Media Persuassion

Media Persuassion - Media Effects Mass Culture Mass Panic...

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I) a. Hypodermic Model /Magic Bullet i. Media injects info into “blood-stream” of public ii. Manipulates passive/gullible audiences (ie: yellow news) b. Mass Society Theory- society depersonalization/isolation = media influences people – Concern for propaganda due to i. Social anomie- breakdown of social norms/conventions ii. Phenomenon of crowds iii. Erosion of Traditional Values (right vs wrong, parents ways) iv. Political instability c. The Minimal Effects Model i. Media reinforces existing beliefs/doesn’t change opinions ii. d. Agenda Setting i. News tells people what to think about (not what to think) ii. Media coverage = public opinion (not reality) iii. “propaganda model” – media agenda – govt & corp. forces protection interests or rich/powerful individuals e. Gap b/w Theory and Popular Perception i. 3 reasons for gap in perceptions 1. Most research narrow range of media effects 2. Media ignoring more complex/unintended effects 3. Media stimuli interacts w/ social stimuli cannot measure
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Media Persuassion - Media Effects Mass Culture Mass Panic...

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