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A theory which holds that people have a motivational drive to reduce dissonance by changing their attitudes, beliefs, and behaviors, or by rationalizing or denying their existence, often triggered by conflicting information.

The theory suggests that the media has a significant influence on what topics are considered important by the public by selecting which issues to spotlight.

This theory proposes that long-term exposure to media, particularly TV, shapes the viewer's perception of reality, potentially causing misconceptions about the frequency and intensity of events.

An early mass communication theory that suggests media has a direct, immediate, and powerful effect on its audiences, akin to an injection.

The theory that people tend to think others are more influenced by media messages than they themselves are, which can lead to various social consequences.

A model explaining the different ways in which people can be persuaded, proposing two primary routes: central (focus on the argument's quality) and peripheral (other cues like attractiveness).

This theory contends that individuals learn behavior patterns through observing and imitating others, with media serving as one of these influential models.

A theory that explores how media messages are encoded by media producers and decoded by audiences, potentially in different ways due to diverse cultural backgrounds and social contexts.

The theory suggests that individuals prefer to expose themselves to information and opinions that align with their pre-existing beliefs and attitudes in order to avoid cognitive dissonance.

The theory posits that media influence often works in two stages – first persuading opinion leaders, who in turn influence others within their social networks.

The theory that describes how, why, and at what rate new ideas and technology spread through cultures, identifying categories of adopters such as innovators, early adopters, the early majority, the late majority, and laggards.

The theory posits that the more an individual relies on media to satisfy their needs, the more potential influence the media has on that individual, leading to increased media dependency.

This theory explains how individuals make decisions based not only on their own knowledge but also on the observed decisions of others, potentially leading to cascades of similar decisions.

This theory examines the influence of media as a form of social network, suggesting that the more connections one has within the network, the more power they have to shape communication flows and norms.

This theory explores how individuals adjust their communication styles to align with others during social interactions, which can lead to more effective communication or reinforce social differences.

The theory indicates that individuals are less likely to express their opinions if they perceive they are in the minority, for fear of isolation or reprisal, potentially leading to a quieter 'spiral' of dissenting opinions.

Framing theory explores how the media presents information and influences interpretation by putting certain events and topics in a particular context or 'frame'.

This theory posits that people actively seek out media that will satisfy specific needs and desires, such as entertainment, information, or social interaction.

The theory that people create symbolic worlds through the web of interpersonal communication and interaction, emphasizing the significant role that language and symbols play in human communication.