Question

What are some of the leading theories about media’s effect on users?

Answer 1

answer-

What are some of the leading theories about media’s effect on users?

media like televison, radio, internet etc has some impact on users which can be seen in following theories-

1- AGENDA SETTING THEORY-

this theory states that mass media determine the issues that concern the public rather than the public’s views. in this thoery people believes media rather than thier own thoughts & feelings. after hearing a major concern on mass media people get excited & set thier agenda according to the media even though that issues was already present in front of public but media highlighted so they got aware.

2- Cultivation Analysis theory-

this theory stated that when person is exposured to a media for a long period of time in a repetative manner they tends to form a illusory perception of reality.

for example- if a person watches more violent & abousive program on TV. they tend to think that real world is full of violence & abusiveness.

3- Symbolic Interactionism THEORY-

this thoery state that sometimes symbols can create a percpetion in the mind of the user. for example- we the advertisement of AUDI that rich & high class people drive audi.

so when we see a person drivibg audi we based our perception on that symbol of audi car that person would be rich & high class as shown in the advertisement.

* above answer is written in my own words from some web search.hope this answer would help you good luck & rate.