Two step flow
•Download as PPT, PDF•
0 likes•375 views
Two Step Flow theory proposes that (1) information from mass media does not directly influence the general public but rather passes through opinion leaders, (2) these opinion leaders then communicate the information to less active associates, and (3) this two-step process makes the information more persuasive because people are more likely to believe opinions shared by their trusted social contacts. An example is Nazi propaganda where Hitler's speeches reached the public indirectly after being filtered through and promoted by Goebbels, the head of propaganda.
Report
Share
Report
Share
Recommended
Two step flow
Two Step Flow theory proposes that information from mass media does not directly influence the general public, but rather passes through "opinion leaders" who then communicate it to their followers. Paul Lazarsfeld and colleagues discovered this pattern in 1940s elections, finding that voters were more influenced by the opinions of community leaders than political ads and speeches. The theory provides a more nuanced model than the "hypodermic needle" view of direct media effects, and was effectively used in Nazi Germany where Goebbels served as an opinion leader disseminating Hitler's propaganda messages.
Theories
The document summarizes several media theories:
- Auteur Theory asserts that the director is the "author" of a film and their creative vision shapes the film. It looks at three components: technical competence, personality, and interior meaning.
- Reception Theory holds that media messages can be decoded differently by audiences - as the dominant, negotiated, or oppositional reader.
- The Hypodermic Needle Model views media as having the power to influence and control audiences like a hypodermic needle. However, this ignores that audiences do not always passively receive messages.
- The Male Gaze portrays and looks at women in a way that empowers men while sexualizing and diminishing women.
Invasion from Mars: A Psychology of Panic
- Hadley Cantril was a psychologist born in Utah who received his PhD from Harvard and joined the faculty of Princeton University, where he later became chairman of the psychology department. Some of his most influential works included research on public opinion and mass communication.
- Orson Welles was an American actor, director and producer best known for his films Citizen Kane and The Magnificent Ambersons. His 1938 radio broadcast of The War of the Worlds, presented as a news bulletin, caused widespread panic among listeners who thought the fictional Martian invasion was real.
- The broadcast was so believable and frightening because it played on the anxieties and vulnerabilities of Americans during the Great Depression as war loomed in Europe
Wells Research and Cohen’s Moral Panic
This document summarizes research from Wells on how different generations react to and are interested in horror films. It conducted a study in 2000 with 12 people in each of four age groups (16-25, 26-40, 41-55, 56-80). The study found that older generations were initially more interested in horror when younger due to life experiences like walking home during WW2, while younger generations enjoy graphic elements more. It also discusses Cohen's theory of moral panic, where the media can increase fear around a perceived threat.
Framing Theory By Dilawar Dar
Erving Goffman was a highly influential Canadian-American sociologist known for his studies of everyday social interactions and symbolic meaning. His most famous work was Frame Analysis (1974) which introduced the concept of "framing" to describe how people interpret situations based on social expectations and cues. According to framing theory, people make sense of situations through mental frameworks or "frames" informed by past experiences and media messages. These frames can be resistant to change and arouse strong emotions. Framing theory provides insights into how social interactions and media representations reinforce societal norms and power structures through subtle cues.
Hypo model
The Hypodermic needle model from the 1940s suggested that audiences passively accept media messages without critical thinking, like receiving injections from a needle (Theorist: Herta Herzog). It viewed audiences as passive receivers of media content. This theory has been criticized for not considering that audiences can think critically about media and be influenced in varying degrees rather than just blindly accepting messages. For example, the 1938 War of the Worlds radio broadcast caused widespread panic in America not just due to the messages but because of audience tensions before World War 2.
Audience theories handout blank
The Hypodermic needle model from the 1940s suggested that audiences passively accept media messages without critical thinking, like receiving injections from a needle (Theorist: Herta Herzog). It viewed audiences as passive receivers of media content. This theory has been criticized for not considering that audiences can think critically about media and be influenced in varying degrees rather than just blindly accepting messages. For example, the 1938 War of the Worlds radio broadcast caused widespread panic in America not just due to the messages but because of audience tensions before World War 2.
Invasion from Mars
This power point presentation was used as a reference to analyze human behavior during the 1938 controversial radio broadcast of the Martian Invasion at the University of Santo Tomas.
Recommended
Two step flow
Two Step Flow theory proposes that information from mass media does not directly influence the general public, but rather passes through "opinion leaders" who then communicate it to their followers. Paul Lazarsfeld and colleagues discovered this pattern in 1940s elections, finding that voters were more influenced by the opinions of community leaders than political ads and speeches. The theory provides a more nuanced model than the "hypodermic needle" view of direct media effects, and was effectively used in Nazi Germany where Goebbels served as an opinion leader disseminating Hitler's propaganda messages.
Theories
The document summarizes several media theories:
- Auteur Theory asserts that the director is the "author" of a film and their creative vision shapes the film. It looks at three components: technical competence, personality, and interior meaning.
- Reception Theory holds that media messages can be decoded differently by audiences - as the dominant, negotiated, or oppositional reader.
- The Hypodermic Needle Model views media as having the power to influence and control audiences like a hypodermic needle. However, this ignores that audiences do not always passively receive messages.
- The Male Gaze portrays and looks at women in a way that empowers men while sexualizing and diminishing women.
Invasion from Mars: A Psychology of Panic
- Hadley Cantril was a psychologist born in Utah who received his PhD from Harvard and joined the faculty of Princeton University, where he later became chairman of the psychology department. Some of his most influential works included research on public opinion and mass communication.
- Orson Welles was an American actor, director and producer best known for his films Citizen Kane and The Magnificent Ambersons. His 1938 radio broadcast of The War of the Worlds, presented as a news bulletin, caused widespread panic among listeners who thought the fictional Martian invasion was real.
- The broadcast was so believable and frightening because it played on the anxieties and vulnerabilities of Americans during the Great Depression as war loomed in Europe
Wells Research and Cohen’s Moral Panic
This document summarizes research from Wells on how different generations react to and are interested in horror films. It conducted a study in 2000 with 12 people in each of four age groups (16-25, 26-40, 41-55, 56-80). The study found that older generations were initially more interested in horror when younger due to life experiences like walking home during WW2, while younger generations enjoy graphic elements more. It also discusses Cohen's theory of moral panic, where the media can increase fear around a perceived threat.
Framing Theory By Dilawar Dar
Erving Goffman was a highly influential Canadian-American sociologist known for his studies of everyday social interactions and symbolic meaning. His most famous work was Frame Analysis (1974) which introduced the concept of "framing" to describe how people interpret situations based on social expectations and cues. According to framing theory, people make sense of situations through mental frameworks or "frames" informed by past experiences and media messages. These frames can be resistant to change and arouse strong emotions. Framing theory provides insights into how social interactions and media representations reinforce societal norms and power structures through subtle cues.
Hypo model
The Hypodermic needle model from the 1940s suggested that audiences passively accept media messages without critical thinking, like receiving injections from a needle (Theorist: Herta Herzog). It viewed audiences as passive receivers of media content. This theory has been criticized for not considering that audiences can think critically about media and be influenced in varying degrees rather than just blindly accepting messages. For example, the 1938 War of the Worlds radio broadcast caused widespread panic in America not just due to the messages but because of audience tensions before World War 2.
Audience theories handout blank
The Hypodermic needle model from the 1940s suggested that audiences passively accept media messages without critical thinking, like receiving injections from a needle (Theorist: Herta Herzog). It viewed audiences as passive receivers of media content. This theory has been criticized for not considering that audiences can think critically about media and be influenced in varying degrees rather than just blindly accepting messages. For example, the 1938 War of the Worlds radio broadcast caused widespread panic in America not just due to the messages but because of audience tensions before World War 2.
Invasion from Mars
This power point presentation was used as a reference to analyze human behavior during the 1938 controversial radio broadcast of the Martian Invasion at the University of Santo Tomas.
Hypodermic Needle Theory
The Hypodermic Needle Theory suggests that audiences passively absorb intended messages from media like television without questioning or rejecting them. This theory was popular in the 1930s but has since been disproven. The 1938 radio adaptation of "War of the Worlds" by Orson Welles caused widespread panic, supporting the idea that audiences uncritically accept media messages. However, the theory is now seen as inadequate because audiences have preexisting opinions and are not completely shaped by media. The Payne Fund studies from 1929-1932 also contributed to this view of powerful media influence but lacked scientific rigor and methodology.
The hypodermic needle theory
The hypodermic needle theory suggests that mass media has a direct, powerful, and immediate effect on passive audiences. It views audiences as unable to resist media messages that are injected into them, influencing their beliefs and behaviors. This theory was prevalent in the 1940s-1950s but is now seen as outdated, as audiences are not purely passive and can reject messages. A famous example was a 1938 radio broadcast about a Martian invasion that some listeners initially believed was real news.
Hypodermic Needle Theory
The hypodermic needle theory suggests that the media has a direct and powerful effect on passive audiences by "injecting" ideas and views. It was popular in the 1940s-1950s when radio, TV, and ads first became widespread and were thought to influence behavior. The theory says the audience is powerless to resist media messages and will believe anything they see or hear. However, it is now seen as outdated since audiences are more media-literate and able to reject messages critically rather than just accepting everything passively.
History of propaganda
The document provides an overview of the history and techniques of propaganda. It discusses how propaganda was used during World Wars I and II to influence public opinion and recruit soldiers. It also outlines 11 common techniques of propaganda such as glittering generalities, name calling, and testimonials. Finally, it profiles some famous propagandists such as Dmitri Moor, James Flagg, and Shepard Fairey and analyzes some iconic propaganda posters from the 20th century.
The war game
The War Game depicts the aftermath of a nuclear attack on Britain. Though it won the Academy Award for Best Documentary in 1966, its graphic depictions resulted in the BBC delaying its release for 19 years due to its controversial nature. The film uses a news magazine style and interviews to realistically illustrate the devastating humanitarian effects of nuclear war and challenge the view that governments could adequately prepare for such an event. It became associated with the anti-nuclear Campaign for Nuclear Disarmament. While some critics like Ebert felt it should have been more widely seen, the BBC deemed it too horrific for public broadcast.
Gcse Af L P Point What Can We Learn
The document provides guidance on answering exam questions about sources, specifically ones that ask about what can be learned from a given source. It advises including facts and inferences drawn from the source, with inferences being suggestions and conclusions not directly stated. Higher marks come from combining facts to make a complex inference. The example source is about the Nazi party gaining influence in Germany in 1922 under Hitler's leadership and his ability to influence crowds.
Gcse Af L P Point How Useful
The document provides guidance on answering exam questions about the usefulness of a historical source. It explains that examiners are looking for an assessment of how useful the source is that references the source's provenance (nature, origin, purpose) and/or content and uses own knowledge. Higher levels require explaining the purpose or limitations of the source and justifying the assessment of usefulness. The key is to explain how provenance helps assess the source's usefulness.
Lippmann and dewey
Walter Lippmann, John Dewey and the role of journalism and the public in a democracy. Based on a discussion in Jay Rosen's book "What Are Journalists For?"
Social media and the us elections
This document discusses the role of social media in US elections and provides a brief history. It notes that Barack Obama was the first social media president, winning in 2008 through engagement on platforms. While Obama had the right story and technology in 2008, the 2012 election battle is still ongoing. The document suggests that social media can make a difference in elections and one tweet may impact the outcome.
Gcse Af L P Point Poster Ww2
The document provides guidance on exam technique for answering a 6-mark question about the purpose of a World War 2 poster distributed in Britain. It instructs students to consider both the context of when the poster was produced and its intended purpose or message. A sample answer is provided that uses information from the source and own knowledge to explain that the British government distributed the poster to encourage people to grow their own vegetables due to food shortages from German attacks on food convoys during the war.
The war game screening sheet
The War Game (1965) depicts a Soviet nuclear attack on Britain and the aftermath through the lens of a documentary, using techniques like location filming, interviews, and newsreel-style editing to create a realistic portrayal of the human cost of nuclear war and make a political statement about its dangers. Scenes showing widespread destruction and suffering left the strongest impression on audiences by immersing them in a vision of nuclear conflict through realistic documentary conventions.
Propaganda
This document discusses propaganda techniques and provides examples. It defines propaganda as persuasive messaging designed to represent the interests of a particular group that aims to bypass logic through faulty reasoning and emotional appeals. Several propaganda techniques are outlined, including assertion, bandwagon, card stacking, and false dilemma. The document also summarizes the five filters of propaganda according to Herman and Chomsky's Manufacturing Consent model: size and ownership of media outlets, reliance on advertising, sourcing of news from privileged institutions, deterring critical coverage through flak, and promoting anticommunism ideologies.
Cold war learning stations
This document outlines learning stations for students to understand the emotional state of America during the Cold War. The stations cover topics like the Space Race, Red Scare, McCarthyism and a Presidential Address. Students will view propaganda, read documents and transcripts, and complete a mock employment application to experience different aspects of 1950s American life during the Cold War.
The hypodermic needle theory
The Hypodermic Needle Theory suggests that mass media in the 1940s-1950s had a direct and powerful influence on audience behavior. It viewed audiences as passive receivers who were immediately influenced by whatever media messages were "injected" into them. However, the theory is now considered outdated and invalid because audiences are not simply passive - people consume media selectively and can resist or reject messages. Modern audiences are also more media literate and aware of how institutions operate due to technological changes.
Audience investigation
The document discusses several theories related to media audiences:
- The two-step flow theory explains how information spreads from media to opinion leaders to the general audience.
- The hypodermic syringe model from the 1920s viewed audiences as vulnerable to manipulation by media producers.
- Laura Mulvey's "male gaze" theory from 1975 argues that audiences view characters in film from the perspective of a heterosexual male.
- Bulmer and Katz's uses and gratification theory from 1974 examines why audiences use media for entertainment, social relationships, identity, and information.
- These audience theories can be applied to the horror genre, such as viewing females through the male gaze in horror films with a male killer targeting women.
Propaganda
This document discusses the history and techniques of propaganda. It describes how propaganda was used extensively and effectively during WWI by the Committee on Public Information in the US to generate support for entering the war. Propaganda aims to manipulate public opinion through emotional appeals, selective stories, and narrow framing rather than factual arguments. While originally seen as incompatible with democracy, propaganda techniques developed by the CPI proved very influential and continued to be used by governments, political groups, and commercial interests.
Propoganda
This document discusses various aspects of propaganda including definitions, origins, types, techniques and theories. It begins by defining propaganda as information spread intentionally to help or harm a person, group or nation. It originates from the Catholic Church in the 1600s. The three main types are black, white and grey propaganda depending on the truthfulness of the information. It also discusses several propaganda techniques like name-calling, glittering generalities and bandwagon. Key theorists discussed include Lasswell and his campaign strategy theory, Lippmann's public opinion formation theory, and Herman and Chomsky's five filters model of modern propaganda.
Wells' research & Cohen's moral panics
This document summarizes Paul Wells' research on horror film audiences from different age groups and Stanley Cohen's theory of "moral panics". Wells found that younger viewers are less easily scared due to their ability to spot unrealistic special effects. Cohen argued that the media can intensify societal fears through exaggerated reporting. Examples are given of horror films that played on contemporary moral panics over disease outbreaks and social media use. The conclusion is that while creating effective horror is challenging given audience skepticism, tapping into real-world fears can make the scares feel more personal.
Well’s research and Cohen’s moral panic
Wells conducted a small focus group study in 2000 involving horror film audiences of different age groups. He found that their interests and fears aligned with the real world horrors of their era. Older groups were less scared by graphic violence after experiencing World War 2, while younger groups were desensitized to gore from increased on-screen exposure. Cohen's theory of moral panic posits that the media can define certain groups as societal threats, influencing viewers. The film The Purge uses the moral panics of crime and gun control in America as sources of fear. More recent horror also taps into modern moral panics like online privacy issues in films like Unfriended.
Propaganda
Propaganda is defined as the deliberate attempt to shape perceptions and direct behavior to further the intentions of the propagandist. It relies on mass persuasion through various media and tends to use ethically questionable methods like deception. Common propaganda techniques include testimonials from respected figures, bandwagon appeals implying "everyone else is doing it," transferring qualities onto others through association, using vague positive terms, and name-calling of opponents. Propaganda can be classified as white, gray, or black depending on the accuracy of information and whether the source is identified.
Two step flow
The Two Step Flow Theory proposes that ideas flow from mass media to opinion leaders in the population and then from these opinion leaders to less active sections of the population in two steps. It suggests that opinion leaders influence the opinions of others either directly through interpersonal communication or indirectly by setting the climate of opinion in their reference groups. This theory emphasizes the importance of interpersonal communication in the diffusion of ideas.
COM 609 Personal Learning Project
COM 609 personal learning project about Facebook as an information source and how it relates to the two-step flow theory.
More Related Content
What's hot
Hypodermic Needle Theory
The Hypodermic Needle Theory suggests that audiences passively absorb intended messages from media like television without questioning or rejecting them. This theory was popular in the 1930s but has since been disproven. The 1938 radio adaptation of "War of the Worlds" by Orson Welles caused widespread panic, supporting the idea that audiences uncritically accept media messages. However, the theory is now seen as inadequate because audiences have preexisting opinions and are not completely shaped by media. The Payne Fund studies from 1929-1932 also contributed to this view of powerful media influence but lacked scientific rigor and methodology.
The hypodermic needle theory
The hypodermic needle theory suggests that mass media has a direct, powerful, and immediate effect on passive audiences. It views audiences as unable to resist media messages that are injected into them, influencing their beliefs and behaviors. This theory was prevalent in the 1940s-1950s but is now seen as outdated, as audiences are not purely passive and can reject messages. A famous example was a 1938 radio broadcast about a Martian invasion that some listeners initially believed was real news.
Hypodermic Needle Theory
The hypodermic needle theory suggests that the media has a direct and powerful effect on passive audiences by "injecting" ideas and views. It was popular in the 1940s-1950s when radio, TV, and ads first became widespread and were thought to influence behavior. The theory says the audience is powerless to resist media messages and will believe anything they see or hear. However, it is now seen as outdated since audiences are more media-literate and able to reject messages critically rather than just accepting everything passively.
History of propaganda
The document provides an overview of the history and techniques of propaganda. It discusses how propaganda was used during World Wars I and II to influence public opinion and recruit soldiers. It also outlines 11 common techniques of propaganda such as glittering generalities, name calling, and testimonials. Finally, it profiles some famous propagandists such as Dmitri Moor, James Flagg, and Shepard Fairey and analyzes some iconic propaganda posters from the 20th century.
The war game
The War Game depicts the aftermath of a nuclear attack on Britain. Though it won the Academy Award for Best Documentary in 1966, its graphic depictions resulted in the BBC delaying its release for 19 years due to its controversial nature. The film uses a news magazine style and interviews to realistically illustrate the devastating humanitarian effects of nuclear war and challenge the view that governments could adequately prepare for such an event. It became associated with the anti-nuclear Campaign for Nuclear Disarmament. While some critics like Ebert felt it should have been more widely seen, the BBC deemed it too horrific for public broadcast.
Gcse Af L P Point What Can We Learn
The document provides guidance on answering exam questions about sources, specifically ones that ask about what can be learned from a given source. It advises including facts and inferences drawn from the source, with inferences being suggestions and conclusions not directly stated. Higher marks come from combining facts to make a complex inference. The example source is about the Nazi party gaining influence in Germany in 1922 under Hitler's leadership and his ability to influence crowds.
Gcse Af L P Point How Useful
The document provides guidance on answering exam questions about the usefulness of a historical source. It explains that examiners are looking for an assessment of how useful the source is that references the source's provenance (nature, origin, purpose) and/or content and uses own knowledge. Higher levels require explaining the purpose or limitations of the source and justifying the assessment of usefulness. The key is to explain how provenance helps assess the source's usefulness.
Lippmann and dewey
Walter Lippmann, John Dewey and the role of journalism and the public in a democracy. Based on a discussion in Jay Rosen's book "What Are Journalists For?"
Social media and the us elections
This document discusses the role of social media in US elections and provides a brief history. It notes that Barack Obama was the first social media president, winning in 2008 through engagement on platforms. While Obama had the right story and technology in 2008, the 2012 election battle is still ongoing. The document suggests that social media can make a difference in elections and one tweet may impact the outcome.
Gcse Af L P Point Poster Ww2
The document provides guidance on exam technique for answering a 6-mark question about the purpose of a World War 2 poster distributed in Britain. It instructs students to consider both the context of when the poster was produced and its intended purpose or message. A sample answer is provided that uses information from the source and own knowledge to explain that the British government distributed the poster to encourage people to grow their own vegetables due to food shortages from German attacks on food convoys during the war.
The war game screening sheet
The War Game (1965) depicts a Soviet nuclear attack on Britain and the aftermath through the lens of a documentary, using techniques like location filming, interviews, and newsreel-style editing to create a realistic portrayal of the human cost of nuclear war and make a political statement about its dangers. Scenes showing widespread destruction and suffering left the strongest impression on audiences by immersing them in a vision of nuclear conflict through realistic documentary conventions.
Propaganda
This document discusses propaganda techniques and provides examples. It defines propaganda as persuasive messaging designed to represent the interests of a particular group that aims to bypass logic through faulty reasoning and emotional appeals. Several propaganda techniques are outlined, including assertion, bandwagon, card stacking, and false dilemma. The document also summarizes the five filters of propaganda according to Herman and Chomsky's Manufacturing Consent model: size and ownership of media outlets, reliance on advertising, sourcing of news from privileged institutions, deterring critical coverage through flak, and promoting anticommunism ideologies.
Cold war learning stations
This document outlines learning stations for students to understand the emotional state of America during the Cold War. The stations cover topics like the Space Race, Red Scare, McCarthyism and a Presidential Address. Students will view propaganda, read documents and transcripts, and complete a mock employment application to experience different aspects of 1950s American life during the Cold War.
The hypodermic needle theory
The Hypodermic Needle Theory suggests that mass media in the 1940s-1950s had a direct and powerful influence on audience behavior. It viewed audiences as passive receivers who were immediately influenced by whatever media messages were "injected" into them. However, the theory is now considered outdated and invalid because audiences are not simply passive - people consume media selectively and can resist or reject messages. Modern audiences are also more media literate and aware of how institutions operate due to technological changes.
Audience investigation
The document discusses several theories related to media audiences:
- The two-step flow theory explains how information spreads from media to opinion leaders to the general audience.
- The hypodermic syringe model from the 1920s viewed audiences as vulnerable to manipulation by media producers.
- Laura Mulvey's "male gaze" theory from 1975 argues that audiences view characters in film from the perspective of a heterosexual male.
- Bulmer and Katz's uses and gratification theory from 1974 examines why audiences use media for entertainment, social relationships, identity, and information.
- These audience theories can be applied to the horror genre, such as viewing females through the male gaze in horror films with a male killer targeting women.
Propaganda
This document discusses the history and techniques of propaganda. It describes how propaganda was used extensively and effectively during WWI by the Committee on Public Information in the US to generate support for entering the war. Propaganda aims to manipulate public opinion through emotional appeals, selective stories, and narrow framing rather than factual arguments. While originally seen as incompatible with democracy, propaganda techniques developed by the CPI proved very influential and continued to be used by governments, political groups, and commercial interests.
Propoganda
This document discusses various aspects of propaganda including definitions, origins, types, techniques and theories. It begins by defining propaganda as information spread intentionally to help or harm a person, group or nation. It originates from the Catholic Church in the 1600s. The three main types are black, white and grey propaganda depending on the truthfulness of the information. It also discusses several propaganda techniques like name-calling, glittering generalities and bandwagon. Key theorists discussed include Lasswell and his campaign strategy theory, Lippmann's public opinion formation theory, and Herman and Chomsky's five filters model of modern propaganda.
Wells' research & Cohen's moral panics
This document summarizes Paul Wells' research on horror film audiences from different age groups and Stanley Cohen's theory of "moral panics". Wells found that younger viewers are less easily scared due to their ability to spot unrealistic special effects. Cohen argued that the media can intensify societal fears through exaggerated reporting. Examples are given of horror films that played on contemporary moral panics over disease outbreaks and social media use. The conclusion is that while creating effective horror is challenging given audience skepticism, tapping into real-world fears can make the scares feel more personal.
Well’s research and Cohen’s moral panic
Wells conducted a small focus group study in 2000 involving horror film audiences of different age groups. He found that their interests and fears aligned with the real world horrors of their era. Older groups were less scared by graphic violence after experiencing World War 2, while younger groups were desensitized to gore from increased on-screen exposure. Cohen's theory of moral panic posits that the media can define certain groups as societal threats, influencing viewers. The film The Purge uses the moral panics of crime and gun control in America as sources of fear. More recent horror also taps into modern moral panics like online privacy issues in films like Unfriended.
Propaganda
Propaganda is defined as the deliberate attempt to shape perceptions and direct behavior to further the intentions of the propagandist. It relies on mass persuasion through various media and tends to use ethically questionable methods like deception. Common propaganda techniques include testimonials from respected figures, bandwagon appeals implying "everyone else is doing it," transferring qualities onto others through association, using vague positive terms, and name-calling of opponents. Propaganda can be classified as white, gray, or black depending on the accuracy of information and whether the source is identified.
What's hot (20)
Viewers also liked
Two step flow
The Two Step Flow Theory proposes that ideas flow from mass media to opinion leaders in the population and then from these opinion leaders to less active sections of the population in two steps. It suggests that opinion leaders influence the opinions of others either directly through interpersonal communication or indirectly by setting the climate of opinion in their reference groups. This theory emphasizes the importance of interpersonal communication in the diffusion of ideas.
COM 609 Personal Learning Project
COM 609 personal learning project about Facebook as an information source and how it relates to the two-step flow theory.
Two step flow and Opinion Leaders
Opinion leaders are individuals who are especially educated on a certain issue and actively interpret media messages for less informed individuals. They are important to target due to their influence over lower-end media users through the two step flow theory, where opinion leaders gather information from media and pass it on to others with their own interpretation. For an issue like cyberbullying targeting teenagers, opinion leaders who are intelligent and influential will be key to reaching this audience as teenagers may not fully understand the topic on their own.
What is two step flow theory
The document discusses the two step flow theory of communication. It proposes that most people form their opinions based on opinion leaders, who are individuals perceived as influential. Opinion leaders develop opinions on various issues and share them with less influential individuals. For example, a popular student may try to force their opinions on others to feel superior. The document asks the reader to reflect on whether they see themselves as an opinion leader who influences others, or someone who tends to agree with what influential people think.
Audience Theory
A2 Media Theory
Hypodermic Needle, Cultivation, Two-Step Flow, Uses and Gratification, Reception Analysis.
Two step Flow theory
The two-step flow theory developed by Katz and Lazarsfeld suggests that information moves in two stages: first to opinion leaders who interpret the message, and then the interpretation is passed on to a wider audience along with the original content. This process between a media message and audience reaction is called personal influence.
two step flow theory story
The two-step flow theory of mass communication asserts that information from media passes through two stages: first to opinion leaders who pay close attention to media messages, and then from opinion leaders to the broader public. Opinion leaders influence people's attitudes and behaviors by passing on both the actual media content as well as their own interpretations of it. The theory refined our understanding of how media influences decision-making compared to earlier views of direct effects, and helped explain why some media campaigns failed to change audiences. It was later succeeded by the multi-step flow theory.
Media Two Step Flow Theory
The Two-Step Flow Theory proposes that the influence of mass media on public opinion occurs in two stages. First, media messages are received by opinion leaders in social groups who influence and filter information for their networks. These opinion leaders interpret and discuss the media's content with other group members, acting as the primary influencers. This second stage of interpersonal communication among ordinary group members ultimately shapes public opinion more so than direct exposure to the media. The theory helped explain how mass media influences audiences indirectly through social relationships and informal discussions within people's networks.
Two Step Flow Theory
Sebuah tampilan teori komunikasi yakni Two Step Flow Theory yang dipresentasikan oleh Salma Nur Aina dari Manajemen Komunikasi B 2013 Fikom Unpad.
Four eras of communication (2)
This document discusses the four eras of mass communication theories:
1) Era of mass society theory from 1850-1940 where new media was seen as disruptive.
2) Era of scientific perspective from 1940-1950 where Lazarsfeld conducted experiments showing media had limited effects.
3) Era of limited effects from 1950-1960s where research supported this perspective.
4) Era of cultural criticism from 1960-1980s where European theorists argued media enabled elites to maintain power. Theories discussed in each era include propaganda theory, limited effects theory, agenda setting theory, and cultivation theory.
Two step flow of communication
The document discusses the two-step flow model of communication, which hypothesizes that ideas from mass media flow first to opinion leaders and then from opinion leaders to the wider population. It was first introduced in 1944 and elaborates that most people are influenced indirectly through opinion leaders who are exposed to media messages and interpret them based on their own opinions before spreading them to others. Opinion leaders tend to be similar demographically or socially to those they influence. The two-step model provides an explanation for why some media campaigns do not change attitudes at a wide scale.
Two Step Flow Communication Theory
Teori Komunikasi Dua Langkah menjelaskan proses penyebaran pesan melalui dua tahap, yakni tahap komunikasi massa dan komunikasi antarpersonal. Jokowi dianggap sebagai opinion leader karena memiliki status sosial dan pendidikan tinggi, serta mampu mempengaruhi sikap pengikutnya. Teori ini memberikan penjelasan bagaimana proses penyebaran informasi melalui pemimpin pendapat di masyarakat.
2 Step Flow Theory
The document discusses the two-step flow theory of communication, which proposes that information from media first reaches opinion leaders who then pass on their own interpretations to others. Opinion leaders can be found in all groups and their influence varies depending on the topic and how interested the group is. There are two types of opinion leaders - monomorphic, who are influential on one topic, and polymorphic, who are influential on various topics. The multi-step flow theory expands on this by showing how information moves from media to opinion receivers to opinion leaders to others in a social system over time as part of the diffusion of innovations.
The Two-Step Flow Of Communication
The Two-Step Flow of Communication: An Up-to-Date Report on an Hypothesis Elihu Katz (1957)
- The People's Choice
- The Two-Step Flow Theory
- Opinion Leaders and Opinion Followers
- Minimal/ Limited Paradigm vs. Mass Society Paradigm
- Strengths and Limitations of The Two-Step Flow Theory
- Elmira Study, Rovere Study, Decatur Study and Drug Study
- Diffusion of Innovation
- Personal Influence vs. Mass Influence
- Impact of Personal Influence
- Flow of Personal Influence
Diffusion of innovations theory
The document outlines Diffusion of Innovations Theory, which examines how new ideas, products, or practices spread through cultures over time. It discusses how innovation occurs in four stages: invention, communication through social networks, the passage of time, and consequences. Opinion leaders influence adoption within these networks. Five categories of adopters are identified based on their willingness to adopt innovations early or later. Diffusion research focuses on understanding the characteristics of innovations, how individuals decide to adopt, individual characteristics, consequences of adoption, and communication channels used in the process.
Two-Step Flow Theory
The two-step flow theory of communication proposes that (1) opinion leaders first receive information from the mass media and (2) then pass on their interpretations of that information to less active individuals. The theory was developed by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet and further expanded on by Katz and Lazarsfeld. It uses a model where opinion leaders pay close attention to media messages and influence others similar to them, while the "influentials" look to the opinion leaders rather than directly receiving information from the media.
Viewers also liked (16)
Similar to Two step flow
Theories on mass communication
The "Hypodermic theory" assumed that mass media had a powerful and direct effect on audiences. It suggested that media could uniformly influence large groups by "injecting" them with targeted messages designed to trigger a desired response. This theory, which was popular in the 1940s-1950s, viewed audiences as powerless against media messages that could allegedly cause instant reactions without hesitation. While influential at the time, the theory is now criticized for ignoring audience interpretation and agency.
G325 Exam - Audience
The document discusses various media effects and audience theories:
- The effects model viewed audiences as "duped and doped", influenced by media like a hypodermic needle. Later models found audiences were more active and media effects more nuanced.
- Uses and gratifications theory saw audiences using media to fulfill needs like diversion, social interaction, and information-seeking.
- Reception theory held that audiences interpret media through their own social positions, with room for dominant, negotiated, and oppositional readings beyond producers' preferred meanings.
Hypodermic needle theory.pptx
The Magic Bullet Theory proposes that media has a direct, powerful, and immediate influence on audiences similar to being shot with a bullet. It was developed in the 1930s-40s based on the role of media in World War propaganda campaigns. The theory suggests that audiences passively accept messages without rejection and can be manipulated en masse by media. However, the theory has been criticized for ignoring audience agency and failing to acknowledge more complex interpersonal influences on opinion formation. Later research also found the theory was not empirically supported.
475 perspectives on media influence 12 up
This document outlines the schedule and readings for a course on media and elections. It includes 12 sections covering topics like the media's role in campaigns, media effects on public opinion, and strategies for managing the news. It also announces a conference on "The Polarized Electorate" to be held at the end of the term. The conference will feature presentations from researchers using experimental methods to study how polarized communications can drive divisions among the public.
Bullet theory
The Hypodermic Needle Theory originated in the 1920s and posits that media has the power to directly inject influential messages into passive audiences, similar to how a hypodermic needle injects a substance. It assumes media can strongly impact public opinion and behavior in a uniform way. While influential early on, it is now seen as too simplistic given that audiences can reject messages and media effects vary between individuals and are influenced by other factors.
Hypodermic needle theory
The document discusses the hypodermic needle theory of mass communication. It was proposed in the 1930s and suggests that media messages directly influence passive audiences like injections from a needle. Katz and Lazarsfeld argued this theory was too simplistic and proposed the two-step flow model, where opinion leaders influence audiences. The document also discusses the Lasswell formula for communication research and concludes different individuals respond differently to the same media messages.
Mass communication theories
The document discusses several mass communication theories:
1) Spiral of silence theory explains how people remain silent when they feel their views are in the minority due to fear of isolation.
2) Two-step flow theory describes how information from media moves in two stages from opinion leaders to the general public.
3) Cultivation theory suggests that heavy television viewers' perceptions of social reality are influenced by what they see on television.
Media Effects
The document discusses several models of mass communication effects:
1. The hypodermic needle model suggests media can precisely inject ideas into passive audiences.
2. The magic bullet model from the 1940s-50s viewed media as a powerful influence on behavior change.
3. The two-step flow model proposes opinions spread from media to opinion leaders then to the public.
4. Cultivation theory argues heavy media exposure shapes viewers' perceptions of social reality.
5. Agenda-setting theory holds media influence public issues by deciding what is newsworthy.
Audience theories hypodermic Needle Model
The Hypodermic Needle Model theory from the 1920s-1930s viewed audiences as passive receivers of media messages. It claimed the media could directly inject ideas into people's minds like a needle, making them think and act in certain ways without question. However, the theory was criticized and found to be outdated. Studies showed that personal communication and individual choice influenced people more than media alone. While some early broadcasts, like Orson Welles' 1938 "War of the Worlds," supported the theory by causing panic, it did not reflect how audiences interacted with media over the long term.
TWO STEP FLOW OF THEORY.pptx
The two-step flow theory of communication proposes that information spreads from mass media to opinion leaders in the first step, and then from opinion leaders to the general public in the second step. It was developed in 1948 based on research showing most voters got campaign information from other people, not directly from media. The theory defines opinion leaders as influential individuals who interpret information for their social groups and influence the attitudes of the masses.
How did the nazis use propaganda during wwii
The Nazis under Hitler and Goebbels extensively used propaganda to promote their political views and control the public, including:
1) Goebbels developed highly successful propaganda campaigns using simple slogans and images repeated through newspapers, leaflets, posters and rallies to generate support.
2) Once in power, Goebbels orchestrated large political rallies to build support for Hitler and the Nazi party, broadcasting the speeches on state-run radio.
3) The Nazis tightly controlled mass media to develop a cult of personality around Hitler and spread their propaganda messages.
Hypodermic needle
The document discusses the hypodermic needle theory of mass communication, which suggests that media messages are directly injected into passive audiences, immediately influencing them. It notes that this theory from the 1930s is now considered outdated. The two-step flow model is presented as an alternative, in which opinion leaders influence the public rather than direct media effects. Lasswell's communication formula is also described as analyzing the basic questions of who communicates what through which channel to whom with what effect.
Audience
This document discusses several theories of how audiences interact with and are influenced by media texts:
1. The Hypodermic Needle Model (1920s) viewed audiences as passive receivers, influenced directly by media messages without question.
2. The Two Step Flow theory (1940s) found influence comes indirectly through opinion leaders who filter messages to their social groups.
3. Uses and Gratifications theory (1960s onward) sees audiences as active, using media to fulfill personal needs like diversion, social interaction, identity.
4. Reception Theory (1980s-90s) expanded on active audiences, finding meaning depends on individual viewer's context like gender, class, ethnicity. Produc
Audience
This document discusses several theories of how audiences interact with and are influenced by media texts:
1. The Hypodermic Needle Model (1920s) viewed audiences as passive receivers, influenced directly by media messages without question.
2. The Two Step Flow theory (1940s) found influence comes indirectly through opinion leaders who filter messages to their social groups.
3. Uses and Gratifications theory (1960s onward) sees audiences as active, using media to fulfill personal needs like diversion, social interaction, identity.
4. Reception Theory (1980s-90s) expanded on active audiences, finding meaning depends on individual viewer's context like gender, class, ethnicity. Produc
7. mass communication theory
The document provides an overview of several mass communication theories, beginning with the hypodermic needle theory. This theory proposed that media had a direct and powerful effect on passive audiences. However, the two-step flow theory later emerged from election studies, finding that opinion leaders and interpersonal communication were more influential than direct media effects. This led to the two-step flow model, where information spreads from media to opinion leaders and then to less active individuals.
Task 3
The hypodermic needle theory proposed that audiences passively accept media messages at face value. However, uses and gratifications theory argues that audiences actively seek out media to fulfill certain needs, such as for information, entertainment or social interaction. Stuart Hall's encoding/decoding model of communication also posited that audiences can interpret media in dominant, negotiated or oppositional ways based on their own experiences and perspectives.
Task 3
The hypodermic needle theory proposed that audiences passively accept media messages at face value. However, uses and gratifications theory argues that audiences actively seek out media to fulfill certain needs, such as information, entertainment, or social interaction. Stuart Hall's encoding/decoding model of communication also posited that audiences can interpret media in dominant, negotiated, or oppositional ways based on their own experiences and perspectives. [/SUMMARY]
Nazi propaganda
The document discusses Nazi propaganda techniques under Hitler and Goebbels. It describes how Goebbels controlled all German media as the propaganda minister. The Nazis used simple repetitive messages that appealed to emotions over intellect. They also practiced strict censorship, banning anything not in line with Nazi views. Surveys after WWII still showed some German youth supported another strong leader, showing the lasting impact of Nazi propaganda.
Spiral of silence
The document discusses Elisabeth Noelle-Neumann's spiral of silence theory of public opinion formation. The theory posits that individuals are less likely to express opinions they believe are in the minority due to a fear of isolation. Neumann developed the theory to explain how the German public came to support the wrong political positions that led to defeat in World War II. The document also covers criticisms of the theory, which include that it does not account for individuals who stand by their views regardless of the majority opinion. It also only cites fear of isolation as the reason for remaining silent, rather than considering other possible reasons.
Two step flow theory
The two-step flow theory of communication proposes that influence flows from mass media to opinion leaders and then from opinion leaders to the general public. Researchers found that during a presidential election campaign, people were more influenced by informal interpersonal communication with opinion leaders than by direct exposure to media messages. The theory claims information moves in two stages: first, opinion leaders are exposed to media and gain information; second, opinion leaders pass this information along with their own interpretations to other people in their social networks.
Similar to Two step flow (20)
Two step flow
- 1. Two Step Flow Jake Taylor
- 2. History Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet analyzed the voters’ decision making processes during a 1940 presidential election campaign and published their results in a paper Called “The Peoples Choice”. Their findings suggest that the information does not flow directly from text into the minds of the audience unmediated but is instead filtered through opinion leaders who then communicate it to their less active associates
- 3. Simple version Two step flow is explained well using this diagram, it simplifies it and shows that instead of the followers/general public being fed the information directly instead it comes from opinion leaders, this makes them more likely to believe it as the opinion leaders are often someone who is trusted. This is a better version of the hypodermic needle theory as it makes the viewer more likely to believe the information they are consuming.
- 4. Example An Example of this being used effectively is the propaganda used by Hitler in Nazi Germany Opinion Leader-Goebbels mass media-Hitler would (head of propaganda) Followers-People would make a speech would produce films and view the propaganda posters about hitler and and consume the his speeches information believing it