ABSTRACT
This chapter introduces readers to the most common of those theories, including media literacy, media dynamics and media effects. It provides an overview of some of the many theoretical approaches and the research aimed at increasing the understanding of the dynamics and impact of mass media. The mass media play such a pivotal role in the progress of cultures, societies and nations that to study it is to confront contentious debates about race, religion, politics, the power of governments and the rights, or lack of rights, of individuals and groups. Mass media, at its best, can facilitate the free flow of information ideas; at its worst, it can perpetuate lies and falsehoods through subtle manipulation of facts or outright propaganda. Mass media comprise the communication platforms that enable the exchange of information and meanings between individuals and groups. The chapter also presents an overview of the key concepts discussed in this book.
