An overview of some of the key theories can help us better understand this change. We also require more than sensory ability to receive mass media messages. White concluded that the criteria used by the editor were generally highly subjective. The extremes at each end of the twentieth century clearly show that the optimistic view of the media changed dramatically. Why Are Assumptions Important? | SpringerLink Today, gatekeeping theory remains a compelling explanation of an important aspect of mass communication. Within any news organization, there is a news perspective that defines the criteria by which a particular news story is judged. As an academic theory, it is found in several fields, including communication studies, journalism, political science, and sociology. In the early 1900s, views of mass communication were formed based on peoples observation of the popularity of media and assumptions that something that grew that quickly and was adopted so readily must be good. Agenda setting is used by people who are studying or researchers who do thesis on different aspects of media and the influence in the audience and by the audience. (1998). 2. People tend to support one side or the other in any media-related debate. thank you for that knowledge, am a student at Kampala international university Uganda on masters degree. Kurt Lewin coins the word called Gate keeping. I was thinking about how Donald Trump used this theory during election. If you live in Northern Canada and the informational gatekeeper pushes through content that talks about suntan lotion, the individual may filter the content and discard it because it is not relevant to them at that time. This approach connects to the interaction model of communication. Learn more about our academic and editorial standards. Helped me in mu viva voice. New theories emerged that didnt claim such a direct connection between the intent of a message and any single reaction on the part of receivers. His studies are more based on to understand a persons own world, physical, mental and social through frequent conversation between his pre-memories, desire and his goals.