Rethinking Mass Communication Theories in the Internet Era

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Author(s): Bruce Mutsvairo (University of Hull, UK), Louis Klamroth (Amsterdam University College, The Netherlands)and Simon Columbus (Amsterdam University College, The Netherlands)
Copyright: 2012
Pages: 12
Source title: Disruptive Technologies, Innovation and Global Redesign: Emerging Implications
Source Author(s)/Editor(s): Ndubuisi Ekekwe (African Institution of Technology, USA)and Nazrul Islam (Aberystwyth University, Wales and Middlesex University, London, UK)
DOI: 10.4018/978-1-4666-0134-5.ch019

Keywords: Computer Science & IT / Global Information Technology / Information Science Reference

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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.

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