In simple words, a communicator is influenced by the primary group. The Receiver is also works as like as Communicator which is also influenced by the other groups in the larger social system. The effects theories, however, are not the only way in which researchers seek to explain the influence of the media on modern society. Mass communication Theories is the main stream subject of this era and Researchers a lot of research work is doing in this field. When there is an inconsistency between attitudes or behaviors (dissonance), something must change to eliminate the dissonance. 2. Larger Social Structure 2 contains Receiver, Primary Group b1 and b2. “Group” here is loosely used to distinguish between a … A specifically sociological theory of mass society, however, with its antecedents in the writings of Alexis de Tocqueville, John Stuart Mill, and Karl Mannheim, is altogether more recent. Let us consider some of the important observations made during the last half of the 20th century on the roles of practitioner and audience. Primary groups are distinguished by their degree of intimacy say may be friends, relatives. The hypodermic needle theory of mass communication suggests that a sender constructs a message with a particular meaning that is “injected” into individuals within a mass audience. Communicator (c) is representing the larger social group 1. Framing theory is closely interlinked with the agenda setting concept, Framing says the media focus attention on certain issues and then place them within a specific field of meaning. The model clearly illustrates that communication is a two-way proposition. Theories of media effects explore the intended or unintended effects of what the media does. Therefore, the ability for public speaking reaped its magnitude in ancient world. Communicator and receiver are part of a larger social context (be it family, community, or work place); and are not acting in isolation. 4.0 out of 5 stars Overview of Mass Communication Theories. There is also secondary group otherwise known as the reference group (though not mentioned in the figure) who doesn’t share a very intimate relationship with C or R but do influence in the communication process. Mass communication theories are outlined into three categories:(1) theories about culture and society, (2) theories of influence and persuasion and (3) media use theories (Littlejohn and Foss). The basis for their ideas lies in the work of Aristotle and Lasswell, and point out the importance of the sociological view in communication in another way. The communicator (C) would be the library Dean and staff who have created the website and have included terminology and relate to (influence by the primary group). Several useful definitions could help us better understand what mass communication theory is or is not. John W. and Matilda White Riley, the husband and wife team of sociologists from Brunswick published many articles together on communication. Mass communication has always been an object of interdisciplinary study, but it is currently gaining a greater degree of autonomy. Theories of Mass Society. As the infusion of mass media information into a social system increases higher socioeconomic status segments tend to acquire this information faster than lower socioeconomic status population segments so that gap in knowledge between the two tends to increase rather than decrease. The important point is the both Communicator and Receiver are a part of an over-all social system. Wright, C (1959) Mass Communication: A Sociological Perspective. The receiver, who is a member of sociological groups containing all students, has their own expectations which is  relate to the library web site and how they navigate it. Group socialization is the theory that an individual’s peer groups, ... work, and the mass media. The receiver (R) receives the feedback based on the communicator’s message from its primary social groups. Baran and Davis (2000) classify mass communication theories into three broad categories: 1. microscopic theories that focus on the everyday life of people who process information - for example, uses and gratifications, active audience theory, and reception studies; 2. When seen as a sociological model, it is generally governed by how the society influences a particular set of communication taking place. Authoritarian theory says it is necessary to control the media to protect and prevent the people from the national threats through any form communication i.e. e.g. The Authoritarian Media Theory by Group 1 UNILAG PGD Mass Communication 2015 1. Media theories are now being developed based on critical thinking and qualitative method. Agenda Setting is basically a theory of strong media effects which says that there are three related agendas as media agenda, public agenda and policy agenda. Mass communication Theories is the main stream subject of this era and Researchers a lot of research work is doing in this field. Beverley Hills, Sage Publications. The core element of Luhmann's theory pivots around the problem of the contingency of meaning and thereby it becomes a theory of communication. The Riley developed a model to illustrate the sociological implications in communication. flow of mass communications. Receiver (R) is representing the larger social group 2. Media Ethics & Governance Communication can be viewed as central part of consciousness as well as the element of human activity. Hypodermic needle theory, magic bullet or transmission belt theory is that media message is very powerful and injects into minds of the audience in such a way as a bullet acts rapidly on a body. New York, Random House Wright, C (1974). The sociologist Max Weber defined power as the ability to bring about a desired outcome, even when opposed by others. Cultivation theory says that media cultivates the minds of the people; this holds that through heavy exposure to television; people begin to view the world similar to the television world. information or news. Hypodermic needle theory, magic bullet or transmission belt theory is that media message is very powerful and injects into minds of the audience in such a way as a bullet acts rapidly on a body. In landmark media effects studies, Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet shift the view of media from powerful to limited effects, this says that media message has not very strong impact and its effects are limited, it depends on audience that how they take the media message.