THE ROLE OF MEDIA IN THE SOCIAL WORLDNCE THEORIES

THE ROLE OF MEDIA IN THE SOCIAL WORLDNCE THEORIES

Chapter#10: AUDIEMEDIA AND SOCIETY: THE ROLE OF MEDIA IN THE SOCIAL WORLDNCE THEORIES: USES, RECEPTION, AND EFFECTS Information (Innovation) Diffusion Theory In 1962, Everett Rogers information/ innovation diffusion theory Theory that explains how innovations are introduced and adopted by various communities Meta Analysis Identifies important consistencies in previous research findings on a specific issue and systematically integrate them into a fuller understanding Early Adopters In information/ innovation diffusion theory, people who adopt an innovation early, even before receiving significant amounts of information Change agents In information/ innovation diffusion theory, those who directly influence early adopters and opinion leaders Strengths Weakness 1. Integrates large amount of empirical findings into useful theory 2. Provides practical guide for information campaigns in United States and abroad 1. Is linear and source-dominated 2. Underestimates power of media, especially  contemporary media 3. Stimulates adoption by groups that don’t understand or want the innovation Social Marketing Theory […]

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Different Theories of Social Change

different theories of social change

Q.5 What is social change? Elaborate different theories of social change.                                                                        What is Social Change? Heraclitus said that it is impossible for a man to step into the same river twice. It is impossible for two reasons: the second time it is not the same river and the second time it is not the same man. In the interval of time between the first and the second stepping, no matter how short, both the river and the man have changed. Neither remains the same. This is the central theme of the Heralictean philosophy — the reality of change, the impermanence of being, the inconsistency of everything but change itself. The Social Order, 1970 (3rd ed.), Robert Bierstedt, P. 509 Social change is the alternation in pattern of social structure, social institutions, and social behaviour over time. Sociology, 1977, IAn Robertson, Worth Publishers, Inc. P. 539   There is distinction between […]

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