Media and Persuasion - Essay Example

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Media and Persuasion

In addition to that, the paper seeks to find out which models are most genuine when it comes to explaining the influence of media on society (Wimmer, 2010). Lastly, the paper will apply one of the theories to a current example in the media with a purpose of critiquing the model. The theories Various theories have been put forward to actually explain how media influences people and the power it has to do so. These are: Cognitive dissonance theory, Communication accommodation theory, Spiral silence theory, Uses and Gratification theory and Symbolic interaction theory. Cognitive dissonance theory Proponents of this theory argue that an experience of dissonance is always aversive and people always tend to ensure that they avoid it completely (Niklas, 2000). Dissonance in this case means incompatible believes and actions. In so doing, the theory puts it that people tend to seek and find out something that does not contradict their opinion or belief. They also seek to hear something that is in line with their thinking and therefore make decisions that do not bring about feelings of dissonance. ...Show more

Summary

Media and Persuasion Hakanen (2006) argues that the past 50 years have seen an exponential growth in technology, which has greatly influenced acquisition and dissemination of information. Since the use of a telegram and subsequent technological advances that led to the creation of internet, various changes have taken place in the way the media influences people…
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