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Knowledge Gap
Hypothesis
By: Zarmeen Durrani
In 1970 Philip J Tichenor, George A. Donohue
and Clarice. N Olien proposed an idea titled as
“Mass media flow and differential growth in
knowledge”
theory
• This theory is concerned mainly with information and
knowledge and emphasizes that knowledge is not
distributed equally throughout society
 Concept of haves and have-nots with regard to
information just as material wealth Information is
very important in our society because any developed
country depends on well- informed citizens
Knowledge Gap Hypothesis
• As the infusion of mass media information into a
social system increases, segments of the population
with higher socio-economic status tend to acquire
this information at a faster rate than the lower status
segments, so that the gap in knowledge between
these two segments tend to increase rather than
decrease
Role of Mass Media
 One of the great promises of mass communication
is that it provides people with information they
need
 It has the potential of reaching people who have
not been reached by other means (poor and
undeveloped people)
Hypothesis Prediction
 People of both high and low socioeconomic status
will gain in knowledge because of the additional
information, but that persons of higher
socioeconomic status will gain more
 This would mean that the relative gap in knowledge
between the well-to-do and less well-off would
increase.
Operational forms of the Hypothesis
 Techinor et al 1970 say that KG hypothesis might be
stated in two ways:
 Overtime, acquisition of knowledge of a heavily
publicized topic will proceed at a faster rate among
better- educated persons than among those with
less education
 At a given time, there should be a higher correlation
between acquisition of knowledge and education for
topics highly publicized in the media than for topics
less publicized
Possible reasons for Knowledge Gap
 There is a difference in communication skills between
those high and low in SES
 There is a difference in the amount of stored
information or previously acquired background
knowledge
 People of higher SES might have more relevant social
contact
 The mechanisms of selective exposure, acceptance and
retention might be operating. (Persons with low SES might
not find or be interested in topics such as public affairs or
science news)
How ToReduce The Knowledge Gap
 When an issue has immediate and strong local
impact, the knowledge gap is likely to decline
 A well-known celebrity involved in the dissemination
of information could help achieve wider visibility for
and acceptance of the information
 When an issue arouses basic social concerns, the
knowledge gap is likely to be reduced or eliminated
 Researchers found that television may have a special
power to close knowledge gaps or, if not to close
them, at least to keep them from widening
 Interest and motivation can help in narrowing KG
 Information campaigns must beon audience
research
 Society mustassure theaccess to information
available toall
 It probably begin with needs of the potential
userof information
KG and New Technology
• Manyof the new technologiesareexpensive Becauseof
thecost, these technologies may be more available to
thewell-to-do than to less –well-off.
 If the access to these information services is not
universally available throughout the society, then those
already “information-rich” may reap the benefits while
the “information-poor” get relatively poorer.
 A widening of this “information gap” may lead to
increase tension.
The Digital Divide
 What is the digital divide?
 The digital divide is the gap between people with access to
digital information technology, and those that have limited
access to digital information technology
 Gap can be found between individuals, communities, and
countries
 The digital divide causes an increased knowledge gap.
 People who lack access to the internet will not be receiving
the information provided by the internet
 People who have internet learn how to interpret and
understand information the information presented
Criticism of the KG Hypothesis
 Dervin (1980) criticized the KG for being based on the
traditional source-sending-messages –to-receiver
paradigm of communication
 She recommended that communication
campaigns and researchers be more user-based
and user-constructed information
 Evatt (1998) argued that researchers should be sure
that the information they are testing is useful and
relevant for the audience being tested
Knowledge Gap from Pakistani Perspective
 Pakistani rural areas are different from Urban areas
 The socio economic status of people of rural areas is
very low than people of urban area
 The information and knowledge gap is much more in
between these two sectors
 The reason for this is the lack of educational facilities in
rural areas
 Lack of information sources
Factors widening KG
 Lack of professional ethics
 Limited accessibility tointernet
 Ignorance about currentprofessional knowledge
 Poor library infrastructure
 Limited state funded resources
 Limited capacity toattend international professional
conferences
 Lack of personal will
 Unavailability of fresh scientificliterature
 Obsolete professional knowledge in different
disciplines
Examples
 When a person from rural area applies for the job
and on the same time the person from Urban area
applies then both of them have different level of
knowledge
 The communication skills of the person from Urban
area would be much better than rural area person
 Rural area person would not be much confident, he
would lack various trends of suiting's, walk, talk
and so on.
Kg hypothesis

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Kg hypothesis

  • 2. In 1970 Philip J Tichenor, George A. Donohue and Clarice. N Olien proposed an idea titled as “Mass media flow and differential growth in knowledge”
  • 3. theory • This theory is concerned mainly with information and knowledge and emphasizes that knowledge is not distributed equally throughout society  Concept of haves and have-nots with regard to information just as material wealth Information is very important in our society because any developed country depends on well- informed citizens
  • 4. Knowledge Gap Hypothesis • As the infusion of mass media information into a social system increases, segments of the population with higher socio-economic status tend to acquire this information at a faster rate than the lower status segments, so that the gap in knowledge between these two segments tend to increase rather than decrease
  • 5. Role of Mass Media  One of the great promises of mass communication is that it provides people with information they need  It has the potential of reaching people who have not been reached by other means (poor and undeveloped people)
  • 6. Hypothesis Prediction  People of both high and low socioeconomic status will gain in knowledge because of the additional information, but that persons of higher socioeconomic status will gain more  This would mean that the relative gap in knowledge between the well-to-do and less well-off would increase.
  • 7. Operational forms of the Hypothesis  Techinor et al 1970 say that KG hypothesis might be stated in two ways:  Overtime, acquisition of knowledge of a heavily publicized topic will proceed at a faster rate among better- educated persons than among those with less education  At a given time, there should be a higher correlation between acquisition of knowledge and education for topics highly publicized in the media than for topics less publicized
  • 8. Possible reasons for Knowledge Gap  There is a difference in communication skills between those high and low in SES  There is a difference in the amount of stored information or previously acquired background knowledge  People of higher SES might have more relevant social contact  The mechanisms of selective exposure, acceptance and retention might be operating. (Persons with low SES might not find or be interested in topics such as public affairs or science news)
  • 9. How ToReduce The Knowledge Gap  When an issue has immediate and strong local impact, the knowledge gap is likely to decline  A well-known celebrity involved in the dissemination of information could help achieve wider visibility for and acceptance of the information  When an issue arouses basic social concerns, the knowledge gap is likely to be reduced or eliminated  Researchers found that television may have a special power to close knowledge gaps or, if not to close them, at least to keep them from widening
  • 10.  Interest and motivation can help in narrowing KG  Information campaigns must beon audience research  Society mustassure theaccess to information available toall  It probably begin with needs of the potential userof information
  • 11. KG and New Technology • Manyof the new technologiesareexpensive Becauseof thecost, these technologies may be more available to thewell-to-do than to less –well-off.  If the access to these information services is not universally available throughout the society, then those already “information-rich” may reap the benefits while the “information-poor” get relatively poorer.  A widening of this “information gap” may lead to increase tension.
  • 12. The Digital Divide  What is the digital divide?  The digital divide is the gap between people with access to digital information technology, and those that have limited access to digital information technology  Gap can be found between individuals, communities, and countries  The digital divide causes an increased knowledge gap.  People who lack access to the internet will not be receiving the information provided by the internet  People who have internet learn how to interpret and understand information the information presented
  • 13. Criticism of the KG Hypothesis  Dervin (1980) criticized the KG for being based on the traditional source-sending-messages –to-receiver paradigm of communication  She recommended that communication campaigns and researchers be more user-based and user-constructed information  Evatt (1998) argued that researchers should be sure that the information they are testing is useful and relevant for the audience being tested
  • 14. Knowledge Gap from Pakistani Perspective  Pakistani rural areas are different from Urban areas  The socio economic status of people of rural areas is very low than people of urban area  The information and knowledge gap is much more in between these two sectors  The reason for this is the lack of educational facilities in rural areas  Lack of information sources
  • 15. Factors widening KG  Lack of professional ethics  Limited accessibility tointernet  Ignorance about currentprofessional knowledge  Poor library infrastructure  Limited state funded resources  Limited capacity toattend international professional conferences  Lack of personal will  Unavailability of fresh scientificliterature  Obsolete professional knowledge in different disciplines
  • 16. Examples  When a person from rural area applies for the job and on the same time the person from Urban area applies then both of them have different level of knowledge  The communication skills of the person from Urban area would be much better than rural area person  Rural area person would not be much confident, he would lack various trends of suiting's, walk, talk and so on.