Theories of Media

Theories of media explore how media influences society, individuals, and culture. They explain ways media shapes perceptions, attitudes, and behaviors through processes like agenda-setting (what topics are prioritized), framing (how issues are presented), and cultivation (long-term effects on worldview). Some theories see media as a passive reflector of reality, while others view it as an active tool that constructs social meanings. These theories help us understand the power dynamics, message construction, and audience interpretation involved in media communication, highlighting how media plays a central role in shaping our understanding of the world around us.