Schema Theory

Schema Theory is describing what come to mind when shown a puicture.
Any medium can stimlate are brains!

Agenda-Setting Theory

Agenda Setting Theory is the theory of keeping us on topics that we need to think about not what we have to think like.

Uses and Gratification Theory

Humans have psychological needs to fulfill. With different personalities to fulfill people go to the mass media to meet those needs.

In 1974, Jay Blumler and Elihu Katz made a model with four areas of gratification:

Escapism-media text fulfills a temporary escape for individuals.

Personal Relationships- people seek to media text and they feel as if they know someone giving the information and start to trust every word they say and there is no wrong. This trust could become abusive.

Personal Identity-one could shape their life around a certain individual in media text and transpose themselves into that person.

Surveillance- audience begin to understand the world around them.

Modelng Theory, Cultivation Theory and Socialization Theory

Modeling Theory

Also known as “social learning theory” occurs when a member of society acts out what they perceive in the media and adds it to how they act in real life situations.

Cultivation Theory

George Gerbner studied how people reacted to a certian medium and researched the thoughts and reactions of people.

Socialization Theory:
http://www.youtube.com/watch?v=Om5pQ48qrHM

Disinhibition Theory, Sensitize and De sensitize

Inhibitions are the morals we have learned throughout life whether from experiences or parental units

Disnhibitions

Desensitized is when seeing something over time you become less bpthersome by it.



Sensitize theory is if we have been tramatized we start to empathy for the topic as sown here:

Theories of Selective Influences

This theory is about people coming up with their own induviduality.

As opposed to the theory of uniform influences, the theory of selective influences members of society to interoperate messages from the media differently. Messages that are directed from the media can have different effects in audience’s habits, needs, beliefs and values with responses with no variable. 

Theories of Uniform Influences

Theories of Uniform Influences is is media influencing members of society taking information uniformly.