Lecture 13 Notes - I. Introduction A. Diffusion of...

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I. Introduction A. Diffusion of Innovation A.1. Spreading Ideas A.2. Interpersonal channels for selling A.3. Mass communication channels for informing B. Focus on learning form the media II. Motive to Connect A. Definition A.1. Active and passive knowledge acquisition A.2. That has cognitive, emotional, and behavioral effects B. Active vs. Passive Learning B.1. Passive: Incidental learning through exposure B.2. Active: Proactive learning through need satisfaction C. Cognitive Effects C.1. Ambiguity creation and resolution C.2. Attitude (like/dislike) formation D. Emotional Effects D.1. Desensitization to violence D.2. Increased fear/vulnerability D.3. Changes in morale and alienation E. Behavioral Effects E.1. Activates people to buy, become violent, smoke, have sex E.2. Deactivates people from wanting to travel, smoke, or drink alcohol III. How Do People Learn? A. Grab Attention A.1. First we select channels that grab attention A.2. Message must be distinctive, simple, important A.3. Determine card being played
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Lecture 13 Notes - I. Introduction A. Diffusion of...

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