This paper studies a local
publication, the South African edition of "Men's Health" to investigate the reasoning behind
mass media public reading and exposure to this print media product. In order to explain the research findings two prominent mass communication theories are used as theoretical frameworks in the study. This is because an international publication that has over twenty-five versions all over the world, such as "Men's Health", is accessible to many different people on many levels of society and so it therefore forms an integral part of the mass media and provides for an ideal case study. The two theories used are the
uses and
gratifications theory and the
agenda-
setting theory, two of the most popular and widely recognised theories. Outline Introduction The Publication Two Communication Theories Uses and Gratifications Theory What Gratifications Are Sought And Obtained? Media's Role in the Gratifications Process The Three Processes Expectancy-Value Theory Dependency Theory The Agenda-Setting Theory Definition Core Assumptions Theory Framework and Developments Contingency Factors Issue Obtrusiveness Levels of Agenda-Setting Critique Uses and Gratifications Theory Agenda-Setting Theory Conclusion Sources Consulted
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