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Knowledge Gap Hypothesis : It 's Impact in Communication Campaigns

At the turn of the 20th century when man began to master the use of mass media , communicating to large groups of people across diverse geographic proximities became routine . It did not take long for those who instigated some of the earlier forms of communication campaigns to realize that those who supposedly heard or read the communiquy were able to understand messages or were motivated to action by them

Upon the discovery of this phenomenon of a so-called gap in knowledge between diverse

sectors in society , groundbreaking research began . It was the first approach to the handling of the problem researchers moved to label as the Knowledge Gap Hypothesis ( KGH . This will take a closer look at the nuances of this communication theory providing the necessary background information and an explanation of why the original proponents arrived at such a conclusion

This will also show that recent research challenges the validity of the theory especially in the Information Age where people have more access to information that ever before . Furthermore , this study will attempt to understand the connection and impact of KGH in the design and exploration of modern communication strategies implemented with ideas that not everyone gets it

Mass Media

Before going any further it is important to grasp what is happening in the 21st century in terms of mass media and breakthroughs in technology that enabled men and women to experience more in terms of long distance communication plus the speed and ease of information delivery . Lawrence Grossberg in his book Mediamaking : Mass Media in a Popular Culture pointed out ideas concerning new reality and he wrote , Human beings have always lived in a world of communication , but we live in a world of media communication , where we can travel great distances . all in the comfort of out own living rooms . We can 'see ' what is happening across the globe or out in space or even in unfamiliar neighborhoods or our own cities (2006 ,

. 3 . New technology continues to bridge the gap between continents , it brings human kind together logically and even in this people become aware of their commonalities

Due to this ability to transcend distance , time , and space it is understandable why many in the field of mass media communication can easily overestimate the capability of this medium to effectively communicate across different sectors of any given society . This is the reason why corporations , non-governmental organizations and even the Federal government can spend millions of dollars hoping to transform the mindset of the greater portion of the population and yet when the test results come back they were disappointed by the paltry outcome

Those who financed advertising campaigns or public service campaigns have done this with the hope of effecting behavioral change which might translate into healthier , cleaner living or in the purchase of a particular product or brand . It seems however that a miscommunication ' has occurred an explanation is needed to rectify the...