CMN 1160 Study Guide - Wendell Willkie

• School: University of Ottawa
• Department: Communication
• Course: CMN 1160
• Professor: All

Document Summary

Functionalism of two-step-flow theory: developed as an attempt to study the accuracy of s-r, paul lazersfeld decided to study the election campaign between the republican candidate wendell wilkie and theodore roosevelt. In a s-r mode, wilkie should win since he was supported by media messages. Lazerfeld: background: was born in vienna-austria in 1900, socialist, concern of early research: why young peasants voted for certain leaders, left austria to the u. s. in the mid-30s, he became a professor at columbia university, died in 1976. Two-step-flow: message opinion leader membership group. In this theory, the media are not as powerful as we thought in s-r. It ignored the fact that people are socialized differently and have different reasons they can have different interpretations of various events. Opinion leader: the person who is most exposed to the media, filters the media and transmits the information that reinforce the beliefs of the group.