CMST 2C03 Lecture Notes - Lecture 4: Media Consumption, Netflix, Behaviorism
16 Dec 2016
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Document Summary
Two- step flow of communication uses and gratifications. Two step flow allows for limited effects = rebuttals to theories of media effects. Views of media as influences that work among other influences. Interested in how people mediate the flow of mass media messages. Katz and lazarfeld (1955) impact analysis (media vs. other people) Role of media vs. opinion leaders in influencing decisions making processes. Opinion leaders (movers/shakers) found in all walks of life. Like gatekeepers located between media institutions and the rest of society (like the two step flow) Select and adapt messages according to their own agenda. Still interested in stimulus, wants to avoid artificial laboratory approach. Claims that media cant be framed apart from other social, cultural, political, and economic mediating factors (mass media) involved in causing people to change behavior/attitudes. Media tell people what they already think and feel.
