What are the media effects theories?

Create a 20 pages page paper that discusses media effects theories. Deep house (2000) adds that in mass communication, the sender can target a specific audience or a general audience, but the audience is individually anonymous in both cases.

Elements of Mass Communication

Mass communication’s essential elements are the sender or communicator, the message or content, the channel or medium, the receiver or audience, and the effects (Lasswell, 1948). The sender refers to the person who composes the message, which is the communication process’s source or origin (Biocca, 1988). The news is the actual information or ideas that are collected by the receiver for communication. The channel or medium refers to the sender’s path or conduit to convey the message to the receiver (Nabi & Krcmar, 2004). The track is the link or connector between the sender and the receiver. The receiver is the targeted audience to whom the sender intended (Deep house, 2000). The effects refer to the impact of the message on the receiver, and in many models, feedback is included as another element of the communication process after the effect. The feedback denotes the receiver’s reaction or response. it is used to assess a communication process (Nabi & Krcmar, 2004).

Features of Mass Communication

Mass communication differs from other forms of communication in several ways, including the sender or communicator, nature of the audience, the messages, and the channels or media of communication (Laswell, 1948). The sender in mass communication is usually a person or a group of persons in a professional organization who disseminate information to a mass audience with desired effects (Mutz, 2001). Mass communication introduces gatekeepers and regulators who complement information sources by improving or customizing the messages or content to appeal to the receiver or audience. Authorities, porters, and regulators include television producers, news reporters, and editors (Biocca, 1988).

Communication is the process of sharing, conveying, or exchanging ideas or information between two parties, namely, the sender and the receiver (Lasswell, 1948). It is defined by several attributes seeking to elaborate on its functional and operational characteristics, such as dynamic, interactive, innate, and continuous (Nabi & Krcmar, 2004). &nbsp.According to Biocca (1988), the main aim of communication is to affect the receiver in a way or manner desired by the sender.