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20087067 Choi Mun-Jung
Bullet Theory
 Increase about interest in new media

- The advent of new electronic media ex) Film and radio

- The role of film and radio in Nazi propaganda


 Academic Background

- Popular Society / behavioral psychology (stimulus  reaction)

 The main contents

- Mass media contact direct with public
- More powerful and direct and uniform effect about public
Selective influence Theories
 Selective Exposure
 - exposure selective to media and message


 Selective information processing
 - Selective attention and memory (retention)


 Limited effect
 - activation : activate existing attitudes and beliefs
 - reinforcement : strengthen existing attitudes and beliefs
Use and Gratification Theory
    Use motivations Mass media and Approache that meet the wide
- The mass media to the people what you want?
        What people do you have the mass media?

     Active audience
- Selection of media to satisfy needs  incidental, involuntary exposure



     Competition of audience choice and mass media audience
- The media compete with other means of needs
- Cross-media competition, competition in the media
the cultivation theory
 The amount of TV survey
- light audience vs. heavy audience


 Audience perception Research on real-world
- Audience response (audience answer)

 Cultural development effectiveness
- portrayal of the reality in TV
  vs. perception of reality about light audience / heavy audience s' vs. Reality
- The mass media is great effect about the real world, which configures the notion of hum
   an
마이클 수업 과제2 1

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마이클 수업 과제2 1

  • 2. Bullet Theory  Increase about interest in new media - The advent of new electronic media ex) Film and radio - The role of film and radio in Nazi propaganda  Academic Background - Popular Society / behavioral psychology (stimulus  reaction)  The main contents - Mass media contact direct with public - More powerful and direct and uniform effect about public
  • 3. Selective influence Theories  Selective Exposure - exposure selective to media and message  Selective information processing - Selective attention and memory (retention)  Limited effect - activation : activate existing attitudes and beliefs - reinforcement : strengthen existing attitudes and beliefs
  • 4. Use and Gratification Theory  Use motivations Mass media and Approache that meet the wide - The mass media to the people what you want?    What people do you have the mass media?  Active audience - Selection of media to satisfy needs  incidental, involuntary exposure  Competition of audience choice and mass media audience - The media compete with other means of needs - Cross-media competition, competition in the media
  • 5. the cultivation theory  The amount of TV survey - light audience vs. heavy audience  Audience perception Research on real-world - Audience response (audience answer)  Cultural development effectiveness - portrayal of the reality in TV vs. perception of reality about light audience / heavy audience s' vs. Reality - The mass media is great effect about the real world, which configures the notion of hum an