COM CO 101 Lecture 3: Mass Communications Fall 2017

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Develop models and theories to explain and predict. Over 30 million dollars in research grants. 91% of graduates employed within 6 months of graduating. Joint feedback/ creation of meaning: powerful effects: hypodermic needle (or magic bullet) [1930s-1950s] Linear model: limited effects paradigm [klapper, 1960] Attention > knowledge > attitudes > practice. Dog article about puppies for adoption in puerto rico. Will players try to go out and kill. Defining persuasion: directed goal to influence attitudes or behaviors. Goal directed by the communicator not the audience: transmission of messages (communicated verbally and nonverbally, symbolic process, people persuade themselves, free will. In coercion, the individual is being forced to so something. Attempt to influence individual to act contrary to preference. Fine for having more than one child in china. Getting paid to have children in japan. Identify examples that can be interpreted as persuasion or coercion. Mcguire output steps: exposure, attention, recall, cognition, knowledge, attitude, practice, continued practice.

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