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A theory that explains how media influences the public's perception of importance on topics. Originated by Maxwell McCombs and Donald Shaw.

A theory proposing that long-term exposure to media, particularly television, shapes viewers' perceptions of reality. Originated by George Gerbner and Larry Gross.

An early model suggesting that the media injects information directly into the passive audience. Often referenced with critique or in historical context.

A framework for understanding media messages, proposing that readers encode their own experiences and ideologies into their interpretation. Introduced by Stuart Hall.

A theory that focuses on how media and communications shape the cognitive framing and context through which events and issues are interpreted. Influences include Erving Goffman's frame analysis.

This theory posits that the more an individual relies on the media to meet their needs, the more important the media becomes to them. Originated by Sandra Ball-Rokeach and Melvin DeFleur.

A theory explaining how, why, and at what rate new ideas and technology spread through cultures. Originated by Everett Rogers.

A framework looking at media environments and their effects on people and society, associated with figures like Neil Postman and Marshall McLuhan.

A theory that seeks to understand why and how people actively seek out specific media to satisfy specific needs, originated by Elihu Katz and Jay G. Blumler.

A perspective that posits technological developments as the central cause for change in society and culture. Commonly associated with Marshall McLuhan.

The study of how the media filters and shapes what we see and hear, originally formulated by Kurt Lewin.

An analytical approach that focuses on the interplay between economic interests, political power, and how that shapes media. Scholars like Vincent Mosco contribute to the theory.

A theory stating that the more ambiguous and complex a message, the richer the communication medium needed to convey it. Proposed by Richard L. Daft and Robert H. Lengel.

A theory identifying opinion leaders as important influencers of the public, with media influence being indirect. Developed by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet.

A theory that suggests individuals who perceive their viewpoint as unpopular are less likely to express those views publicly. Originated by Elisabeth Noelle-Neumann.

A perception that media affects others more than oneself, which can lead to action or attitude changes. Originated by W. Phillips Davison.

The study of signs and symbols as elements of communicative behavior in media. Notable contributors include Roland Barthes and Ferdinand de Saussure.

A sociological perspective stressing the importance of symbolic communications in the construction of society and individuals. Key figures include Charles Horton Cooley and Herbert Blumer.

A mathematical theory of communication dealing with the transmission, processing, utilization, and extraction of information. Introduced by Claude Shannon and Warren Weaver.