Communication Theory
Nowadays, the audience actively participates in the media message processing and influences the content that is channeled. Cognitive capacities of humans allow them to perceive and analyze the information presented in media and position it with the help of previous knowledge, scripts, expectations and attitudes. Facebook is one of the most popular social network sites that channels huge amount of information that is processed by the wide range of audience every minute. The two theories are applied to analyze Facebook as a form of media communication: a uses and gratification theory and schema theory. The way the audience approaches ...
