Bullet Theory of
Mass Communication
There are many theories
of mass communication by which we can develop our communication skills. Bullet
theory is one of them.
According to
this theory, communication plays a very important role in the process of
communication.
Mainly, the
communication decides, the size, the form, the necessity and the medium or a
message or a information. Receives do not play any role in communication
process.
For example:-
In an
advertising agency, these are three main people.
1. Produces
2. Consumer
3. Marketing
Agent.
According to this
theory the marketing agent, generally, do not advertise according to the
necessity of consumer, but they try to generate, the necessity of consumers,
with the help of producer.
In other words,
we can say, mass communication try to move the interest of receive according to
their message.
We all are
familiar, with the example of ‘close up’ in which they said, “Kya apke
toothpaste me namak hai”
Before this
advertisement, we were not thinking that the salt is important for our teeth
but after this, we are aware about this that salt is very important so we have
to use the close-up.
Bullet means,
message direct attracts on receives like a bullet.
The Hypothesis
of this theory is that receive is inactive, and he accept all the things or all
the information which we give to him. He is new and he has no his personal thought
limitations of this theory.
According to
this theory receives do not play any important role in communication process,
he is inactive but receives is a human being and he has his own ideas, his views,
and he gives a special meaning to all the information which he received.
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