two step flow and functionalism-5

evolvve away from hypodermic needle theory, attention shifted from the message itself to audiences and their social context.

Hypodermic theory had assumed that recipients could be objects of …..

manipulation.

Who researched these chatacterstics and how:

psychological studies showed that audiences personality influenced  communication process

audiences still considered to have limited interpretative capacity 

-messages had to reflect audience to improve persuasion

Carl Hovland through political and ad campagins

Who Analyzed diff types of audience and relationship w radio shows, aimed to understand the appeal of programs to audiences. This emphasis audience participation in communication research was a pretense to what theory.

Lazarfeld, uses and gratifications

two step flow theory of communication (lazarfeld)

mass media messages do not influence the general public directly. Instead, information moves in a two-stage process

What are the two stages of the two step flow model (lazarfeld

1. media message reaches opinion leader

2. opinion leader interpret then pass along message combined w their own opinion to a less active consumer via interpersonal communication

 individuals who can influence the decision of other recipients ,act as information mediators in the communication process

opinion leader

From the 1940s, researchers began to approach social theory from a ….It sought to explain the role and function of media in society, attention shifted from immediate and short-term effects to ….

functionalist perspective.

broader long-term effects.

Who presented Functional Analysis and Mass Communication. And what perspective did it analyze the relationship between media and society from?

Charles Wright

functionalist perspective

Media functions for society

It alerts threats and dangers.

carry out basic everyday activities

function of media for individuals

status and prestige

strengthening of social norms.

Too much news can lead individuals to (2)

withdraw into the private sphere

conform and maintain existing system

overwhelming amount of media coverage causes people to become apathetic, passive, and politically inert rather than active

narcotizing dysfunction