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All About Theories for Communication.

Knowledge Gap Theory

This theory was first proposed in 1970 by Philip J Tichenor, then Associate Professor of Journalism and mass Communication, George A. Donohue, Professor of Sociology and Clarice. N Olien, Instructor in Sociology, all three researchers in the University of Minnesota. They defined the Knowledge Gap theory, as the infusion of mass media information into a social system increases higher socioeconomic status segments tend to acquire this information faster than lower socioeconomic status population segments so that gap in knowledge between the two tends to increase rather than decrease.” In simple words it means, as the access to mass media increases those particular segments of population inevitable gain information faster and hence the wide gap increases with the lower economic status of the population. The world is yet to see the complete effect of the new technologies but as the globe turns out more technological and the expense rises, it more goes out of the league of the poor. As a result the knowledge gap also widens and the people of the higher economic class gain the benefits more. If the Information services are not made equal for the entire society, this gap of information will increase over the years.

In this theory knowledge is treated as any other commodity which is not distributed equally throughout the society and the people at the top of the ladder has more easy access to it. This theory was used in the presidential election and it is was seen that when a new idea invades in the society, the people of the higher strata understand it better and hence the gap expands. But, events such as debates, free talks may help to reduce this gap.

Few reasons have been stated of why this pattern of gap exist

1. Communication Skills As a person receives more education, his communication skill increases and hence gathering information becomes easier for him. Along with this reading, understanding mad memory skills also become better and thus he understands the issues of various spheres better.

2. Stored information Via classrooms, textbooks, discussions, educated person is exposed to much more topics than a less educated person and hence his awareness is more.

3. Relevant Social Contact A person with more education has more social integration. This helps him to counter various perspectives, diverse stories etc which makes his understanding of public issues better.

4. Selective Exposure An educated person knows well of how to use optimum use of a medium while on the other hand a person with no knowledge is unlikely to know it. Hence he will be less aware of the issues around the world and less interested and may not also know of how it may affect him.

5. Media Target Markets For every product, news or any commodity a certain segment is targeted and it is usually the higher strata of the society who is targeted and hence the lower strata remains unaware.

Ways of Reducing the Gap

George A. Donohue and his other colleagues by the end of 1975 came up with three variables after a survey on local and national issues, which will help to reduce the gap and that failed this theory upto a certain extent.

  • Impact of local issues It was seen that local issues that directly impacted the people had aroused more of social concern than national issues that did not have such a great impact and hence in these issues widened gap could be reduced.
  • Level of social conflict surrounding the issue Until a communication breakdown, issues with more perceived conflict tends to grab more attention and weakening the knowledge gap hypothesis.
  • Homogeneity of the community If it is a homogeneous community, the gap tends to be lesser than a wider heterogeneous community.

Good day!
my name is Richard Paler, I am a Technology Communication student from Mindanao University Of Science and Technology (MUST) here in the Philippines. I have a question about the Knowledge Gap Theory. Can you explain or simplify assumption of your theory? And also what is the significance of the knowledge Gap theory?
I am looking forward for your reply. Thank you and God bless!

Hullo, i like your article, i am a student of communication in University of Jos, Nigeria. Can you relate the knowledge gap assumption with diffusion theory . Thanks

let me add more details :

Core Assumptions and Statements:
The knowledge gap can result in an increased gap between people of lower and higher socioeconomic status. The attempt to improve people’s life with information via the mass media might not always work the way this is planned. Mass media might have the effect of increasing the difference gap between members of social classes.
Tichenor, Donohue and Olien presented five reasons for justifying the knowledge gap:
1) People of high socioeconomic status have better communication skills, education, reading, comprehending and remembering information.
2) People of higher socioeconomic status can store information more easily or remember the topic form background knowledge.
3) People of higher socioeconomic status might have a more relevant social context.
4) People of higher socioeconomic status are better in selective exposure, acceptance and retention.
5) The nature of the mass media itself is that it is geared toward persons of higher socioeconomic status.

Media presenting information should realize that people of higher socioeconomic status get their information in a different way than lower educated people. Furthermore, this hypothesis of the knowledge gap might help in understanding the increased gap between people of higher socioeconomic status and people of lower socioeconomic status. It can be used in various circumstances.
The methods used in media researches concerned with knowledge gap are surveys of mass media and tests of knowledge.

i really apperciate you for this beneficial work, this theory was given to us as group assignment and through what i gained here it is of high recognition to me, Thanks and God bless

Leave a Comment


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Our Ten Favorite Dating Tips for Men

In all the years, after all the articles, these are the ten best bits of advice I’ve ever given to men who are out there dating women.

Get Clear on The Red Flags That Matter

There are red flags that are annoying, and red flags that are Molotov cocktails waiting to burn your life down. Treat each accordingly. A beautiful and kind woman with an annoying laugh may be tough on a long car ride, but at least she thinks you’re funny. Issues involving honesty, money, substances, entitlement, and kindness should have you running for the door.

Think, At Least a Little, About What You Need

Who are you? What do you like? If you’re a sports junkie who has season tickets to the Celtics, do you want a woman who hates basketball and wants you home every night? Too many times men end up with women who don’t like the life they cherish. This happens for two reasons: 1)She’s on her best behavior. 2) He isn’t self-aware enough to say, “I can’t/won’t ever give up my love of the Celtics. You okay with that?” Yes, you have to compromise some, but get the important cards on the table early and stick to them.

Be the Best Version of Yourself

Chances are, you don’t need to be anybody else to attract a great girl. There’s someone who will love you. But you may very well need to be the best version of yourself to attract a woman. Dress nice, bathe, smell good, ask lots of questions, smile, laugh, exhibit a little knowledge about something interesting, and most importantly listen to her. Just smile, nod and listen.

Do a Couple of Little Chemistry Checks During the Night

Not sure how the date is going? Do a chemistry check. While you’re standing together waiting for a table, for example, lean into her a little bit (Be subtle!) and watch what she does. Does she lean away, or god forbid, step back? She’s not feeling it. If she lets you lean in or even leans into you, things are going quite well.

If You Don’t Want to Really Kiss Her Two Hours in…

…there’s probably no love connection. I know that it can take women two or three dates to feel chemistry. We don’t work that way. You should really want to kiss her, and if you don’t, it’s not a crime. Just be nice and enjoy the conversation.

Crazy Never Gets Any Better

You know that thing about red flags that can burn your life down. Crazy is #1 on the list. Run at the first whiff of crazy. Don’t make the classic mistake of thinking, “She’s beautiful. I can handle the crazy.” Trust me. You can’t handle it.

Don’t say “I’ll Call You.”

Just don’t. If you don’t want to call her, it’s a cheap lie. She might believe you and then feel bad when you don’t. Even if you do want to call her, telling her is meaningless. Just say, “I had a great time tonight.” It will make you stand out from the other Joes who say it as a matter of habit.

Get an Assessment from a Female Friend

Dating is one of those things that we’re supposed to be good at with no practice and no detailed feedback. We just know when it works or doesn’t. The easiest way to improve your dating skills is to take a female friend to lunch and talk her through your last date — your clothes, your venue choice, your conversation, your end of date approach. She will have opinions on all these things, and next time you’ll be better for it.

Do Whatever It Takes to Get Some Confidence

EVERY SINGLE WOMAN we’ve ever asked says that confidence is a deal-breaker when it comes to choosing a guy. If you don’t have it, you’ve got to go get some. It typically helps to practice just talking to women you don’t already know. (Join a meetup.com group, go, and be friendly.) But being really good at something that you can talk about is a shortcut to confidence. If you are a great snowboarder, she’ll sense your confidence as you talk about it.

Go Some Place You Feel Comfortable

Actor George Hamilton once wrote that when he goes to a new town he finds the nicest restaurant and pays a visit in the afternoon. He introduces himself to the maitre d’. He gives them his credit card and says, “Please take an imprint of this. I’ll be coming in several times over the next few days with various people. I’d like you to charge each meal, give yourself a 25% tip, and never bring me the bill.” Each night when he walks in with his friends the maitre d’ says, “Good evening Mr. Hamilton. Right this way to your table.” When dinner is done he tells his friends, “I’ve taken care of dinner,” and they get up and go. I know you’re not a movie star, but don’t lose the lesson. Whenever you can, date on familiar ground. You’ll feel much more comfortable.

It’s Monday. Date night is Friday. It’s time to power-up your beauty routine for that perfect complexion. Here are five steps to date-ready skin.


Our Ten Favorite Dating Tips for Women #dating #directory


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Our Ten Favorite Dating Tips for Women

The Man List

We love the idea of writing down all of the qualities you are looking for – and releasing it to the universe! Knowing what you want is a powerful thing, as is making sure your list gets narrowed down to about ten key qualities (Yes, a list of 153 is too long ladies!).

Relax

There’s something to be said about having a relaxed, carefree attitude when it comes to dating. You go out several times and then don’t hear from him? Instead of worrying and stressing over why – just assume it wasn’t meant to be and move on. Save yourself all of that grief and get ready for your next adventure.

Maintain Your Own Identity

You meet a great guy. and drop your entire former life to be with him. This is not good for you or the newfound relationship. Maintaining your sense of self, friendships and passions keeps you balanced and also makes you a more desirable partner.

Trust Your Intuition

Intuition is like a gift from the universe – so don’t ignore the feeling in your gut that tells you something isn’t right about the seemingly cool guy you just met. Keep those eyes open and listen to your inner self.

Acceptance

How many women are guilty of thinking they could change something about their partners? And how many then learned the hard way that no one can change another person? Odds are he isn’t going to change once you move in together or when you get married – or ever. If you just can’t accept some trait or habit in your partner, it’s time to think about whether this is the right person for you.

“I Complete Me”

There are way too many of us who jump from one relationship to the next, completely uncomfortable with the idea of being alone. Not good. What is great is to be comfortable, confident and happy on your own before you embark on a relationship.

Don’t Assume Anything

You’ve been dating six months and just know you are exclusive. Many of us have learned the hard way that this isn’t necessarily true! Ask him what your status is and don’t be afraid to express what you are looking for.

Ditch the Comfort Zone

Try something new. If your date wants to go hiking or mountain bike riding, instead of thinking, “Oh no, he’ll see me sweaty and gross,” try to adopt the “Why not!” attitude. We all grow from doing the things we are afraid to do.

Do Not Settle

You are 35, starting to feel a little stressed that Mr. Right has not come along, so you settle for second best. In the end, you’ll be much happier being single than wasting time with the wrong person. Hold out for the one who is right for you.

Learn From the Past

Take some time to really learn why your last relationship didn’t work out before you wade into the next one. Is there a common pattern or reason why you struggled? Did you tend to choose a certain type of guy – who wasn’t the best for you? Undertanding ourselves, and what is good and bad for us, is key to a better dating future.

The best romantic relationships include both passion and a great friendship.


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There are three main sections in the 2nd Edition of Double Your Dating.

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Privacy: The information you provide will be used by Match.com International Limited and/or DatingDirect.com Limited, Meetic’s group companies (by which we mean Meetic, any parent company of Meetic, and any subsidiaries of Meetic or its parent company), and their service providers located within and outside of the European Union (described herein as, the “Meetic Group” ) in order to provide you with access to the Meetic Services. You may access or request access to information concerning you in order to have it modified, deleted or to forbid any further use of it by us in the dedicated “My Account” section of Meetic or by using the contact details provided in the Terms of Use. Some information, comments or content (e.g. photographs, video, profile, lifestyle) that you optionally provide may possibly, under your own responsibility and on your own initiative, reveal your ethnic origin, nationality, religion and/or sexual orientation. By providing such optional information, you confirm your intention and, consequently, expressly consent to, and take sole responsibility for, the processing of this mentioned “sensitive” data by us and our group companies, and their service providers located within and outside of the European Union. We will process and protect the information you provide to us in accordance with your privacy choices and the Terms of Use.

We are a member of the Online Dating Association (ODA) which was set up to ensure high standards of behaviour by dating service providers serving the UK. The ODA Code of Practice is binding on members of the Association.

As an ODA Member we are required to have appropriate and effective arrangements in place for dealing with complaints and enquiries.

The ODA provides general information on common enquiries users have about dating services but will not deal directly with individual complaints which are properly the responsibility of member companies. The ODA monitors enquiry and complaint levels and the issues complained about. It can intervene if it sees worrying trends or serious matters of concern.

Further information about ODA can be found here. A link to our customer service arrangements is provided here .

For any complaints and enquiries you may contact us here. If we are not able to resolve a complaint, you may submit it through the EU online dispute resolution platform at http://ec.europa.eu/odr. Please note that a complaint submitted through the online platform will not be considered unless you have raised it with us first.

2016 datingdirectaffinity.com | datingdirectaffinity.com is a Meetic Group website.


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