COM 101 Lecture Notes - Lecture 3: Social Learning Theory, Mass Communication, Sucker Free
7 Nov 2016
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Theory: a set of interrelated concepts, definitions and propositions. Media theory: ww1 propaganda, both world war posters are suggesting that god was on their side to persuade people viewing this propaganda to follow them. Hot: paper, takes full attention can"t do much while viewing media. Cold: television, aren"t fully encapsulated in media. Direct effect theories - media can affect people swiftly and potently. Media can put pictures in our heads. Vaccine theory the idea that media injects an idea and everyone begins believing it (no one believes this theory because we are not powerful enough to instantly alter someone"s ideas) Limited effect theories - media doesn"t have standing value or doesn"t stay with us. The two step flow - there are opinion givers and opinion receivers mass media flows from the opinion givers and receivers. Mixed effect theories - media effects are very complex because it varies from person to person. Media are gatekeepers, agenda setters and confer status.
