Comparative Study Of Eight Theories Of Mass Communication
Edafejirhaye I. Vincent PhD
Thomas Adewumi University. Oko, Kwara State, Nigeria
Keywords: Agenda setting, cultivation theory, message flow model, Schemata, Technological determinism, systems theory
Abstract
This paper highlights the importance of theories in Mass Communication vis-a-vis in every area of human endeavour. Eight theories of Mass Communication and other social sciences were analysed in this paper and findings show that some of these theories’ assumptions may not be applicable in some climes. This calls for continuous re-evaluation and re-examination of theories by scholars before applying them in various scholarly researched works