Page One: Theories

Theories of Uniform Influence- This theory says that in our entire society, everyone is basically the same regardless of our different social situations and the media presents to us information that we all take in similarly. These messages stimulate us and make us all respond in the same way more or less.


Theories of Selective Influence- The media send out messages to our mass society but we take in the information selectively. This is because each person in unique and has different habits. Because we are all unique and our own individual, our response to what the media shows us is going to be different.

Disinhibition Theory-  What this theory tries to say is that through out our life we build on our morals and ethics. As time passes and we see these images of things that we deem immoral or unethical coming from mass media, we are more likely to take part in that type of behavior that we used to think was not good.

Desensitization Theory- Similar to the disinhibition theory, this idea is that the media sends out so many messages and images of things we think are not pleasant, like violence for examples, and over time seeing these images makes us desensitized to them.

Sensitization Theory- This is the opposite of the desensitization theory. This theory says that after we see all these bad images the media sends out that we will become overly sensitive to them creating a kind of false sense that the world is a frightening place.

Modeling Theory- For this theory, it is believed that we watch many things in the media and that becomes a model for us. After seeing this stuff, we then in turn go ahead and do these actions in real life. For example, a child who watches a wrestling show would then go on to imitate what they just saw on TV on one of their friends.

Cultivation Theory- This theory thinks that what we are exposed to through the media will shape our views and ideas of the world. Essentially, the media tells us what to think about and our view spawns from that. This could be bad because you are blindly following what the media is telling you is important and not coming up with your own thoughts and views.

Socialization Theory- Very similar to cultivation theory, says that after we are exposed to the media for a very long time, it begins to teach us about the world and what part we play in that world.

Uses and Gratification Theory- The theory here thinks that we all have different needs and we get these needs differently through the media. What I want out of the media can be completely different than what you do, so we seek out what is best for us and get gratification from it.

Agenda Setting Theory- The news media basically tells us what we should be thinking about. it doesn't tell us what to think, but what we should be thinking about.

Reinforcement Theory- In our brains we build these images called schema's. For example, when someone says the word pizza, we all have a mental image of what that is, but every persons idea could be different. Some may think of a plain pie, others may think Chicago style, ect. With the media displaying different behaviors, we watch them and this reinforces the schema's that we have for this behavior.

Schema Theory- Watching mass media will trigger certain images in our heads called schema's. If we watch something on TV about the Nazi's, our schema for that group will be triggered which will bring up or preconceived notion on the subject.