Mass Media And Growth In Knowledge

by P. J. Tichenor, G. A. Donohue, and C. N. Olien 

“The Knowledge Gap Hypothesis might be expressed, operationally, in at least two different ways.

1. Over time, acquisition of knowledge of a heavily publicised topic will proceed at a faster rate among better educated persons than among those with less education; and
2. At a given point in time, there should be a higher correlation between acquisition of knowledge and education for topics highly publicised in the media than for topics less highly publicised.

One would expect the knowledge gap to be especially prominent when one or more of the contributory factors are operative. Thus, to the extent that communication skills, prior knowledge, social contact, or attitudinal selectivity is engaged, the gap should widen as heavy mass media flow continues.”

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