COMM 4643 Study Guide - Midterm Guide: Kevin Durant, Social Cognitive Theory, Content Analysis
16 Sep 2016
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Document Summary
The cube is used to identify different sources, processes, and manifestations in media effects. The source can be contact or experience, the manifestation can be affective (emotional), behavioral (outer), or cognitive (internal), and the processes can be either instigating or socializing. Powerful media effects was the past assumption of how media worked, that media was like a magic bullet injecting ideas from the media into the minds of the public. It was assumed the public had no differences in the way the perceived media and that they were passive. Limited media is what would be moderated by interactions with social groups. This is where the two step flow comes into play from the media, to opinion leaders, to the individuals themselves. The audience is active and international communication is a large focus of this. Varied effects are moderate by individual differences and environmental factors.
