POL369Y5 Lecture Notes - Long-Term Memory, Mobile Billboard, Soft Media
7 Jun 2014
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Document Summary
Media effects how it affects our political attitudes and learning effects, it will signal when important ideas will happen. World of the wars: when they played a book over the radio, people thought aliens were attacking. Media research didn"t start till 1950s, found its difficult that people are not passive, there is a lot of resistance. Hyperdermic media theory: idea that people could put things into your head like a needle, justifies propaganda, its not true, difficult to input an idea in your head, plant one in your head. The most successful propaganda plays on something people already leave. Priming has to happen, to: shaping attitudes, priming. Priming as an effect: agenda setting (obtrusive versus non-obtrusive issues) two pathways to priming(as and framing). Agenda setting: ability of media to talk about something and make it important to you, the transfer of information. It becomes more important in people"s minds, ability of media to set the public agenda.
