CMST 2C03 Lecture Notes - Lecture 5: Dysfunctional Family, Communication Source, Fredric Wertham

• School: McMaster University
• Department: Communication Studies
• Course: CMST 2C03
• Professor: Staff

Document Summary

Direct effects theory (hypodermic syringe model: media affects is like putting a syringe in the stimulus, has an automated result, media stimulus followed by straight forward (audience) response , a continuum is a continuation of something. Active audiences: use media to satisfy particular needs , people emphasize the subjects, audiences use media for a particular purpose, to fulfill their own needs, they are on different ends of this continuum. These approaches seek to measure through various methods of media effects (below is a line identifying the a spectrum of the behaviorism continuum) Genuine social, moral and political objective to measure power of media to affect how individuals think, feel and act : portraying as a genuine effort. Commercial interests measure effectiveness of media as vehicles for advertising and publicity . 2: what we like and what we think, advertising comes in handy with this one and we are concentrated for the time being with this one.