphasizes the inherent use of group comparisons in managing identity needs and recognizes the important role that media images play in this process (Mastro et al, 2008, p4)
FRAME ANALYSIS	Erving Goffman helped develop this analysis method and theory, which explains how frames or sets of expectations are used to make sense of social situations and frames use cues to help interpret or plan actions.
PRIMING THEORY	Explains how media images can stimulate related thoughts in the minds of the audience.
AGENDA SETTING THEORY	Explains how media help determine what is important, because though they don’t tell us what to think, media does tell us what to think about.
GATEKEEPING THEORY	Explains the media power to decide what to present to the public and what to withhold from public.