Media Theory

Naveed, Fakhar. Different Media Theories Used in Mass Communication. 28 Feb. 2017. 

March 22, 2023

Media theory focuses on the effects that can come from the utilization of new media. This can include textual experiences and new ways of representing the world. Inside of media studies, there are six main theories. These include cultivation, agenda setting, framing, uses and gratifications, social cognitive learning, and third person. These theories are very important in the study of media because they provide insight into how people consume, engage with, and distribute media. The cultivation theory suggests that exposure to media affects a viewer’s perception of reality. This theory also draws attention to the three aspects of media being institutions, messages, and publics. The second theory, agenda setting, explains how the mainstream media sets the agenda of public discourse by telling people what to think about rather than simply what to think. The Framing theory essentially suggests how something is presented to the audience. This theory also shows how the media we consume can influence certain choices we make in our real lives. The next theory, uses and gratifications,  focuses on the needs, motives, and gratifications of media users. This theory states that media consumers play a very active role in media consumption. The social cognitive learning theory describes the influence an individual experiences, the actions of others, and environmental factors on individual health behaviors. Finally, the third person theory predicts that individuals tend to think that other people are influenced by mass media messages to a greater degree than themselves. In my film opening, I believe I will use the uses and gratifications theory as well as the setting theory to fully capture the audience's attention and cater my work to what they will want to see. Media theories not only help us understand the effects of media, but also how the audience will respond to it.