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International environment and the impact on the media space

International environment and the impact on the media space

Source publication
Respondents' perception of agenda-setting, two-step flow, and...
Audience factors in relations to media effect
Technology and environmental influence on the media space
International environment and the impact on the media space
The place of culture and religion on media effect
Media and Contemporary African Society: Constructing an Environment Sensitive Communication Theory of Media Effect
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  • Jun 2024
This research proposes a theory that ameliorates the deficiencies of agenda-setting, two-step flow, and third-person effect theories that are linear in explaining the influence of mass media on their audience. Whereas postmodernism abhors universality because, in reality, different groupings of individuals in different societies receive and respond...
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... showed in the majority of respondents 411(83percent) who confirmed that technological advancement and innovation influence audience response to media messages and are accommodated in the Environmental Dynamo in understanding media effects compared to only 9.6 percent who disagreed. Table 5 shows that the international environment is not homogenous and different political systems in different societies influence audience reaction to media messages. Significantly, 413(83.8%) ...

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