Stimulus-Response Theory By Klapper
Empirical Review In the stimulus-response theory, Klapper (1960) researched the mass media on its necessity and sufficiency in attracting a massive audience. This was because the lack of a department that would handle issues of communication through knowledge of mass communication was gaining momentum. As a result of the First World War, there was a lot of propaganda on its outcomes, which led to the emergence of the stimulus-response theory.





