Introduction Dr. Seymour Feshbach is an eminent professor in the department of psychology at University of California, Los Angeles (UCLA). He was born in New York City at 1925; in 1951 he was awarded PhD in psychology at Yale University. Later he became a faculty of Pennsylvania University until 1963. Since 1960’s he is very […]

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Introduction Meaning Theory of Media Portrayal theory is proposed by Melvin DeFleur and Timothy Plax. Defleur was born on April 27, 1923 in Portland. In 1980 DeFleur, Plax joined together and presented a research paper in the title “Human Communication as a Bio-Social Process” at International Communication association, Acapulco, Mexico.  Their contributions to the field […]

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Displacement Effect Theory

Introduction According to the Freudian psychology, the displacement theory coins the idea of the mind mechanism of keeping or disposing of information in human mind. This unconscious process happens within and the transference of emotions, ideas, and information happens to alleviate fretfulness. The concept were similar to dream distortion were the newer taught replaced the […]

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Coordinated Management of Meaning

INTRODUCTION Every single person has their own interpretation and found meaning while interacting. This construction of meaning during the conversation is comprised of interpersonal system that explains actions and reactions. The study on the actions and reactions while having a social interaction is called as Coordinated Management of Meaning, a theory developed by W. Barnett […]

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Computer Mediated Communication

Introduction The social and cultural transformation and even social interaction that has been influenced by computer and internet is evident in the recent decade. The role played by the new media has increased and is always on the rise, transforming every single life that it touches effecting the individual, but sometimes it has positive and […]

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Alphabet Effect Theory

Introduction The promoters of ‘Alphabet effect’ such as Marshall McLuhan, Harold Innis, Walter Ong and Robert Logan were associated with Toronto School of Communication. Using these theory cognitive skills such as Abstraction Analysis Coding Decoding Classification are promoted and encouraged. It is also believed that the alphabets traces back to the ancient civilisations of Greek […]

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AIDA Model

INTRODUCTION Even though the world of advertising has become more and more competitive, the principle behind the ad copy remains the same. The four steps that the copywriters use in their ad to persuade the consumers to buy the products are attention factor, interest element, desire element and action element which is called as AIDA. […]

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Modelling Theory

Introduction “Most human behavior is learned observationally through modeling: from observing others, one forms an idea of how new behaviors are performed, and on later occasions this coded information serves as a guide for action.” (Albert Bandura) Albert Bandura is an eminent person in the field of developmental psychology and educational psychology. One of his […]

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Regulatory Focus Theory

Introduction Regulatory focus theory is a persuasion theory which focuses on a person’s perceptions on decision making. E. Tory Higgins, professor of psychology in Columbia University formulated the theory and is considered to be one of the notable contributions to the field of human psychology. The theory basically revolves around the enthusiasm of a person […]

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Expectancy Violation Theory

Introduction Expectancy violation is a communication theory which tries to explain the unexpected behaviours of human beings while interacting. The theory is based on the uncertainty reduction theory where the vagueness on the behaviours of the others is reduced through interaction. The theory was developed from the Nonverbal expectancy violation model by Judee.K.Burgoon which described […]

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