SMC219Y1 Lecture Notes - Lecture 5: Paul Lazarsfeld, Mass Communication, Confirmation Bias
17 Oct 2018
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Document Summary
Enhancing the freedom and the importance of human individuality. Spread in 20th century as an intellectual, philosophical framework to foster, enhance and facilitate individual identity. Scientific, quantitative, objective knowledge (evidence) of thoughts and ideas. Propoganda technique in the world war (1927) A model of communication suggesting that an intended message is directly received and wholly accepted by the receiver. What people do with media (active audience) Of applied social research (1944), columbia university. Mass communication, popular taste and organized social action. Media provides people with a social status. Canalization rather than change of basic values) Research funded by government, industry, media organizations. Study on psychological and social processes that influence voting decisions through media. People tend to select media messages in accordance with their existing attitudes. Rather than influencing opinions, media merely reinforce" existing opinions. Opinion leaders have a greater role to play in shaping opinions rather than mass media. Uses and gratifications theory (the need precedes the effect)
