Knowledge Gap Hypothesis: Its Impact in Communication Campaigns Essay Example

audience. However, it was the Knowledge Gap Hypothesis that transformed public communication initiatives into both a scientific and artistic endeavor. Prior to delving into KGH, comprehending the function of mass media in informing and swaying the populace is crucial. While technology facilitates signal transmission, media encompasses more than mere wires and cables.

The impact of media on people's lives, whether positive or negative, is remarkable. It goes beyond conventional print advertising and screen activity to become a dominant force with extensive social, political, and economic influence in societies and countries.

Bracht (1999, p. 120) stated that communication theorists have identified four crucial media roles: monitoring and interpreting the environment, providing entertainment, advertising, and transmitting social and cultural heritage. These roles reveal how the media can be used to promote a particular agenda. Nevertheless, since no single entity or corporation monopolizes the media industry, various approaches can be employed to leverage print, television, radio and internet platforms.

Airwaves and print media can be utilized by businesses, private individuals, and government agencies to promote their agendas. However, each group has a different approach and desired outcome. Corporations may hire advertising agencies to create compelling TV ads or newspaper pages that can take up to 30 seconds during intermission. Such endeavors can be expensive, but companies with significant funds like Nike or Coke will repeat advertisements until the top decision-makers are satisfied that the message was successfully delivered.

Public communication campaigns provide advantages beyond receiving feedback. Their aims are distinct from the objectives of mass media corporate advertising campaigns. Evaluating the effectiveness of a public service campaign is more challenging compared to determining the success of a corporation's TV or

print ads, as Rice and Atkin clarify in their definition.

A 2001 citation by Dozier and Grunig reveals that purposive communication activities via mass media, intended to inform, persuade or motivate behavior change in a specific audience for non-commercial benefits within a set time frame, are frequently backed by interpersonal communication. Nevertheless, changing ingrained habits such as smoking and drinking can prove difficult and expensive. Typically, it is easier to market a product rather than convince someone to relinquish these vices.

The Knowledge Gap Hypothesis aims to explain the incomplete information dissemination by the mass media. Despite numerous explanations offered by different theories, this theory stands out as one of the earliest ones, emerging during the early days of TV and well before the Internet became popular. It provides a fundamental understanding of how mass media works. Furthermore, it has served as a foundation for further research into communication campaigns.

The following pages will explain the Knowledge Gap Hypothesis, which is responsible for the failure. In 1968, an experiment was conducted by Tichenor, Donohue, and Olien to measure the recall ability of residents in two Minnesota cities regarding news topics. The experiment involved comparing the recall to the previous amount of newspaper publicity given to these subjects (Freimuth, 1990, p.).

The trio, Tichenor, Donohue, and Olien, concluded that there is a division between the rich and poor due to educational attainment. Cecilie Gaziano noted that their observation on the limitations of mass communication was already evident. They expressed the existence of this division.

The media's widespread advertising has not effectively informed the general public, as it mainly targets a certain audience. This is a conspicuous failure.

As per Gaziano

(1996, p. 127), the group that was targeted by the campaign had fewer needs for it compared to those who were not reached. On the other hand, Gudykunst (2001, p. 76) argues that the knowledge-gap hypothesis suggests groups with higher socio-economic status acquire information quicker than lower-SES groups. Regardless of this, all groups acquire knowledge, but there is an increasing gap between the knowledge of high-SES and low-SES groups.

Campaign managers and individuals committed to improving the lives of the impoverished face a significant challenge posed by the last statement. According to the hypothesis, urgent aid is not reaching those who need it most, while already well-informed individuals are inundated with redundant information. The ramifications of this theory are staggering, as certain sectors of society continue their destructive path despite expensive campaigns. The issue highlights the powerlessness of the government and concerned citizens in reversing this trend.

It is fortunate that some individuals have conducted further research and questioned assumptions made many years ago regarding the Knowledge Gap Hypothesis (KGH). More has been discovered about KGH beyond its association with socio-economic status. The continual search for truth by present-day communication experts has led to enhanced knowledge about how mass media affects society, the nation, and the world. It is evident that the original formulation of KGH cannot fully clarify the knowledge gap, as educational achievement should not be held accountable. Therefore, KGH remains a hypothesis and has not progressed toward becoming a communication law.

On the one hand, the theory's basic premise is easily accepted. This is because it makes logical sense that those with higher education, and therefore better ability to process information, are more

likely to understand media messages and positively engage with public service campaigns. However, some argue that this knowledge gap is not solely explained by higher economic status or educational attainment. Nevertheless, this idea is also easy to understand.

The complexity of mass media communication is widely recognized due to the numerous factors involved, each of which can impede the effectiveness of communication. The following paragraphs will elaborate on this topic.