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March 13 Media Influence & Politics Part 2

March 13 Media Influence & Politics Part 2 - Media...

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Media Influence & Politics Part 2 March 13 2008
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Media Effects Walter Lippmann (1920; 1925) – “The Pictures in our heads” “Media is a mediating force between the media and the masses.” “allows the elite to govern better via propaganda .” Edward Bernays – Father of American PR; another advocate for propaganda Applying social science to communication Use psychology to enable masses to better communicate “we need to be manipulated [propagandized] by the government in order to create a smooth, functioning society.” The Hypodermic Model “common sense” needs to be determined by those who run the media Media gives us the pictures in our head Mass Society Theory
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Orson Welles – War of the Worlds Fictional story of the invasion of the Earth by aliens Some audiences didn’t know it was fictional Caused a panic Strengthens “hypodermic needle” model of media
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Media Effects: Minimal Effects Model The Peoples Choice – Lazarsfeld, et al (1948) Two Step Flow Model (Lazarsfeld & Katz)
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