The Role of Mass Media Television Program Sesame Street Sesame Street First broadcast in 1969 to reach a large audience of children and hold their interest by combining information and entertainment in a new format. Emaree
The Role of Mass Media Television Program Sesame Street Sesame Street First broadcast in 1969 to reach a large audience of children and hold their interest by combining information and entertainment in a new format
The Role of Mass Media High Socioeconomic Status Low Socioeconomic Status Time(or Exposure to Information) Figure 12.I The knowledge-gap hypothesis. that the gap in knowledge between these segments tends to increase rather than decrease.(pp.159-160)
The Role of Mass Media
bridging the nowledge gap The Role of Mass Media 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 Knowledge the mass media might not always work the way this is planned.Mass media might have One's mind. sttched by a new idea. the effect of increasing the difference gap never regains its original dimensions between members of social classes. rmH
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. The Role of Mass Media
e Role of Mass Media The term digital divide refers to the gap between people with effective access to digital and information technology and those without.It includes the imbalances in physical access to technology as well as the imbalances in resources and skills needed to effectively participate as a digital citizen.In other words,it is the unequal access by some members of society to information and communications technology,and the unequal acquisition of related skills. The digital divide may be classified based on gender,income, and race groups,and by locations.The term global digital divide refers to differences in technology access between countries or large regions of the world
The term digital divide refers to the gap between people with effective access to digital and information technology and those without. It includes the imbalances in physical access to technology as well as the imbalances in resources and skills needed to effectively participate as a digital citizen. In other words, it is the unequal access by some members of society to information and communications technology, and the unequal acquisition of related skills. The digital divide may be classified based on gender, income, and race groups, and by locations. The term global digital divide refers to differences in technology access between countries or large regions of the world. The Role of Mass Media
80 College 70 60 High School 0 Grade School 20 10 1949 1954 1959 1965 Figure 12.2 Respondents in national surveys stating belief that man will reach the moon, by education and year.Source:From P.J.Tichenor,G.A.Donohue,and C.N.Olien,"Mass Media Flow and Differential Growth in Knowledge,"Public Opinion Quarterly 34(1970):166.Copyright 1970 by Columbia University Press.Reprinted by permission of the University of Chicago Press. 2.At a given time,there should be a higher correlation between acquisition of knowledge and education for topics highly publicized in the media than for topics less highly publicized