0
The hypodermicneedle….<br />The effects of mass media<br />
HarroldLasswell<br />Propaganda Technique in the World War (1927)<br />He arguedthat the people had been duped and degrade...
Not a realtheory<br />No empirical basis, butbasedonassumptions of the time abouthuman nature. <br />Peoplewereassumed to ...
Assignment<br />The media do notfunction as a ‘magicbullet’. Buthow do theyactuallywork…<br />Group: 2 students<br />Discu...
Study: The People&apos;sChoice (1944)<br />Studyfocusedon the process of decision-makingduring a Presidentialelectioncampa...
“&apos;Ideasoftenflowfrom radio and print to the opinion leaders and fromthem to the lessactivesections of the population....
Discussion<br />What is correct / incorrect in thisassumption?<br />
Core concept: opinion leaders<br />Who are they?<br />What are the characteristics of anopinion leader?<br />
Opinion leaders<br />Opinion leaders are distributed in all groups: occupational, social, community and others. <br />Opin...
Criticism<br />Flow of information Flow of influence. Is this the same?<br />
New term ‘influentials’ <br />&quot;Influentials are better educated and more affluent than the average American, but it i...
Relations / applications<br />Word of mouthcampaigning<br />Difussion of innovations (influentials are ‘earlyadopters’ )<b...
Multistepflow<br />Step 2<br />Mass Media<br />Opinion Receivers/ Seekers<br />Opinion Leaders<br />Step 1a<br />Step 3<br...
Assignment<br />Design a campaign to promote ‘newdriving’ (ecodriving) using the two step flowtheory.<br />Who are influen...
Upcoming SlideShare
Loading in...5
×

Mc2 Week 4 2 Step Flow & Hypodermic Needle

759

Published on

Introduction to core theories in mass communicaton part 1

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
759
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
18
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Mc2 Week 4 2 Step Flow & Hypodermic Needle"

  1. 1. The hypodermicneedle….<br />The effects of mass media<br />
  2. 2. HarroldLasswell<br />Propaganda Technique in the World War (1927)<br />He arguedthat the people had been duped and degradedby propaganda during the war.<br />
  3. 3.
  4. 4.
  5. 5.
  6. 6. Not a realtheory<br />No empirical basis, butbasedonassumptions of the time abouthuman nature. <br />Peoplewereassumed to be &quot;uniformlycontrolledbytheirbiologicallybased &apos;instincts&apos; and thattheyreact more orlessuniformly to whatever &apos;stimuli&apos; camealong&quot; (Lowery & DefFleur, 1995, p. 400).<br />=&gt; Stimulus – response theory<br />
  7. 7. Assignment<br />The media do notfunction as a ‘magicbullet’. Buthow do theyactuallywork…<br />Group: 2 students<br />Discusshowcouldyoupossibly research the effects of mass media (10 min.)?<br />Discussthis in class<br />
  8. 8. Study: The People&apos;sChoice (1944)<br />Studyfocusedon the process of decision-makingduring a Presidentialelectioncampaign.<br />How do media influencevotingbehaviour?<br />Hypothesis: direct influence of media messagesonvotingintentions.<br />
  9. 9. “&apos;Ideasoftenflowfrom radio and print to the opinion leaders and fromthem to the lessactivesections of the population.&apos;<br />Conclusion:<br />
  10. 10.
  11. 11. Discussion<br />What is correct / incorrect in thisassumption?<br />
  12. 12. Core concept: opinion leaders<br />Who are they?<br />What are the characteristics of anopinion leader?<br />
  13. 13. Opinion leaders<br />Opinion leaders are distributed in all groups: occupational, social, community and others. <br />Opinion leadership changes from time to time and from issue to issue. Leaders are most influential when interest is shared by the group.<br />2 Types: <br /> - monomorphic (influential on one topic) <br /> - polymorphic (influential on a variety of topics)<br />
  14. 14. Criticism<br />Flow of information Flow of influence. Is this the same?<br />
  15. 15. New term ‘influentials’ <br />&quot;Influentials are better educated and more affluent than the average American, but it is their interest in the world around them and their belief that they can make a difference that makes them influential (Crispell, 1989).” <br />
  16. 16. Relations / applications<br />Word of mouthcampaigning<br />Difussion of innovations (influentials are ‘earlyadopters’ )<br />
  17. 17. Multistepflow<br />Step 2<br />Mass Media<br />Opinion Receivers/ Seekers<br />Opinion Leaders<br />Step 1a<br />Step 3<br />Step 1b<br />Information Receivers<br />
  18. 18. Assignment<br />Design a campaign to promote ‘newdriving’ (ecodriving) using the two step flowtheory.<br />Who are influentials in thiserea?<br />Howcouldyouidentifythem?<br />Howcouldyoupersuadethem to adoptthisbehavior?<br />Which media wouldyouuse in thiscampaign? <br />Etc.<br />Present your design in classthisafternoon<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×