CCI 150 Chapter 3: Ch 3

• School: UTK
• Department: Communication and Information
• Course: CCI 150
• Professor: Lisa Gary

Document Summary

Opinion leaders- in uential community members who invest substantial amounts of time learning about their own area of expertise: media > opinion leaders > public. The medium used for transmission can be greater than or equal to the message. Demographics- gender, race, ethnic, background, income, education, age, educational attainment. Psychographics- combination of demographics, lifestyle characteristics, and product usage. Media performs three major social functions: surveillance of the environment, looking at threats and opportunities. How media helps us extend our senses to perceive more of the world around us. Status conferral- process by which media coverage makes an individual gain prominence in the eyes of the public: correlation of different elements of society, allowing them to work together. Selection, evaluation, and interpretation of events to impose structure on the news. Make sense of what we learn through surveillance. !1: transmission of culture from one generation to the next.