CMN 1160: Lecture # 3 Jan 24 2012
Early mass communication theories were concerned with message, what was the impact and how was it
How messages affect people behaviors can have the influence to shape public opinion which is the basis
for democracy, force that maintains power.
Propaganda, persuasion means to speak of public opinion.
Propaganda (pol.) And Persuasion (adv.)
They are similar in that:
A) They are both strategies of contact
B) to influence human behavior in a particular context
C) unequal exchange of information between the center and the periphery.
D) Nonreciprocal message
E) Simultaneous contact with the population
F) Manipulation of information:
They frame their message in away that serves their purposes.
If you want to be accepted/loved in society you have to look a certain way, have a certain product.
They differ in that propaganda has ideological and political interests. Propaganda instructs you, tells you
what to do.
Persuasion (through publicity and advertising for example corresponds to economic interests)
Propaganda: is a specific type of message in its most general meaning (message is the object
Message: any thought or idea expressed briefly in a plain or secret language, prepared in a form suitable
for transmission by any means of communication.
Shameful origins of mass communication theory: Gustave Le Bon and “The Psychology of the Crowd”
Crowd has feminine attributes
Emotional, easily manipulated, instinctive, irrational
Foundation of stimulusresponse theory
PPeriod: 1920 fear of new media
Discipline: Psychology (Pavlov
Institution: Universities, Governments, regulatory bodies
Problematic: What do media do to people?
Social organization: Atomized mass
Human subjectivity: submissive and alienated
Media: powerful and manipulating
Power: reached at the level of direct impact of media
Strategies: Tests in labs
Key Concept: Direct impact.
When you introduce a stimulus, you can get a desired response according to this theory.
Advertising is stronger than our own free will, we are just passive receivers of this information. War of the world the invasion from Mars
Welles and houseman selected the shoes and Howard Koch wrote dramatic scripts
the introduction (by the announcer) did indicate that a dramatization of H.G Wells War of the Worlds would
Reaction was strongest in New Jersey, New York, Rhode Island, Boston, Pitssburgh etc.
The office of