Gurevitch and Roberts- Gurevitch and Roberts believed that mass communication is mediated through a specific set of devices which stand between the receivers and the senders. The word mediation is the process used for the representation of events through the media.
Dennis McQuail- Dennis McQuail has a range of alternative views of society. Some of them are:
The Mass Society Theory- This is where the most powerful institutions and companies support each other and the population is therefore offered entertainment by the media to divert them from their lower position.
The Political-Economic Theory- The political-economic theory stresses that material/valuable information that goes around in society is critically valued according to its possible profitability. Also, the uneven distribution of sources prevents the critical voices from being proclaimed. The overall point of this theory is to show that the media's main role is to produce and deliver their audiences as valuable sources of profitability.
Social-Cultural Theory- The social-cultural theory tries to understand how small groups of society make use of the mass culture given by the media and how the mass culture draws in younger people and many ethnic minorities into society.
Tzvetvan Todorov- Todorov strongly argued that all narratives begin with a state of equilibrium where the story begins with calmness and harmony between all of the characters. Then during the middle of the story there is some form of disruption which causes all forms of chaos and trouble. However at the end of the narrative, a new equilibrium is reached as every issue is resolved and the harmonic balance between the characters and their environment is restored.
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