CMST 2C03 Study Guide - Final Guide: Advanced Capitalism, Transvestism, Propaganda Model

• School: McMaster University
• Department: Communication Studies
• Course: CMST 2C03
• Professor: Christine Quail

Document Summary

Media effects a general term that describes the power of media texts and technologies to function as stimuli for audience responses and reactions. Behaviourism a theoretic perspective that aims to measure how our thoughts, feelings, and actions are affected by media communications. Direct effects theory (hyperdermic syringe model) an assertion that media texts and technologies impose powerful and often subliminal influences on the behaviour and actions of audiences. This perspective is similarly known as the hypodermic syringe, magic bullet or plug-in drug model of media effects. Laswell"s chain of communication who says what, in which channel, to whom, with what effect . Any act of communication can be dissected into five processes that require separate methods of analysis, (control analysis, content analysis, media analysis, audience analysis, effect analysis) Agenda setting theory an effects approach that shows how media influence the agenda of public issues which political campaigns and others matters of public interest are established.