Rethinking mass communication theories in the internet era

Bruce Mutsvairo; Louis Klamroth; Simon Columbus

doi:10.4018/978-1-4666-0134-5.ch019

Rethinking mass communication theories in the internet era

Bruce Mutsvairo, Louis Klamroth, Simon Columbus

Amsterdam University College

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Academic › peer-review

Abstract

This study examines three classical theories of mass communication to support a hypothesis suggesting that in the age of Internet, these theories are fast becoming extraneous. Theories to be analysed are the cultivation, agenda-setting, and media systems dependence theories. By interviewing over 100 university students based at Amsterdam University College, the authors hope to establish their media behaviours and practices, effectively verifying or disproving the argument that Web technology is masterminding a new revolution, which is uncharacteristically making these theories null and void.

Original language	English
Title of host publication	Disruptive Technologies, Innovation and Global Redesign
Subtitle of host publication	Emerging Implications
Publisher	IGI Global
Pages	345-356
Number of pages	12
ISBN (Print)	9781466601345
DOIs	https://doi.org/10.4018/978-1-4666-0134-5.ch019
Publication status	Published - 2012

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Rethinking mass communication theories in the internet era

Abstract

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