COST-1117EL Lecture Notes - Lecture 7: Communication Theory, Hypodermic Needle, Mass Communication
12 Sep 2018
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Department
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Professor
March 13
Continuing mass communication theory
Recap:
• Media effect theory
• Mass communication vs mass media
Characteristics of mass communication:
• Different because It can reach a large audience quickly
• Attacks scholars
• Offers slower (also lean) feedback but may be changing as society evolves
Mass Media:
• Agenda setting theory
• Media scrutinizes for many reasons
• Journalist report incomplete information
Powerful effects vs limited effects:
• Hypodermic needle and magic bullet:
o Syringe contains content and once injected the effects are strong and
immediate
o Both generally say the same things
o Embraced a strong and direct relationship, both linear and deterministic
o In crisis this theory speaks louder
o Powerful effects
o The greater the exposure, the more powerful
o Perceived as passive, homogenous and anonymous
News media as a reflection society:
• Before McCombs and shaw’s study of the 1968 presidential campaign, it as widely held
that the news media is simply reflected the public’s interest
• Public demanding news covers what they want to hear about
• Limited effects
• Problems: If public is deciding what the news talks about that means they already know
about it so the news is irrelevant ~ Should use other outlets such as twitter
Bernard Cohen (1963)
• Media is good at telling us what to think about
• The public starts to reflect the medias agenda
• limited Effects
• Quotes that appear
• Framing
• Focus on content
Agenda setting Theory, what is it?
1. At the moments, what are the critical issues in Canada and around the world?
2. How do you know these issues are critical?
3. What makes you believe these issues demand attention?
