2. Emerge of KGH
• Knowledge gap hypothesis was formed in
1970 with the mass media flow and the
different growth of knowledge.
By three researcher from Minnesota university
• Philip J Tichenor ( the associate professor of
journalism and mass communication)
• George A. Donohue ( Professor of sociology)
• Clarice,N Olien( instructor in sociology)
3.
4. Definition
• They defined the Knowledge Gap
theory, “as the infusion of mass media
information into a social system
increases higher socioeconomic status
segments tend to acquire this
information faster than lower
socioeconomic status population
segments.
6. Five reasons for justifying the knowledge gap
• Tichenor, Donohue and Olien
presented five reasons for justifying
the knowledge gap
1.Communication skills
2.Stored information
3.Relevant social contact
4.Selective exposure
5.Media target markets