Theory Discussion: Knowledge Gap & Modernization Theory

This presentation discusses Knowledge Gap theory (Tichenor, Donohue & Olien, 1970) and Modernization Theory (Marks, 2014). We apply these theories through an examination of contemporary uses of social media. In India, the rise of the internet has led to the rise of “semi-arranged marriages” (Jejeebhoy et al., 2013) and a growing dating culture. In Africa, we examine how millennials use social media to fulfill information needs (GeoPoll Rapid Survey, February 2017). With respect to the Knowledge Gap, we examine if education and social standing really influence political awareness and activism, and if social media can actually help bridge socio-economic gap.


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