CS101 Chapter Notes - Chapter 12: Brain Records, Stereotype, Chick Flick
Document Summary
Powerful effects theory-theory that media have immediate, direct influence. Walter lippman argued that we see the world not as it really is but as pictures in our heads". The pictures" of things we have not experienced personally, are shaped by the mass media. The theory that media effects are mostly indirect. Two step flow model-media effects on individuals are through opinion leaders. Opinion leaders include clergy, teachers, and neighbourhood merchants. As mass communication became more sophisticated the two-step model was expanded into a multistep flow model to capture the complex web of social relationships that affects individuals. Status conferral-media attention enhances attention to people, subjects, issues. Narcotic zing dysfunction-people deceive themselves into believing they"re involved when actually they"re only informed. So many people are overwhelmed by the volume of news and information available to them that they tend to withdraw from involvement in public issues.