Introduction
Below are short notes on four key concepts from media and communication theories. Each explanation is written in easy language for better understanding.
a. Resonance
Resonance is a concept from George Gerbner’s Cultivation Theory. It happens when media messages reflect the real-life experiences of the viewer. For example, if someone watches a lot of crime shows and also lives in a high-crime neighborhood, the media content “resonates” with their reality. This makes the media message stronger and more believable. It can lead people to believe that the world is more dangerous than it really is. In short, resonance strengthens the influence of media on people who already face similar situations in real life.
b. Global Village
The term “Global Village” was introduced by Marshall McLuhan. It refers to how technology, especially electronic media, has made the world smaller. Today, people from different parts of the world can connect instantly through the internet, TV, and mobile phones. Just like people in a small village, we now know about events happening far away in real-time. While this improves communication and understanding, it also brings challenges like cultural mixing and information overload.
c. Chicago School
The Chicago School is a group of sociologists and thinkers who studied how media and communication affect society. It began in the early 20th century at the University of Chicago. The school focused on how people interact in urban environments and how communication helps build communities. They believed that media can play a positive role in social change. Scholars like Robert Park and Charles Cooley were key figures in this school. Their work helped shape modern communication studies and emphasized the importance of studying everyday interactions.
d. Selective Retention
Selective retention is a concept from the psychological side of media studies. It means people remember information that supports their existing beliefs and forget or ignore information that goes against them. For example, if someone believes in a political idea, they are more likely to remember news stories that support it and forget those that oppose it. This happens because people want to protect their beliefs and avoid discomfort. Selective retention plays a big role in how people process media and how opinions are formed and maintained.
Conclusion
These four concepts—resonance, global village, Chicago School, and selective retention—are important tools for understanding how media works and affects society. Each concept explains a different part of the communication process and helps us think critically about the content we see and how we respond to it.