How to Approach the Media Theories in a New World
- There are a lot of theories on mass communication and psychology, but we will focus on the ones that are most interesting from a marketeers’ prospective and that are still relevant today.
- Every theory starts from a different point of view and explores different aspects of the process of communication: but all agrees, at different level, that the mass media were powerful enough to have a direct influence on audiences.
- These theories might or might not be put to an end with the advent of new media era. What we need to do, as argued by Chaffee and Metzger (2001), is not simply abandoning or applying old theories, but reevaluating and updating those theories in the new media environment.
