CS101 Lecture Notes - Paul Lazarsfeld, Behavioural Sciences, Opinion Leadership
16 Oct 2011
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What is mass culture : industrialized process, simultaneous consumption (reaches a large amount of people at the same time, easily understood (all have narrative conventions that can transcend class, race and gender differences) Urbanization, industrialization, modernization: what we see is a gradual movement to a urban existence, erosion of family ties and kinship. Two main functions of mass media: connect socially distant individuals, create audiences for advertisers. Two theoretical approaches: powerful or direct effects. Behavioral science tradition: limited effects or two-step flow . Characterized by isolation: much more cut off from connections (more manipulated by the media, development of industrialism, capitalist economy, urban slums, social problems (poverty, violence, alcoholism, 1750-1920s. November 17th, 2010: create an understanding where individuals are thought to be passive, lonely and weak. Propaganda and advertising: linked patriotism to supporting the war. Proposes a direct relationship between media message and individual behaviour. View of individual: isolated, weak, lonely, and easily manipulated.
