Final answer:
Communication theories, particularly the Macnamara model, examine the measurement of awareness by analyzing the flow and receipt of information. They underscore the influence media has on shaping societal norms and reality through selective reporting. The transmission of information has profound effects on shaping public opinion and views.
Step-by-step explanation:
Communication theories show how much awareness is being raised by measuring what has been transmitted and who has received it.
This concept, originating from the Macnamara model of 2005, is essential for understanding the dynamics of information flow in society. It's pertinent to demonstrate awareness of the social homogenization and social fragmentation that occur via modern society's use of technology and media.
These ideas are hotly debated, with many being called upon to conduct research to better understand and respond to this trend.
Historical studies from the 1930s and 1940s recognized that news transmission occurred through a two-step flow, highlighting the minimal effects theory, which contends that media exert limited impact on citizens and voters.
By contrast, the 1970s cultivation theory argued that media shape societal norms by presenting a perceived reality.
In modern context, when broadcast and print media choose what to report, their selection impacts our perceptions and what we consider reality.
Due to the vast amount of information available, it has become increasingly important for individuals to assess the trustworthiness of various sources.
The transmission of information and how it shapes opinions and views are central to our understanding of awareness within and between biological systems, as well as within societal structures.