Theories, Models, Concepts – Creative Business Research and Development

Aborption, Immersion, Presence
Absorption, immersion, and presence are interrelated concepts that play a crucial role in media studies. Absorption refers to the degree to which an individual becomes engrossed in a media experience, while immersion refers to the sensation of being fully surrounded by the media environment. Presence, on the other hand, refers to the sense of “being… Read more: Aborption, Immersion, Presence
Agenda-setting Theory
Agenda-setting theory is a communication theory that posits that the media can influence the public’s perception of the importance of issues by highlighting some issues while ignoring others. The theory suggests that media coverage does not tell people what to think but instead tells them what to think about (McCombs & Shaw, 1972). The theory… Read more: Agenda-setting Theory
Audience Transportation in Film
Audience transportation is a concept in film that describes the extent to which viewers are transported into the narrative world of a movie, creating a sense of immersion and emotional involvement. Studies have shown that audience transportation is achieved through a combination of factors, including setting, character development, sound, music, and plot structure. Setting plays… Read more: Audience Transportation in Film
Broadbent’s Filter Model
Broadbent’s filter model is a classic theory in cognitive psychology that posits our attention acts as a filter that selectively allows certain information to pass through to our conscious awareness, while blocking out other information (Broadbent, 1958). The model proposes that we initially process all incoming sensory information in a pre-attentive stage, where the information… Read more: Broadbent’s Filter Model
Character Identification Theory
he character identification theory is a psychological theory that proposes that individuals tend to identify with fictional characters in media, such as movies, books, and video games. This theory suggests that people are more likely to identify with characters who share their values, beliefs, and experiences, and that this identification can have a significant impact… Read more: Character Identification Theory
Chatman’s Narrative Theory
Chatman’s narrative theory provides a valuable framework for media students to examine and comprehend how narratives operate across different forms of media. The theory highlights three crucial components that contribute to a coherent narrative: story, plot, and narration. Chatman asserts that these elements work together to create a meaningful and complex narrative (Chatman, 1978). One… Read more: Chatman’s Narrative Theory
Cognitive Dissonance Theory
Cognitive dissonance theory has been a widely studied topic in the field of social psychology and media studies, as it provides a framework for understanding how individuals deal with conflicting beliefs, values, or ideas. While the theory has been useful in explaining many phenomena related to persuasion and attitude change, it has also faced criticism… Read more: Cognitive Dissonance Theory
Concepts and Variables
Concepts and variables are two key terms that play a significant role in media studies. While the two terms may appear similar, they serve distinct purposes and meanings. Understanding the differences between concepts and variables is essential for media studies scholars and students. In this blog post, we will explore the distinctions between concepts and… Read more: Concepts and Variables
Concepts and Variables
Concepts and variables are important components of scientific research (Trochim, 2006). Concepts refer to abstract or general ideas that describe or explain phenomena, while variables are measurable attributes or characteristics that can vary across individuals, groups, or situations. Concepts and variables are used to develop research questions, hypotheses, and operational definitions, and to design and… Read more: Concepts and Variables
Cultivation Theory
Cultivation theory is a theoretical framework in the field of media studies that explains how long-term exposure to media can shape people’s perceptions of reality. According to this theory, the more an individual is exposed to media content, the more their perceptions of reality become shaped by the media, resulting in the cultivation of shared… Read more: Cultivation Theory
Curiosity
Curiosity is a complex and powerful emotional reaction that filmmakers often aim to elicit in their audiences. Various techniques and effects can create curiosity in film, engaging viewers in the story and keeping them invested in it. This essay discusses some of the effects that can create curiosity in film. One of the most effective… Read more: Curiosity
Emotional Involvement in Film
Emotional involvement in film is a complex psychological phenomenon that occurs when a viewer becomes deeply engaged with the characters and events depicted on the screen. This involvement can be driven by a variety of factors, including empathy with the characters, identification with their struggles, and the emotional impact of the film’s themes and messages.… Read more: Emotional Involvement in Film
Empathy in Media
Empathy is a crucial component of human communication and interaction, and it plays a vital role in our ability to understand and connect with others. In recent years, there has been growing interest in the role of empathy in media, particularly in the ways that media can foster empathy and increase our understanding of others.… Read more: Empathy in Media
Escapisme
Escapism, defined as the tendency of individuals to seek out entertainment and distraction from the stresses and challenges of everyday life, can be found in various forms of media content, such as books, films, TV shows, and video games (Kahn, Shen, & Lu, 2013). For example, J.K. Rowling’s Harry Potter series provides readers with a… Read more: Escapisme
Extended Transportation Imagery Model (ETIM)
The Extended Transportation Imagery Model (ETIM) is a theoretical framework that was developed to explain how media messages influence individuals’ attitudes, beliefs, and behaviors through the use of vivid imagery and narrative transportation. The model is particularly relevant for media students who are interested in studying the impact of media messages on audiences. In this… Read more: Extended Transportation Imagery Model (ETIM)
Framing
Framing is a complex process that involves selectively emphasizing certain aspects of a story or issue while downplaying or omitting others to shape the audience’s perception and interpretation of the event. The concept of framing has been widely discussed in media studies and communication research, as it plays a critical role in shaping public opinion… Read more: Framing
Hypodermic Needle Theory
The hypodermic needle theory, also known as the “magic bullet” or “direct effects” model, is a communication theory that suggests that media messages are directly and uniformly injected into the minds of audiences, resulting in a predictable and uniform response (Katz & Lazarsfeld, 1955). According to this theory, audiences are passive and easily influenced by… Read more: Hypodermic Needle Theory
Immersiveness Measuring with Scales
Immersiveness is a key aspect of film that refers to the degree to which viewers feel engaged and absorbed in the cinematic experience (Tamborini, Bowman, Eden, & Grizzard, 2010). Measuring immersiveness in film can be challenging, as it is a subjective experience that can vary across individuals and films (Calleja, 2014). In this discussion, I… Read more: Immersiveness Measuring with Scales
Immersiveness: Creating Memorable Media Experiences
Media has become an indispensable part of our daily lives, and immersiveness is a key factor that determines the success and popularity of any medium. Immersiveness refers to the extent to which a medium captures and holds the attention of its audience, and makes them feel involved in the story or the experience. According to… Read more: Immersiveness: Creating Memorable Media Experiences
Information Processing Theory
Information processing theory is a psychological model that explains how individuals perceive, process, and retrieve information from their environment. This theory has significant implications for media students as it can help them understand how people interact with media, the factors that influence their media use, and how media can influence their attitudes and behavior. In… Read more: Information Processing Theory
Loss Aversion in Marketing:
Loss aversion, a cornerstone of behavioral economics, profoundly impacts consumer decision-making in marketing. It describes the tendency for individuals to feel the pain of a loss more strongly than the pleasure of an equivalent gain (Peng, 2025), (Frank, NaN), (Mrkva, 2019). This psychological principle, far from being a niche concept, permeates various aspects of consumer… Read more: Loss Aversion in Marketing:
Mindful Attention Awareness Scale (MAAS)
Mindfulness has become an increasingly popular concept in recent years, as people strive to find ways to reduce stress, increase focus, and improve their overall wellbeing. One of the most widely used tools for measuring mindfulness is the Mindful Attention Awareness Scale (MAAS), developed by J. Brown and R. Ryan in 2003. In this blog… Read more: Mindful Attention Awareness Scale (MAAS)
Mood Management Theory
Mood Management Theory, developed by Zillmann in the 1980s, proposes that people engage in media consumption to regulate their emotions and mood. According to the theory, media consumption is an active and purposeful activity, where people seek to manage their emotions and mood, either by maintaining or enhancing their current mood or altering it (Zillmann,… Read more: Mood Management Theory
Narrative Engagement
Narrative engagement is a crucial concept in media studies that refers to the process by which audiences are drawn into a story and become emotionally invested in the characters and their journey. This engagement can be achieved through a range of narrative techniques, such as compelling storytelling, relatable characters, and immersive world-building. In this discussion,… Read more: Narrative Engagement
Parasocial Interactions
Parasocial interactions refer to the psychological connections individuals form with media figures, such as celebrities, characters in films or TV shows, and social media influencers. These connections can be characterized by feelings of intimacy, attachment, and identification, despite the absence of any real-world interaction. Parasocial interactions have been studied extensively in media studies and psychology,… Read more: Parasocial Interactions
Reinforcement Theory
Reinforcement theory is a well-established psychological theory that has been applied in various areas of media studies, such as advertising, social media, and video games (Chen & Wang, 2017; Hsu & Lu, 2017). The theory suggests that behavior can be modified through the use of positive or negative reinforcement, and that behavior is shaped by… Read more: Reinforcement Theory
Structural Affect Theory
Structural affect theory is an approach to understanding how media texts generate affective responses, such as suspense, curiosity, and surprise, in their audiences (Carroll, 1996; Plantinga, 2009; Smith, 2014). This theory emphasizes the role of the narrative structure of a media text, as well as the way that it is presented, in shaping emotional responses… Read more: Structural Affect Theory
Suspense
Suspense is a powerful emotional reaction that media students should be familiar with. It is a feeling of uncertainty, anticipation, and tension that builds up as the audience waits for the outcome of an event. According to Gerrig and Zimbardo (2018), “suspense is a cognitive and emotional experience that arises from the audience’s awareness of… Read more: Suspense
Suspension of Disbelief
Suspension of disbelief is a term used to describe the willingness of an audience to accept the unrealistic or fantastical elements of a story in order to fully engage with and enjoy a work of fiction. This concept is particularly relevant to media students, who must be able to understand how an audience interacts with… Read more: Suspension of Disbelief
Ten Media Theories and their Criticism
Hypodermic Needle Theory suggests that media messages are directly injected into the audience and have an immediate and powerful effect. Some early research supported this theory, such as the famous “War of the Worlds” broadcast in 1938 that caused widespread panic among listeners. However, subsequent research has discredited the theory, showing that media effects are… Read more: Ten Media Theories and their Criticism
The Entertainment Model
The Entertainment Model is a theory that explains how media content is created to entertain and engage audiences, rather than to inform or educate. This model is widely used in media studies and has been the subject of both praise and criticism. In this essay, we will discuss the Entertainment Model, its criticisms, and provide… Read more: The Entertainment Model
The Meaning Theory of Media Portrayal
The meaning theory of media portrayal suggests that media messages are not simply neutral or objective descriptions of reality, but are constructed in a way that shapes how audiences interpret and understand the world around them. According to this theory, the meaning of media messages is not fixed or universal, but rather varies depending on… Read more: The Meaning Theory of Media Portrayal
The Power of Ambiguity: Exploring Empathy in Films with Ambiguous Protagonists”
Empathy is the ability to understand and share the feelings of others. In the context of film, empathy plays a crucial role in engaging the audience with the characters and the story. Ambiguous protagonists are characters that are difficult to classify as wholly good or bad, and their actions are open to interpretation. The portrayal… Read more: The Power of Ambiguity: Exploring Empathy in Films with Ambiguous Protagonists”
The Two-Step Flow Theory
The Two-Step Flow theory is a communication model that suggests that information flows through opinion leaders, who are influential people with a great deal of knowledge or interest in a particular topic (Lazarsfeld, Berelson, & Gaudet, 1948). These opinion leaders receive information from the media and then pass it on to their followers or peers,… Read more: The Two-Step Flow Theory
The Uses and Gratification Theory
The uses and gratification theory is a framework that seeks to explain why people use media and what they hope to gain from their media consumption. This theory suggests that individuals actively choose and use media to satisfy specific needs and desires. The theory highlights the role of the audience in interpreting and using media… Read more: The Uses and Gratification Theory
Theories Models Concepts
n the field of media studies, theories, models, concepts, and variables are all important concepts that help researchers understand and analyze various phenomena related to media. Theories refer to systematic frameworks that provide explanations for various phenomena in the media industry. These can be broad or specific and help researchers to understand the nature and function… Read more: Theories Models Concepts
Theories, Models and Concepts
Theories, Models, and Concepts in Media and Marketing In the realm of media and marketing, understanding theories, models, and concepts is crucial for developing effective strategies. These constructs provide a framework for analyzing consumer behavior, crafting strategies, and implementing marketing campaigns. This essay will explore each construct with examples to illustrate their application. Theories Definition:… Read more: Theories, Models and Concepts