Phenomenistic Theory Of Mass Communication

Phenomenistic theory states that media rarely has any direct effects and is relatively powerless when compared to other social factors. Mass communication ordinarily does not serve as a necessary cause of audience effects. Klapper’s book is viewed as the definitive statement on media effects. Klapper’s theory is often referred to now as “reinforcement theory” because key assertion is the primary influence of media to reinforce existing attitudes and behaviors. The number one agent, although, of socialization is family. I have to argue with the phenomenistic theory because I don 't allow media to influence my views on femininity. I don 't believe I have to hide or be afraid to express parts of me like my sexuality. The media perpetuates the idea that women have to be pure and beautiful, but I do not allow the media to pressure me into femininity by wearing makeup and heels. Cultural traits and values, however, have more of a direct effect on me. …show more content…
It is too specific to its time and media environment. The strengths highlight roles of mediating variables in the mass communication process, while also combining impressive amounts of research into a convincing theory. It persuasively refutes lingering mass society and propaganda notions. The effects of mass communication was a compilation and integration of all significant media effects findings produced through the mid-1950s and was intended for both scholars and informed members of the public. Media has tremendous power, Klapper was concerned that average people exaggerated the power of