MASC 101 Chapter Notes - Chapter 2: Ethnocentrism, Pastoralism, World War I
9 Apr 2018
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Pre-1800s: people in u. s. lived in rural communities with people of similar ethnic, racial, and religious backgrounds. 1800s: industrial revolution- people move into cities, work for wages with people of diverse backgrounds. Fears: media would replace the church, family, and community in shaping public opinion. People feared strong, direct effects of wwi and wwii propaganda. Presumes media messages are a stimulus that leads to consistent, predictable attitudinal or behavioral effects. Indirect effects recognizes that people have different backgrounds, needs, values, and so respond differently. People"s choice study & the limited effects model: Lazarsfeld study of voter decision making in 1940s presidential election. Found importance of opinion leaders (friends & neighbors) over mass media and campaign efforts. Media content and campaign had indirect effect; interpersonal influence was stronger. Voters with strong opinions are unlikely to change them. Voters who pay the most attention to the campaign are those who begin with the strongest views.
