COMM 1100 Lecture Notes - Lecture 10: Social Desirability Bias, Hypodermic Needle Model, Elihu Katz

• School: Ohio State University
• Department: Communication
• Course: COMM 1100
• Professor: Simon Lavis

Document Summary

Advent of radio and movies sparked interest: rhetoric and propaganda. World war ii: us government tried to rally support for unpopular war, brought in academics to generate understanding of propaganda and assist in the war effort, war ended; academics returned with new expertise and connections. Basic premise is that exposure to media affected people in the same way. Until erie county study: interpersonal>mass media. After stalling briefly, mass communication began resurgence in the 1970s. Proposed by elihu katz, jay blumler and michael gurevitch. Katz was a student at columbia school, later the chicago school. Worked with paul lazersfield of erie county study: two step flow approach, similar starting point as hypodermic needle, but stresses human agency as the intermediary between media and effects. Scholars of the day interested in what the media does to people: what do people do with media.