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University of Algiers 2 Abu Qasim Saad Al-Allah

College of Human

Sciences, Media and Communication Branch

Factors that led to the emergence of media theories

Contact

Third year of Bachelor’s Degree - Specialization in Communication -

Scale of media and communication theories

Regiment 09

Group 03

Preparing students: Supervision of the professor:

- Maan Aya Rania Dr. Hanan Oreibi

- Osama's messengers
 Search Plan:

the introduction

The first topic: media and communication theories and their historical development.

The first requirement: Definition of media and communication theories. The second

requirement: The historical development of media and communication theories

The second section: Factors for the emergence of media and communication theories

The first requirement: political and economic factors

1.Political factors
2. Economic factors

The second requirement: academic and cultural factors

1. Academic factors
2. Cultural factors

Conclusion

List of sources and references

introduction:

The study of media and communication has evolved over the decades to include a variety of theories that explain how information is influenced and exchanged

in societies. These theories include functional theory, which focuses on the role of the media in achieving social and cultural integration, behavioral theory,

which focuses on the individual's response to media messages, and economic theory, which views the media as a market for ideas and information. It also

includes modern theories such as the theory of communication and social change, which focuses on the role of the media in shaping social change and its

development with the development of media and technology, including the social, cultural and economic factors that influenced this development. These

factors include changes in the social, technological, political and economic context, and their impact on the ways in which communication and media are

understood and analyzed. In this context, we pose the question: What are the most prominent factors that led to the emergence of media and communication

theories?
 The first topic: theories of media and communication and their historical development

The first requirement: Definition of media and communication theories

It is the result of studies, research, and observations that have reached a stage of development that has been placed in a theoretical and

practical framework and is trying to explain it... From this standpoint, researchers have defined media theories as the pure results of

researchers and scholars of human communication with the masses, with the aim of explaining world phenomena, trying to control them,

and predicting their applications and impact on society.1

- It is also a sum of assumptions, one with another, that provides a systematic point of view on a specific phenomenon related to

the subject of media and communication sciences.2

The second requirement: the historical development of communication and media theories

The development of the media throughout the various stages of history and the attempts of researchers and thinkers to study

communication and its components and elements led to the emergence of theories of mass communication at the beginning of

the twentieth century. Studies increased after World War II due to the belief of the warring countries at that time in the power of

the media’s influence, which was the reason for the beginning of scientific studies conducted from Before scientists and thinkers in

psychology, sociology, and mathematics, the first media research was conducted within the framework of concepts, theories, and

methodological models inspired by other disciplines. Among the most famous of these researchers and thinkers are: Lasswell,

Shannon, Katzolazersfeld, McLuhan, and Park, in order to determine the effects of the media on the masses and know the effects.

possible means.

The importance of this research increased after the science of communication and media developed and became an independent

science with its own thinkers and researchers who expanded the study of the media, its audience, and its effects, which led to the emergence of

theories, models, and hypotheses explaining the work of media and communication.

The history of communication theories at its beginning is almost the history of theories of media influence due to the great

interest of researchers and scholars in this aspect in studying the communication and media process.

Theories of media effects have gone through several stages. The first trends in this field assigned great
power to the media to influence the public. This type of media influence was summarized in a concept
known as Bullet Theory or Hypodermicneedle Theory. According to this concept, audience members were
isolated from each other and were therefore easy targets for the influence of media messages.

After a period of time and a large number of research on how the media works, media researchers
concluded that the bullet theory is incorrect. This conviction was born from studies conducted on the
American elections during the 1940s. The new vision assigned less power to the media, and the limited
effects hypothesis was presented in Joseph Clapper’s book entitled “The Effects of Mass Communication.”
Here, the masses were viewed as natural persons with a great ability to

1-Bassam Abdel Rahman, Media Theories Reviewer, Dar Osama for Publishing and Distribution, Jordan.2010, p. 80

2In Al-Abdullah: Theories of Communication, ed1, Dar Al Nahda Al Arabiya, Lebanon, 2006, p. 14
Resistance to media messages, due to a number of factors that include support for opinions from other people, and

different types of psychological filtering that occur when people receive media messages.

Then came new research in the media that restored some of its power to the media, even
though it had not reached what it was under the bullet theory. New theories such as: Agenda-
setting Theory and Cultural Inculcation Theory have attributed what we might call the moderating
effects of the media and mass communication. Other theories, such as the Spiral of Silence theory,
suggested what we might call strong media effects in specific circumstances.3

3Lectures on the scale of media and communication theories

The second section: Factors for the emergence of media and communication theories

The first requirement: political and economic

factors 1. Political factors:

1.1 The phenomenon of propaganda

Propaganda appeared after World War I in Western societies, especially European ones (fascism and Nazism),
and during World War II, regimes used mass persuasion in order to control and monitor their political systems.4
Content analysis studies appeared as a result of the fear expressed by researchers regarding manipulation and
directing opinions. Since 1915, Harold Lasswell turned to analyzing the content of propaganda messages, thus
completing this work in 1967 with the first book on propaganda techniques during World War I.

During World War II, the American government summoned a group of researchers in order to expose Nazi propaganda and then

communism... coinciding with the founding of the Institute for Propaganda Studies.5

2.1 World Wars:

The intense conflict between Germany and the Allies during the emergence of totalitarian regimes (Nazi, fascist, and communist) and

how the media (radio) were exploited to pass propaganda messages. The problem was raised of how to distinguish between them and

media messages, and research funded by governments focused on that.

1.3the press
He made the issue of freedom of the press a primarily political problem because the media (the press) was linked to expressing public

opinion that might contradict the policy of the rulers.6

2. Economic factors:

The economic renaissance that England experienced in the eighteenth and nineteenth centuries is a living example of the benefit of

freedom in society, as philosophers demanded. It is known that the economic renaissance started from the views of Ricardo, who

says that freedom of work is a basic condition for the flourishing of economic activity in society.

Therefore, freedom of work is linked to freedom of expression, especially freedom of the press, and this was indeed the case, as Europe

at the beginning of the nineteenth century witnessed a great boom in the field of journalism as a vital economic activity, especially with

the development of printing and publishing.7

Ibid, p42_ 4

5Institute of Propaganda (Analysis r

communication France, first edition, 1992, p. 27 bows and 1 paillary, these stories
6 6Mohamed Al-Bishr (2014), Theories of Media Influence (first edition), Riyadh: Obeikan Publishing, pages 17-19.

7 Publication: Freedom of the media according to liberal theory

 He played a major role in achieving the theory of media freedom, and the economic renaissance that England experienced

in the 18th and 19th centuries is the best example of the benefit of freedom in society. For example, Adam Smith’s views on

freedom of work, let him work, let him pass, as a basic condition for prosperity in society, With time, journalism came to be

viewed as a public and commercial activity, especially with technical development.8

The second requirement: academic and cultural factors

1. Academic factors

1.1The development of research methods and tools in social research

This factor is linked to the factors that preceded, such that the development of social research tools was caused by the phenomenon of

propaganda, economic development, and the development of mass means of communication. Modern measurement methods,

methods of preparing referendums and experimental studies have developed, and then machines were developed to produce results

quickly and summarize huge amounts of information, and this is what The increased interest during the 1920s in quantitative statistical

studies and attempts made to measure opinions and trends, similar to the work of Louis C. Thurstone in the field of psychology,

sociology, anthropology, history, and economics, is explained by the study of media, public opinion, and propaganda. This stage was

characterized by the creation of9Journalism Quatterly was the first specialized journal to publish media research in 1925

- The establishment of the American Opinion Analysis Institute in 1937, which represented a response to the sense of danger from this theory,

which gave the media personality great power to influence and likened him to the one who fires a bullet.10

2. Cultural factors:

The means of mass communication were subjected to several criticisms within society by intellectuals, researchers, and even some

media practitioners who believed that the emergence of mass means of communication led to the deterioration of cultural and

moral patterns, and that these means contributed to the deterioration of civilization.

All of these effects resulting from these means were contrary to the aspirations of intellectuals who initially saw that the emergence of these

means in modern societies would lead to the confirmation of democracy and that mass means of communication would work to consolidate

education and raise the cultural level of individuals. However, what appeared was that mass means of communication and the cultural content...

What it was promoting led to the transfer and suppression of the individuality of the individual and the halting of the speed of development of

Jamahiriya society in that it limits the process of social change and does not encourage change. This reality has led to the necessity of verifying the

veracity of these assumptions, so the need for study has emerged.11

8Printed. On the theory of media freedom

Evexett M. rogers, op cite, p. 3139

10Azraa Al-Aziz...Third Year Communication...Media and Communication Theories Scale2021-22

11A reference publication on critical trends in media and communication

- Paying attention to the cultural factor and the extent of the effects that different media have on cultural values (strong

influence research, the theory of violence and sex that came after the magic missile theory)12

1212 Plant the Dear...Third Year Communication...Media and Communication Theories Scale 22-2021
Conclusion:

In conclusion, the growing interest in studying media and communication shows the importance of a deep

understanding of how media influence societies and individuals. The theories and factors that led to their emergence

are an essential part of this understanding, as they shed light on the dynamics of media and communication and

contribute to directing research and developing media and guidance policies. These theories and factors vary in their

influence and extent of application in different contexts.

List of sources and references:

➢ Bassam Abdel Rahman, Media Theories Reviewer, Dar Osama for Publishing and Distribution, Jordan,2010,

➢ 1 In Al-Abdullah: Theories of Communication, ed1, Arab Renaissance House, Lebanon, 2006,

➢ Lectures measuring media and communication theories

➢ 1)media in the quarante of the word America on the masses

Chrutiam Hamelin, -In America (Institute of Propaganda
(Analysis)
➢ Edition Corlet, 1992, p. 27 communication France, bow and 1
paillary, these words
➢ 16Mohamed Al-Bishr (2014), Theories of Media Influence (first edition), Riyadh: Obeikan
Publishing,
➢
➢ 1Publication: Freedom of the media according to liberal theory

Ibid,➢
Evexett M. Rogers, op cite,1➢
➢ 1 Azraa Al-Aziz...Third Year Communication...Media and Communication Theories Scale2021-22

➢ 1 A reference publication on critical trends in media and communication