Political Science 2143A/B Lecture Notes - Lecture 5: Energy Information Administration, Mass Media, Far-Left Politics
11 Feb 2021
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Document Summary
One of the key questions when talking about media. Media is an important instrument of shaping public opinion. The process is made up of three components: sender, medium, receiver. The assumption is that the audience receives the message the way the sender intends for it to be transmitted. If you want to control the receiver and have an impact on what they think, you must control the medium and construct the messaging. Political parties will spend lots of money on the message and getting it on the medium. Based on the notion that the communications process is more complicated and that audiences are not passive. Audiences interpret messages and critically engage with them. Still composed of three components: sender, medium, receiver. We are not all passive in the way that we as individuals, audiences, groups receive these messages. Through this model, it is more complicated to influence audience"s opinions.
