LectureCH03 - 3 M ass C ommunication E ffects HowSocietyand...

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3 M ass Communication Effects How Society and  Media Interact 
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History of Media Effects Research Rise of Mass Society Industrial revolution in the nineteenth century: people moved from rural to urban areas shift from self-sufficiency to wage-earning jobs comfortable local community was being replaced by a impersonal mass society
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Propaganda and the Direct Effects Model The fear that media would replace influential institutions. Direct effects —message effects would be widespread; affect many people in the same way researchers found little effect from media messages Indirect-effects approach people’s perceptions are selective responses to messages vary as well
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Voter Studies and the Limited Effects Model 1920s and 1930s: media may have powerful, direct effects on the public political messages of special concern People’s Choice study of the 1940: Roosevelt–Wilkie Presidential election Paul Lazarsfeld examined how voters in Erie County, Ohio, decided which candidate to vote for
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Lazarsfeld’s results: People highly interested in the campaign were least likely to be influenced. Voters who decided at the last minute usually turned to friends or neighbors, rather than the media: opinion leaders— influential community members who spend significant time with the media Campaigns reinforced existing political attitudes.
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The Importance of Meaning and the Critical/Cultural Model qualitative examination of the social structure looks at how people use and construct messages: people were limited in their ability for feedback mass media controls flow of information subjects covered are those that best represent advertisers
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LectureCH03 - 3 M ass C ommunication E ffects HowSocietyand...

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