CH16 - Chapter 16 Mass Media Effects Effects Studies...

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Chapter 16 Mass Media Effects 22/04/2008 21:02:00 Effects Studies Powerful effects theory - Walter Lippmann “pictures in our heads” - Harold Lasswell Minimal effects theory - Two-step flow model - Status conferral - Narcotizing dysfunction p366 Cumulative effect theory - Elisabeth Noelle-Neumann - Spiral of silence Third-person effect - W.P. Davidson - People overestimate media effects on others Future theories - Melvin DeFeleur - No more milestones? Uses and gratifications studies Challenges to audience passivity Surveillance function - Scanning the environment Socialization function - Helping people fit into society Diversion function - Stimulation
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- Relaxation - Release Consistency theory - people attend to messages that reinforce their views. Individual selectivity Selective exposure - People  choose some media message over others Selective perception - People tend to hear what they want to hear Selective retention and recall
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CH16 - Chapter 16 Mass Media Effects Effects Studies...

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