Communication theories include the following:
• Development Theory
• Audience Theory-Uses and Gratification
• Computer Mediated Communication
• Attraction-Selection-Attrition Framework
• Medium theory
However, the theories can be explained by stating that:
1. Development theory:
This is a Classical theory that describes the need for the media to take position as agents of development, and ensuring to meet the cultural, social, political and economic needs of the country. Nora C. Quebral described it as "the art and science of human communication applied to the speedy transformation of a country and the mass of its people from poverty to a dynamic state of economic growth that makes possible greater social equality and the larger fulfillment …show more content…
But if it is maximized ethically and processes are in place, it will assist developing countries. (http://www.academia.edu)
2. Uses and Gratification Theory:
This is an audience centered theory that describes how media content are influenced by people, who are attracted to media that interest or meet their specific needs. It explains what people do with media rather what the media do to people, and what they use the media for (Severin and Tankard, 1997) (McQuail 1993).
Most idea in media content are influenced by this questions: Why do people use media? What do they use them for? (McQuail 1993)
People use media to meet their specific needs, which can be categorized into Social, economic, and psychological needs (Elihu Kat).
In order to avert attention diversion, the media has put into consideration the way people perceive and interpret media content differently (Katz et al., 1974). This has encouraged competition in media, especially the traditional media. They are faced with the task to provide content that will meet their audience needs. They have included the addition of new media platforms to support in reaching and meeting the needs of their dynamic audience (Katz et al., 1974) (La Rose et al., …show more content…
CMC has also been described as "any communication patterns mediated through the computer" (Metz, 1992). It involves communicating with two or more electronic devices such as; computer-to-computer, Computer-to-Camera, Computer-to-Mobile phone, Computer-to-Printer, etc. Which can involve email, social network, instant messages, etc. (McQuail, Denis, 2005). This is in large defines the influence of different computer based communication avenues
• Development Theory
• Audience Theory-Uses and Gratification
• Computer Mediated Communication
• Attraction-Selection-Attrition Framework
• Medium theory
However, the theories can be explained by stating that:
1. Development theory:
This is a Classical theory that describes the need for the media to take position as agents of development, and ensuring to meet the cultural, social, political and economic needs of the country. Nora C. Quebral described it as "the art and science of human communication applied to the speedy transformation of a country and the mass of its people from poverty to a dynamic state of economic growth that makes possible greater social equality and the larger fulfillment …show more content…
But if it is maximized ethically and processes are in place, it will assist developing countries. (http://www.academia.edu)
2. Uses and Gratification Theory:
This is an audience centered theory that describes how media content are influenced by people, who are attracted to media that interest or meet their specific needs. It explains what people do with media rather what the media do to people, and what they use the media for (Severin and Tankard, 1997) (McQuail 1993).
Most idea in media content are influenced by this questions: Why do people use media? What do they use them for? (McQuail 1993)
People use media to meet their specific needs, which can be categorized into Social, economic, and psychological needs (Elihu Kat).
In order to avert attention diversion, the media has put into consideration the way people perceive and interpret media content differently (Katz et al., 1974). This has encouraged competition in media, especially the traditional media. They are faced with the task to provide content that will meet their audience needs. They have included the addition of new media platforms to support in reaching and meeting the needs of their dynamic audience (Katz et al., 1974) (La Rose et al., …show more content…
CMC has also been described as "any communication patterns mediated through the computer" (Metz, 1992). It involves communicating with two or more electronic devices such as; computer-to-computer, Computer-to-Camera, Computer-to-Mobile phone, Computer-to-Printer, etc. Which can involve email, social network, instant messages, etc. (McQuail, Denis, 2005). This is in large defines the influence of different computer based communication avenues