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Mass Media Influence

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Gatekeeping

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The process by which a few individuals or organizations control what information is presented to the audience and what is omitted.

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Cultivation Theory

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A theory stating that high exposure to media over time subtly 'cultivates' viewers' perceptions of reality.

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Framing Effect

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The influence on public opinion caused by the way a story is presented or framed in the media, including the details, explanations, and context offered.

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Agenda Setting

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The process by which the media prioritizes topics, thereby shaping what the public perceives as important issues.

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Selective Exposure

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The tendency of individuals to prefer messages that support their own preconceptions or opinions.

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Uses and Gratifications Theory

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A theory addressing how and why people actively seek out specific media to satisfy specific needs.

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Media Convergence

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The coming together of computing, telecommunications, and media in a digital environment.

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Spiral of Silence

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A social theory explaining that individuals are less likely to express their opinions if they believe they are in the minority, leading to a perceived dominance of the majority opinion.

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Digital Divide

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The gap between individuals and communities that have and don't have access to the information and communication technology, particularly broadband internet.

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Two-Step Flow Theory

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A communication theory that suggests ideas flow from mass media to opinion leaders, and from them to a wider population.

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