Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Similar to Presentation
Similar to Presentation (20)
Recently uploaded
Recently uploaded (20)
Presentation
- 1. Gatekeeping & Hypodermic needle theory Group 2 Amanda Silvestri Dingyue Zhang Leighphie Lin 2/11/2016
- 2. Definition & History Cases Relationship with social media
- 6. Process of the gatekeeping model
- 7. Gatekeeping origins and history Kurt Zadek Lewin-1947 • First cited as using term • Applied for food in family David Manning White-1950 • Based on Lewin’s opinions and research • Shift towards journalism McCombs and Shaw-1970 • Connected to a new concept of agenda-setting Shoemaker-1991 • Connect to other social sciences • Updates to Internet era-2009 Now can be applied to many different discipline. It’s one of the essential theories in communication studies.
- 8. Cases
- 10. Journalism Journalists and editors can decide which stories are printed or covered what to collect and curate when aggregate the story Example: Fox’s gatekeeping which sources are chosen to include in a story
- 11. Marketing & Advertising Goal: deliver a message to someone
- 12. Marketing & Advertising Gatekeeper sifts through everyone who wants to talk to the owner or executive by screening calls and visitors typically deflecting the ones he believes are unimportant
- 13. Individual What kind of information in the phone call/email
- 14. Gatekeeping in Modern Social Media
- 15. User-generated visibility: Secondary gatekeeping in a shared media space • “the gatekeeping process as an attempt to separate the worthy from the unworthy must involve far more participants in an open media environment than in a traditional one” • “…For instance, journalists felt confident they took adequate steps to ensure that what they wrote was credible but felt helpless to either assess or improve the credibility of user input. They also cited the ability of users, unlike journalists, to provide content anonymously as contributing to the too-often uncivil tone of online discourse.”
- 16. Gatekeeping in Transition • “…undermines the idea that there are discrete gates through which political information passes; if there are no gates, there can be no gatekeepers’”
- 19. Hypodermic Needle Model Also known as magic bullet theory, is a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver.
- 20. History The mass media in the 1940s and 1950s were considered as a powerful influence to behavior change • The fast rise of radio and television • The emergence of the persuasion industries,like advertisement and propaganda. • Payne Fund studies in 1930s,which focused on motion pictures on children. • Hitler monopolized the mass media in the belief that he could use it unify the German public behind the Nazis in the 1940s
- 22. Limitations • Cumbersome to test • Lacks empirical evidence
- 23. Cases
- 24. Hypodermic needle theory Oct. 30, 1938 Actor and future filmmaker Orson Welles directed and narrated the episode from H. G. Wells' novel The War of the Worlds.
- 25. Hypodermic needle theory Approximately 12 million people in the United States heard the broadcast and about one million of those actually believed that a serious alien invasion was underway. interrupted religious services, caused traffic jams and clogged communication systems. People fled their city homes to seek shelter in more rural areas, raided grocery stores and began to ration food.
- 26. Hypodermic needle theory World War II German Movies
- 28. Hypodermic Needle Theory in Modern Social Media
- 29. Communication Studies – Hypodermic Needle Theory • “…Though the media is still very influential today, its influence is far more complex and nuanced than in the early days of mass communication. People can now interact with the media through social networking sites and can even direct the flow of information to others.”
- 30. Modern Day Application • People have become far more skeptical of media, which makes it more difficult for media to be influential in the same facet as they have in the past. Consumers choose the social media accounts to follow, the people to listen to, they can selectively customize their experience online without traditional media’s interference.
- 31. Problems Arise
- 32. Echo Chamber
- 33. Question for the class… • If that broadcast of H.G. Wells happened today, the panic would not have happened to that extent, but how exactly would people react?
- 34. References Hypodermic Needle Theory of Communication https://www.businesstopia.net/mass-communication/hypodermic-needle-theory- communication The War of the Worlds https://archive.org/details/OrsonWellesMrBruns HYPODERMIC NEEDLE THEORY (direct influence via mass media) https://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Hypoder mic_Needle_Theory/ What is a Gatekeeper? http://sales.about.com/od/glossaryofsalesterms/g/What-Is-A-Gatekeeper.htm What Is a Gatekeeper in Marketing? http://smallbusiness.chron.com/gatekeeper-marketing-36870.html Journalist Gatekeeper Responsibilities http://work.chron.com/journalist-gatekeeper-responsibilities-12377.html Gatekeeping by Fox News http://mediaandpublic.blogspot.com/2010/02/gatekeeping-by-fox-news.html