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THE PROBLEM OF THE EFFICIENCY OF EXPOSURE TO TELEVISION

THE PROBLEM OF THE EFFICIENCY OF EXPOSURE TO TELEVISION -...

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Federal Agency for Education Federal state educational institution Higher Vocational Education Volgograd Academy of Public Service Faculty of Public Administration Department of Sociology, Management Coursework The discipline "Managing public relations" THE PROBLEM OF THE EFFICIENCY OF EXPOSURE TO TELEVISION Finished: Student groups have-403 Ulanovskii NA Scientific supervisor: Lysenko, GV Volgograd 2009 TABLE OF CONTENTS Introduction 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 Conclusion References INTRODUCTION 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
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not fully developed. TV at the moment, is the most popular form of media. This is confirmed by statistics, over 80% of the population, according to 2007, watch TV almost every day [1]. Such a monopoly television for many reasons: speed, imagery, "immersive" and etc.
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