SPRING 2001 THEORY WORKBOOK

Table of Contents


General Contexts

Intrapersonal Communication (Persuasion)

Interpersonal Communication

Small Group Communication

Organizational Communication

Intercultural Communication

Mass Communication
 

Applied Contexts

Health Communication

Instructional Communication
 
 

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Last updated March 15, 2000

HONORS:  COMMUNICATION CAPSTONE
SPRING 2001 THEORY WORKBOOK

MASS COMMUNICATION CONTEXT
Click Here to See List of Theories

Mass Communication Defined

Mass communication occurs when a small number of people send messages to a large anonymous and usually heterogeneous audience through the use of specialized communication media.

The units of analysis for mass communication are the messages, the mediums, and the audience.

Mass Communication represents the creation and sending of a homogeneous message to a large heterogeneous audience through the media. Mass communication studies the uses and effects of the media by many as opposed to the study of human interaction as in other communication contexts.

Theories

Agenda-Setting theory

Cultivation theory

Cultural Imperialism theory

Diffusion theory

Functional Approach to Mass Communication

Human Action Approach theory

Media Dependency

Media Equation

Rules-Based theory

Spiral of Silence theory

Technological Determinism theory

Uses and Gratifications theory