1.
Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill Technology Education
Knowledge gap
Hypothesis

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.
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.

4.
Example

5.
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

6.
Thanks!
With best regards
Fakhruddin naseer
First Semester M-Phil CMS