mass communication theories

Mass communication theories explore how messages from media sources influence audiences. They examine how people interpret information, the effects of media on society, and the ways messages are crafted and delivered. Theories like the "Hypodermic Needle" suggest media messages directly impact viewers, while others like "Uses and Gratifications" focus on individuals actively choosing media to satisfy their needs. Understanding these theories helps us see how media shapes perceptions, behaviors, and cultural norms, emphasizing that communication is a dynamic process involving both the creator and the consumer.