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Ch. 11: Mass Communication Theory

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Ch. 11: Mass Communication Theory

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  1. Ch. 11: Mass Communication Theory COM 4480: Communication Theory April 25, 2007

  2. Mass Communication Theory • What are the top issues facing our world today? • Agenda Setting • McCombs and Shaw

  3. Mass Communication Theory • Agenda Setting • How is it done? • Two arms of agenda setting research • What mediates agenda setting?

  4. Mass Communication Theory • Agenda Setting • Criticisms • Current Research

  5. Mass Communication Theory • Cultivation Theory • Gerbner • TV as the “great storyteller” • Two arms of Cultivation Research

  6. Mass Communication Theory • Cultivation Theory • Heavy vs. Light viewers • Mainstreaming • Resonance

  7. Mass Communication Theory • Cultivation Theory • Weaknesses