Knowledge gap hypothesis

Knowledge gap hypothesis

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  Copyright © 2006by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill Technology Education Knowledge gap Hypothesis
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  Emerge of KGH •Knowledge gap hypothesis was formed in 1970 with the mass media flow and the different growth of knowledge. By three researcher from Minnesota university • Philip J Tichenor ( the associate professor of journalism and mass communication) • George A. Donohue ( Professor of sociology) • Clarice,N Olien( instructor in sociology)
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  Definition • They definedthe Knowledge Gap 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.
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  Example
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  Five reasons forjustifying the knowledge gap • Tichenor, Donohue and Olien presented five reasons for justifying the knowledge gap 1.Communication skills 2.Stored information 3.Relevant social contact 4.Selective exposure 5.Media target markets
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  Thanks! With best regards Fakhruddinnaseer First Semester M-Phil CMS