Federal Agency for Education
Federal state educational institution
Higher Vocational Education
Volgograd Academy of Public Service
Faculty of Public Administration
Department of Sociology, Management
The discipline "Managing public relations"
THE PROBLEM OF THE EFFICIENCY OF EXPOSURE TO TELEVISION
Student groups have-403
TABLE OF CONTENTS
Chapter 1. Scientific analysis of the phenomenon of Media Impacts.
§ 1. Theoretical approaches to the study of Media Impacts
§ 2. The concept of effectiveness Media Impacts
Chapter 2. Analysis of the phenomenon of the impact of television.
§ 1. Television: the nature, specificity
§ 2. Mechanisms to effectively influence television
The urgency of the problem. Using specific methods to influence the audience, the media has
always had an impact on mass consciousness. As the number of different media, new influence
them becoming larger and more diverse. In the modern information era, when information
becomes ubiquitous and pervasive enough that people sometimes have already unable to respond
to those or other mediasoobscheniya, particularly relevant is a comprehensive study of the
effectiveness of Media Impacts. Study of efficiency, not just as to achieve any effect, namely,
how to achieve that effect, which was conceived communicator. This is especially true when
you consider that the media today are a powerful tool for shaping public opinion and legitimacy
of political power.
The effectiveness of the media for more than half a century is the subject of research scientists.
The first works, illuminating the problem of the effectiveness of the media, appeared in the 20's
and 30's. In early studies of the effect media absolutized ("model of unlimited exposure", the
real proof of the consequences of which were broadcast radio by Orson Welles' "War of the
Worlds"), then any model of "restricted" and "moderate" impact, and finally, in 1990 the ruling
again becomes a "model of a strong impact." It is connected with the situation the ubiquitous
presence of audiovisual media, which turned into a kind of environment, especially the home of
the human habitat.
Currently, research is ongoing. Study new aspects of the phenomenon. There was social
cognitive theory, theory of priming, the theory of diffusion of innovation, the hypothesis of
cultivation and a few others. Despite this, the problem of the effectiveness of the media is still