Broadcasting Theories

By Jenna Anna Paul

Uses and Gratification Theory
It’s motive alone which gives character to the
actions of men
- Jean de la Bruyere
∩ Developed by Jay Blumer and Elihu Katz
∩ It is a user- centred approach and is goal
oriented.
∩ Based on the motivations and intentions of the
audience in media use
∩ It relies on two assumptions about media users :
∩ First, it characterizes media users as active
in their selection of the media they
consume.
∩ Second, people are aware of their reasons
for selecting different media options.
∩ Audience turn to media as a useful tool to
gratify their needs.
Spiral of Silence Theory
Humans are social animals .We were social before we were
humans
- Peter Singer
 Prevailing Public Opinion It was developed by Elizabeth Noelle
Neumann.

People who notice that their

opinion has little support hide it.

People who feel endorsed in their

opinion continue sharing it with
Opinion confidence.
Interpersonal
expressed
support of Loud opinions on one side and quiet
as
deviant voices on the other trigger the spiral
dominant
opinion of silence.
by the
media
Those who represent the supported
opinions talk more, while others remain
silent.
Amount of people not openly expressing The loudest opinion is perceived as
deviant opinion and or/ or changing from the majority.
deviant to dominant opinion The spiral process goes on until one
opinion prevails.
 Pros
• Define why people are not willing to
express their opinion if they are in the
minority.
• Explains why people prefer to withhold
their true feelings rather than take the risks
of being isolated.
• It is a good model in relating media effects
to public opinion.
Cons
• Inaccuracy of assessing the public opinion
• Inability to determine whether one truly
belongs to the minority or majority. The
existence of pluralistic ignorance is the
mistaken assumption of people that
everyone thinks similar like they do.
• The theory does not do justice to the
pervasive impact of committed deviants on
public opinion.
Diffusion of Innovations Theory
❑ This theory was developed by E. M. Rogers in 1962.
❑ It seeks to explain the adoption of new ideas and technologies. How they are spread and at what rate
of speed.
❑ The theory outlines 5 levels of adopters:
Innovators (2.5%) > Early Adopters(13.5%) > Early Majority(34%) > Late Majority(34%) >
Laggards (16%)

❑ The Five Stages of the Adoption Process involves:

1. Awareness 2. Persuasion 3. Decision 4. Implementation 5.Continuation
 Innovation

Time

Communication Elements of
Channels Diffusion of
Innovations

Rate of
Social System Adoption
Trickle Down Theory of Fashion Trends
(a form of diffusion of innovations theory)
Thank You