Chapter 14 - Part 2 - Some Theories of the Effects of Mass...

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Some Theories of the Effects of Mass Media A concise explanation of how some observable result is brought about by a set of prior conditions.
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The Mass Communication Process Mass communication is a process by which professional communicators use media to disseminate messages widely and relatively rapidly over distance to arouse intended meanings in large and diverse audiences in order to influence them in various ways.
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The Linear Nature of Mass Communication Two critical factors missing from the definition: Role-taking Feedback
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Some Features of Mass Communication Mass media depends on verbal communication Professional communicators may use the full range of nonverbal signs and signals Contextual factors can also be important at both the sending and receiving ends
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Mass Media Effects Early research and the “magic bullet” theory Once transmitted, mass media messages reached virtually every member of an audience, penetrating every mind equally and influencing everyone’s ideas and conduct in uniform and powerful ways Based on Darwinistic assumptions of human nature
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Chapter 14 - Part 2 - Some Theories of the Effects of Mass...

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