Two step flow
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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.
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Two step flow
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.
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
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.
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.
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.
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.
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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.
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Two step flow
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.
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
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.
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.
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.
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.
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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.
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All of my deconstructions
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3) The Nazis tightly controlled mass media to develop a cult of personality around Hitler and spread their propaganda messages.
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.
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.
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]
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.
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.
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
Audience Theories
This theory was developed by Hans-Robert Jauss in the 1980s and 1990s to show how audiences interpret media based on their individual circumstances. It suggests that interpretations are influenced by personal context. For example, some feminist interpretations of the film Thelma & Louise saw an alternative ending portrayed in the novella A Vampire's Kiss as more fitting. This theory is important because people's individuality and media interpretations have diversified over time.
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.
Similar to Two step flow (20)
Two step flow
- 1. Two Step Flow Jake Taylor5
- 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