THE TWO-STEP FLOW MODEL OF COMMUNICATION INTRODUCTION The two-step flow of communication hypothesis was first formulated by → Paul F. Lazarsfeld and his colleagues in their classical study on the 1940 American presidential election (1944). It states that there is usually no direct influence of the mass media on the general public. Rather‚ “ideas often flow from radio and print to the opinion leaders and from them to the less active sections of the population” (Lazarsfeld 1944). This assumption
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Communication 277: Introduction to Mediated Communication Spring 2012 Study Guide for Examination #2 This study guide is organized by lecture topics. Within each topic is listed the major areas that may be included on the examination. You are responsible for the content that falls within each major area. I. Lecture content from before Examination #1 A) Regulation of Media Content 1) Ways government can regulate speech 1. Law: passed by some government body 2
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BCM 110 revision PROBLEMS WITH THE MEDIA EFFECTS MODEL Anxiety about media effects began in 19th century about ‘mass media’ and ‘mass audience’ Gustave Le Bon: “the real has about as much influence on them as the real” Dystopian view: Inspires anxiety about its possible negative effects Utopian View: Inspires hope about its positive role in society People most at risk: children‚ youth‚ uneducated‚ working class‚ women‚ ‘not me’ view Shannon and Weaver (1949) Possibilities that could go
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Magic Bullet Theory (Mass Media Communication Theory) Rey B. Labial Jr. Dr. Ismael N. Talili Presenter‚ TCM 3k2 Professor of Communication Introduction Theory Definition Magic Bullet Theory‚ also known as the Hypodermic Needle Theory‚ was the first major theory concerning the effect of the mass media on the society. The theory implies that mass media has a direct‚ immediate and powerful effect on its audiences. Theorist HAROL LASSWELL Background Information
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Media in the Changing World Media Literacy * The ability to understand and make productive use of media. * It involves understanding the effect of media can have on a person and society. * It is the difference between being victimized by and being in control of media’s influence. Related Perspectives to Media Literacy * Media Criticism * The analysis used to assess the effects of media on individuals‚ on societies and on cultures. * It may not always be negative but
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You want to imitate an action sequence just because your favorite action hero looked ’cool’ doing it. You want to wear the LBD just because you are a fan of Coco Chanel. You want to wear the shade of nail polish Lady Gaga wears for that frantic gaga look. You want to sport your favorite actors’ hairstyles and you want to walk like those ramp models do. You want to do everything that people from the glamor world do‚ you want to be like your favorite celebrity. Even you want to be in the news. Any
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Under the guise of a friendly household companion‚ in nearly every American living room lingers a cultural time bomb‚ set to detonate at the precise moment we realize we are too late. In Neil Postman’s 1985 book‚ “Amusing Ourselves to Death: Public Discourse in the Age of Show Business”‚ the author informs us that our culture is molded by the media of our public information exchange‚ and enlightens us of the way the today’s predominant medium represents a significant change from the media of yesteryear
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ssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssThe education of our children has always been emotive and when the mass media is added to the mix‚ volatility is inevitable. Hardly a country in the world is spared controversy in education‚ but when one looks behind the sometimes anarchic scenes‚ there is a lot about which to be optimistic and hopeful. Traditionally‚ the mass media and education have enjoyed a love-hate relationship. On one hand television
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In today’s world‚ media literacy skills have been an essential part and skill for being able to understand the world around us. It has become such an important skill‚ due to the abundance of media that is circulated regularly and‚ seemly endlessly‚ in the modern world. Everyday‚ we are bombarded with media through many different avenues such as: film‚ T.V‚ video games‚ books‚ the Internet and possible more. Ferris Bueller’s day off‚ a film made in 1986 and directed by John Hughes‚ is yet another
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Particularly for the urban people‚ the need for information is more important than ever. Our values and way of life in the society in this information era are strongly influenced by the mass media like newspapers‚ TV‚ radio‚ video‚ and the internet. Mass media’s influence on people’s lives is even greater and deeper than many kinds of state indoctrination or priest’s sermons from the pulpit in the church .The full range of unfiltered media is now available to most of us by using a parabola and satellite
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