Knowledge Gap Theory

Dr. Ifra Iftikhar

 Knowledge Gap Theory
• Proposed by a team of researchers at the University
of Minnesota Donohue, Tichenor, and Olien (1986) a
theory of society concerning mass media and the use
of media messages.
 What is Knowledge Gap
• Systematic differences in knowledge between
better-informed and less-informed segments
of a population.
 Definition
•  “As the infusion of mass media information
into a social system increases higher
socioeconomic status segments tend to
acquire this information faster than lower
socioeconomic status population segments.
Hence  the  gap in knowledge between the
two tends to increase rather than decrease.”
 Knowledge gap research
• Their model focused on the role played by news media in
cities and towns of various sizes.
• They found that news media systematically inform some
segments of the population, specifically persons in higher
socioeconomic groups, better than others.
• Over time, the differences between the better-informed and
the less-informed segments tend to grow—the knowledge
gap between them gets larger and larger.
• This research team conducted numerous surveys for twenty-
five years to develop and support its theory.
 Theory
• In this theory knowledge is treated as any other commodity
which is not distributed equally throughout the society and
the people at the top of the ladder has more easy access to it.
• This theory was used in the presidential election and it is was
seen that when a new idea invades in the society, the people
of the higher strata understand it better and hence the gap
expands.
• But, events such as debates, free talks may help to reduce this
gap.
• Reduction of knowledge gaps increases social conflict. (it
sparked widespread public discussion and information
seeking).
 Reasons of the gap
1. Communication Skills
2. Stored information
3. Relevant Social Contact
4. Selective Exposure
5. Media Target Markets
 1. Communication Skills
• As a person receives more education, his
communication skill increases and hence
gathering information becomes easier for him.
Along with this reading, understanding mad
memory skills also become better and thus he
understands the issues of various spheres
better.
 2. Stored information
• Via classrooms, textbooks, discussions,
educated person is exposed to much more
topics than a less educated person and hence
his awareness is more.
 3. Relevant Social Contact
• A person with more education has more social
integration. This helps him to counter various
perspectives, diverse stories etc. which makes
his understanding of public issues better.
 4. Selective Exposure
• An educated person knows well of how to use
optimum use of a medium while on the other
hand a person with no knowledge is unlikely
to know it. Hence he will be less aware of the
issues around the world and less interested
and may not also know of how it may affect
him.
 5. Media Target Markets
• For every product, news or any commodity a
certain segment is targeted and it is usually
the higher strata of the society who is targeted
and hence the lower strata remains unaware.
 Internet and knowledge gap
• The Internet, with its presumed “democracy” and all-
information all- the-time orientation, has reignited interest in
knowledge gap theory.
• There is a digital divide between affluent, better-educated
young adults who regularly use the Internet for information
and their less-affluent, less-educated peers who either don’t
have access to the Internet or use it only for entertainment.
• This divide is linked to gaps in knowledge.
Internet & Social participation gap
• The Internet is not changing the socio-economic character of
civic engagement in America.
• Educated and well off are more likely to participate in online
political activities such as emailing a government official,
signing an online petition, or making a political contribution
than those less educated and less well off.
 Factors affecting knowledge gap
• Variable access to media technologies
• Individual differences
– information-processing ability
– level of cognitive complexity (how well one perceive
things)
– perceived value of being informed
– Socio-economic status
• Quality of the information presented by news
organizations
• Levels of news consumption
 Strengths
• Identifies potentially troublesome gaps
between groups.
• Provides ideas for overcoming gaps
• Presumes reciprocity and audience activity in
communication is grounded in systems theory
 Weaknesses
• Assumes gaps are always dysfunctional; not all
researchers agree
• Limits focus to gaps involving news and social
conflicts
• Can’t address fundamental reasons for gaps
(e.g., poor schools or limited access to
information sources)