What are the emerging theories of mass communication?

Emerging theories of Mass Communication include the Uses and Gratifications Theory, which emphasizes how individuals actively seek out media to fulfill specific needs and desires. Another notable theory is the Media Ecology perspective, which examines how different media environments shape human experiences and societal interactions. Additionally, the Spiral of Silence theory explores how individuals may refrain from expressing their opinions due to fear of isolation, impacting public discourse. These theories reflect the evolving understanding of media's role in society amid rapid technological advancements.