“Theories Of Mass Communication”

PROF.DR. NOSHEENA SALEEM

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INTRODUCED IN 1970.
BY: Philip J Tichenor
George A. Donohue
Clarice N. Olien

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1. Knowledge is distributed unevenly throughout
society.
2. Information is more accessible to wealthier and
more educated people than poorer people. This
causes a “Knowledge Gap”.
3. More educated people tend to be more
interested in and open minded about learning,
further widening in Gap.
4. As mass media grew in the 20th century, so too
did the gap in knowledge between rich and poor.
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 1.
Communication
Skills

5. Media
2. Stored
Target
Information
Markets

4. Selective 3. Relevant
Exposure Social Contact
A.Notion of ‘VICE AND VIRTUE’

B.SETTING ONESELF ASIDE

C.KNOWLEDGE IN THE HANDS

OF A SOVEREIGN/AUTHORITY
SOVVER

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A. Assumes gaps are dysfunctional; not all agree.

B. Limits focus to gaps involving news and social

conflicts.

C. Can’t address fundamental reasons for gaps (for

example, poor schools or limited access to
information sources).

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1.Pakistani rural areas are different from Urban areas.
2.The socioeconomic status of people of rural areas is very low
than people of urban areas.
3.The information and knowledge gap is much more in between
these two sectors.
4.Lack of information sources.
5.The reason for this is the lack of educational facilities in rural
areas.
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1. Lack of professional ethics

2. Limited accessibility 3. Lack of

to internet personal will

4. Poor 5. Limited 6. Unavailability

library state funded of fresh scientific
infrastructure resources literature
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1. Contract 2. Channel
Domains Influence

3. Social 4. Structure of
Conflict communities

5. Individual
motivational
factors
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THANK YOU!