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Mass Media Influence
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Gatekeeping
The process by which a few individuals or organizations control what information is presented to the audience and what is omitted.
Cultivation Theory
A theory stating that high exposure to media over time subtly 'cultivates' viewers' perceptions of reality.
Framing Effect
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.
Agenda Setting
The process by which the media prioritizes topics, thereby shaping what the public perceives as important issues.
Selective Exposure
The tendency of individuals to prefer messages that support their own preconceptions or opinions.
Uses and Gratifications Theory
A theory addressing how and why people actively seek out specific media to satisfy specific needs.
Media Convergence
The coming together of computing, telecommunications, and media in a digital environment.
Spiral of Silence
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.
Digital Divide
The gap between individuals and communities that have and don't have access to the information and communication technology, particularly broadband internet.
Two-Step Flow Theory
A communication theory that suggests ideas flow from mass media to opinion leaders, and from them to a wider population.
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