THE MANIFESTATION OF THE KNOWLEDGE GAP THEORY IN ADHERENCE TO THE COVID-19 DIRECTIVES.
The knowledge gap theory was propounded by elite scholars Philip J Tichenor, then Associate Professor of Journalism and Mass Communication, George A. Donohue, Professor of Sociology, and Clarice. N Olien, Instructor in Sociology, all three researchers at the University of Minnesota explains how media content is absorbed by the audiences in our societies. It also explains the notion that individuals with a higher socioeconomic status absorb information presented by the mass media at a faster rate than those with a lower socioeconomic status. Hence arrives at an increased gap in knowledge between the two segments in society. COVID-19 AS A CASE STUDY Communication has proven to be an integral part of this fight against the ravaging pandemic that hangs on the neck of the country. The mass media such as the radio sets, television sets, and newspapers have been our major vehicles through which cautious information is disseminated through every nook and cranny in the country, including the di...