COM 10200 Lecture Notes - Lecture 21: Newshub, Content Analysis, Blog
14 Nov 2017
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Document Summary
Don shaw: kenan professor emeritus of the school of journalism and mass communication at the university of north carolina, chapel hill. Jesse h. jones centennial chair in communication emeritus at the university of texas at austin. Evolutionary context: limited effects approach, two decades of research minimizing impact of media, selective exposure hypothesis. Claimed people only pay attention to information in the media that coexisted with what was already believed. Agenda setting: general hypothesis, mass media"s agenda public"s agenda, we judge as important what the media judge as important (mccombs and. Shaw: not saying that media seeks to influence the worldviews of listeners, audiences have the ability to choose what they attend to. Agenda setting: the first test: step 1 results, 15 subject categories narrowed down to 5 major issues: Civil rights (5: assessed the frequency of these as major emphasis (high prevalence and length) and minor emphasis (smaller in terms of space, time, or display)
