COMM 2002 Lecture Notes - Lecture 1: Frankfurt School, Antonio Gramsci, Mass Media
2 Nov 2015
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Document Summary
Science as a discipline evolves in the 1800s (physics, chemistry, math, Early studies founded on conception of mass society early 19th century. H. g wells war of the worlds 1938. Brought together a basic understanding of human nature and social order from the end of the 19th century to the mid 20th century. Hollywood and the movies payne fund studies. Mass media mobilizes the undecided toward their demographic cohort. Media campaigns resonate with those already reached. Personal influence predominates over media influence via two-step-flow. Effects research is modified gate-keeper/agenda setting/uses and. Effects research oversimplifies the way we consume media. We can"t study the effects of research using s-r theory. Blame placed on the individual for lack of knowledge. Only looks at persuasion as an effect. Only looks at the effects intended by the sender. Following frankfurt theorists: gramsci, eco and barthes. Agrees with critical theorists on topic of research and adds cultural variation must be considered as well.
