Theories of Mass Communication

Theories of mass communication explore how messages are created, transmitted, and received by large audiences. Key theories include the Hypodermic Needle Theory, which suggests media directly influences people; the Two-Step Flow Theory, which highlights the role of opinion leaders in shaping beliefs; Agenda-Setting Theory, which shows how media influences what topics are considered important; and the Cultivation Theory, which examines long-term effects of media on perceptions of reality. Together, these theories help us understand the complex dynamics between media, society, and individual behavior, illustrating both the power and limitations of mass communication.