Introduction The Theory of Digital Divide postulates that there is an economic and social gap between the population of a nation and their access to technologies pertaining to information and communication. The economic the inequality increases in the macro economy that extends to regions within a nation – between nations, geographic areas and demographic areas. […]

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The health belief model in behavioural psychology is termed as an ‘expectancy-value’ model. This means the model assumes that an individual takes an action based on their evaluation of the most likely outcome of engaging in a new or of changing existing behaviour. The model is very popular and has proven its durability in the […]

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Second Language Acquisition Theory

The second language acquisition theory is the brainchild of renowned linguist and researcher, Stephen Krashen. The theory is important because as early as the 1980s, it was influencing all research into how a second language is acquired. michaeljung/dollar photo club The Theory According to the theory, one does not need to use grammatical rules of […]

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Media Democracy

What is Media? Media is the fourth pillar of democracy. Not only does it have to be transparent and unbiased but it also bears the responsibility of educating the masses and propagating reform in public opinion. It is also a platform for public discussion and exchange of opinions. It has the power to control and […]

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Self-Efficacy Theory

The self-efficacy theory talks about how perceived competence of an individual can be used to understand his behavior and motivation when it comes to achieving something. Self-efficacy is used to predict the persistence levels of an individual and not his ultimate performance. Robert Cocquyt/dollar photo club Origin of the Theory Albert Bandura is credited with […]

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Ethnography of Communication

Foundation of Ethnographic Communication Ethnography of communication is the study of communication within the background of social and cultural practices and beliefs. First introduced by Dell Hymes in 1962, he described it in detail in his article ‘Introduction: Toward Ethnographies of Communications’, which was published in 1964. The term ‘ethnography of communication’ means the different […]

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Media Richness Theory

The media richness theory states that media has the ability to transmit needed information. This ability to transmit, depends on whether the information will be used in times of uncertainty or equivocality. This theory, proposed by Daft and Lengel is also known as the ‘Information Richness Theory’. bst2012/dollar photo club According to the theory, different […]

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Protection Motivation Theory

The protection motivation theory deals with how people cope with and make decisions in times of harmful or stressful events in life. These decisions are a way of protecting oneself from perceived threats. The theory attempts to explain and predict what motivates people to change their behavior. Kurhan/dollar photo club Application in Health The theory […]

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Inoculation Theory

The inoculation theory was proposed by McGuire in response to a situation where the goal is to persuade someone not to be persuaded by another. The theory is a model for building resistance to persuasion attempts by exposing people to arguments against their beliefs and giving them counter arguments to refute attacks. The theory therefore […]

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Sociocultural Theory

The sociocultural theory is a psychological theory which explores the relationships between external and internal processes. The theory focuses on the creation and usage of mediating tools that play a role in how humans think. It helps create a framework that facilitates in systematically investigating cognition, keeping in mind the social context. Human development is […]

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