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This theory proposes that the more ambiguous and uncertain a task, the richer the form of communication needs to be. Rich media allow for more personal, two-way communications and are considered more effective for complex communications.

This cognitive bias refers to the belief that mass communicated media messages have a greater effect on others than on oneself, often leading to a call for stricter media regulations to protect 'others'.

The theory suggests that media effects flow in two stages: mass media information is first picked up by 'opinion leaders' who then pass it on to their less active, personal networks, thus influencing public opinion.

Cultivation Theory proposes that long-term exposure to media content has a small but accumulating effect on the perception of social reality. People who consume a lot of media may believe that the world is more like what they see on TV.

The Elaboration Likelihood Model suggests there are two routes for information processing in persuasion: central (involves careful and thoughtful consideration) and peripheral (relies on superficial cues). The route taken depends on the individual's motivation and ability to evaluate the message.

This theory posits that people are less likely to express their opinions if they believe they are in the minority for fear of isolation or reprisal, leading to a spiral process where the dominant opinion becomes even more dominant in the public sphere.

This theory suggests that the media doesn't tell us what to think, but rather what to think about by selecting which issues are covered and how much prominence they are given, which in turn influences the public's perception of what is important.

Framing Theory looks at how media focuses attention on certain events and then places them within a field of meaning. Media frames shape how audiences interpret and perceive news stories.

Selective Exposure Theory contends that individuals prefer messages that support their own preexisting attitudes and beliefs, in turn they selectively expose themselves to media that aligns with these attitudes.

Social Learning Theory explains how people can learn behaviors and norms through the observation of others in the media, rather than through direct experience. This can influence how people act in society.

According to Media Dependency Theory, the more a person depends on media to fulfill their needs, the more influence that media has on them. It states that media's power is a function of audience dependency.