| Affect Dependent Theory of Stimulus Arragement | Dolf Zillmann , Jennings Bryant |
| Agenda Setting | Maxwell McComb, Donald L Shaw |
| Cultivation | George Garbner |
| Dependency | Sandra Ball-Rokeach , Melvin Defleur |
| Diffusion of Innovation | Bernard Barelson , H. Gaudet |
| Expectancy Value | Martin Fishbein, Victor Vroom, Jacquelynne Eccles |
| Hypodermic Needle | Harold Lasswell |
| Individual Differences | Melvin DeFleur |
| Knowledge Gap | Philip Tichenor, George Donohue, Clarice Olien |
| Media Equation | Byron Reeves , Clifford Nass |
| Media Ethics | Clifford Christians |
| Media Richness | Richard L. Daft , Robert H. Lengel |
| Social Learning | Albert Bandura |
| Spiral of Silence | Elizabeth Noelle-Neumann |
| Technological Determinism | McLuhan |
| Two Step Flow | Paul Lazarsfeld, Bernard Berelson, Hazel Gaudet. |
| Uses and Gratifications | Sandra Ball-Rokeach, Melvin DeFleur |
