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Knowledge Gap Theory
Transcript of Knowledge Gap Theory
What is the
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