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COMPLETE Survey of Mass Communication Notes - Part 5 (got a 90% in the course)

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COMM 1020

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9/19/13 Lecture 5 Media Environments and Democratic Politics Persuasion and Decision-Making • Social learning models • The Opinion-Leader Concept by Lazarsfeld o Who people decide who to vote for is a two-step flow model  More likely to be influenced because of interaction with individuals who have a strong opinion themselves • These opinion leaders form their opinion based on media o So, from media to opinion leader and then from opinion leader to the undecided voters • Knowledge Gap Hypotheses – theory that over time there are people who are higher educated and tend to make more money tend to stay more informed in the news, form opinions and are more involved in the “issues of the day” while those who are less
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