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Lecture 2

Week 2 September 9.docx

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Department
Communication Studies
Course
CMST 3K03
Professor
Matthew Tegelberg
Semester
Fall

Description
September 9, 2013 CMST 3K03 Early Theories of Audience: From ‘effects’ to ‘uses and gratifications’ Key questions of early audience research: Does media have a direct influence (‘effect’) on individual behaviour? Two models 1. Hypodermic needle theory: Context: Several factors contribute to this “strong effects” based approach to audience studies, including: - Mass society or mass culture thesis: “modern society was characterized by the brealdown of traditional social responsibilities and ties, leading to mass of alienated individuals who could be le
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