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Knowledge Gap Theory

Presentation on the how, what, why and what else.

Harmony Diaz

on 19 April 2012

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Transcript of Knowledge Gap Theory

Knowledge Gap Theory Photo based on: 'horizon' by pierreyves @ flickr This theory however, does not mean the lower socioeconomic people will not gain media information at all. Just that higher, wealthier people will gain the knowledge at a faster and greater rate. This hypothesis also predicts that the gap in knowledge will continue to increase. Education varies from person to person.

What is the
Knowledge Gap
Theory? History Three Minnesota researchers proposed the Knowledge Gap in the 1970's Phillip J Tichenor
George A Donohue
Clarice N Olien Why does the
Knowledge Gap happen? "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” Will man make
it to the moon? No knowledge of
public affair issues, new technologies or interest to gain this knowledge Top 5 reasons why
Knowledge Gap exsists Communication Stored Information Relevent Social Contacts Social Exposure Media Target Markets How to close the Knowledge Gap More entertaining/educating television shows Well known celebrity to endorse certain information Criticism Studies done are not relevant
Factual vs conceptual
Full transcript