CMST 3K03 Lecture Notes - Lecture 2: Behaviorism
2 Mar 2020
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Document Summary
Opinion leaders (engage more with the media) spread to population. Context: a study - the people"s choice - focusing on decision-making during a presidential election campaign. Key point: ideas often flow from the media to opinion leaders and from these to the less active sections of the population. The model challenged the idea of the mass media as dominant over the audience and emphasised the role interpersonal relations play in communication. 1960s by experimental behaviourist research that reiterated the idea of powerful media and considered the way in which innocent children could be helplessly molded into social roles. James halloran; we should not look at what the media does to people; but what people do to the media. Diversions (watching but not paying attention, want to decompress and relieve tension) Personal relationships (substitute companionship; use of radio for housewives) Personal identity (creating through forms of expression in media) Does not come to terms with the complexity.
