As you have already discovered in the previous article, the magic bullet theory, also known as the hypodermic needle or direct effects model, has brought a major contribution to the evolution of the communication process in the contemporary society. Today, this theory is still being reviewed by students and communication theorists. Historical Context The magic…
Unlike the communication models covered in the other articles, no person or group of people conceived or wrote the magic bullet theory. Instead, it refers to the mode of thinking developed and famous during a specific time frame, the 1930s. Many communication theorists quickly discredited this theory, which is today believed by many, at least…
All CMC research is concerned with the same issue. They each handle the absence of nonverbal cue richness in CMC in a different way. The theories are divided into three basic types based on their approach to the variations in cues between face-to-face communication and CMC. So, let’s have a look at these theories. The…
Computer mediated communication refers to any form of communication mediated by computational technology. It is not neutral; it affects the communication process. One of the most important CMC theories is the social presence theory that was discussed preciously and that considers the phenomenon of salience a user feels with others. Today, we’ll learn some new…
At the time of writing this article, there were already many theories of CMC. In fact, there are more theories than there have ever been. There are about fifteen major and minor theories of CMC. All CMC theories are concerned with one topic. They each approach the absence of the richness of nonverbal cues in…
We are living at a time when it is becoming increasingly common to utilize technologies to communicate with others instead of relying purely on face-to-face contexts. It is sometimes easier to send an email than meet someone in person to share the message being communicated. This is also the age of technological progress. As new…
Of the many communication theories associated with mass media, agenda setting remains one of the most relevant ones. However, it is important to note that the agenda setting theory has greatly evolved over the past thirty years since its first conception. In recent years, McCombs has encouraged the convergence of agenda setting theory with several…
Agenda setting is the concept that the media tell people what to think about. Kurt Lang and Gladys Lang re-articulated this practice in terms of agenda building, whereby the public contributed in this process as much as the media and the government. As some of the principles of agenda setting were unveiled in part one,…
Want a clear definition of agenda-setting theory? Plain and simple: it’s when the media determine how and what we think about. According to more recent expansions of the concept, the media define our agenda on two levels: not only do they dictate what we think about, but they also impact how we think about the…
The need for brand credibility should never be underestimated. Even some of the fastest-growing industries feel the sting when they fall out of favor with the public – just look at the examples of stocks plummeting overnight. Only PR can avoid such situations and bridge that trust gap between a business and its customers. And,…
