11.2 Grounding Theories of Mass Communication
Grounding Theories of Mass Communication
Almost forty years ago, Osmo Wiio argued that mass communication does not accurately portray reality. Interesting that all this time later, we now have a large number of reality TV shows that continue to blur the lines of reality and fiction. Are you always able to tell the difference between fiction and reality in mass communication? Most people tend to rationalize that others are more affected by mass communication than they are (Paul et al.). However, we are all susceptible to the influence of mass communication.
Theories are our best representations of the world around us. “Mass communication theories are explanations and predictions of social phenomena that attempt to relate mass communication to various aspects of our personal and cultural lives or social systems” (Baran). We need to be discerning as we examine mass communication (Baran). “The beginning of the television age in the 1950s brought in visual communication as well as stimulated the rise of an interdisciplinary theory of the media. Contributions were made from economics, history, literature, art, political science, psychology, sociology and anthropology, and led to the emergence of academic departments of communication and cultural studies” (Briggs and Burke). Mass communication theories explore explanations for how we interact with mass communication, its role in our lives, and the effects it has on us.
Let’s look at five fundamental theories of mass communication: (1) magic bullet theory, (2) two-step flow theory, (3) multistep flow theory, (4) uses and gratification theory, and (5) cultivation theory.
Magic Bullet Theory
The magic bullet theory (also called the hypodermic needle theory) suggests that mass communication is like a gun firing bullets of information at a passive audience. “Communication was seen as a magic bullet that transferred ideas or feelings or knowledge or motivations almost automatically from one mind to another” (Schramm). This theory has been largely discredited by academics because of its suggestion that all members of an audience interpret messages in the same way and are largely passive receptors of messages. This theory does not take into account intervening cultural and demographic variables such as age, ethnicity, gender, personality, or education that cause us to react differently to the media messages we encounter. However, many people hold the assumption that media, like television news outlets, simply release information that doesn’t encourage audience engagement and critical thinking. Rather than give a story with an unbiased message, which would allow a consumer to create an opinion for themselves, media news outlets present stories to audiences that are attractive to them. Those who believe reality television shows actually portray reality hold some assumptions of the magic bullet theory.
Two-Step Flow Theory
After World War II, researchers began noticing