
Ch. 11: Mass Communication Theory COM 4480: Communication Theory April 25, 2007
Mass Communication Theory • What are the top issues facing our world today? • Agenda Setting • McCombs and Shaw
Mass Communication Theory • Agenda Setting • How is it done? • Two arms of agenda setting research • What mediates agenda setting?
Mass Communication Theory • Agenda Setting • Criticisms • Current Research
Mass Communication Theory • Cultivation Theory • Gerbner • TV as the “great storyteller” • Two arms of Cultivation Research
Mass Communication Theory • Cultivation Theory • Heavy vs. Light viewers • Mainstreaming • Resonance
Mass Communication Theory • Cultivation Theory • Weaknesses