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Media Theories and Effects

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Two-Step Flow Model

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This model posits that media effects flow from media to opinion leaders and then to the wider population. For instance, a local community leader may influence how their community perceives a news story after they themselves have been exposed to media coverage of it.

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Selective Exposure Theory

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This theory describes the tendency of individuals to favor information which reinforces their pre-existing views and to avoid contradictory information. For example, a conservative individual might exclusively watch conservative news channels.

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Third-Person Effect

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This effect involves people's tendency to believe that others are more affected by media messages and propaganda than they themselves are. For example, parents might think violent video games affect other children's behaviors more than their own child's.

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Spiral of Silence

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This theory explains why individuals may be unwilling to express minority views, due to fear of isolation or rejection. An example would be someone who hesitates to share their political opinion on social media if they think most of their friends disagree.

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Cultivation Theory

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The theory posits that long-term exposure to media content can shape viewers' perceptions of reality. For instance, people who watch a lot of crime dramas may believe that crime rates are higher than they actually are.

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Uses and Gratifications Theory

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This approach suggests that people are active users of media and choose what to consume based on their own needs and desires, such as using social media for connection or news for information. For example, someone might watch a sitcom for entertainment and relaxation.

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Agenda-Setting Theory

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The theory suggests that media doesn't tell us what to think, but rather what to think about, by focusing on specific issues it influences the public agenda. For example, if news outlets extensively cover crime, the public perceives it as a more significant issue.

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Framing Theory

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Framing refers to the presentation and communication of issues in the media, which affects perception and discussion. For example, describing a conflict as a 'revolution' vs 'civil unrest' can influence public understanding.

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