The Agenda-Setting Theory says that news are quite successful at telling us what to think about.
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Gerbner and Cultivation Theory
Gerbner’s cultivation theory says that television has become the main source of storytelling in today’s society.
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Reality and Ideology
The most commonly held theory of ideology, a realist theory, defines ideology as ‘false consciousness’. Marx and Engels claimed that the dominant ideas of a society are the ideas of the dominant class.
Uses and Gratifications Theory
Blumler and Katz’s Uses and Gratification theory suggests that media users play an active role in choosing and using the media. Users take an active part in the communication process and are goal oriented in their media use. The theorists say that a media user seeks out a media source that best fulfils the needs of the user. Uses and gratifications assume that the user has alternate choices to satisfy their need.
Muted Group Theory
Women and members of other subordinate groups are not as free or able as men to say what they wish because their words have been formulated and translated by a male-dominated style of communication.