Introduction The Drive Theory is an important concept in psychoanalysis. Developed by Sigmund Freud, it was presented in his book, ‘The Ego and the Id’, which was published in 1923. Throughout the decades, the Drive Theory has gone through various changes. It has also garnered a lot of critique. However, it is still considered a […]

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Introduction The term ‘Intersectionality’ was first introduced by Kimberle Crenshaw when she was describing the problems faced by black women while seeking employment in the United States. This theory is an offshoot of the feminist movement and arose as a result of rising criticism of the feminist and anti-racist movement in 1960s and 1970s. The […]

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Entertainment Education

Introduction When television first started and for many years hence programmes focused on providing entertainment or information. The entertaining nature of programmes ensured its popularity and it cut across all lines and attracted large numbers of viewers who tuned in regularly to watch.  The problem arose when it was noticed that such entertaining programmes were […]

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Control Theory

Introduction Control Theory, or Social Control Theory, states that a person’s inner and outer controls both work together to negate deviant tendencies. Developed by Walter Reckless in 1973, Control Theory comes under the Positivist school of thought. Travis Hirschi also made significant contributions as well. Control Theory garnered intensive debates in the 1970’s and 1980’s […]

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Catharsis Theory of Mass Communication

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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Meaning Theory of Media Portrayal

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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