Political Science 2143 Lecture Notes - Lecture 5: Cultural Studies, John Zaller, The Takeaway
4 Jan 2021
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Sender > message (through channel, media) - > receiver. Majority of people think that this is the main way of communicating. Think that by controlling sender, you control what is being received. Came out of people who were trying to understand if transmission model was actually accurate. Decided to measure audiences to see if model was accurate, if you can shape public opinion through control of the medium. Found: more complicated than unidirection process, more interactive. Receiver will think about what the message was and what the media was, and come out with their own reaction (accepting, being critical, rejecting) Believes that receiver is more active than the sender through the medium. Power relationship lies with the audience/receiver rather than the sender. No consensus over what the effect of the media on audiences. There is a continuum on the effects according to scholar. Audiences receive information in the way that senders intend it. Media has powerful effect examples, hitler"s success.
