Environmental Dynamo: A Multi-Layered Approach to Mass Communication Theory

Abstract

A theory is not an end but the beginning of revolutionary ideas that could change our thought patterns and guide us in decision making. Every mass communication theory is based on the need to re-shape existing theories or fill a gap with the aim of making communication not only effective but capable of meeting certain pre-determined goals. A theory is a product of its environment. For instance, the normative theories of mass communication were developed to fit the political and sociological environments of the era. Some were meant to sustain dictatorship while others fitted the beliefs and different ideologies. Unfortunately, such theories are usually adapted and practiced in other environments whose histories and political ideologies are different. New theories are sometimes products of old and deficient theories. This explains why there is need to develop brand new theories to replace some of the existing ones whose usefulness are merely historic. This aside, man’s advancement in science and technology has created the need to formulate new communication theories that would rhyme or are suitable for the moment. There is no doubt that a quick look at some existing theories would expose certain deficiency gaps that must be filled.