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The Knowledge Gap Theory

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by

karam iqteit

on 8 October 2012

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Transcript of The Knowledge Gap Theory

KNOWLE The Theory "As the infusion of mass media information into a social system increases, higher socioeconomic status segments tend to acquire this information faster than lower socioeconomic-status population segments so that the gap in knowledge between the two tends to increase rather than decrease." First proposed in 1970 by Phillip J. Tichenor, George A. Donohue, and Clarice, N. Olien three University of Minnesota researchers. Socioeconomic Status
- Communication skills
- Stored information
- Relevant social contact
- Selective exposure
- Media target markets Types of research Time-series research Cross-sectional research "At any 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." Will man reach the Moon in the foreseeable future? When does the knowledge gap decrease • High significance issues: Katrina, Avian flu

• Level of social conflict surrounding the issue

• Level of homogeneity of the community Relevance One of the fundamental explanation of the apparent failure of mass publicity to inform public at large. Sesame Street
Televised presidential debates
Creation of the digital literacy corps
Example from overseas Examples of countering the effect: Based on education, income, and occupation. Test: two news stories of varying publicity. DGE P GA THE
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