Knowledge Gap Hypothesis - Specification of The Knowledge Gap Hypothesis

Specification of The Knowledge Gap Hypothesis

Based on observations implicit in mass communication research, Tichenor, Donohue, and Olien (1970) define the knowledge gap hypothesis as follows:

“As the infusion of mass media information into a social system increases, higher socioeconomic status segments tend to acquire this information faster than lower socioeconomic-status population segments so that the gap in knowledge between the two tends to increase rather than decrease” (Tichenor, Donohue, and Olien 1970, pp. 159-160).

Additionally, Tichenor, Donohue, and Olien suggest 5 reasons why the knowledge gap should exist :

1. Communication skills - higher status people generally have more education, which improves their reading, comprehension, and memory skills;
2. Stored information - higher status people are more likely to already know of topics in the news through pervious media exposure or through formal education;
3. Relevant social contact - higher status people generally have a broader sphere of activity, greater number of reference groups, and interpersonal contacts and are thus more likely to discuss news topics with others;
4. Selective exposure - lower status people may be less interested, and therefore less likely to expose themselves to certain news topics; and
5. Media target markets - media outlets tailor their content to the tastes and interests of their audience.