Theories

1. Theories of Uniform Influences- (direct influence) When members of the mass society all have an essentially similar human nature and are alike in terms of emotions and outlook. The media present messages to the members of mass society who perceive them more or less uniformly. These influence the individual's emotions and sentiments strongly.


2. Theories of Selective Influences- (indirect influence) Joseph Klapper was the chief supporter of this theory. When the media present messages to the members of mass society but those messages are received and interpreted selectively. The basis of this selectivity lies in variations in habits of perception among members of society.


3. Disinhibition Theory- (behavior theory) Throughout our lives, we have acquired a set of moral and personal ethics. Some of these moralistic ideas are ones that ethically prohibit us from engaging in certain behaviors (inhibitions). Over time, if we come into contact with mass-mediated messages that seem to condone this behavior, we may lose our inhibitions. Once we lose out inhibitions, we are more likely to engage in those behaviors that we see.

4. Desensitization Theory- Over time, heavy media use can cause people to become less sensitive to certain topics and issues. Often these are topics and issues which they have formerly displayed considerable sensitivity.


5. Sensitization Theory- (exact opposite of desensitization theory) Viewers will react so strongly to seeing certain mediated content that they will be traumatized by it and actually become more sensitive to issues and topics.


6. Modeling Theory- (social learning theory)- an individual sees a certain behavior and ties it to a certain memory similar to the one portrayed. the behavior that is portrayed is reproduced by the individual. the more the person uses this theory, the more of a habit this behavior will become in handling that type of situation. when people see something happen in a mediated message and change your actions because of what you have seen.

7. Cultivation Theory- when the news media makes it sound like what's happening is something that happens regularly (ex: crime and violence in the community) 


8.  Uses and Gratifications Theory- people have different needs. they use different outlets of media various way (ex: escapism, personal identity, relationships...)


9. Agenda-Setting Theory- "the press mat not be successful much of the time in telling people what to think, but what to think about" -> the news media help set set the public agenda by displaying certain stories. (ex: the koran burning)


10. Reinforcement Theory- all people possesses mental collections (schema) of possible behaviors that can be used in various situations. if they come into contact with mediated content that coincides or is similar to their schema, that schema is reinforced.

11. Schema Theory- the "pictures in our heads" or schema, gives us a way of thinking and feeling about people and certain situations, as well as giving us expectations based on past events.