4 - COMM 203 2/4/09 Lowery & DeFleur (1988) Advances in...

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COMM 203 2/4/09 Advances in Hard Science o Applicable to human behavior?  Explaining, predicting, controlling o Methods of inquiry changed o Statistical tools introduced Through methods and statistics, researchers began to understand trends amongst  large groups of people o Standardized measures developed Content analysis and surveys Early Years Label o Direct Effects Effect people similarly across large areas “Magic Bullet” The process of propaganda and swaying people to reach a certain end Effects all people in the same way “Hypodermic Needle”
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Uniform effects Tripartite o Perspective of the individual predicates this belief Individuals acted less on rationality and reason and more on impulse and emotion Similar biological compositions o Perspective on society Not under influence of church or family Developed communities free of social ties
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4 - COMM 203 2/4/09 Lowery & DeFleur (1988) Advances in...

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