mohsen shakerinejad; arsalan veisi sarchami; seyedezahra .seyedaghaei
Abstract
Getting familiar with the field of communication and media and understanding that it is one of the important reasons for social and cultural formations requires theorizing, re-identifying and re-examining the theory. The purpose of this article is to examine the status of social-behavioral mass communication ...
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Getting familiar with the field of communication and media and understanding that it is one of the important reasons for social and cultural formations requires theorizing, re-identifying and re-examining the theory. The purpose of this article is to examine the status of social-behavioral mass communication theories in the environment of new media. This has been followed by using the documentary method. At first, the bases and fields of theorizing differences in new media and mass media have been identified according to four categories of socio-behavioral theories including: communication content, audience, communication tools and impact study. Then taking into account the historical roots and the contexts of the formation of each theory, the status of the theories of use and consent, highlighting, framing, the spiral of silence has been examined and the new concepts added to these theories have been discussed. According to the findings, it can be stated that each of these theories have been developed in the environment of new media according to their conditions in a range from high to low, in the sense that the mentioned theories, while maintaining their main idea, are influenced by different bases and fields of new medias .
