Social and Mass Media.

I need help creating a thesis and an outline on Social and Mass Media. Prepare this assignment according to the guidelines found in the APA Style Guide. An abstract is required. As technology development keeps on booming, with more social media platforms springing up and the platforms becoming more heightened and solid, it is expected that the number of people using these platforms will increment altogether.

&nbsp.It is essential to understand that as social networking develops, the domain of communication changes (Madge, Meek, Wellens, & Hooley, 2009). The innovative improvements added to social media changes the way we communicate with individuals on an everyday schedule. It has made communication faster and more effective. Social media destinations like Facebook send a day-by-day indication of companion birthdays. One can essentially sort one’s birthday wishes on their page instead of getting the telephone and customarily wishing somebody birthday greetings. This has wiped out the need to make a phone call or send a birthday card. This seeks to highlight the importance of mass and social media. This will be done by reviewing three major media theories: the cultivation theory, the attitude change theory, and the direct change theory.

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&nbsp.&nbsp.&nbsp.&nbsp.&nbsp.&nbsp.&nbsp.&nbsp.&nbsp.&nbsp.&nbsp. In this section, I will look at the theories that have been developed by different scholars concerning the mass media. The focus will be mainly on three theories, namely:The cultivation theoryThe attitude change theoryThe direct effects theory.

&nbsp.&nbsp.&nbsp.&nbsp.&nbsp.&nbsp.&nbsp.&nbsp.&nbsp.&nbsp.&nbsp. The cultivation theory of media was developed by the late George Gerbner back in the 1960s&nbsp.(Taylor & Harris , 2008). It was an advancement from the limited effects theory done by Paul Lazarsfeld. This theory is also known as the stalagmite theory. This theory proponents argue that the mass media effects do occur similarly to the gradual buildup of formations on a cave’s floors. The formations make their fantastic forms after the years of the stable dripping of limewater from the caverns’ ceilings above. The cultivation theory was developed in the context of the rapidly increasing growth of television viewers. George researched to find out whether television watching had an impact on the viewers.

The study also sought to identify how watching influenced human behavior. The principles of the cultivation theories, as held by George Gerbner, stated that television watching plays a great role in influencing the viewer’s perceptions of social reality.&nbsp. The long term effect of massive television watching is cultivating the social perceptions of the viewers and the culture in general.


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