Transcript
KNOWLEDGE GAP THEORYLaura Gorham, Baobao Song and Chao Zhao
DEFINITION
Also called the 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”. (Tichenor, Donohue, and Olien, 1970)
Source: Tichenor, Donohue and Olien, 1970
MATTHEW EFFECT
“The rich get richer and the poor get poorer” Refer to issues of fame, status, or wealth
MATTHEW EFFECT (EDUCATION)
Described by Keith Stanovich in 1986 Early success in acquiring reading skills
usually leads to later successes in reading as the learner grows, children who fall behind in reading would read less and learn less, increasing the gap between them and their peers.
The “knowledge gap” hypothesis thus seems to suggest itself as a fundamental explanation for the apparent failure of mass publicity to inform the public at large. (Tichenor, Donohue, and Olien, 1970)
HISTORY
1929 Gray, W.S.;
Munroe, R. 1970
Tichenor, P. J., Donohue, G. A., & Olien, C. N.
First formal study
Philip J. Tichenor
George A. Donohue
Clarice N. Olien
HISTORY
Tichenor, Donohue & Olien, 1990 University of Minnesota
REFINING THE HYPOTHESIS
Will the Knowledge Gap Be Attenuated? Level of basic social concern aroused by
the issue Level of social conflict surrounding the
issue Level of homogeneity of the community
HOW DOES THE KNOWLEDGE GAP WORK?
Individual National Global
INDIVIDUAL SCALE
Socioeconomic status (SES) An individual's or group's position withi
n a hierarchical social structure. Education, occupation, income, wealth,
and place of residence
INDIVIDUAL SCALE
Five reasons why the knowledge gap exists Communication skills Stored information Relevant social contact Selective exposure *Media target markets
• Tichenor, P.J., Donohue, G.A. and Olien, C.N. (1970). Mass Media Flow and Differential Growth in Knowledge, Public Opinion Quarterly 34: Colombia University Press.
NATIONAL SCALE
Economic system Political system Education system Law system (Patent law)
Digital Divide
Individuals (Knowledge
Gap)
GLOBAL SCALE North-South Divide
GLOBAL SCALE
Indicator1: Researchers in R & D (per million people) R=Research D=Development
(World Development Report by the World Bank)
Professionals engaged in the conception or creation of new knowledge, products, processes, methods, or systems and in the management of the projects concerned.
Country Researchers in R & D (per million people) GDP (per capita)
United States 4673.00 43800
Japan 5408.91 33100
Germany 3524.79 31900
Average of North (N) 4535.57 36267
China 1077.11 7800
Brazil 657.97 8800
Mexico 347.28 10700
Thailand 315.53 9200
Average of South (S) 599.47 9125
Ratio (N/S) 7.57 3.97
Source: World Development Report by the World Bank & CIA World Factbook 2007
GLOBAL SCALE
Indicator2: Patent (per million people) (World Development Report)
Country Overall PatentPopulation
(million, mid-2007)
Patent (per million people)
United States 241,347.00 302.2 798.63
Japan 333,498.00 127.7 2611.57
Germany 47,853.00 82.3 581.45
Average of North (N) 207566.00 170.7 1330.55
China 153,060.00 1318 116.13
Brazil 4,023.00 189.3 21.25
Mexico 629.00 106.5 5.91
Thailand 945.00 65.7 14.38
Average of South (S) 39,664.25 419.9 39.42
Ratio (N/S) 5.23 0.41 33.75
Source: World Development Report & 2007 World Population Data Sheet
GLOBAL SCALE
North-South Divide People in the south want to move to the
north Immigrants (Canadian History Knowledge Ga
p)
THE APPLICATION OF THE KNOWLEDGE GAP HYPOTHESIS
• Print Media• Television• Online Media
PRINT MEDIA
Print media is intended for the higher educated Have a higher degree of knowledge on various
subjects Already information rich
Higher Reading Comprehensions and Vocabularies
Newspapers can reduce the knowledge gap by making article contents easier to comprehend and retain by the less educated
PRINT MEDIA
Dependent upon how long and what is covered by the newspaper team Readers become more aware of the topic if the
newspaper covers an issue for a longer period of time
PRINT MEDIA
Status differences among newspapers Information presented will be more well known if
the newspaper is more established More people read a more established newspaper May be more credible
TELEVISION
TV is known as the Knowledge Leveler Less educated are tend to be dependent on
Television Information is presented for all to understand
Most people have a TV News becomes more accessible for all education
levels and social resources to get information
ONLINE MEDIA AND THE INTERNET
Internet produces a new structure of the news:
Print media traditionally shows more important information based on: Article Placement Headline Size Size and Number of Photos
Online Structure has a different format Shows a change in how people may interpret the
information Shows most popular
FORMAT OF ONLINE MEDIA
Articles Tend to be uploaded in menu format Frequent online updates make it impractical to
arrange news by order of importance
ONLINE MEDIA EFFECT
More user control Pace, sequence, how much, and the range of
exposed media is done by the user not by the media
User is presented all of the information but may not choose to view all the information
INTERNET AND OTHER MEDIA FORMS
Internet use can bring together different types of media
Brings together Television and Social Media This years media: People on Facebook, Twitter,
etc discussing debate Ads to watch the debate on blogs Shows people what is going on even if they are
not watching Creates conversational like dialogue and
elaborating on the message
INTERNET AND OTHER MEDIA FORMS
Shows the impact the internet has had on how people reinforce the knowledge that they gain
People use the internet to find further knowledge about what they saw on TV
INTERNET
Internet produces information but not all of the information is found by the user User has to put forth their own effort to find the
information Information may not be structured by
journalists Hard to find what is credible and what is not
credible
THE INTERNET REINFORCES THE DIGITAL DIVIDE
Internet requires a much more skilled user Requires skills to navigate through the computer
and the internet Must understand the difference between credible
and non credible sources
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
BENEFITS OF BRIDGING KNOWLEDGE GAP
Actual social institutions are in action: Bridging knowledge gap in different fields for societal well-being
Food and Agriculture Organization of the United Nations (FAO)
Global Online Research in Agriculture (AGORA) initiative
37 world leading science publishers 69 low income countries + 37 low-middle
income countries 850 institutions 900 journals in the areas of agriculture and
related subjects
BENEFITS OF BRIDGING KNOWLEDGE GAP
In business sectors, various industries are bridging their own knowledge gap.
Real estate industry - knowledge gap on sustainability
Solutions:
(Wallbank, C., & Price, B., 2007)
Designer
Constructor
Operator
MIND THE KNOWLEDGE GAP
Is Knowledge Gap always a “bad” thing?
Taking advantage of knowledge gap:E.g. Advertising
HOW TO BRIDGE KNOWLEDGE GAP Interpersonal communication PIES module
physical, intellectual, emotional and spiritual capacity of individual thinking system.
Four steps to bridge knowledge gap Step 1: recognize physical knowledge gap Step 2: recognize intellectual knowledge gap Step 3: recognize emotional knowledge gap Step 4: recognize spiritual knowledge gap
Fazrul Ismail
STEP 1: PHYSICAL KNOWLEDGE GAP
STEP 2: INTELLECTUAL KNOWLEDGE GAP
Assessing background knowledge, start an intellectual conversation based on basic level of knowledge.
STEP 3: EMOTIONAL KNOWLEDGE GAP
EMPATHY Introduce and build up the emotional
experience
STEP 4: SPIRITUAL KNOWLEDGE GAP Related to belief or value system that embedded
within oneself, and is hardest to reach. This is a crucial step that takes bridging the gap on
the level of “awareness” into the next level of “action.”
Who wants to try????
HOW TO BRIDGE KNOWLEDGE GAP
Large scope communication Mass Media
Bridging Widening
HOW TO BRIDGE KNOWLEDGE GAP
Mass media: bridging knowledge gap Change the distribution of knowledge
New information and communication technology (ICT) : widening knowledge gap and digital divide
HOW TO BRIDGE KNOWLEDGE GAP
“Access Rainbow” (Clement & Shade, 1996)
HOW TO BRIDGE KNOWLEDGE GAP
Carriage facilities carriage media that store, serve and carry information telephone network, television network…… Devices Actual physical devices that people operate Telephone terminal, television, printer, scanner…… Software tools programme that operates the devices and makes
connections to services. affordable, multilingual, privacy enhancing and easy
to use.
HOW TO BRIDGE KNOWLEDGE GAP
Content/service Actual information and communication services that
people find useful. Core level in the rainbow Service/access provision service providers AT&T, Cox, libraries, schools, community
organizations, workplaces and other publicly accessible facilities……
Literacy/social facilitation supportive learning environment a social process combing both formal and informal
methods
HOW TO BRIDGE KNOWLEDGE GAP
Government/policy democratic process that allows people to have
access to basic information and participate in public policy making with ICTs playing a vital role in information processing and dissemination.
REFERENCES – SECTION III
ABC News. (October 12. 2012). Vice Presidential Debate 2012: America's Social Media Reaction to [Video File]. Retrieved from http://www.youtube.com/watch?v=r2LLCNukikU.
Bennett, G., & Jessani, N. (2011). The knowledge translation toolkit: Bridging the know-do gap : a resource for researchers. New Delhi, India: Sage Publications.
Drewdigs. [November 7, 2007]. The Digital Divide [Video File]. Retrieved from http://www.youtube.com/watch?v=IcboST0evqE&feature=related.
Donohue, G. A., Tichenor, P. J., & Olien, C.N. (1975). Mass media and the knowledge gap: A hypothesis reconsidered. Communication Research, 2 (1): 3–23.
FAONewsroom. (2006). The power of information: Closing the knowledge gap. Retrieved, Nov. 2, at http://www.fao.org/newsroom/en/news/2006/1000406/index.html
Fraile, M. (2011). Widening or reducing the knowledge gap? testing the media effects on political knowledge in spain (2004-2006). The International Journal of Press/Politics, 16(2), 163-184. doi: 10.1177/1940161210388413
Gaziano, Cecilie (1983). The Knowledge Gap: An Analytical Review of Media effects. Minnesota: Sage Publications
Ismail, F. (2008). Four steps to bridge knowledge gap using PIES model. Retrieved, Nov. 2, at http://www.fao.org/newsroom/en/news/2006/1000406/index.html
Ligge1. (February 23, 2012). The Digital Divide in Education [Video File] Retrieved from http://www.youtube.com/watch?v=x1YLPL0KOWE.
Oluyinka Oludolapo, O. (2010). Bridging the digital divide and the impact of new media technologies on development in South Africa. In Safeeullah, S. (Ed.), New Achievements in Technology Education and Development. Pp. 373-388. Retrieved, Nov. 2, at http://cdn.intechopen.com/pdfs/10526/InTech-Bridging_the_digital_divide_and_the_impact_of_new_media_technologies_on_development_in_south_africa.pdf
Stanovich, Keith E. (1986). Matthew effects in reading: Some consequences of individual differences in the acquisition of literacy. Reading Research Quarterly, 21 (4), 360–407.
Tichenor, P. J., Donohue, G. A., & Olien, C. N. (1970). Mass media flow and differential growth in knowledge, Public Opinion Quarterly, 34: Colombia University Press.
Walbank, C., & Price, B. (2007). Sustainability: Bridging the knowledge gap. Retrieved, Nov. 2, at http://www.youtube.com/watch?v=MR48Zb9mvFE.
QUESTIONS?
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