CMN 3133: Lecture #6 Sept 24 2013
Media has very limited effect on our political decisions.
Or media is so strong that it overwhelms us and at the end we don’t have much of a choice at all fake view
of reality makes us the puppets of media outlets
Theories of communication that consider strong media effects
Noise noise cancelling effect
People can select what to believe or disbelieve
Strong effects theory:
Notion of media effects represents one of the core ideas of communication research since its inception
Elihu Katz 2001: communication research is about effect
In the beginning roughly 19301950s we find the magic bullet theory or alternatively the hypodermic effects
Harold Lasswell all powerful govt propagandist manipulating passive and atomized audience members
who lacked independent sources of information.
Love Hate and Propaganda film example:
Hitler every photo taken of him he was portrayed as beloved and as two approach’s:
The fatherly father pictures where he is a leader of the people, with all the children, guiding the nation to a
The hero military hero who is so brave and courageous
Joseph Goebbels was Hitler’s sinister counterpart.
Top to bottom approach
Persuasion theories: 19441963
Direct and unmediated effects, typically based on persuasion and audience modeling of observed
Shannon’s information theory approach focused on the transmission of information rather than persuasion
Lasswell’s: “Who says what to whom with what effect” model how to persuade the audience.
With the growth of industrialized mass media the apparent success of European totalitarian propaganda,
such a view was culturally and historically resonant to make people fanatic Social Context:
WWII Propaganda and persuasion in Germany, the at Jewish population was a menace for society. ▯
antagonism, foundational internal wound, Jewish=the internal enemy
Propaganda and persuasion in the US to convince men to enlist to wage war
Defined as the use of symbols ( sometime accompanied by images__ by one social actor for the purpose
of changing or maintain another social actor’s opinion or behaviour.
To wage war distinguish the other as a radical enemy.
Persuasion is a from of communication
This phenomenon has been intertwined with the study of attitude change a psychological ph