COMS 3406 Lecture Notes - Lecture 3: Paul Lazarsfeld, The Feminine Mystique, Theodor W. Adorno
1 Feb 2017
School
Department
Course
Professor
Document Summary
Lecture 3 audience reception, public opinion, and the 2-step flow of coms". Paul lazarsfeld was trained in psychological research in vienna (like freud) Part of the columbia school of applied social research in us. Known for studying media effects and motivation research. Personality factors and listening environment can affect decisions and how messages are read/received: ex: anxiety, panic, nervousness, ex: response to authority (i. e. father figure in the family) Before they came to the us, german and austrian emigrants were associated with socialism or the left (i. e. lazarsfeld, horkheimer, adorno, etc. Theodor adorno (frankfurt school) and the idea of manipulation. Why and how people vote and how they changed/made up their minds. Just using quantitative data didn"t tell you why people voted the way they did: needed qualitative data over a longer period of time. Interested in media exposure to political campaigns/propaganda: in how people influenced other people"s decisions.
