JOUR 001 Lecture Notes - Lecture 24: Narrowcasting, Wilbur Schramm, Fourth Estate
17 Sep 2020
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Limited effects theories: effects limited by individual differences and factors, media assumed a homogenous audience, argued that not every media viewer is the same, and that viewers are individuals. People"s choice study-1940: people made political choices based on what other people thought, opinion leaders passes influence onto opinion followers . Example: oprah- a lot of people would follow whatever oprah does because they trust her. Reinforcement theory: related to uses and gratifications and individual difference theories, dissonance theory-we go with the media that will agree with our personal views. We tend not the watch media that challenges our personal beliefs. People want to avoid dissonance and avoid media that challenges their beliefs. Selection theory: selective exposure-choose what program you want to listen to (rush versus air. America), because you know it will agree with you: selective perception-when you are selective about what you are exposed to on your selected network.
